Council tells Prince Alfred College: ‘We own the air’ on its proposed bridge

PRINCE Alfred College has been banned from displaying its name and logo on a new bridge to be built over The Parade West because, according to the local council, it does not own the airspace.

An artist’s impression of the proposed Prince Alfred College pedestrian bridge.

PRINCE Alfred College has been banned from displaying its name and logo on a new bridge to be built over The Parade West because, according to the local council, it does not own the airspace.

Norwood, Payneham & St Peters Council, which says it owns the “air”, last week voted against allowing the school from putting its branding on the bridge, saying it could be considered advertising.

However, the council itself would be able to advertise on the bridge, designed for exclusive use of PAC students.

Cr Mike Stock said the school should not reap the benefits of using council-owned space for advertising.

“I have an objection to the school advertising over a public space like this … it is council and public space,” Cr Stock said.

“But the council is entitled to have its own (advertising on it), though.”

Cr Carlo Dottore agreed, suggesting the council use the bridge as a “gateway” into the area.

The proposed PAC bridge over The Parade West.

Principal Bradley Fenner said the school, which was paying for the bridge, was unhappy with the outcome. But he said the school respected the decision and would maintain its positive relationship with the council.

“We are a little disappointed, yes, but we were not really wanting to put advertising on the bridge or anything like that, just our branding,” Mr Fenner said.

“We just (wanted) to have our school name pressed on it, as we have on a number of other buildings … and as other schools have. But we accept the council’s decision.”

In a report considered at last week’s meeting, the council’s property and environment consultant Liquid Pacific suggested the school pay either an upfront fee, annual rent or a combination of the two for the bridge land.

The school’s consultant, M3 Property Strategists, argued against such charges, saying other schools with similar bridges — such as Pulteney Grammar and St Andrew’s School in Walkerville — were paying no or minimal fees.

Pulteney Grammar’s name is on the footbridge over South Tce

Council staff agreed the college should not pay a fee, however it would have to pay for land management agreements, maintenance and any other liabilities.

Cr Paul Wormald said an upfront or rental fee should have been applied because the council was providing an “exclusive benefit” for the school.

The college council would give the final plans the green light in the coming weeks, with work expected to start within months.

In January, the Development Assessment Commission gave PAC approval to spend more than $10 million redeveloping the school.

Plans included a five-storey boarding house, carpark, the bridge and recreation space.