Playford Council wants to install advertising screens on empty carpark at Elizabeth
Playford Council spent millions on a carpark which remains empty each day. Now it wants to put a giant digital screen on it to try to start paying the bills.
Playford Council wants to put a giant digital screen on its $8.5 million carpark to start earning money from advertising.
The multi-deck structure is remaining largely empty each day as council waits for construction of a new private hotel, medical centre and community hub for retirees.
Staff have suggested council could earn income from using a digital screen on the side of the carpark to broadcast advertising.
The screen was part of the original concept plans for the carpark, built on the premise it would service an ice arena, hotel, office building and medical hub.
The buildings were key components of a strategy developed by former council chief executive Mal Hemmerling to drive growth into the northern suburbs.
The strategy involving spending tens of millions of dollars revitalising the Elizabeth central business district into a new “Playford CBD”.
Council since has scrapped plans for the ice arena because of financial risks while construction of the hotel is months away from starting.
The future of an $80 million office building built by council and leased to a government department is uncertain, as is the medical hub.
As a result, the carpark is standing on the corner of Philip Highway and Main North Rd surrounded by bare dirt.
It often only has around 20 to 30 vehicles parked on its five levels, mostly belonging to council.
Ratepayers frequently have questioned the value of the carpark, with some raising concerns at a public meeting when council wanted to increase its rates by 3.9 per cent — the highest in Adelaide.
In a report to council’s strategic planning committee, staff are seeking approval for a policy to control third party advertising — particularly on the carpark.
“A component of the Northern CBD was to introduce a digital advertising screen on council’s multi-deck car park,” it says.
“In order to protect and preserve Council’s reputation as a local authority and leader, a draft third party advertising policy has been developed to set parameters on what advertising is appropriate for any council-owned communication channel.
“This includes the CBD advertising screen.”
The digital screen was first approved by council in 2017, when a staff report said it could be used to produce income.
“A number of potential income sources exist for the car park including third party advertising, and paid parking (after a set free period),” it said.
“Both of these will be fleshed out as part of the detailed design phase. Basic modelling indicates that these revenue sources may offset the ongoing operational costs of the car park.”
The report warned that “an important part of the car park concept design brief is that the building does not look like a car park”.
“Car parks can be unattractive buildings and therefore effort has been put in to making sure the facade of the car park be architectural,” it said.
The report warned council the carpark would annually cost around $750,000 to operate. This figure had since increased to around $850,000.
The staff report on paid advertising will be discussed on Tuesday night.