Digital CBD: Another billboard approved for Toowoomba

THE digitisation of the Toowoomba CBD landscape continues, after a third digital advertising billboard was approved by the council this month.

New digital billboard in Toowoomba CBD approved by the council. Picture: Apex Digital

THE digitisation of the Toowoomba CBD landscape continues, after a third digital advertising billboard was approved by the council.

Applicant Apex Digital had to make extensive design changes to get its 9m-wide billboard near the intersection of Ruthven and Victoria Sts in Toowoomba City past council officers last week.

Instead of being mounted on a large pole out the front of the building at 295-297 Ruthven St like it was originally designed, the council instructed the applicant to integrate it as part of the building.

"Having regard to the high visibility of the site and its location in the City Link precinct and relative to Ruthven St, the development must not dominate the view from Ruthven St and must not reduce opportunities in this area for place making and landmarks as an important link between the CBD and the PDA," office Sophie Spencer wrote in an information request.

"Please note, the proposed development could be amended such that the advertising device is fixed flat to the face of the existing building or on the roof where it does not significantly protrude above the roof line."

The Department of Transport and Main Roads also rejected the original design, citing it was too visible from the New England Highway.

Apex Digital produced an traffic report in response to the issues, showing the billboard's new position as part of the roofline would not be a distraction for motorists.

Paradise Outdoor Advertising wants to be second company to build giant digital billboard in the centre of the Toowoomba CBD. Picture: Contributed

This is the third commercial billboard approved for the Toowoomba CBD, with the first two installed on separate corners of Ruthven and Margaret Sts.

Company Bishopp mounted its digital billboard onto the Lincraft building in 2016, before Paradise Outdoor Advertising added its own on top of Gelatissimo a year later.

Bishopp CEO Brad Bishopp said new billboards were a sign a confidence in a city's economy.

"What we're trying to produce is not a glowing piece of infrastructure, but something that integrates well into the street environment," Mr Bishopp said in 2016.

"We chose Toowoomba because of the strength of the local economy; it's a city of rich traditions and bold ambitions - and is moving forward continually."

Originally published as Digital CBD: Another billboard approved for Toowoomba