Dubbo Council spends $350k on sign promoting theatre events

A council’s decision to spend $350,000 on a digital sign for its theatre and convention centre while roads are left to crumble has led to an accusation the organisation is out of touch with ratepayers.

A council’s decision to spend $300,000 of roads and infrastructure grant funding on digital signage has been slammed by an election candidate who has accused the organisation of being out of touch with ratepayers.

Dubbo Regional Council was given $2.1 million as part of the latest phase of the Australian Government’s $2.5 billion Local Roads and Community Infrastructure program, put in place to keep people in work and help communities bounce back from the Covid pandemic.

An artist impression of the new Dubbo Regional Theatre LED signs. Picture: Pedavoli Architects/Dubbo Regional Council

The council recently signed off on spending $300,000 of the allocated funding on new signage for its theatre and convention centre, with the total cost of the signage estimated to be $350,000.

Kim Hague, the council’s regional events manager, said the council planned to make money off the investment by charging advertisers for use of the digital signage.

“This funding will be used for the installation of LED signage to promote shows and events in the Dubbo region, along with an update to the surrounding gardens, security cameras and a light box near the access ramp which will feature static posters of upcoming shows,” she said.

“This project will assist in promoting shows and events in the Dubbo region which adds to support external activation of the facility, including the promotion of shows, welcoming of delegates and place making for external bar and event activation which has been trialled successfully with various pop-up events,” she said.

How the new signage could look at night. Picture: Dubbo Regional Council

Ms Hague said the council wanted the signage to help it attract more people to theatre and research revealed hirers and tour promoters “placed a large value on LED signage as a form of advertising”.

“The research found that they preferred LED signage over banners and flags as it is more visually effective, less labour intensive and allows for quality control and a variety of images,” she said.

The council’s decision to chase grant funding for signage while Dubbo drivers contend with growing potholes has frustrated Josh Black, a Labor candidate trying to attract votes ahead of the December 4 council election.

In a recent Facebook post Mr Black shared pictures of potholes in Dubbo he measured to be about 15 centimetres deep and he suggested they were in addition to notorious potholes plaguing sections of Wheelers Lane, Sheraton Road and Tamworth Street.

He claimed decision makers at council were “disconnected from the day-to-day needs of the ratepayers and residents who have to deal with roads full of potholes and parkland or roadsides with overgrown grass”.

“Council needs to direct significant money to employing more outdoor staff to deliver the services that our rates are paying for,” Mr Black said.

“If I had the choice to spend $360,000 on a sign or on fixing the roads and mowing the grass, I’d choose the latter every time.”

When asked for a response to critics who may say the money for signage could be better sent on fixing potholes or other issues, Ms Hague declined to comment.

Another council spokeswoman hit back when pressed for a response to spending concerns, suggesting The Dubbo News “speak to elected members about political positions or opinions”.

Dubbo Council election candidate Josh Black at Butlers Falls. Picture: Facebook

When asked how the council decided what to seek grant funding for, CEO Murray Wood said there was a “capital works prioritisation scoring matrix” all managers had to take into consideration when applying for funding.

“The scoring matrix takes into consideration things like estimated project value, ongoing asset management, whether it supports any themes in the Community Strategic Plan, annual revenue generated by the completed project and whether it has a business case,” he said.

“Council’s executive leadership team reviewed all funding applications to ensure they were “in the best interests of the community.”

Mr Black said if elected he would “do everything” he could to secure the repair of some of the worst roads in Dubbo by seeking to bring forward repair and renewal programs.