Plans revealed to place large billboards in North Sydney town centres, main roads

Pedestrians and cyclists have blasted plans to install giant billboards in town centres across the north shore with vocal critics labelling the signs ’visual pollution’.

A photo showing were four of the signs would be located.

Pedestrians and cyclists have blasted plans to install giant billboards in town centres across the north shore with vocal critics labelling the signs “visual pollution”.

Thirteen locations across the North Sydney local government have been selected for new state of the art advertising structures that would be placed on footpaths in suburbs including Crows Nest, Cremorne and Cammeray.

The freestanding billboards planned by multinational media company JCDecaux would have features including 75-inch digital display screens, “vandal resistant” glass screens, and live touch screens for displaying council and community information such as train timetables.

Each of the signs would measure 2.75m in height and 1.2m in width.

Planning documents lodged to North Sydney Council stated the new signs would “modernise the streetscape of the local government area” and “provide public benefits to the broader community”.

A photo of the sign planned outside Milsons Point Station.

This sign is planned in the Kirribilli town centre.

But the plan has sparked dozens of objections from residents, cyclists and motorists due to concerns over the size and scale of the billboards.

There are also fears the signs will take up valuable footpath space and make navigating streets challenging for people with prams or disabilities.

“The excessive bulk of this sign creates unwanted visual pollution and intrusion to the wellbeing of all road users, particularly local residents who cannot avoid coming into contact with this sign,” Carmen Langley wrote in a submission.

A photo of the planned sign on the Pacific Hwy in Crows Nest.

Similar objections were raised by Chris Sroka who labelled the signs “visually intrusive” and “objectionable”.

Crows Nest resident Mark Fletcher believes residents were already being “bombarded with advertising” material in public areas.

“Can we not have a public space that is just available to people to enjoy without the visual clutter of companies trying to sell me something? It is offensive,” he wrote.

A photo of the sign planned on Miller St in Cammeray.

A photo of the sign near North Sydney Station.

“It will completely destroy the feeling of the space and possibly reduce people’s desire to be in the area.”

JCDecaux stated the signs were in line with the North Sydney Council’s Street Furniture and Outdoor Advertising Contract which was awarded to the company in April last year.

Plans show each sign would cost up to $55,000 and would display ads with a minimum ‘dwell time’ of 10 seconds per image.

This sign is planned for Willoughby Rd in Crows Nest.

The sign planned for the Pacific Hwy in Crows Nest.

The proposed locations include prominent sites such as footpaths on Military Rd in Neutral Bay and Cremorne, and the Pacific Hwy in Crows Nest.

Others would be placed on footpaths within busy local town centres including Willoughby Rd in Crows Nest, Broughton St in Kirribilli, Alfred St in Milsons Point and Mount St in North Sydney.

The signs would be “100% powered by renewable energy” – either directly or via credits.

A plan of the Pacific Hwy sign in St Leonards.

A photo of another signed planned in the North Sydney CBD.

Plans described the signs as creating “visual interest” within local streetscapes.

“The signage positively contributes to the surrounding environment by providing a contemporary and high-quality interactive form of digital signage within the local government area that will not result in visual clutter,” the plan stated.

“The proposed structures allow for the effective communication of third-party advertising signage while minimising unacceptable glare (dazzle) to ensure the safety for vehicles, motorists, and pedestrians.”

In a statement, a JCDecaux spokeswoman said the company has engaged expert road safety engineers and lighting consultants to ensure the development proposals are compliant with Australian planning standards.

“The project will deliver significant public benefit through the offer of emergency messaging systems and digital content space for public information and council use,” the spokesman said.

A photo of the planned sign on Military Rd in Cremorne.

Another one is planned on Military Rd in Neutral Bay.

The proposal follows a City of Sydney crackdown on large advertising material on footpaths after separate plans by media company QMS for advertising billboards at bus shelters sparked backlash last year.

JCDecaux has commissioned traffic studies for each sign planned in North Sydney to address potential conflicts such as driver distraction.

“All content will be static and not include any flickering, flashing, or motion,” the plans added.

Plans for the billboards have been lodged to North Sydney Council and remain under assessment.