Plan for electronic billboard along Princes Freeway rejected

An advertising company’s bid to build what it said would become an ‘iconic’ sign in Altona North has been quashed by VCAT after the 18m illuminated billboard was deemed too big.

The aviation-themed electronic billboard has been rejected by VCAT. Picture: Supplied

An advertising company has taken its fight to put a mammoth light-up billboard next to the Princes Freeway in Melbourne’s west to the state’s peak planning body — and lost. Twice.

Twenty Four Outdoor planned to build a 18m-high double-sided electronic sign near vehicle auction centre Manheim in Altona North.

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But the proposal was rejected by Hobsons Bay Council amid concerns it would be “overbearing” along the largely undeveloped stretch of road.

The council’s refusal was upheld by VCAT in February last year.

And this month, the tribunal quashed plans for a scaled-back, 13m-high version of the sign.

Peter Jewell, of Jewell Partnership town planners, said his client’s sign would be aviation-themed and therefore had potential to “become a local icon”.

He said the base of the sign would be lit up in a different colour each day.

But town planner Louise Lunn, acting on behalf of the council, said the sign was just “a dressed up major promotion sign” that wouldn’t have the same iconic factor as Richmond’s Skipping Girl.

VCAT Member Vicki Davies said the sign would be “too dominating along a flat stretch of road”.

“It is a visually interesting sign … but the proportions of the sign, given the large sign panel, will be dominating both during the day and night where the pole and sign are both illuminated,” she said.

“While the changes to the sign itself make it more appropriate, there is no certainty that land in the vicinity of the sign will be developed to create a context or backdrop that would make the sign less dominant.”