Digital billboard proposed on Toowoomba’s busiest road
A MASSIVE digital billboard has been proposed to the Toowoomba Regional Council along one of the city’s busiest roads.
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A MASSIVE digital billboard has been proposed to the Toowoomba Regional Council along one of the city's busiest roads.
Applicant Stream Outdoor Pty Ltd put forward plans to the TRC for LED-light freestanding billboard, reaching 5.5m high and nearly 8m long, along James St, just west of the now-closed Settler's Inn pub.
According to the planning report by Skye Digital, the sign would not detract from the cityscape or distract drivers.
"The billboard will be located along the western boundary of the site and orientated to face pedestrian and vehicular traffic travelling eastbound along James St," the report said.
"Operation of the sign will be controlled to prevent luminance levels at all times during
the day.
"At night, the sign will have a maximum luminance level of 300 candelas per
square metres as per the Department of Transport and Main Roads' requirements.
"The proposed sign displays one static advertisement at a time (i.e. no split screen) to
reduce driver comprehension time with a minimum dwell time of 10 seconds between
advertisements. This will limit driver distraction."
The proposal comes as more digital billboards move into Toowoomba, the most prominent of which face each other at the Ruthven-Margaret St intersection in the CBD.
The application also included a traffic impact assessment from Pekol Traffic and Transport, which concluded the static images would not overly distract drivers.
Council officers have yet to respond with further information.