Digital signs challenge

What happens in Vegas stays there but rules needed

CRAFTING a digital sign policy that promotes business freedom without turning the city into a scaled-down version of Las Vegas is proving harder than expected.

Cairns Regional Council has been grappling with the issue for more than six months as part of a wider signage policy review with businesses increasingly wanting to add “dynamic” video billboards to their advertising cache.

Back in March council officers said the review was due to be completed “any day now”, but Mayor Bob Manning now says that the complex process cannot be rushed.

“Part of the council’s role is to make sure that we don’t end up with a crazy, uncontrolled proliferation of these things,” Cr Manning said.

“Or any form of signage, for that matter, which then detracts from the general appearance of the city and the orderliness of it.

“There is a commercial aspect too, where business owners should be allowed to undertake a fair degree of advertising on or off their premises. It’s about getting that balance right.”

Frank Pappalardo is one Cairns businessman pushing for dynamic signage rights at his Barr St Markets development opposite Stockland Earlville Shopping Centre on Mulgrave Rd.

The complex, which already has healthcare, fitness, dining and fresh food traders operating, has an application before council for an 8mx6m programmable LED advertising board visible from the street.

Cr Manning said other businesses were also investigating the technology.

“Digital signage is going up all around town. Go for a drive and every time you’ll see a new one somewhere,” he said.

“When we’re talking about the bigger ones – bigger and maybe brighter – that’s when the issue of regulation becomes more relevant.”

Cr Manning said it was important not to over-regulate but he could not say when the policy review would be completed.

Cairns Chamber of Commerce president Nick Loukas backed the stance.

“Absolutely we want to protect it from becoming a Las Vegas,” he said. “But I do think that some signage, if it fits in with the building and it’s not dangerous to traffic, that there should be more flexibility.”