524 Glenferrie Road, Hawthorn VIC 3122
(Plans for Endorsement) Permit Allows: Display of business identification signage and rebranding of existing internally illuminated signs in a Heritage Overlay.
It is my view that due to a desire to rebrand the illuminated signs, that the "right of use" provisions noted in the VCAT decision of Kevak Hotels Pty Ltd v Darebin CC [2022] VCAT 318 apply only to premises use that is the same or substantially similar, and not to the display of signs that are illuminated at night as they are matters ancillary to the premises use.
The display of signage illuminated at night is a matter that needs to be carefully considered regarding its necessity, response to context, heritage overlay, the Decision Guidelines, and the Clause 65 VPP matters.
I consider that the matters regarding needing a permit, and impacts upon amenity apply whether the signage is erected on a street or boundary wall, roof, inside a glazed area and that the defining element of it impacting upon community amenity and character is that if it is visible from the public realm, a road, and/or any surrounding site.
Insufficient information has been provided as to the content and use of the proposed new signage, is it discrete "business identification signage" only or does it seek to also display or promote any other branding or insignia.
The display of illuminated signage at this site at night, fails to respond appropriately to the context, heritage overlay and Clause 65 VPP.
The display of illuminated signage at this site at night, operating beyond the trading hours of the business premises, responds negatively to the surrounding context, heritage overlay and Clause 65 VPP.
There is a real risk that illuminated signage may dominate the surroundings given the context of the surrounding uses. An excessive amount of illuminated signage may create excessive visual clutter impacting pedestrian and road user safety, and wayfinding by pedestrians particularly impaired persons.
I note that the signage is proposed upon the western street wall and/or inside the glazed area of the western street wall of the subject site and therefore it is considered to be works in the periphery of a road reserve and requires referral to the Head, Transport for Victoria for their concurrence to be sought.
Glenferrie Road and its road reserve is zoned Transport Road Zone 2, and the responsible authority is the Head, Transport for Victoria.
Considered optimistically and generously, business identification signage should only be illuminated at night during the operating or trading hours of the business, and not at any other times between sunset and sunrise.
I urge the responsible authority to refuse the application for a permit unless these conditions if imposed are acceptable to the applicant:
1 That the signage use be for business identification purposes only and not the promotion nor display of any other advertisement, images, trademarks, branding or insignia;
2 That the total area of any illuminated sign is to not exceed 1 square metre;
3 That the signage be only illuminated between the hours of 7:00 am and 7:00 pm daily except at any times that the business premises is open for trade outside of these hours and then only during those times;
4 That the concurrence of the Head, Transport for Victoria and any other referral authority be sought and obtained;
5 That the signage not be erected above the street awning if it is to be illuminated at any time between 7:00 pm and 7:00 am.