DFS Cover Letter - PC (00026176)

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signage per tenancy. The proposed fuel tenant is seeking three illuminated signs (1m2
each) on the fuel canopy – these will also comply with the size and total signage
requirements per tenancy. Hence, these two tenants alone seek a total of 8 illuminated
signs as part of the normal operations of their businesses, and this amount of illumination is
not considered excessive. It is clear from this that the current requirement is too limiting.

The proposed tenants for these two key tenancies are global businesses and have
standardised branding. As Council would understand, their business models are based
on fundamental criteria and one of these would be signage and visibility. Also,
importantly, they are 24 hour operations which Council specifically supported as part of a
recent request to change the approval (September 2015). Condition 119 under the
signage approval was specifically amended to permit illuminated signs throughout the
night for the service station and food and beverage tenant. This change to the DA and
the condition suggest an underlying expectation that there will be illuminated signage
associated with these tenancies. It is a question of what is a reasonable number of
illuminated signs for the uses proposed.

In regard to the Advertising Devices Code, it sets the following principles as its primary
assessment criteria:

        advertising devices complement and do not detract from the desirable
        characteristics of the natural and built environment in which the advertising
        devices are exhibited;
        advertising devices are designed and integrated so as to minimise visual clutter;
        advertising devices do not detract from the visual amenity of the major road
        network nor from the rural or residential amenity enjoyed by residents of and
        visitors to Noosa; and
        advertising devices are safely constructed and secured and do not create a
        hazard.

The key points in addressing the proposed signage against the above criteria and the
code in general are:

        The local area is characterised by predominantly industrial and commercial uses
        adjacent to a main thoroughfare where this particular part is dominated by
        vehicle sales activities. The character reads as collection of diverse industrial and
        commercial activities in large and small premises where the built form is as
        eclectic and the range of uses.
        There is no consistent theme or pattern of signage and it appears as being ‘busy’
        rather than subdued as an overall description of the character. This is not unusual
        for an established industrial area.
        Eumundi-Noosa Road is a major, arterial type road, carrying significant traffic in
        and out of the Noosaville locality. This has a significant bearing on the character
        of the area.
        The proposed signage complies with the size and scale of signage that Council
        has approved for this development and as such, the proposed signage is, by
        definition, reasonable for the site’s size and location.
        In terms of compatibility with the character of the locality, the proposed signage is
        modern and of a style and nature that would be expected given the uses


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        involved (ie. franchised service station and food outlet). The proposed signage is
        considered to fit neatly into the diverse style of signage throughout this local area
        and does not detract from the existing natural and built form in this locality.
        The proposed signage has been design to compliment or fit with the proposed
        building design and as such seeks to minimise visual clutter.
        This is not a residential area so any illuminated signs will not create impacts on
        residential amenity.
        The area is already well illuminated at night given the types of businesses nearby
        (ie. vehicle sales etc) and the street lighting and again any illumination from the
        proposed signage will be consistent with the level of existing illumination rather
        than causing impacts or nuisance.
        The proposed signage will be designed to safely constructed and secure.
        And finally, the proposed signage is considered to be a significant improvement
        to the existing on-site signage through providing for an orderly, modern and
        cohesive signage treatment.

We ask that Council take into consideration the above points and that the development
approval be amended to permit a greater number of illuminated signs and any
consequential amendments necessary to support the proposed signage plans submitted.

Please do not hesitate to contact the writer on 5443 5566 should you have any queries.

Yours faithfully
DFS Group



Peter Folker
Director

Att:    Attachments A & B

cc:     Empirica Developments Pty Ltd




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