BELLINGEN SHIRE SIGNAGE STRATEGY

PREPARED BY FISHER DESIGN + ARCHITECTURE ADOPTED - NOVEMBER 2019 CONTENTS

BELLINGEN SHIRE SIGNAGE STRATEGY 1.0 INTRODUCTION 2 PREPARED BY FISHER DESIGN + ARCHITECTURE 1.1 OVERVIEW 2 ADOPTED - NOVEMBER 2019 1.2 OBJECTIVES 3

1.3 PROCESS 3

LIST OF ACRONYMS 2.0 ENGAGEMENT 4 BSC Bellingen Shire Council 2.1 COMMUNITY ENGAGEMENT PROCESS 4 LGA Local Government Area 2.2 COMMUNITY ASPIRATIONS, CONCERNS & VALUES 4 RMS Roads & Maritime Services HWY Highway 3.0 ANALYSIS 6 SEPP State Environmental Planning Policy 3.1 LITERATURE REVIEW 6 BLEP Bellingen Local Environment Plan 3.2 REGIONAL CONTEXT 9 EP&A State Environmental Planning and Assessment DCP Development Control Plan 3.3 ROADS & ACCESS POINTS 10 AS Australian Standard 3.4 TOWNS & KEY TOURIST AREAS 11 TASAC Tourism Attraction Signposting Assessment Committee 3.5 SIGNAGE AUDIT 12 LALC Local Aboriginal Land Council NPWS National Parks & Wildlife Service 4.0 SIGNAGE STRATEGY 17 DPI Department Primary Industries 4.1 OVERVIEW OF TOURISM & WAYFINDING SIGNAGE 17 CBD Central Business District 4.2 BELLINGEN SHIRE TOWNS - CHARACTER & THEMES 18 RV Recreational Vehicle 4.3 SIGNAGE STYLE GUIDE 19 GPS Global Positioning System VIC Visitor Information Centre 4.4 SHIRE & TOWN ENTRY SIGNAGE 19 4.5 VISITOR INFORMATION & CBD WAYFINDING 19 4.6 INDIGENOUS ACKNOWLEDGMENT 19 4.7 SIGNAGE DESIGN PALETTE & PRECEDENT 20

5.0 RECOMMENDATIONS & IMPLEMENTATION 21

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 1 INTRODUCTION 1

1.1 OVERVIEW - is clear and effective, TOURISM IN BELLINGEN SHIRE TOURISM STATISTICS - reflects the character of our towns and As outlined in the Coffs Coast Strategic Bellingen Shire on the of Bellingen Shire as a whole, NSW encompasses both a spectacular and - represents the values of our community, and Tourism Plan 2020, the tourism industry is idyllic slice of the Eastern Australian coast. - has a strong, consistent brand identity. one of the most important contributors to the The region comprises areas of significant growth and character of our region. The annual KEY FINDINGS $58.9m and diverse environments and a rich cultural economic contribution of tourism to the Coffs In 2016/17, the total tourism and hospitality heritage. Picturesque heritage towns, pristine Coast region ( and Bellingen There are a number of issues around signage sales in Bellingen Shire was $58.9m, the total empty beaches, stunning waterfalls, World LGAs) is valued at approximately $490 million, that this strategy addresses, including: value added was $30.6m. Heritage National Parks and vibrant local with an estimated 223,000 visitors annually to - There is little sense of arrival in the shire or (Source: National Institute of Economic and communities contribute to the appeal of the Bellingen Shire alone. the towns – town and shire entry statements Industry Research (NIEIR) ©2016.) Shire as a tourist destination. are inconsistent, inappropriate or Given the significance of tourism to our With ever-increasing visitor numbers to the non-existent; economy and the competitiveness of Bellingen Shire, signage is a crucial part of - Towns have signage issues when directing tourism in regional Australia, it is important creating a positive and consistent visitor tourism vehicle and pedestrian traffic around that tourism is not only maintained and 10.2% experience, and to directing both locals and their towns and CBDs; strengthened, but also planned and managed As the 3rd largest industry in the area, the visitors throughout the Shire. - There are signage issues in most areas in a sustainable way to enhance and conserve Tourism workforce employs 10.2% of the that if addressed could improve the visitor the natural environment, protect the wellbeing Improved tourism and wayfinding signage population in the Bellingen Shire. experience; of residents and attract visitors with shared will assist the development of a strong brand - Much of the existing signage throughout (Source: Australian Bureau of Statistics, Census values. identity for the Bellingen Shire. Signage should Bellingen Shire is outdated or in poor of Population and Housing 2016.) be friendly and engaging; provide valuable condition; Bellingen Shire tourism operators, business information about the attractions, facilities - Marker and identification signage for public owners and the community have expressed and services available; and enable people to recreation areas is in many cases degraded the desire for improved tourism and navigate safely and easily from place to place. or damaged; wayfinding signage and other strategies in - Tourism related signage generally does not 5,015 Appropriately designed and welcoming town order to improve the visitor experience and enrich the visitor experience or adequately Visitors and nights: In the 5 years up to and Shire entry signage will create a positive more effectively capture the competitive direct visitors to the key features of the area; 2017/18, there were an average of 5,015 first impression and foster pride within our tourist market. - There is potential for Bellingen Shire to international visitors to Bellingen Shire each communities. become leaders in acknowledging local Improved tourism and wayfinding signage, year. Average length stay for international This document provides a basis for the Aboriginal culture and language through aligned with the aims of the Coffs Coast visitors was higher than the average for NSW. development of well-designed tourism and signage; and Strategic Tourism Plan 2020, will assist in (Tourism Research Australia – Survey data) wayfinding signage that: - There is currently no coordinated approach attracting and retaining visitors to our area to signage policies and practices. which in turn will strengthen the Bellingen Shire economy.

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 2 INTRODUCTION 1

1.2 OBJECTIVES 1.3 PROCESS travelling in vehicles across Bellingen Shire. E. NEXT STEPS The audit identifies issues and opportunities The purpose of the Signage Strategy Development of the Signage Strategy involved The next stages of the Signage Strategy and includes photographic documentation is to create a consistent, strategic the following steps: beyond this document will involve: and segmentation of signage by category and approach to tourism and wayfinding A. COMMUNITY ENGAGEMENT condition. - Preparation of a Signage Style Guide for signage throughout the shire, and Tourism and Wayfinding signage in Bellingen to ensure that all future signage Site analysis Consultation was run throughout March to May Shire, including preliminary design concepts Analysis of the Bellingen Shire area in the is implemented with appropriate 2019, and involved: for Town and Shire Entry signs, guided by regional context, including: design consideration, guided by the the principles of this Strategy. aspirations of the community. - Community drop-in sessions in Urunga, Bellingen and Dorrigo - Road hierarchy, Shire entry and access - Engaging with signage design professionals - Stakeholder workshops with Urunga/ points and/or local community/artists for SIGNAGE STRATEGY Mylestom, Bellingen and Dorrigo Chambers - Identification of town centres and precincts, development of town and shire entry OBJECTIVES of Commerce, and Coffs Coast Tourism. key tourist destinations, regional features signage designs. - Meetings with Bellingen Shire Councillors and tourist information centres. - Staged implementation of new signage Encourage a positive impression of the and staff development, upgrade and replacement. Bellingen Shire as a tourist destination C. STRATEGY - Informal consultation with community - An ongoing process of monitoring and review of the signage implementation plan Enhance the unique character groups Development of the Draft Signage Strategy to ensure objectives are achieved. of our towns - Consultation with the Indigenous community was based on information gathered during the - Online feedback via the Create Bellingen community engagement and analysis stages, Support a strong Bellingen Shire Shire website with consideration for signage best practice brand identity B. ANALYSIS principles and guidelines.

Offer clarity to visitors as they travel Literary Review Further feedback from the community and throughout the Shire - Review of relevant Council, Regional and stakeholders may be obtained during the State tourism plans and strategies relating to Public Exhibition Period of the Draft Signage Ensure visitor awareness and ease of the development of signage Strategy, after which the Council may decide access to key features and attractions - Review of Local, State (RMS) and relevant to adopt the Signage Strategy. national tourism signage guidelines and Enrich visitor connection with the people, D. IMPLEMENTATION / place and culture of Bellingen Shire. standards, e.g. TASAC. - Best practice principles and guidelines for RECOMMENDATIONS Strengthen pride and respect tourism wayfinding signage. - Implementation plan identifying priorities within our community Audit and recommendations. - Indicative costs and funding options for Establish guidelines to ensure signage is Review of existing tourism related and Signage Implementation high quality and an appropriate design wayfinding signage for visitors who are

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 3 COMMUNITY ENGAGEMENT 2

2.1 COMMUNITY ENGAGEMENT 2.2 COMMUNITY COMMENTS, PROCESS ASPIRATIONS, CONCERNS & “… honour our Indigenous VALUES history and people and actively Community engagement is crucial to inspire use words with community confidence and custodianship. A number of themes and concerns came Feedback gathered from the Bellingen Shire through during the consultation process. Australian words for all major Community and Industry stakeholders during signage along with giinagay this stage has informed the development Support for Gumbaynggirr as a welcome.” of the Signage Strategy and will provide acknowledgment on signage guidance to Council in order to make well and/or dual naming of places was informed, acceptable and sustainable raised more than any other topic, decisions. with 26 mentions across “Unique, creative, artistic During March, April and May of 2019, the Bellingen Shire the various forums. Signage Strategy township entrance and community and stakeholders were asked Have your say There was overall positive support wayfinding signage, employing about any aspirations or concerns they had for new town and Shire entry signage The Bellingen Shire community local artists to design and around Tourism and Wayfinding Signage in is encouraged to contribute to Tourism signage the development of a Signage is a powerful tool for (17 comments), with only one person communities to develop Strategy for the Shire. create.” Bellingen Shire, in particular for Town and Shire a strong brand for their commenting in the local newspaper, that The Strategy will provide region, and create a positive first impression entry signage, and about the features and guidance for the development for visitors. of well-designed and positioned there was no need for it. characteristics of the Shire that they would like tourism and wayfinding signage that reflect the values of our Wayfinding signage provides community and communicates important information 14 people commented about the need to convey to visitors. a strong brand identity. about the attractions and services available in an area, Your feedback will inform the and helps people to orient for improved tourist wayfinding signage Signage Strategy, and provide themselves, and navigate safely from place The consultation process involved: guidance to Council in order to “Keep it simple. Eliminate the to place. and maps in the CBDs, or in the Shire as make well informed, acceptable - Community drop-in sessions in Urunga, and sustainable decisions. a whole, in order to inform visitors better current duplication of signage. For more information, please Bellingen and Dorrigo, with 18 people visit create.bellingen.nsw.gov.au/ about other towns and attractions. Make the theme appropriate to signage-strategy or call us on We want to know6655 7300. attending across three sessions, the heritage feel of the Shire.” what you think We are accepting feedback up There were eight comments supporting - Consultation with each of the three … and giving us your commentsuntil is Fridayeasy! 3 May 2019. the opportunity for local creative and Chambers of Commerce, with a total of Hop online: You can also drop in artistic input into town entry signage, as Fill out an online feedback form to chat with us approximately 36 people attending, at create.bellingen.nsw.gov.au/ in person at: signage-strategy recommended in the Bellingen Shire Art Dorrigo - Consultation with other Community groups, Write to us: Tuesday 9 April Plan. The General Manager, Bellingen 4.30 - 6.00pm - A meeting with Coffs Coast Tourism, Shire Council, PO BOX 117 Gallery

BELLINGEN NSW 2454 Urunga (include ‘Signage Strategy’ Eight people also felt that the use - A workshop and individual meetings with Wednesday 10 April in your submission title) 4.30 - 6.00pm Council’s Executive Team and Councillors Email us: Art Space of high-quality photography as a [email protected] Bellingen (include ‘Signage Strategy’ - Consultation with the Indigenous Thursday 11 April promotional tool on signs or billboards in the subject title) 4.30 - 6.00pm community We are accepting feedback up Waterfall Way Visitor would attract more visitors into the shire Information Centre until Friday 3 May 2019. from the highway. The Bellingen Shire Council Create website provided an online feedback form, and The need for improved RV camping received 25 comments from 21 registered and parking signage in towns was users of the platform, plus three emailed raised by seven people, and a further submissions. seven comments were about the use of retaining existing town or Shire logos or slogans for promotional material. BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 4 COMMUNITY ENGAGEMENT 2

THEMES SUPPORTED COMMUNITY COMMENTS Of the tourism themes that were suggested by the community and stakeholders for “A welcoming sign “A network of info “Gumbaynggirr “I think we really need about the Waterfall some consistency in inclusion on town or shire entry signage, the which represents the Way trail.” welcoming the signs, I’d like a most popular was the Natural Environment or history and culture acknowledgment.” policy like this to still Nature-based tourism with seven comments, of our town.” allow the individuality followed closely by our Settlement Heritage, in each community to with six mentions. “Clear directional “I love natural allow them to do their Other themes raised are shown in the table products and I signage required own thing.” below*. “We want to make sure that for RV/Caravan would like to see we all get well represented in parking.” rocks feature as the No. of the overall strategy portion part of the story Theme supported mentions of the signage.” - the two distinct “More creative Natural environment / types of rocks, 7 town entry nature-based tourism “People still talk the basalt and the signs.” Heritage & settlement history 6 about the boats...” granite in Dorrigo.” “A very diverse, Waterfall Way / Waterfalls 4 active arts and Outdoor recreational activities e.g. “I would really like the signs “Upgrading of signage boating / sporting / bike-riding / 3 crafts culture.” on the entry to the Shire to which is some cases is fishing say Giinagay, welcome to almost two decades old.” Creative industries & culture 2 Gumbaynggir country.” Agricultural diversity / farming / 1 organic produce sector “Recognition of the traditional “I believe we should have tourist owners of this land and signage which is prominent and National Parks 1 consultation with Elders about “Photos sell, clear and shows cultural, natural/ Family holiday 1 how they would like their environmental and Indigenous they tell the story.” Rural Innovation Hub 1 culture and values reflected information pertaining to our area.” in this signage.” * The themes listed above are in addition to the support for Indigenous acknowledgment (refer “Bellingen Shire doesn’t have any “You’ve got to inspire previous page). interface with the highway at all. There’s a couple of directional signs, there’s no people to come into “Dual language signs.” welcome to Bellingen Shire.” our Shire.”

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 5 ANALYSIS 3

3.1 LITERATURE REVIEW BY BELLINGEN SHIRE COUNCIL & drivers after an intersection that they have contained within the supplements. REGIONAL PLANS: made the correct choice. As part of the development of this strategy the Destination Signage following documents were reviewed: • Community Vision 2030 While the ability to influence the location, • Arts and Cultural Plan content and promotional aspects of road LEGISLATIVE & REGULATORY INSTRUMENTS • Arts Policy signage is very limited, there exists the • Roads Act 1993 • Art Plan potential for destination and promotional • Transport Administration Act 1988 • Asset Management Policy tourism-related signage. Such signage, • Asset Management Strategy however, is subject to the requirements • State Environmental Planning and Service and Facilities signage is blue with • Procurement Policy of the various legislative and regulatory Assessment Act 1979 (EP&A Act) white text and is intended to forewarn of • Policy for the erection of fingerboard instruments, including the Environmental • State Environmental Planning Policy No 64 roadside and commercial service facilities directional signage for tourist oriented Planning and Assessment Act 1979 (EP&A – Advertising and Signage (SEPP64) and visitor information centres on the road businesses within Bellingen Shire Act), its relevant subordinate instruments • State Environmental Planning Policy ahead, or on a side road, or may advise of a • Parking Strategy (SEPP(I), SEPP64, BLEP, DCP etc.), the Roads (Infrastructure) 2007 (SEPP(I)) lack of a services. These signs are functionally • Economic Development Plan Act 1993, the Transport Administration Act • Bellingen Local Environment Plan 2010 divided into advance signs, position signs, • The Coffs Coast Tourism Strategic Plan 1988 and Council’s policies, strategies and (BLEP) supplementary signs, next service signs and no • The North Coast Destination Management plans. Destination signage has greater scope • Development Control Plan (DCP) service signs. Plan for the inclusion of art work, interpretive STANDARDS AND ASSOCIATED • Coffs Coast Destination Management Plan signage, advertising and unusual design and SUPPLEMENTS/GUIDES The legislative instruments, standards and construction techniques. associated documents provides for two • AS 1742 Manual of uniform traffic control OUTCOMES OF LITERATURE REVIEW BY categories of signage, being road signage and devices DOCUMENT TYPE destination signage. - Part 1: General introduction and index of Legislative & Regulatory Instruments signs OUTCOMES OF LITERATURE REVIEW BY The primary constraints on advertising - Part 2: Traffic control devices for general SIGNAGE TYPE Tourist signage is brown with white legend and promotional signage are contained in use Road Signage and is intended to direct to or refer to tourist subordinate legislation to The EP&A Act. - Part 5: Street name and community facility Road signage is specified by the standards facilities (excluding visitor information name signs and associated supplements/guides. It is sub- centres), or mark tourist drive routes. Tourist The SEPP(I) provides for some development - Part 6: Tourist and services signs categorised into directional signage, tourism signs are functionally categorised into advance to be exempt if it is undertaken on behalf of - Part 15: Direction signs, information signs signage and services signage. signs, position signs or reassurance signs. a public authority and the development does and route numbering not involve the pruning of a tree or other • AS 1743 Road signs – Specifications NOTE: Australian Standards clearly specify vegetation. The list of development purposes • RMS supplements to the Australian that Tourist and Service signing is primarily to which this exemption applies includes: Standards above about traffic management and explicitly limit • RMS/Destination NSW guide to Tourist the use of promotional material, photographic • “Identification, directional, community Signposting reproductions, artwork and other drawings information or safety signs but not including • Austroads Guides (Guide to Traffic Directional signage is green with white text (excluding standard symbols) to gateway signs, … signs associated with the use of road Management) and is intended to provide directions to which are subject to the approval of state road infrastructure”, and • Supplements to Austroads Guides localities. They may provide advance notice authority or state tourism authority or both. • “Identification, directional, community of a direction change (intersection), provide The Australian Standards have been adopted information or safety signs associated with POLICIES, STRATEGIES & PLANS PREPARED directional advice at intersections, or reassure by the RMS for use in NSW with modifications the use of road infrastructure”.

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 6 ANALYSIS 3

It is clear from the instrument that a constraint the signage requires development approval. Standards & Associated Regulation on the first category of signs above, i.e. not The requirements of the BLEP will not be Supplements / Guides The Erection of Fingerboard Directional associated with the use of road infrastructure, applicable provided the signage is considered The relevant Australian Standards for signage Signage for Tourist Oriented Businesses is that the surface area of the sign must not exempt development under SEPP(I). are AS 1742: Manual of uniform traffic Within Bellingen Shire Policy is limited to exceed 3.5m2. The instrument is less clear control devices and AS 1743: Road signs – signage for tourist oriented businesses and The DCP contains additional guidance, whether this size limit applies to the second Specifications. Australian Standard AS 2890: explicitly excludes industrial premises, shops particularly for signage that does not meet the category of signs above, i.e. associated with Parking Facilities is referenced by the RMS in or commercial premises that are not primarily criteria for exemption in either the BLEP or the use of road infrastructure. Advice from relation to signage, however this particular tourist oriented. Permitted signage is generally SEPP64, or for new commercial developments the NSW Planning hotline indicating that the standard is out of scope for this review. The a symbol and address (where the sign is on where external signage is integrated with the constraint is generally applicable to all signage. Australian Standards are augmented by the the same road as the business). This policy design of the building. The requirements of However, in the event that Council decides to RMS Supplements to the Australian Standards, appears to contain some inconsistencies the DCP will not be applicable provided the erect signage with a surface area of greater the Austroads Guide, the Supplements to with requirements contained in standards signage is considered exempt development than 3.5m2 it is recommended that Council the Austroads Guide to Traffic Management and review of this policy in order to achieve under SEPP(I). obtain formal legal advice as to whether and the Guide to Traffic Management. These appropriate fit with standards is recommended. the constraint is specific or general. The The Roads Act 1993 and the Transport documents tightly specify the locations, sizes, Economy answer to this question determines whether Administration Act 1988 require that consent colours, fonts, shapes and content of traffic Several Council policy and/or strategy Council is able to erect the sign as an exempt be obtained from the relevant roads authority signage. The Road Signage section above documents reference the economic development, or whether Council is required for the erection of any structure on or over summarises these requirements at the highest implications of tourism signage, including the to submit a development application. In a public road. This applies even where the level. Bellingen Shire Community Vision 2030, the the event that a development application is structure is erected by the roads authority. Note: The RMS are currently undergoing a Arts and Cultural Plan, the Coffs Coast Tourism required, SEPP64 would be considered to The conditions for consent are not specified, review of highway gateway signs. The outcome Strategic Plan and the Coffs Coast Destination provide guidance with respect to criteria. but “may be granted on such conditions as of this review may affect the design of Shire Management Plan. These documents identify the appropriate roads authority thinks fit”. In SEPP64 requires all advertising signage entry signs. It is recommended that designs for tourism as an economic priority for the instances where Council is the roads authority, to have consent from a consent authority shire entry signage should not be undertaken shire, and generally focus on the need for the only Council policy which provides (Council) and provides criteria to be until RMS guidelines have been confirmed. appropriate tourism infrastructure, particularly guidance on the conditions of consent considered such as consistency with the those which enhance tourism assets or assist for signage is the Erection of Fingerboard Council Policies, Strategies & Plans character of the area, amenity, visual quality, with improving dispersion, visitation and Directional Signage For Tourist Oriented The guidance contained in the various policies, the obstruction of views, fit with streetscape, overnight stays. Businesses Within Bellingen Shire Policy. strategies and plans prepared by Council, or on scale, proportion, illumination and safety. Further detail on this policy is included in the behalf of council may be broadly categorised SEPP64 does not apply to traffic signage. Council Policies section below. The relevant into requirements, thematic guidance, and The Local Environment Plan (BLEP) prohibits Australian Standards, the RMS supplements funding suggestions. all signage except that which relates to the to the Australian Standards, the Tourist Requirements use of the land on which it is erected. The Signposting and SEPP64 are also relevant The policy and strategy documents reviewed definition of signage in the BLEP includes reference documents for staff determining contained dispersed reference to matters advertising structures, building identification conditions of consent for signs on roads. related to signage as outlined below. signs and business identification signs, but does not include traffic signs. Additional restrictions imposed by the BLEP on signage includes restrictions on size, position, aspect and content. It also specifies whether or not

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 7 ANALYSIS 3

Community & Culture Key Features: Funding The Community Vision, the Arts and Cultural The following sources of funding for signage • References the Shire’s timber industry Plan and the Arts Policy all provide policy are identified in the Public Art Plan, Coffs history guidance with respect to community and Coast Tourism Strategic Plan, The North • Local timbers used - such as Tallowwood, culture as it relates to signage. The themes are: Coast Destination Management Plan and the Cedar, Flooded Gum, Stringybark • the importance of Gumbaynggirr place, Economic Development Plan. • Utilises the resources of local timber artists language, art and culture and crafts people • Council’s capital works budget • the importance of counter-culture, frontier, • Sculptural, eye catching, easily identifiable • Council’s tourism budget timber and forestry and maritime heritage • Complements traditional town features • Developer contributions themes & provides a contemporary look for the • Grants • a sense of connection between and across future • Sponsors the communities of the Bellingen Shire. • Metal and timber - strong and long lasting, • Philanthropists Specifications, Design & Location low maintenance • Crowd funding The Art Plan and the Coffs Coast tourism • Adaptable - room for variation in • Human resources Strategic Plan contain requirements for the configuration and size to suit individual sites • In-kind contributions nature and/or location of signage. • Designed to be noticed but not intrusive, • Membership fees for a local tourism locals and visitors will find the new signage association The Asset Management Strategy contains helpful, informative and visually attractive. • Commercial booking service delivered by asset condition ratings. These ratings have visitor information service been used in the audit of signs and it is The Coffs Coast Tourism Strategic Plan • Tourism and business levy collected from all recommended that these asset condition also identifies the need for attractive, well businesses ratings be applied to the future management designed and welcoming town entry signage • RMS funding of signage assets. that doesn’t detract from the surrounding landscape. The following have been identified as potential The Art Plan contains the following grant funding opportunities for signage: requirements: Other The Bellingen Shire Parking Strategy contains NSW State Government “INTERPRETIVE ART SIGNAGE a Key Objective and Action as follows: • Community Building Partnership Program Installation of three sculptural elements • Regional Tourism Fund to announce arrival at town entry points, Parking Strategy Key Objective: • Stronger Country Communities sculptures to incorporate relevant town name To promote more walking and cycling trips to • Growing Local Economies to aids tourist wayfinding. Consistency in reduce the reliance on car trips and parking to materials and form will visually link townships. promote healthy living choices. Federal Government • Building Better Regions Fund - Creative Themes will vary depending on Parking Strategy Proposed Actions: Infrastructure Projects Stream location: carvings could include text, figurative, Where appropriate provide way finding • Stronger Communities Programme indigenous and abstract designs. Each signage and online maps to inform options and sculptural element could represent the three modal choice for residents and visitors. The Foundation for Rural & Regional Renewal main towns with the relevant town highlighted • Strengthening Rural Communities - Small by using a different timber, colour or stain.” and Vital Grants • Strengthening Rural Communities - Larger Leverage Grants

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 8 ANALYSIS 3

3.2 REGIONAL CONTEXT

Where we are Bellingen Shire is located on the Mid North Coast of NSW halfway between and Bellingen Shire Brisbane and just south of Coffs Harbour, it has Sydney a total area of 1,605 square kilometres with a coastline of approximately 10km. The region is renowned for its ecological diversity with State Forests and National Parks covering over 53% of the local government area.

The shire consists of three broad geographical areas incorporating the seaboard around Mylestom, Repton and Urunga, the valleys of the Bellinger and Kalang rivers and the Dorrigo plateau landscapes. Each has its own characteristics and is rich in cultural and natural diversity.

Who we are Bellingen Shire is currently home to 13,011 people (ABS ERP 2015). The Shire is a lifestyle region with an emphasis on cultural vibrancy, liveability and social cohesion.

Bellingen Shire is an “economy in transition.” Main state or regional roads MAP 01: While the traditional industry base of timber, Pacific Highway (A1) Bellingen Shire boundary REGIONAL dairy-farming, potato and meat processing Access point CONTEXT are essential to the economic health of the Shire, an emerging and developing industries include tourism, which is underpinned by the & Bluegrass Festival and Bello Winter Music Traditional owners White Settlement Dorrigo Rainforest Centre, National Parks Festival are among the many events that add The traditional Indigenous custodians of European settlers began to arrive in the and waterfalls, cultural attractions and a to the Shire’s thriving cultural life. The vibrant this country are part of the Gumbaynggirr Bellingen Valley in the 1840s, discovering rich successful events sector. Rural innovation and monthly Bellingen Markets also provides an Nation, and have been connected with this natural resources, prime timber cutting and diverse agricultural industries, arts and cultural opportunity to showcase our people, produce land for tens of thousands of years. The agricultural areas, and fertile river valleys. Land industries, organic produce and regional and culture. Gumbaynggirr people have occupied the Mid was given to settlers for timber getting, dairy cuisine, and aged care have also developed. North Coast from Nambucca to the Clarence farming and other agricultural pursuits, and Tourism is strengthened by the fantastic River and west to the Great Dividing Range rural properties were cleared and fenced. This The events sector is part of this “creative” climate, a stunning environment, café, market since the Yuludarla or the Dreaming, and settlement history is proudly acknowledged by economy, and a major contributor to the and festival culture, and access to a wide range have a profound connection to their country. the community today, with many descendants appeal of the Shire as a tourist destination. The of tourism and recreational opportunities. renowned annual Camp Creative, Dorrigo Folk Gumbaynggirr culture is highly respected of the original settler families still part of the amongst the Bellingen Shire community. community today.

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 9 ANALYSIS 3

3.3 ROADS & ACCESS POINTS

Roads The Bellingen Shire is well connected to major roads and highways but maintains a distinctive rural character on the many local and regional roads.

In 2016, the Nambucca Heads to Urunga section of the Pacific Highway Upgrade was opened, bypassing the township of Urunga. The Bypass has significantly improved amenity for the local community, however residents and local business owners have expressed concerns regarding the lack of effective signage to attract drivers into the town, as well as issues with wayfinding signage throughout Urunga township.

RMS are committed to working with bypassed communities to provide adequate signage to encourage tourists and road users more generally to visit those towns. An RMS funded Urunga bypass billboard sign has been approved and is awaiting installation. The design of this sign is outside the scope of the Main state/regional/local roads Tourist drive signage strategy, and will be determined by Pacific Highway (A1) MAP 02: the RMS. Bellingen Shire boundary ROADS & Access point ACCESS POINTS With further upgrades to the Pacific Highway recently opened or approaching completion, reduced travel times from the north and the Access flights to Sydney, Brisbane and Melbourne. Tourist Drives south is increasing the appeal of Bellingen The majority of people arrive in Bellingen Expansion of the airport, with more routes and Tourist Drive 16 runs from The intersection of Shire both as a destination and as a stop-over Shire by private vehicle. The key road access additional flights has meant greater access Pacific Highway and Giinagay Way at Raleigh point between Sydney and Brisbane. points for entry to the Shire are via the Pacific to the Shire for International and Interstate in the North, through Urunga and along Highway from the North/Coffs Harbour, and visitors. Hungry Head Road to the South. Waterfall Way (B78) is the key route the South/Kempsey direction. A smaller Rail services run daily from Sydney and Tourist Drive 18 starts in Bellingen Shire, transversing the Shire from East to West, number of visitors approach from the West via Brisbane, with railway stations at Coffs however the key points of interest along this connecting the Pacific Highway to Armidale. Armidale and Waterfall Way. Harbour and Urunga. route are situated in Coffs Harbour LGA. Vehicle travel times from Raleigh interchange Lesser used road access routes into the Shire Coach Services stop on the Pacific Highway on the Pacific Highway to Brisbane is around 5 are via Coramba and Tyringham Roads. hours, and to Sydney 5.5 hours. at Urunga. Public transport via local bus The proximity of Coffs Harbour airport offers companies within the Shire and from Coffs convenient access to the Shire with direct Harbour and Nambucca Shire is limited.

BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 10 ANALYSIS 3

3.4 TOWNS & KEY TOURIST ATTRACTIONS

Urunga, Dorrigo and Bellingen are the major towns of Bellingen Shire and act as key starting points for visitors entering the area.

Urunga Blessed with beautiful beaches and a tranquil estuary, the peaceful coastal town of Urunga is located at the river mouth where the Bellinger and Kalang rivers converge. Attractions of the area include the spectacular and unspoilt beaches and coastline, and an array of activities including surfing, fishing and boating.

Dorrigo The picturesque heritage town of Dorrigo is a half hour drive along Waterfall Way from Bellingen, one hour from Coffs Harbour, and one and a half hours from Armidale. Popular attractions for visitors include the many spectacular waterfalls in the area along with World Heritage listed National Parks with viewing platforms and picnic amenities. Other recreational opportunities include fishing, Main state/regional/local roads Tourist drive rafting, canoeing, horse riding, camping, and Pacific Highway (A1) Towns & points of interest MAP 03: other nature-based activities. Bellingen Shire boundary Nature based attractions TOWNS & TOURIST Access point National Parks ATTRACTIONS Bellingen Bellingen town is the main administrative, retail and service centre for Bellingen Shire of unspoilt beaches and river frontage. LGA. Famous for an eclectic mix of boutique Facilities in the township include the local surf shops, good cafés and creative arts festivals, club, shops, picnic areas, a tidal pool, and the Bellingen combines its heritage charm with bowling club. a vibrant community of artists, creators, Tourist Information Centres are located at the performers and alternative lifestylers. Waterfall Way Visitor Information Centre in Mylestom Bellingen, at the Dorrigo Visitor Information Mylestom is a small quiet coastal village Centre in Dorrigo, and at Urunga Visitor located five minutes drive from the Pacific Information Centre* on Giinagay Way Urunga. Highway. The village is nestled between the Relocation of the Urunga Visitor Information ocean and the Bellinger River, with kilometres Centre to an alternative site is planned.

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3.5 EXISTING SIGNAGE REVIEW An audit of existing signage in Bellingen Shire has identified a real need to improve signage in the region. Current signage lacks a coherent hierarchy, is often dated and in poor condition and does not effectively direct visitors to the area’s many attractions. GPS signage audit

Inconsistent branding across the The following pages contain an Shire presents a confusing message overview of the findings of the to visitors and does not adequately Signage Audit. convey the Bellingen Shire as a Signage type, condition, and premium tourist destination. placement were photographed and Town entry statements are documented using GPS. Data was inconsistent, inappropriate or non- then organised into a geo-referenced existent. Marker and identification database and delivered to Council signage for public recreation areas in digital format in August 2019. This and reserves is in many cases Signage Audit is intended to serve degraded or damaged. Use of as geo-referenced foundation for signage notice boards appears to existing signage infrastructure with be haphazard and presented in an the ability to update, analyse, and outdated style with superseded Coffs inform future expenditures as the Coast Tourism branding. signage strategy is implemented.

Signage documented in the Signage For further information, and to see Audit included: the complete audit, please refer to - Town & shire gateway entry signs the digital version of the Bellingen - RMS tourist attractions and scenic Shire Signage Audit 2019. Gateway signs throughout the Shire Town entry transitions offer an drives (brown) TOWN & SHIRE ENTRY appear at road entry points to all of eclectic array of signage constructed - RMS community facilities and (GATEWAY) SIGNS the main towns and villages. Existing in a variety of materials, colours and services (blue) A town or shire entry sign (or signs often lack prominence in the styles, with many being dilapidated or - RMS directional (green) gateway sign) is a road sign at the surroundings or have been covered outdated. - Visitor information centre and border of a region that introduces or by vegetation. Visitors do not have a information board signage, welcomes visitors. Effective gateway The overall effect of the existing sense of arrival into Bellingen Shire, - Any other signage directing signage can have a positive impact gateway signs is to present an or a sense that the shire has more to people to tourist attractions, on local economic development and inconsistent brand identity and a offer. Current gateway signs do not services or destinations tourism, as well as instilling a sense of poor impression to visitors. promote a consistent Bellingen Shire - Identification signage for parks pride in our communities. tourism brand. and nature reserves

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NSW ROADS & MARITIME closely with RMS to begin a program SERVICES (RMS) ROAD of assessment to upgrade, replace or SIGNAGE remove RMS signage as required. There are three major types of road Council should also align and signs used by visitors to find tourist coordinate their policies, processes attractions and facilities in Australia. and decisions around road signage They are: with RMS so that a consistent and cohesive approach to future signage 1. Direction signs (white on green) implementation can be adopted. 2. Tourist attraction signs (white on brown) 3. Community facilities and services signs (white on blue)

These signs are explained in detail in the NSW RMS Tourist Signposting document. The signs are internationally recognised by most visitors, especially when standard universal symbols are used.

RMS is responsible for authorising, installing, maintaining and removing signs on state roads such as the Pacific Highway.

The Tourism Attraction Signposting Assessment Committee (TASAC) is responsible for assessing eligibility and determining applications made for tourist signs on RMS controlled roads. TASAC consists of representatives from Destination NSW, RMS, regional tourism organisations and local government.

Council is responsible for installing signage on the remainder of the public road network in the area.

A significant number of the RMS installed road signs in Bellingen Shire are dilapidated and degraded. It is recommended that Council work

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VISITOR INFORMATION CENTRE & INFORMAL COMMUNITY NOTICE INFORMATION BOARD SIGNAGE BOARDS Visitor information centres provide visitors There are many informal community notice with a wide range of information about the boards in towns, especially in Bellingen. Used attractions, services, facilities and things to do. for advertising events, items for sale, garage Many visitors use these centres as their first sales, lost pets etc, some have appeared in port of call when they arrive in a town. windows or doorways by permission of shop- owners, others are more ad-hoc applications Visitor Information Centre signage is not onto empty shop windows and walls or other always obvious, and is inconsistently branded. street infrastructure. There are a number of existing visitor Whilst these notice boards reflect the informal, information boards, Local Guides and tourist friendly ‘community’ nature of the towns maps and directories located throughout (especially the board next to the iconic ‘map’ in Bellingen Shire. The content on these signs Bellingen), use of them has grown to the point includes maps, visitor information centre where they are creating a level of visual clutter details and local business advertisements. in the streetscape. Some information on these signs and maps Online notice boards (in the form of Facebook is outdated, the signs are in poor condition, pages) already exist as an alternative, however and inconsistent in style, and cluttered with the physical notice boards are highly utilised advertising. Some signage is degraded or and valued by the community. graffitied. EVENT NOTICE BOARDS Further engagement with the community and shop owners would be beneficial to assist Council provides two ‘Community Events Notice in establishing a code of practice for use of Boards’ located on the eastern and western informal notice boards. approaches to Bellingen along Waterfall Way. There are currently no Council-managed These are available for event organisers to community notice boards. promote community events (such as festivals, school fairs, markets etc). Specifications supplied GENERAL SIGNAGE CLUTTER by Council for use of these boards are rarely Feedback from the community expressed the adhered to by users, creating an unappealing desire to reduce signage clutter in towns and presentation of messages. The one located on throughout the shire where possible. the Eastern side of Bellingen effectively forms part of the current town entry sign, adding to There are some instances of signage that has the cluttered impression for visitors as they enter been installed without Council approval. the town. Additionally, unregulated event notices are frequently added on to or next to the Event Notice Boards creating an extremely cluttered and unattractive impression as drivers enter Bellingen.

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OTHER SIGNAGE RELATING IDENTIFICATION (MARKER) TO TOURIST ATTRACTIONS, SIGNAGE FOR PARKS & SERVICES OR DESTINATIONS NATURE RESERVES There is a shortage of tourism and The majority of park and nature wayfinding signage directing people reserve wayfinding and identification to attractions and destinations signs are of the same style of timber around the Shire. The signage that post and panel painted green. does exist is inconsistent, and often Many of these signs are degraded too poorly positioned and too hard to or dilapidated, and have a generic, read for effective visitor wayfinding. outdated style.

The exception for this is at the Signage recently installed at four Dorrigo National Park and Rainforest reserves in Gleniffer are a different Centre, where coordinated tourism, materials and construction style wayfinding and identification signage that utilises recycled timber, and are informs visitors through application of appropriate to the bush locations. a high quality and consistent signage and identity system.

Fingerboard signs provide low key directional signage on local roads to assist motorists in locating tourist oriented businesses throughout the Bellingen Shire. Fingerboard signs are regulated by Council’s Fingerboard policy, and should be uniformly white text on a blue background. Some existing fingerboard signs may not comply with the fingerboard policy, or have become obsolete.

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OTHER TYPES OF SIGNAGE strategy, some issues relating to concern over the existing Bellingen Beach access signage Interpretative signage was seen as commercial/business signage were town entry on the eastern side of an opportunity to enhance visitor Signage that was outside the scope Regulatory signs and other signs identified during the signage audit, town being overshadowed in scale understanding and enjoyment of of this Strategy, but was identified at beach access points installed by or raised during the community by large commercial signs at the the natural and cultural heritage of during the signage audit, or raised Council and relevant government consultation. entries to the Old Butter Factory and Bellingen Shire. as an issue during community agencies (e.g. DPI Fisheries) are Bellingen Golf Club signs, located consultation that required further Some local business owners without generally dilapidated and inconsistent approximately 200m beyond the consideration includes: Waterfall Way shop frontage have in design and materials. Signage is current Bellingen town entry sign. commented that existing Council cluttered, with additional signs being - Commercial/business signage DCP regulations are too restrictive Some commercial signage that added without consideration for how - Council building identification to allow them to effectively promote is highly visible for drivers along they fit with existing signage. - Interpretive signage their businesses. Waterfall Way is dilapidated or in - Beach access & coastal regulatory Interpretive signs disrepair. There was broad support for new signage The desire for improved and or improved CBD business signage Council building Signage Commercial/business signage additional interpretive information and/or maps in all of the towns The current building identification at key tourist attractions was raised The Bellingen Shire DCP regulates (similar to a sign that used to exist signage at Council’s Administrative during consultation. There is limited the installation of commercial and at the corner of Church and Hyde Centre on Hyde Street Bellingen is in interpretive material outside of business signs. Streets in Bellingen), in order to more good condition, however the brown National Parks. Some interpretive effectively capture visitor trade. Although a review of commercial/ painted timber style is very outdated, shelters are structurally sound but business signage is not part of this Some business owners expressed and does not reflect the character of information panels are outdated, or Bellingen Shire well. require a refresh and upgrade.

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4.1 TOURISM & WAYFINDING The principles of good tourism CONSISTENCY SIGNAGE GUIDELINES & and wayfinding signage are: There should be a recognisable style PRINCIPLES of signage across the Bellingen Shire. Tourism and wayfinding signage provides CLARITY Signage elements should work together guidance to visitors and other motorists to to communicate a clear identity through a facilitate safe, efficient and orderly travel. cohesive design approach for materials, fonts, LEGIBILITY Road signs are an integral part of the finishes and colours. visitor wayfinding experience, and part of Whilst retaining the ability to convey the a communication process between tourism CONSISTENCY individual characteristics of the towns, signage operators and the consumer – a process which should present a consistent Bellingen Shire includes other supporting tourist marketing CONTEXT identity that is visible across any associated material, such as websites, printed maps, apps, online, print, or other tourist information brochures, and advertising. Although these material. additional components are beyond the scope CLARITY of this Strategy they are an essential part of CONTEXT Information must be accurate, clear and easy effective visitor wayfinding and a consistent Signage should reflect the cultural and to understand approach to the presentation of all sources of environmental character of our towns and wayfinding information is required. Signage must be easily recognisable as part of Shire, and the values of our community. an established system and reinforce the brand The expected benefits of the signage Signage should be integrated appropriately identity of the Bellingen Shire. strategy is to enable the development and into the surrounding landscape, and add implementation of high quality and well- LEGIBILITY value to the visual character of towns and the designed signage throughout the Bellingen Signage should utilise easy to read fonts, with broader shire. Shire which will: good contrast between text and background. Signage should be appropriately placed in - Add value to tourism development and Symbols or graphics (if utilised) should be the landscape in order to allow drivers time to promotion strategies; recognisable and easy to identify. read and comprehend the sign. - Contribute to enhanced visitor experiences, longer stays and greater tourism activity in Text should be at an appropriate scale to the Bellingen Shire; enable people to read and understand the - Instill pride in our communities; content, whether from a moving vehicle or as a - Avoid a clutter of roadside signs. pedestrian.

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4.2 BELLINGEN SHIRE TOWNS - CHARACTER & THEMES The Bellingen Shire is a diverse environment, which can be broadly categorised into the following geographical areas: - The coastal and river environment of Urunga, Mylestom and Hungry Head - Bellingen township and the Bellinger Valley - Dorrigo and the wider plateau environment. DORRIGO - PLATEAU

The three main towns (Urunga, Dorrigo, Bellingen) and the village of Mylestom each have unique environmental and cultural characteristics. Towns and areas surrounding them have an array of different attractions and visitor experiences on offer. Town entry signage should be installed that allows for the individualisation of towns through a unique element, graphic and/or applied material that distinguishes it from other towns. The structures themselves should BELLINGEN – VALLEY utilise a common base design. The broad themes that have been identified during the consultation stage as being appropriate for representing the townships of Urunga, Dorrigo and Bellingen (and potentially Mylestom) can be distilled to the following: - The natural environment - Nature based recreation - Heritage & settlement history - Creative culture and food - Innovative industry - Agricultural diversity URUNGA/MYLESTOM – COASTAL / RIVER - Indigenous culture

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4.3 SIGNAGE STYLE GUIDE 4.4 SHIRE & TOWN ENTRY 4.5 VISITOR INFORMATION & CBD recognising their Indigenous people’s languages by having place names and tourist The community supports the development of SIGNAGE WAYFINDING BOARDS & MAPS attractions in both the commonly used high-quality, consistent signage that reflects the Town and Shire entry statements provide Improved and updated visitor information language and the Indigenous language. character of Bellingen Shire and the towns, and an opportunity to welcome visitors to the maps that are easy to access and understand conveys a sense of care about the region. shire. Entry signs that are well-designed and could significantly assist visitors to find In Australia, the Federal Government supports the maintenance, revival and development To enable this, a signage style guide should be informed by community input will enhance the attractions and services. Updated maps should of Indigenous languages and may provide developed for a family of signage designs that visitor experience, and encourage pride in our be developed that can be used consistently funding towards suitable projects. are in accordance with the principles of this towns and community. across boards, online, on signs and in print. Strategy, and will ensure a consistent approach Installation of shire and town entry signage Updated Visitor Information Boards, CBD The NSW State Government is committed to to design, layout and construction of signs. aligns with Council’s Community Vision, Arts & wayfinding maps and business directories recognising our Aboriginal cultural heritage The signage should include: Cultural Plan and the Arts Policy. should be developed in consultation with local by registering original place names side by side with existing European names. Since June - Shire entry These entry signs should reflect the ‘Bellingen businesses. 2001 the government has supported a dual - Town entry (Dorrigo, Bellingen, Urunga & Shire’ brand in a consistent, clear and The needs of people with disabilities should naming policy for geographical features and potentially Mylestom) appealing style. They should represent the be considered in the provision of visitor cultural site (NSW Government Geographical - Identification (marker) signage for parks, character of our towns and Shire, and the information (eg large print on websites and Names Board: Dual naming - supporting nature reserves and other key sites values of our community. printed materials, updated disability access cultural recognition). - Visitor information boards The style of shire entry signs located on the maps). - CBD wayfinding / information boards Providing signage in English and Pacific Highway will be restricted by RMS - Community events notice board. Parking facilities in towns, especially those Gumbaynggirr would have a positive impact regulations for highway signage, however suitable for RVs/caravans should be clearly on the shire because: There should be a recognisable ‘Bellingen there is more flexibility to create interesting identified with signage and on maps. Shire’ identity common to all signs. and appropriate town entry designs. - It preserves and promotes Gumbaynggirr 4.6 INDIGENOUS language and culture Development of the signage style guide Smaller shire entry signs may be considered ACKNOWLEDGMENT - It connects visitors to Indigenous tourism should include further engagement with the appropriate on Coramba and Tyringham Roads. experiences community and stakeholders, Indigenous During community consultation, support for The community supports the development of a - It encourages language usage within the representatives and local artists. Establishment Gumbaynggirr acknowledgment on signage consistent design style for town entry signs, as Indigenous community of the brand identity would form part of the was raised more than any other topic. long as each town can retain some elements of - It reinforces community pride, design consultation process. their individual character. Indigenous language comes from country, empowerment and social cohesion. Engagement with the community and reinforces identity and strengthens Indigenous Old town entry signs should be removed Signage design development should include stakeholders in the design concept stage is communities. Bellingen Shire has an as installation of new town entry signage working with the Local Aboriginal Land crucial to enable a sense of ownership, positive opportunity to become leaders in Indigenous occurs. Consideration should be given to Council and Indigenous representatives community endorsement and a successful end acknowledgment, to recognise the importance retaining and relocating some signs that are to incorporate Gumbaynggirr culture and result for town and shire entry signage. of culture through signage, and harness the deemed appropriate (e.g. Lions Club etc), or language. Consideration should be given potential for Indigenous tourism. incorporation of old town entry sign elements to dual-naming of geographical features or into a public art piece. Many countries around the world are cultural attractions where appropriate. BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 19 SIGNAGE STRATEGY 4

4.7 SIGNAGE DESIGN Colours MATERIALS PALETTE & Coloured elements may be PRECEDENT incorporated into signage panels to differentiate between towns. The signage family design should Colours should be sympathetic to reference the rural, heritage and the surrounding environment. environmental character of the area but utilise a contemporary design Typefaces solution. Typefaces should be clear, easy to read and consistent across all There should be consistency in signage. design, materials and fonts used across all signage, with allowance Location for unique features of each town Town and shire entry signage must to be portrayed. The design should be located so they can be clearly establish a visual connection across viewed but are not a distraction or the whole signage family. safety hazard for motorists. Entry signs should be sympathetically Material selection located in the surrounding context, Durable, high-quality materials such and should not impede visibility of as timber or stone are in keeping other road safety and regulatory with the character of Bellingen Shire signs. and provide a natural welcoming feel. Materials should respond to Visibility the surrounding environment and Signage should incorporate either reflect the nature of the shire. reflective paint or materials, and lighting should be considered for Local materials should be sourced night time viewing, and to ensure whenever possible, and may include: maximum visibility in a range of - recycled and/or hardwood timber conditions. - local basalt, granite or other stone Maintenance - brick or steel Signage design should consider ease of maintenance, and Artwork incorporation into Council Unique art or sculptural elements maintenance schedules. may be incorporated into town entry signs to reflect the characteristics of the town.

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Implementation of the Signage Strategy recommendations are proposed to be staged progressively and subject to funding and resources as they become available. Council will seek funding opportunities to implement the Strategy where budgets do not allow for them. Refer to page 8 - potential grant funding opportunities for signage.

RECOMMENDATION DESCRIPTION PRIORITY INDICATIVE COSTS

1 Signage style guide Develop a signage style guide that will establish design concepts for: HIGH $20,000 – $30,000 - Shire entry - Town entry (Dorrigo, Bellingen, Urunga & potentially Mylestom) - Identification (marker) signage for parks, nature reserves and other key sites - Visitor information boards - CBD wayfinding / information boards. • Establish the “Bellingen Shire” brand identity. • Consult with the community and stakeholders during the process. • Work with LALC and Indigenous representatives to incorporate Gumbaynggirr culture and language into signage. 2 Shire entry signage Develop shire entry signage designs in line with the Signage Style Guide HIGH $60,000 – $90,000 • Council to liaise with RMS to confirm suitable locations for shire entry on the Pacific Highway, and follow RMS approvals process for signage design. • Council to identify suitable location for shire entry signage on Waterfall Way from Armidale. • Consideration for minor shire entry signs on Coramba Road and Tyringham Road. • Consult with the community and stakeholders during the process. • Undertake detailed design and installation of shire entry signage. • Remove old shire entry signs as installation of new shire entry signage occurs. 3 Town entry signage Develop town entry signage designs in line with the Signage Style Guide HIGH $120,000 – $180,000 • Council to identify suitable locations for proposed town entry signage. • Assessment of the location of all proposed signs to be located in road reserves in terms of their impact on road safety. • Engage with local artists or designers for graphic and sculptural elements to be incorporated into the entry signs. • Consult with the community and stakeholders during the process • Undertake detailed design and installation of town entry signage concepts. • Remove old town entry signs as installation of new town entry signage occurs. Retain, relocate or repurpose those signs as deemed appropriate. 4 Interpretive Signage Council to explore opportunities with local community, Indigenous, cultural and heritage groups, to showcase Bellingen Shire HIGH Ongoing history, culture and the natural environment through the development of interpretive experiences for Indigenous, nature- based and heritage attractions. 5 Visitor Information Develop Visitor Information Board & CBD Wayfinding Board Signage Design and maps in line with the Signage Style Guide. HIGH $50,000 – $75,000 Boards, CBD • Improve and update visitor information maps for use on boards, online, on signs and in print. Wayfinding Boards • New Visitor Information Boards, CBD wayfinding maps and business directories should be developed in consultation with & Maps local business and tourism stakeholders. • Undertake detailed design and installation of VIB and CBD wayfinding boards. • Remove old Local Guides boards that are currently in place once new visitor information boards are installed. • Maps should be developed with consideration for the needs of people with disabilities. • Maps should identify parking facilities (including for RVs and caravans), and appropriate signage should be installed.

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RECOMMENDATION DESCRIPTION PRIORITY INDICATIVE COSTS

6 Identification Upgrade identification signage for parks, nature reserves and other key attractions in line with the Signage Style Guide MEDIUM Ongoing (Marker) Signage • Remove old identification signage as installation of new signage occurs. 7 Visitor Information Develop Visitor Information Centre signage design in line with the Signage Style Guide MEDIUM $15,000 – $20,000 Centre Signage • Upgrade signage where appropriate to ensure adequate visibility and brand consistency. 8 RMS Signage Review Conduct a review of the RMS signs (blue, brown & green) as documented in the signage audit to identify those that are MEDIUM N/A dilapidated, inappropriately located, outdated or inconsistent with the RMS Tourist Signposting manual. • Liaise with tourism industry stakeholders to identify any new attractions that may be eligible for RMS brown tourist signing • Liaise with RMS to arrange replacement and/or new signs. 9 Review of Council’s Review Council’s signage policies and practices to: MEDIUM N/A signage policies and - Align with the aim and principles of tourism signage outlined in this Strategy. practices - Ensure the policies are easily understood. - Ensure policies reflect the aim of reducing signage clutter in towns. - Align and coordinate policies, processes and decisions around road signage with RMS guidelines and regulations. - Include a program of regular inspection and maintenance of all new signs. 10 Removal of Undertake removal of unauthorised or non-compliant signage MEDIUM Ongoing unauthorised and • Conduct audits of fingerboards signs against Council’s Fingerboard Directional Sign Policy and progressively remove any non-compliant signage that is not compliant. signage • Identify and remove unauthorised private signs located on public land. 11 Community Event Develop and install new Community Event Notice Board design in line with the Signage Style Guide MEDIUM $15,000 – $20,000 Notice Boards • Review the existing Community Event Notice Board procedure and guidelines to facilitate easier and more visually appealing usage of this facility. 12 Community & Council • Council to consult with local businesses and the community around Informal Community Notice Boards usage in towns. LOW N/A Notice Boards • Council to explore opportunities for Council-managed Community Notice Boards in towns. 13 Communication with Communicate with local businesses and tourism stakeholders to clarify Council’s Footpath Activities Policy in regards to LOW N/A Businesses signage, and advise on other methods of marketing to ensure that visitors can find their business. 14 Beach & Water Develop and install new Council Beach/Water Access signage design, in line with the Signage Style Guide. LOW $15,000 – $20,000 Access Signage • Liaise with other government agencies (DPI Fisheries and Marine Parks, RMS) to upgrade, maintain or remove outdated or dilapidated signs. • Develop and improve signage and other communication material for promotion of disability access areas.

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