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Mike-Gray-Final-Evidence.Pdf Before the Independent Commissioner Under the Resource Management Act 1991 In the matter of an application by Go Media Bacbou Limited for resource consent to install and display a 32m2 electronic billboard at 129 Kāpiti Road, Paraparaumu (RM180154). Statement of Evidence of Michael Aaron Gray 20 June 2019 Applicant's solicitors: Alex Booker Anderson Lloyd Level 3, 70 Gloucester Street, Christchurch 8013 PO Box 13831, Armagh, Christchurch 8141 DX Box WX10009 p + 64 3 379 0037 | f + 64 3 379 0039 [email protected] Introduction 1 My name is Michael Aaron Gray. 2 I am the Managing Director of Go Media Limited (Go Media). 3 I have been in the Out of Home Industry since 1994 when I erected my first billboard in Christchurch. In the 25 years that I have been operating I have won the Ernst & Young – Young Entrepreneur of the Year in 2000 and Canterbury Small Business of the Year in 2004 for an entity I was a director for previously, Phantom Outdoor. I have worked closely with the various councils throughout New Zealand in regard to erecting signage. Background to Go Media 4 By way of background Go Media is a nationwide Out of Home advertising company. We have 450 static billboards and 665 Buses nationwide. We currently operate 45 LED digital billboards nationally. We have LED digital billboards located in Auckland, Hamilton, Tauranga, New Plymouth, Hastings, Gisborne, Palmerston North, Levin, Otaki, Masterton, Wellington, Nelson, Christchurch and Dunedin. 5 As an Out of Home advertising provider it is important to be able to provide locations for our advertisers in the best parts of town with the best traffic flows as that is our audience. 6 We purchase quality hardware and pay a generous land lease to the landlord. We sell advertising to local businesses, community events and major brands. Nationally we sponsor Netball New Zealand, NZ Football and every Super Rugby team. In the Region we sponsor Wellington Round the Bays and the following teams: Wellington Phoenix (football), Wellington Lions (rugby), Central Pulse (netball), Wellington Firebirds (cricket), and the Wellington Saints (basketball). Positive effects of application 7 The proposed digital billboard on Kāpiti Road will have a number of positive effects for local businesses and for the wider public, who will benefit from the information displayed on the billboard. 8 In my opinion, there are currently limited opportunities for businesses to advertise their products and services in the Kāpiti District, other than where the activities themselves are taking place. The proposed Kāpiti Road billboard will provide a platform for businesses to advertise directly to the wider community at a location passed by many people. The billboard will also enable multiple businesses to advertise in any given day. A number of submitters have attested to these positive effects in their submissions. 2001098 | 4442386v01 page 1 9 Billboards also add to the vibrancy and vitality of our townscape. Most sites are located on busy roads in commercial or industrial zones where you expect to see signage. As well as the major brands such as Vodafone, we do extensive advertising for local businesses, local events, national events, sports, cultural events, arts and charities. They provide for the economic, cultural and social wellbeing of our towns. We advertise messages about mental health (All Right?), the environment (Drinkable Rivers, Recycling), and road safety (NZTA). 10 Our digital billboard at 215 Main Highway, Ōtaki, which was granted consent in 2017, provides a good example of the breadth of advertising our billboards cover, and the emphasis we place on tailoring advertisement to the local community. To date, the Ōtaki billboard has displayed: local events (such as the Kāpiti Food Fair, Ōtaki Kite Festival, Māoriland Film Festival, the Coastella music festival, Bruce Springsteen, Weber Bros Circus "Adrenaline"), local transport (Air Chatham flights, Metlink transport, Bluebridge and Interislander), local study opportunities (for example. Te Wānanga o Raukawa and UCOL (Universal College of Learning)), sports teams (including the Pulse, Football Ferns and Hurricanes), national wellbeing campaigns (including Movember and Lifeline), along with many kiwi businesses (My Food Bag, New World, and local outlet stores). 11 As a company we are very community minded. We have a policy called Local and Vocal. We are part of the Local community in every town and city where we have advertising assets and we are Vocal about showing our support. In Kāpiti we are a major sponsor of the Coastella music festival. Response to submitters and Council 12 We have taken the time to carefully understand submitter and Council concerns in relation to this application and have addressed any suggested amendments and conditions where appropriate. These are summarised below: Size 13 Consent is sought to install an 8m x 4m (32m2) single sided electronic billboard on a commercial site located at 129 Kāpiti Road. An 8m x 4m billboard has become one of the standard sizes for digital signage nationally. 14 Ms McRae considers in her evidence that the sign is not out of character with the area (which has a light industrial and commercial character), nor is it inappropriate in the Kāpiti District. Location 15 The digital component of the sign faces northwest towards Kāpiti Island and would be visible by motorists and pedestrian travelling east on Kāpiti Road from 2001098 | 4442386v01 page 2 Paraparaumu Beach towards the main centre, Old State Highway One and the Expressway. During meetings between us and Council, it was suggested that the billboard could be placed 100m further to the northwest to ensure less than minor traffic effects. This location is simply not practical, and we have entered into a commercial arrangement at the proposed location. 16 Instead, in response to these traffic concerns, we amended the application, which was originally for a double-sided billboard, to a single-sided sign. Illumination and animation 17 Our application volunteers conditions in relation to illumination, transitions, an eight second display cycle time, and does not propose any moving displays. These have become industry standards nationally. 18 On advice from Mr Carr, we now do not seek to have animation. 19 Based on my experience with light audits for other comparable signage, the Commissioner can have absolute confidence that Go Media can meet the proposed condititons with regard to lightspill. By way of example, measurements and light audit reports indicate that at 24m from a digital billboard, there is 0.1 lux contributed to the existing environment. In the proposed location, there are also no residential properties nearby. 20 There is a misconceived perception that digital billboards are like television screens and they flicker and flash when the images change. This is not the case. Digital Billboards do not flicker, flash or strobe. There is no flashing, intermittent or moving light. The images change with a 0.5 second dissolve which is just like watching a slideshow on your computer of recent holiday photos. Community Benefits 21 Some submitters suggest there should be a clear benefit to the community, such as allowing the billboard to be used by Police / Council to publish urgent information, or dedicating a percentage of presentation time to advertise local non-commercial events for free. As I have already mentioned, Go Media is committed to doing its part in the community and its billboards are used to advertise a range of events, services and products. As and when appropriate Go Media provides advertisement at a reduced rate or for free. For example, in Christchurch we have an arrangement with Civil Defence that if there is an earthquake we would make our screens available to communicate vital information. It is inappropriate for the Council to recommend conditions on these matters. 2001098 | 4442386v01 page 3 Traffic effects - Ōtaki billboard 22 The evidence of Andy Carr will largely respond to the transport issues raised by submitters and Council. However, I wish to point out the results of a traffic safety and lighting compliance review that was undertaken in August 2018, one year after the installation of the Ōtaki billboard I have previously mentioned. 23 There were no reported crashes on the approach roads in sight of the corner roof-mounted sign at a controlled intersection, situated on State Highway 1, in a 50km speed zone. Conclusion 24 Go Media seek to provide a billboard of an appropriate industry standard, to assist with providing for the social, economic and cultural wellbeing of the local Kāpiti community. The proposal has been carefully assessed by experts and has considered concerns raised by the Council and submitters (including through amendments to design, and additional conditions of consent). Any potential effects on the surrounding environment and neighbours have been addressed. Michael Aaron Gray 20 June 2019 2001098 | 4442386v01 page 4 .
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