Urban Design Expert Evidence Warrnambool Planning Scheme Amendment C204

URBAN DESIGN EXPERT EVIDENCE WARRNAMBOOL PLANNING SCHEME AMENDMENT C204

Prepared byy Brodie Bladess

On behalf of_ Warrnambool City Councill

Issuedd June 20211

Date of Site Inspection/ss 12th + 13th June 20211 CONTENTS

1. Introduction 3 2. Urban Design Discussion 4 3. Drafting Discussion 10 4. Response to Submissions 15 5. Conclusion 16

Appendix A 17 AppendixB 19

Disclaimer

The information contained in this document is confidential and intended solely for the use of the client identified in the report and for the purpose for which it has been prepared and no representation is made or is to be implied as being made to any third party. Use or copying this document in whole or in part without the written consent of Blades Studio Pty. Ltd. constitutes an infringement of copyright.

Blades Studio Pty. Ltd. ABN 72 342 179 680

Level 2 / 696 Bourke Street, Melbourne 124 Albert Street, Ballarat Central www.blades.studio 1. INTRODUCTION 3

1.1 Background 1.2 Amendment Synopsis 1.3 Structure 1.4 Other

5. I have organised this statement into the 6. I confirm to the Panel that I have personally 1. My name is Brodie Blades and I am an 4. Effectively, the Amendment seeks to: following overarching structure: inspected relevant areas of the City of independent urban designer of design Warrnambool on the date outlined on studio Blades (Blades Studio Pty. Ltd.), • Implement a new municipal-wide • Section 2.0 Urban Design Discussion – the cover of this document, and that all which conducts its primary business from Local Planning Policy for signage Section 2.0 contains a broad urban design photographs utilised within this document addresses in both Melbourne (Level 2 / 696 siting and design at Clause 22.04 of discussion regarding the strategic intent are my own (unless otherwise stated). Bourke Street, Melbourne) and regional the Warrnambool Planning Scheme (the and purpose of Amendment C204, along Victoria (124 Albert Street, Ballarat Central). ‘WPS’). with a discussion on the manner in which 7. I have also included a track-changes version I hold qualifications in urban design and the Amendment intends to translate of recommended administrative updates town planning and have over ten years’ • Formally introduce the ‘Warrnambool strategic urban design aspirations into to the statutory provisions of Amendment professional experience in these fields. City Council Advertising Signage statutory planning provisions. C204 within Appendix B. Further details of my qualifications and Policy – Background Report (2019)’ (the experience are outlined in Appendix A. ‘Background Report’) as a Background • Section 3.0 Drafting Discussion – Document at Clause 72.08 of the WPS. Section 3.0 provides an independent 2. In May 2021, I was instructed by the City of urban design perspective on the specific Warrnambool to undertake an independent • Undertake minor administrative statutory planning provisions of the urban design peer review of Warrnambool changes to the existing Municipal Amendment and recommends a number Planning Scheme Amendment C204 (‘C204’ Strategic Statement of the WPS, of administrative and drafting changes. or ‘the Amendment’) and underpinning including updating the Strategic It provides the rationale behind the Background Document for the purpose of Framework Plan and ‘Particular Issues’ list proposed ‘track changes’ updates to informing its review before Planning Panels at Clause 21.01 and updating the ‘Further the Amendment’s statutory provisions Victoria. Strategic Work’ section of Clause 21.06-1. contained within Appendix B of this document. 3. In June 2021, I advised the City of Warrnambool that I was independently • Section 4.0 Response to Submissions supportive of the intent and provisions of the – Section 4.0 articulates an independent Amendment subject to a number of minor and impartial urban design response to administrative changes. I have prepared the key submissions received in response this statement of evidence accordingly, and to the Amendment’s exhibition. discuss my recommended administrative changes in detail within this statement. • Section 5.0 Conclusion – Section 5.0 provides a concise summary of this statement.

Figure 1 - The ‘Warrnambool City Council Advertising Signage Policy - Background Report (April 2019)’ document, which provides the underpinning strategic rationale behind the Amendment 2. URBAN DESIGN DISCUSSION 4

2.1 Purpose and Strategic Rationale

8. At its highest strategic level, Amendment 10. The purpose of Clause 52.05 only reinforces • Signage that dominates the character • Signage that disrupts important C204 is fundamentally concerned with the this by seeking to ‘ensure signs are of the streetscape or immediate area views and vistas, such as views of the sign, and – in doing so - disrupts toward valued public assets or key urban design impact of signage within the compatible with the amenity and visual the cumulative built elements that defining elements of a local place or municipality of Warrnambool, and the need appearance of an area, including the existing contribute to the ‘sense of place’ of area. The urban design consequence to achieve certain design outcomes through or desired future character’ and ‘to ensure signs do not contribute to excessive visual streets, areas and localities. The urban of this can include a diminishment specific policy guidance on signage siting, design consequences of this can of the underlying the significance of clutter or visual disorder’ (amongst others). location and design. The Amendment seeks include signage that dominates the the viewline itself, or a ‘disrespectful to do this in a way that goes above-and- streetscape at the expense of visual commercialisation’ of valued beyond existing State-wide guidance in 11. What both speak to is the role that amenity, streetscape character and landmarks, features or public assets. An the Victoria Planning Provisions, such as signage plays in contributing toward the local cohesiveness, and an example example of this would include signage that which exists at Clause 52.05 or within achievement of high-quality public spaces of this would include signs that are of that obscures key sightlines to ocean certain Decision Guidelines of the Parent and a high-quality built environment. uncharacteristically large dimensions views, or key sightlines to significant Clauses of specific zones and overlays. As signs inherently rely on visibility to and which diverge from the established local buildings or landmarks. achieve their fundamental purpose of pattern or character of signage evident elsewhere in the streetscape. 9. Although there are many existing aspects visibly conveying information, there is of Victorian Planning Policy that articulate a fundamental need to intervene in the the important role that signage plays in development process to manage the influencing and shaping our experience appearance, location and ‘look and feel’ of the built environment (and which of signage to achieve high-quality urban give rise to the importance of managing design outcomes. This is particularly so signage - refer to Section 6.6 of the given the potential of uncontrolled signage Victorian Urban Design Guidelines [VUDG], to result in a raft of negative urban design amongst others), the strategic and urban outcomes, including (but not limited to): design rationale behind the importance of controlling signage is perhaps best • Signage that dominates host building articulated by the Explanatory Report of fabric, or which bears little design Amendment C204 insofar as it states the relationship with the proportions, era, character or any identified heritage following: significance of the host building. The urban design consequences this ‘Signs have a significant impact on includes creating ‘jarring’ or ‘overtly the public realm and the quality of the commercialised’ built form outcomes, streetscape and the building with which a dilution of the relationship between they are visually associated. Well-integrated the public and private realms (including signage in appropriate locations can add passive surveillance and streetscape colour, vibrancy and interest to an area. A engagement), and – in the case of proliferation of signs and poorly-designed heritage fabric – a diminishment of and located signs can significantly detract identified heritage values. An example from the attractiveness and amenity of the of this would include signage that is City’s urban environment and gateways, noticeably out of proportion with its host fabric, or which obscures windows including reducing the effectiveness of or key architectural elements of the signs.’ host building upon which it is mounted.

Figure 2 - An example of the need for signage control in Barkly Street, Footscray. (Source: Google Street View) 5

• Signage that competes for attention • Signage that is overtly illuminated, 12. It is for these fundamental urban design 13. In a local Warrnambool-centric context, the with other signs in proximity, and which can have the urban design reasons that the Victoria Planning need for proactive place-centric signage which results in an overt proliferation consequence of negatively impacting Provisions intervene in the development guidance is only evidenced by the existing of signage. The urban design upon the character or experience process to manage signage primarily by character and ‘on the ground’ condition of consequence of this can include a character of an area (such as low- way of Clause 52.05. However, signage signage within the municipality itself. The tangible commercialisation of the public lit ambient areas reliant on evening can also have different urban design images that follow provide a ‘snapshot’ realm and the sense of a ‘cluttered’ and activity), upon the amenity of impacts depending on local context and of the myriad urban conditions within the unattractive public environment. An surrounding sensitivities (such as example of this would include buildings residential uses), or – in extreme a sign’s local area, and it is often the case municipality and the manner in which or streetscapes that have a clear excess cases – the operation and safety of that further, place-specific urban design signage contributes to the character of in the quantity of individual signs, or the road network. An example of this guidance is required to supplement the each. signs that have clearly been designed would include illuminated signage that provisions of Clause 52.05. Many Planning to compete for visual primacy with streams artificial light into the bedroom Schemes in Victoria consequently elect other existing signs close by. of an adjoining dwelling during night- to introduce additional policy guidance time hours, or signage illumination for signs by way of a signage-based Local that disrupts the ambience of a low-lit Figure 4 - An example of business identification signage Planning Policy, and the Background diluting the significance of key landmarks and local dining/promenading precinct. Document for the Amendment provides a history. The internally illuminated fast-food pole sign comprehensive list of Victorian Planning competes for visual primacy with the a key location of the Eureka story in Bakery Hill, Ballarat, and contributes Schemes that have done so at Table 1 and to an overt commercilsation of national history. Table 2 (refer to Page 2 of the Background (Source: Google Image Search) Document, noting that these individual references will change as individual Planning Schemes transition to the new format Planning Policy Framework provisions).

Figure 3 - An example of signage proliferation and ‘visual clutter’ in Melbourne’s ‘Chinatown’. Although this contributes greatly to the character of ‘Chinatown’ in Melbourne’s CBD, it is far less successful in other areas. (Source: Google Image Search) 6

14. Within this, a number of images highlight 16. Other images again highlight the fact 17. In each case, a proactive approach to the 18. I also note that the strategic content of the the fine-grained commercial character of that the City of Warrnambool is blessed management and control of signage is Amendment’s underpinning Background the ‘core’ of the Warrnambool CBD, which by a prescient legacy of public realm required to respond to the character and Document is also robust, and seeks only has clearly benefitted from years of careful landscaping along key transport routes amenity of each. It requires a cohesive and to achieve best-practice urban design signage control to achieve an outcome in (Raglan Parade) and tourist corridors design-driven approach to the identification outcomes in terms of signage location, which signage is generally well-integrated (Timor Street, Pertobe Road etc.), of preferred signage design outcomes design and siting. As a consequence, I am into host fabric. There is a general paucity of comprised predominantly of established within the municipality of Warrnambool, of the opinion that the strategic intent of examples in which signage dominates host and impressive rows of ‘Norfolk Island and the consequent implementation of the Amendment is justified and warranted fabric or results in signage proliferation, and Pine Trees’ and ‘Fig Trees’. The streetscape signage design preferences into the WPS from an urban design perspective, and I the intent of the Amendment to preserve character of each is iconic and distinctive through policy provisions. The Amendment support the overarching strategic intent this existing aspect of Warrnambool’s and makes a significant placemaking essentially now seeks to do this; it seeks of the Amendment to provide additional character is logical. contribution to the identity and character of to build upon the fact that Clause 52.05 place-centric design guidance for signage the City of Warrnambool as a whole, and a has long identified the importance of within the municipality of Warrnambool in- 15. Other images highlight buildings in other general absence of overt signage is a key intervening in the development process principle. areas of Warrnambool (such as local contributing factor toward this. Proactively to manage the type, design and siting of Activity Centres and industrial estates) that managing signage in these types of areas signage primarily by providing additional have a different function and catchment will continue to be critical to retaining this design guidance that is place-centric to the CBD of Warrnambool and which aspect of the City’s distinctive image and and specific to the local context of tend to adopt ‘larger format’ commercial identity. Warrnambool. or industrial footprints with different corresponding approaches to business signage. Although the types of business Figure 5- Various signage examples in the City of Warrnambool. signs tend to be different to central Warrnambool in these types of locations, the need for careful design management of signage remains. 7

Figure 6 - Examples of exiting conditions in identified ‘Gateway Locations’, as defined by the Amendment’s changes to Clause 21.01 (top images)

Further examples of signage within the City of Warrnambool (balance) 8

2.2 Statutory Implementation

19. Moving from ‘the strategic’ to ‘the statutory’, provisions of Clause 52.05 to dictate the 23. Secondly, the Amendment’s intention to 24. Finally, I note that the Amendment seeks the Amendment seeks to introduce place- State-wide matrix of permissible signage include the ‘Warrnambool City Council to update the Strategic Framework Plan of specific signage design guidance into the types across each of the four zone-based Advertising Signage Policy – Background Clause 21.01 through graphically identifying WPS primarily by way of Clause 22.04 State-wide signage control categories, but Report (April 2019)’ document as a number of ‘gateway’ locations within ‘Signage’ and the formal identification of with additional place-specific guidance Background Document is also notable, as the City of Warrnambool. Whilst this is the ‘Warrnambool City Council Advertising within the Local Planning Policy Framework - at 48 pages long – it is far too robust and logical in-principle from an urban design Signage Policy – Background Report regarding signage location, design and comprehensive a piece of strategic work perspective and clearly intended to provide (April 2019)’ document as a Background siting. to simply replicate within a Local Planning further guidance on the application of Document within both Clause 22.04 and Policy. By identifying it as a Background Clause 22.04’s specific provisions (many of Clause 72.08. Although the Amendment 21. In many ways, the sheer number of Document to Clause 22.04 and within which apply to City gateways), I have turned also proposes a number of changes to existing Victorian Planning Schemes that Clause 72.08, it will be consistent with the my mind as to whether the Amendment’s the existing provisions of Clause 21.01 and supplement Clause 52.05 with local design intent and provisions of Planning Practice update to the Strategic Framework Plan Clause 21.06 of the MSS, these are either guidance within the Local Planning Policy Note 13 and will provide the type of visual would have any ‘unintended consequences’ largely administrative in nature (proposed Framework serves as testament to the logic and detailed design guidance for future in the application and provisions of other changes to Clause 21.06) or intended to of this particular approach and the success applicants and decision makers regarding existing Clauses within the WPS. assist primarily in the interpretation of of its statutory mechanics. The intent of the intention behind the provisions of Clause 22.04 (such as the intention to the Amendment to fundamentally adopt a Clause 22.04. identify key gateway locations within the similar approach is inherently logical from Strategic Framework Plan at Clause 21.01). an urban design perspective, and I support the Amendment’s intent to introduce Clause 20. As a starting point, it is noteworthy 22.04 accordingly. that the general statutory intention to supplementing the existing guidance of 22. Also notable is the intention of the Clause 52.05 with place-specific guidance Amendment to principally do this by way of in a new Local Planning Policy is not a Local Planning Policy rather than through a ‘pioneering approach’ to the issue of another potential mechanisms within the signage design. Many municipalities within Victoria Planning Provisions, such as a both metropolitan and regional Victoria DDO or similar. As signage is a municipal- have adopted an identical approach to that wide urban design issue generally able to which is now proposed under Warrnambool be effectively managed through ‘high level’ Planning Scheme Amendment C204; performance-based design guidance, there they have supplemented the existing is again a certain logic in the Amendment’s provisions of Clause 52.05 with a specific use of a Local Planning Policy as the signage-focused Local Planning Policy, principal statutory urban design tool. It and this is evident within the Port Phillip will apply equally for all signage across Planning Scheme (refer to Clause 22.08), the municipality of Warrnambool in a Yarra Planning Scheme (refer to Clause manner that will be sufficiently detailed and 22.04) and the Melbourne Planning prescriptive. Scheme (refer to Clause 22.07) amongst others. The statutory benefit of this type of approach is a continued reliance on the

Figure 7 - Extract from the Background Document highlighting metroplitan signage-based Local Planning Policies 9

2.3 Summary

25. In contemplating this, however, I simply 28. In summary, I support the intention and note that many of the existing aspects of W

specific provisions of the Amendment from ARRNAMBOOL the WPS already support the Amendment’s an urban design perspective. intention to graphically demarcate certain locations as ‘gateway locations’ within 29. There is a strong strategic need to provide the municipal Strategic Framework Plan, for proactive and place-specific design such as Clause 21.06 ‘Built Environment guidance for signage within the City of and Heritage’ (which seeks to ‘develop a Warrnambool, and the notion of guiding PLANNING landscape study for the eastern gateway to the form, siting and appearance of signage Warrnambool’) and Clause 21.11 ‘Local Areas’ within the municipality will achieve myriad (which seeks to ‘reinforce and enhance the urban design benefits. natural environment, gateway entries, vistas

and landscape features’ at Clause 21.11-1, 30. The Amendment’s specific statutory SCHEME establish the Eastern Activity Centre at provisions will provide for the logical the ‘eastern gateway to the City’ at Clause translation of the Background Document’s 21.11-2, and which confirms that ‘Dennington strategic provisions into the WPS. is now the gateway to Warrnambool and

serves as an important role as the first front W of urban development when approaching ARRNAMBOOL the City from the west’ at Clause 21.11-3).

26. Therefore, although the Amendment nominates gateway locations within Clause 21.01’s Strategic Framework Plan primarily

for the purpose of clarifying the provisions PLANNING of Clause 22.04, I am not of the view

that doing so will not alter the intention Page or application of other provisions of the

Planning Scheme that aren’t proposed to 8 SCHEME change under Amendment C204. of 9 Figure 8 - The Amendment’s proposed changes to the Strategic Framework Plan at Clause 21.01 27. As a result, I support the Amendment’s proposed approach to translating the W

strategic provisions of the Background ARRNAMBOOL Document into the WPS (to the extent it is relevant from an urban design perspective). PLANNING Page SCHEME 8 of 9 Page 8 of 9 3. DRAFTING DISCUSSION 10

3.1 Clause 22.04 - Signs

31. Having formed a position of general support 32. It makes sense to begin this discussion 6.6 of the VUDG and myriad other provide’. The provisions of Clause 22.04 for the strategic intent of the Amendment with Clause 22.04, as Clause 22.04 is clearly Victorian signage-based Local appear to be principally concerned with and its proposed statutory translation, the Amendment’s primary design-relevant Planning Policies that effectively business and advertising signage. Yet the the final design task is to contemplate provision. seek the same type of urban design title of the Clause is ‘Clause 22.04 – Signs’. the specific wording and drafting of outcome. This ensures that the the Amendment’s proposed statutory 33. My principal observation regarding the fundamental urban design outcomes 36. From an urban design perspective, there provisions. Section 3.0 of this evidence current drafting of Clause 22.04 is that it sought to be achieved by the Clause are many different types of signs that consequently does this by outlining a is logically structured in-principle, and its are aligned with best-practice perform many different and valuable urban number of suggestions to the specific structure and content will generally allow thinking. functions. Some are directional, some are wording and provisions of each of the a future applicant or decision maker to informative, some outline place names Amendment’s proposed changes to the develop a clear understanding of the intent . The inclusion of the Background and are useful for wayfinding, and some WPS primarily as a means of improving and purpose of the Clause and what it is Document at the conclusion of the convey road safety information. What clarity (as clear and logical Planning trying to achieve from an urban design Clause allows future applicants and the Background Document and wording Scheme provisions are more likely to perspective. This is because: decision makers to give weight to of Clause 22.04 appear to be principally result in better signage and urban design Council’s underpinning advertising concerned with is a very particular type of outcomes). signage strategy. This ensures that sign, being commercial signage on private . The Clause is clear that it applies to ‘all applications for signs’. This avoids future decision makers and applicants commercial premises (such as business ambiguity in the scope of the policy’s can access a robust piece of strategic identification signage and advertising application. work in the future guidance of signage). It would be helpful if the title of discretion. the Clause reflected this specific focus of the Amendment’s provisions, which could . The Clause is unambiguous in what it seeks to achieve through inclusion 34. This is all appropriate, and will provide the be achieved simply through retitling the of the ‘Policy Basis’, ‘Objective’ and level of clarity required to achieve high- Clause ‘Clause 22.04 – Business Signage’ ‘Strategies’ at the beginning of the quality urban design outcomes for future or ‘Clause 22.04 – Outdoor Advertising Clause. This sets the strategic basis signage applications. However, in my Signage’ or similar. and thinking of the policy ‘up front’ in opinion, the following revisions to Clause the reading of the Clause. 22.04 will further enhance its usability and 37. Whilst I anticipate that the specific title of clarity. All suggested changes are also the Clause will be amended in the future reflected through the track change version once the WPS transitions to the new format . The inclusion of the ‘Specific Area’ provisions correctly identifies that of Clause 22.04 included within Appendix B Planning Policy Framework provisions, signage typologies are likely to be of this statement. a retitling of the Clause will provide different in different areas, and the greater focus in the Clause’s application general approach to providing place- Policy Focus until such time as this occurs. It will also specific signage guidance is logical result in greater consistency with the and appropriate. This nuances the 35. The underpinning Reference Document approach taken by myriad other Victorian provisions of the Clause even further is entitled the ‘Warrnambool City Council Planning Schemes (refer to Figure 7 of this and makes the application of the Advertising Signage Policy – Background statement), or at least those that are yet to Clause even more targeted. Report (2019)’. The first sentence of the transition to the new-format language. ‘Policy Basis’ section of Clause 22.04 states that ‘signs are an important component . The specific wording of the Clause is Recommendation 1 – Retitle Clause 22.04 generally aligned with best-practice of the built environment of the City – they to ‘Clause 22.04 – Business Signage’ or urban design approaches to signage are used to provide information about similar. management, as evidenced by its businesses and the goods and services they general consistency with Section 11

Specific Areas

38. A key strength of the current wording of • Industrial Areas: Much of the preamble provisions of Clause 22.04 to the ‘Industrial Recommendation 2 – Transfer C2Z-zoned Clause 22.04 is the provision of typology- that describes signage within industrial Area’ provisions, and updating this to also land from the ‘Commercial Areas’ section specific design guidance for signage in areas equally applies to the City’s large include ‘Larger Format Retail Premises’ in of Clause 22.04 to the ‘Industrial Areas’ different types of land uses and areas. The format retail areas, such as the C1Z C1Z-zoned land. Doing so would allow the section, and update the wording of it to current wording of Clause 22.04 identifies a and C2Z-zoned land within the Eastern current signage provisions of each category ‘Industrial Areas and Large Format Retail range of categories, including ‘Commercial Activity Centre. ‘Historic inadequate to better apply to the actual commercial Areas’. The preamble of this category Areas’, ‘Industrial Areas’, ‘Heritage Places’, attention to design’ has resulted in a typologies emerging within each area, given should also be updated accordingly, ‘Residential Areas’ and ‘Main Roads’, as well relatively poor signage image in these they have different signage characters and including to clearly state that it applies to as specific guidance for ‘Major Promotion types of areas, too, and it may be that expectations. industrially-zoned land, C2Z-zoned land Signs’ above-and-beyond that which large format retail premises have a and large format retail premises (which already exists at Clause 52.05. This is logical stronger typology relationship with 42. I make this recommendation with may include large format retail premises and commendable, and is an approach that the provisions of the ‘Industrial Areas’ category than the ‘Commercial Areas’ specific regard to the inherent functional on C1Z-zoned land). is arguably more sophisticated in-principle category. requirements of large format retail premises than many other existing Victorian signage- as a typology that is different to other Recommendation 3 – Contemplate based Local Planning Policies. • ‘Main Roads’: The definition of forms of commercial typologies, such as clarifying ‘Main Roads’ as any RDZ1 ‘main road’ can often be a subjective the fine-grained commercial properties in and RDZ2 zoned road, and/or any ‘Main 39. Because of this, it is important that the exercise. One definition could pertain central Warrnambool. This recommendation Transport Route’ identified within the SFP provisions of each category achieve the to underlying zoning (RDZ1 or RDZ2), is principally concerned with facilitating at Clause 21.01. type of urban design outcome envisioned level of traffic movements, or simply signage that is appropriate to the nuances by the Clause and the Background existing streetscape character. It would of each typology, and I acknowledge Document. To do this, the provisions of each be helpful to provide further clarity on that aspects of the ‘Commercial areas’ signage category need to be relevant and the definition of ‘Main Road’ for the provisions of Clause 22.04 will have some applicable to the types of signs like to exist purpose of applying this aspect of the relevance to the Dennington, Northpoint or emerge in the areas to which they apply. Clause, and a logical definition could be through the use of the existing SFP and Eastern Activity Centre shopping Figure 9 - City zoning plan showing limited extent of C1Z at Clause 21.01 (which already defines centres. 40. In its current form, I am concerned that zoned land outside of the Warrnambool CBD. ‘Main Transport Routes’) and/or any aspects of the Clause do not fully achieve road zoned RDZ1 or RDZ2. this. For example:

• Commercial Areas: The signage 41. Looking at the broader zoning of the City of provisions for ‘Commercial Areas’ state Warrnambool, there is limited application that they apply to land within the C1Z of the C1Z outside of the Warrnambool and C2Z, and appear to be principally CBD in that it is typically confined to areas concerned with signs above or below occupied by larger format retail premises a verandah. However, much of the such as shopping centres (Dennington C1Z and C2Z-zoned land outside the Warrnambool CBD are more akin to Shopping Cetre and Northpoint Shopping ‘large format retail premises’ or ‘big Centre, amongst others) or ‘homemaker’ box’ commercial retailers (as per the outlets (such as those that exist on the definition contained within Section southern side of Raglan Parade within 5.3 of the VUDG) where the specific the Eastern Activity Centre). There may guidance of this aspect of the Clause therefore arguably be a better typology will be somewhat less applicable. distinction to make by transferring C2Z- zoned land from the ‘Commercial Areas’ 12

Visual Communication Gateways and Landscaped Streetscapes Definitions

43. A key strength of the Background 44. Many aspects of the proposed provisions 48. Many aspects of Clause 22.04 make Framework Plan at Clause 21.01 defines Document is that it includes clear visual of Clause 22.04 speak to the importance reference to terms that are not defined ‘Main Transport Routes’ (presumably ‘main examples of approaches to signage that are of curating signage outcomes at key City elsewhere within the Planning Scheme, roads’) and is proposed to define ‘gateways’ both encouraged and discouraged. Because gateways and ‘landscaped streetscapes’. including signage terms that do not exist under the Amendment, but no definition is signage is an inherently visual aspect of From an urban design perspective, the within Clause 73.02 (including ‘under- provided for ‘landscaped streetscapes’. the built environment, there would be a notion of managing signage outcomes at verandah signs’ and ‘monument signs’). certain benefit to including the diagrams key gateways and important streetscapes This stands in addition to the absence of 46. Based on my review of the Background of the Background Document within the is well-established. ‘Gateways’ by definition a definition of ‘landscaped streetscape’ Document, it is my understanding that provisions of Clause 22.04. This is an are something that must be passed through discussed previously. ‘landscaped streetscapes’ refers to the approach that is used elsewhere in Victoria to travel somewhere else and the urban iconic boulevards of Norfolk Island or Fig (such as within the Port Phillip Planning design concept of controlling design 49. It is obviously beyond the scope of this Tree planting that occurs along particular Scheme at Clause 22.08), and the inclusion outcomes at them stems from the role they Amendment to amend the provisions of streetscapes within the City, such as at of diagrams would further reduce ambiguity play in setting the ‘first impression’ one gets Clause 73.02, but it is within the realm Pertobe Road, parts of Raglan Parade, and increase clarity. It would also increase of a place or space. Same too for important of this Amendment to provide further parts of Timor Street, parts of Koroit Street the weight to be given to them by ‘pulling streetscapes, as curating design outcomes guidance to a future decision maker or etc. If carefully managing signage within them out of’ the Background Document and along each helps protect key aspects of the applicant as to the intended meaning these locations is the intent of the Clause, it putting them into the LPPF of the WPS. image of a city and important parts of its of specific signage terms used within would assist if this could be made expressly that contribute to a distinct sense of place. the municipality. The most logical way clear within the Amendment’s provisions. Recommendation 4 – Increase the clarity of achieving this would be to include a This could potentially be achieved through of Clause 22.04 by including the existing 45. Whilst supportive of the intent of the Clause ‘Definitions’ section within Clause 22.04 that defining ‘landscaped streetscapes’ upfront diagrams of the Background Document to achieve certain design outcomes at provides specific definitions on the specific at the beginning of the Clause, or updating within the Clause. each, what is less clear is that is meant signage terms referred to by the Clause the Strategic Framework Plan at Clause by ‘landscaped streetscapes’ within the itself. 21.01 to specifically identify ‘landscaped provisions of ‘Main Roads’ and ‘Major streetscapes’ in the same way as the Promotion Signs’. This is particularly so 50. It may be that a potential ‘Definitions’ Amendment seeks to specifically identify due to the fact that the existing Strategic section could also include aspects of the gateways. Clause that are unique and which do not necessarily relate to signage typologies, Recommendation 5 – Define ‘landscaped including ‘gateways’ and ‘landscaped streetscapes’, either within Clause 22.04 streetscapes’. itself or within the Strategic Framework Plan at Clause 21.01. 51. I have provided a marked up version of potential definitions within Appendix B of 47. I also discuss the Amendment’s approach this document. to the designation of certain gateways within the Strategic Framework Plan within Recommendation 6 – Update Clause the ‘Clause 21.01’ section of this statement. 22.04 to include a ‘Definitions’ section that clearly defines what is meant by any signage or locational terminology that is not defined elsewhere in the WPS.

Figure 10 - Graphic extracts from the Background Document highlighting preferred appraoches to signage in commercial areas 13

3.2 Clause 21.01 – Municipal Profile, Council General Clarity Vision and Strategic Directions

52. Finally, I make the following general the term ‘open site’ with terminology 53. The Amendment’s primary material change 56. Because the Amendment’s proposed observations regarding specific aspects of such as ‘at grade car parking areas’ to Clause 21.01 is the inclusion of clearly changes to the SFP designate one gateway the proposed wording of Clause 22.04 to or ‘within building setbacks and defined gateways within the Clause’s at the eastern and northern extremities further increase clarity and usability: incorporated into landscaping’ to Strategic Framework Plan (‘SFP’). The of the Warrnambool urban area, it is my provide further clarity to a future inclusion of gateways within the SFP assists interpretation that they are intended to . ‘Confined Areas’: Aspects of Clause decision maker or applicant. future decision makers and applicants demarcate a particular ‘arrival’ or ‘departure’ 22.04’s overarching strategies seek interpret the provisions of Clause 22.04 experience to the Warrnambool urban area. to ‘discourage signs that… increase . ‘Residential Amenity’: Aspects that make reference to gateway locations, Therefore, in my opinion, the Amendment’s the number of signs within confined of the ‘Residential Area’ provisions and earlier sections of this statement have proposed changes to Clause 21.01 should areas’, yet it is unclear what is meant of Clause 22.04 make reference to opined that the identification of gateways identify one gateway location within by ‘confined area’ or what constitutes ‘expectations of amenity’. The nexus within the SFP will not have unintended Dennington only, which would logically the confinement of an area for the between amenity and signage is also consequences in the application of other be the westernmost of the two gateway purpose of this aspect of the Clause. reflected in the purpose of Clause provisions of the WPS that aren’t proposed locations where one first experiences As it is my understanding that the 52.05 that seeks to ensure ‘signs are to change under the Amendment. the urban condition of Warrnambool on intent of this aspect of Clause 22.04 compatible with the amenity and visual approach (and which would align with is to avoid visual clutter or signage appearance of an area, including 54. Although there is no definition of ‘gateway’ the existing dashed ‘Urban Settlement proliferation, there would be a certain existing or desired future character’. within the VUDG or within Clause 73.01, Boundary’ demarcation of the SFP). Doing logic to updating this aspect of the However, the wording of the the Oxford Dictionary defines a ‘gateway’ so would create a far more logical urban Clause to make express use of the Residential Area provisions of Clause as a ‘place through which you can go to design outcome for the interpretation terms ‘visual clutter’ or ‘signage 22.04 appears to be predominantly reach another larger place’. In urban design and application of Clause 22.04 intended proliferation’, as these are terms that concerns with ‘character’ as separate terms, managing development at identified gateway provisions, in the exact location are already used within the existing from amenity, and seeks to facilitate gateway locations assists in portraying a on approach from the west where the ‘first wording of Clause 52.05. I am not signage outcomes that are arguably particular image or character of a place or impression’ of the City of Warrnambool is of the opinion that doing so would more concerned with character than space. obtained. ‘double up’ on the existing provisions

amenity. Signage that is consistent W of Clause 52.05, as the wording of this 55. However, it is curious that the Amendment

with the provisions of this aspect of ARRNAMBOOL aspect of Clause 22.04 is clear that it Clause 22.04 will be consistent with designates a single gateway location within is seeking to expressly discourage this reasonable character expectations for the eastern and northern approaches to type of outcome. residential areas, and – as a result – Warrnambool as an urban city, but seeks will have limited to no unreasonable to designate two gateway locations at the . ‘Open Sites’: The ‘Commercial Area’ amenity impact on residential western approach in Dennington. This is provisions of Clause 22.04 seek to areas. There may therefore be value particularly so given the existing provisions limit pole signs to ‘…a sign that is in simply deleting the section of of Clause 21.11 that state ‘….Dennington on an open site and is incorporated is now the gateway to Warrnambool and ‘Residential Areas’ that states ‘As PLANNING into landscaping’, but again there expectations in residential areas serves an important role as the first front of is no definition on what constitutes include high levels of amenity…’. urban development when approaching the an ‘open site’. At face value it would City from the West’ – provisions that aren’t read as if pole signs are encouraged Recommendation 7 – Undertake minor proposed to change under the Amendment. on undeveloped or vacant sites only, administrative updates to Clause 22.04 to when there is no urban design reason remove conjecture and improve clarity. SCHEME why they could not potentially be located within large building setbacks or at-grade car parking areas. There Figure 11 - Dennington ‘double gateway’ within Clause 21.01 may therefore be benefit in replacing Page 8 of 9 14

3.3 Summary

57. It may be that there is a legitimate urban 59. In summary, I support the specific wording Recommendation 1 – Retitle Clause 22.04 Recommendation 6 – Update Clause design reason for the inclusion of the of the Amendment’s proposed provisions to ‘Clause 22.04 – Business Signage’ or 22.04 to include a ‘Definitions’ section second Dennington gateway within the in-principle, and recommend the following similar. that clearly defines what is meant by any Amendment’s proposed changes to the drafting updates to better enhance clarity: signage or locational terminology that is SFP, such as demarcating the locality of Recommendation 2 – Transfer C2Z-zoned not defined elsewhere in the WPS. Dennington as an individual local area land from the ‘Commercial Areas’ section that is ‘separate to’ the balance of the of Clause 22.04 to the ‘Industrial Areas’ Recommendation 7 – Undertake minor Warrnambool urban area. If this is the section, and update the wording of it to administrative updates to Clause 22.04 to case, there would be merit in retaining the ‘Industrial Areas and Large Format Retail remove conjecture and improve clarity. Amendment’s current second gateway Areas’. The preamble of this category demarcation for Dennington in-principle, should also be updated accordingly, Recommendation 8 – Update the SFP at but clearly distinguishing this is a ‘Local including to clearly state that it applies to Clause 21.01 to identify one city gateway Area Gateway’ or ‘Locality Gateway’ rather industrially-zoned land, C2Z-zoned land location only within Dennington, which than ‘City Gateway’ or similar. and large format retail premises (which would logically be the westernmost may include large format retail premises gateway demarcation at the ‘Urban Recommendation 8 – Update the SFP at on C1Z-zoned land). Settlement Boundary’. If a second Clause 21.01 to identify one city gateway gateway is to be retained in Dennington, location only within Dennington, which Recommendation 3 – Contemplate update the SFP to refer to this as a ‘Local would logically be the westernmost clarifying ‘Main Roads’ as any RDZ1 Area Gateway’ or similar. gateway demarcation at the ‘Urban and RDZ2 zoned road, and/or any ‘Main Settlement Boundary’. If a second Transport Route’ identified within the SFP gateway is to be retained in Dennington, at Clause 21.01. update the SFP to refer to this as a ‘Local Area Gateway’ or similar. Recommendation 4 – Increase the clarity of Clause 22.04 by including the existing 58. This recommendation stands in addition diagrams of the Background Document to earlier recommendations regarding the within the Clause. potential to graphically depict ‘landscaped streetscapes’ within the SFP at Clause 21.01. Recommendation 5 – Define ‘landscaped streetscapes’, either within Clause 22.04 itself or within the Strategic Framework Plan at Clause 21.01. 4. RESPONSE TO SUBMISSIONS 15

60. Finally, I have been provided with a The application requirements are a duplication Major Promotion Signage performance 69. I also opine that no aspect of Clause 22.04 copy of the submission received to the of Clause 52.05 of the Planning Scheme. standards are consistent with the directions and seeks to ‘prohibit’ Major Promotion Signs exhibition of the Amendment from ‘Transad decision criteria contained within Clause 52.05 in certain locations within the municipality, Australia Pty. Ltd.’, which raises a number 64. No aspect of the proposed Amendment of the Planning Scheme. However, the use of nor does the proposed wording seek to of considerations that are relevant from an seeks to introduce new ‘application words ‘strongly discourage’ seem contrary to preclude or prejudice the reasonable urban design perspective. My thoughts on requirements’ for signs that require the ability to assess applications on their merit. exercise of discretion for them. The term The use of these words is akin to indicating that the key aspects of this submission is as a Planning Permit. The Application ‘discourage’ is proposed by the Clause signage of this type is effectively ‘prohibited’ in follows. Requirements for signage that requires and the term ‘discourage’ is a common certain areas. a Planning Permit will continue to be term within Victorian Town Planning governed by Clause 52.05-6 of the WPS. The draft policy content is, quite significantly, 67. Major Promotion Signs have the potential used to communicate a general desire to a repetition of existing signage planning policy to cause a raft of negative urban design avoid certain design outcomes in certain Definitions contained within the draft policy contained within the Planning Scheme. impacts if not carefully managed, and it is locations (unless it can be demonstrated are a duplication of Clause 73 of the Planning perhaps for this reason why Clause 52.05 that an appropriate planning outcome can 61. Existing signage planning policy within the Scheme. treats Major Promotion Signs uniquely be achieved otherwise). This is a principle WPS is primarily found at Clause 52.05, that is clearly demonstrated by the wording 65. Page 10 of the Background Document within the Decision Guidelines and along with the Decision Guidelines of a of existing State-wide Major Promotion introduces three new signage typology Mandatory Permit Conditions of the Clause. select number of zones and overlays and Sign provisions of Clause 52.05 that state definitions that are not found within ‘high level’ strategic references within the ‘major promotion signs are discouraged Clause 73.02 of the WPS. However, as a 68. The principle of outlining particular MSS. There is currently no place-centric or within open space reserves or corridors Background Document, these sit outside of considerations and requirements for Major Warrnambool-specific local planning policy and around waterways’ or ‘major promotion the Planning Scheme and will not ‘duplicate’ Promotion Signs is embedded within the within the WPS capable of guiding place- signs are discouraged where they will form the existing definitions found within Clause Victoria Planning Provisions across all specific signage outcomes. a dominant visual element from residential 73.02. Planning Schemes, and the Amendment seeks only to build upon this by providing areas, within a heritage place or where 62. The Amendment seeks to provide this. It place-specific guidance for the siting, they will obstruct significant viewlines’ (my seeks to implement the strategic provisions 66. Other sections of this statement highlight design and location of Major Promotion emphasis added). of the Background Document into the my opinion that including place-specific Signs within the municipality. No aspect WPS primarily by way of Clause 22.04. The signage definitions within the wording of Clause 22.04 deviates from the State- Overall, the signage policy is creating a set of use of a Local Planning Policy to guide of Clause 22.04 would actually assist in wide design guidance provisions of Clause decision-making criteria which is more onerous municipality-specific signage outcomes legibility and clarity, provided that any 52.05; instead, Clause 22.04 simply seeks and potentially more restrictive than the existing is a common approach to signage policy definition does not ‘duplicate’ or alter the to provide further information as to how the statutory Planning Scheme. evident in a number of other Victorian meaning of any existing signage definition Major Promotion Sign provisions of Clause Planning Schemes. already defined within Clause 73.02. 70. I agree with the submitter on this particular 52.05 are to be specifically applied within point, as creating a set of decision-making Warrnambool as a specific location with 63. The result will be a Local Planning Policy criteria for signage which is more onerous a specific character. It is therefore logical that supplements the existing provisions and potentially more restrictive than the that there is general consistency between of Clause 52.05, rather than repeating it. existing statutory Planning Scheme is the the intentions of the Major Promotion Sign It will not result in a ‘double up’ of existing precise point of the Amendment. provisions of Clause 22.04 and Clause planning policy within the Planning 52.05. Scheme. 5. CONCLUSION 16

71. In summary, I support the Amendment Recommendation 1 – Retitle Clause 22.04 Recommendation 6 – Update Clause form an urban design perspective. to ‘Clause 22.04 – Business Signage’ or 22.04 to include a ‘Definitions’ section similar. that clearly defines what is meant by any 72. The strategic intent behind the signage or locational terminology that is Amendment is logical and valid, and will Recommendation 2 – Transfer C2Z-zoned not defined elsewhere in the WPS. only elevate the urban design quality of land from the ‘Commercial Areas’ section signage within the City of Warrnambool. of Clause 22.04 to the ‘Industrial Areas’ Recommendation 7 – Undertake minor section, and update the wording of it to administrative updates to Clause 22.04 to 73. The proposed statutory translation of ‘Industrial Areas and Large Format Retail remove conjecture and improve clarity. the Background Document is sound and Areas’. The preamble of this category consistent with the approach adopted by should also be updated accordingly, Recommendation 8 – Update the SFP at many other Victorian Planning Schemes. including to clearly state that it applies to Clause 21.01 to identify one city gateway industrially-zoned land, C2Z-zoned land location only within Dennington, which 74. Should the Panel support the and large format retail premises (which would logically be the westernmost Amendment, I recommend the following may include large format retail premises gateway demarcation at the ‘Urban administrative changes to further on C1Z-zoned land). Settlement Boundary’. If a second enhance the clarity and usability of the gateway is to be retained in Dennington, Amendment’s proposed suite of policy Recommendation 3 – Contemplate update the SFP to refer to this as a ‘Local changes: clarifying ‘Main Roads’ as any RDZ1 Area Gateway’ or similar. and RDZ2 zoned road, and/or any ‘Main Transport Route’ identified within the SFP at Clause 21.01.

Recommendation 4 – Increase the clarity of Clause 22.04 by including the existing diagrams of the Background Document within the Clause.

Recommendation 5 – Define ‘landscaped streetscapes’, either within Clause 22.04 itself or within the Strategic Framework Plan at Clause 21.01. APPENDIX A CV Brodie Blades Urban Designer 18

Area of Expertise Instructions which Define the Scope of this Report Other

My area of expertise is in Victorian urban design, derived I am engaged by Warrnambool City Council. I have I have made all inquires I believe to be reasonable, from over a decade of professional experience in private received instructions from Warrnambool City Council, who desirable and appropriate and confirm that no matters of sector urban design and public sector urban planning have provided me with various documents relating to this significance which I regard as relevant to my knowledge – including employment at various municipal bodies, matter. have been withheld from the Panel. planning consultancies and urban design studios in Melbourne, Victoria. I have practiced exclusively in the field Facts, Matters and Assumptions Relied Upon of urban design since 2014. In addition to my Australian experience, I have previously been exposed to international I have relied upon an inspection of the subject site and projects in the United Kingdom (through David Lock surrounding area, and a review of existing and proposed Associates) and have undertaken paid urban design and planning controls and policies of the Warrnambool planning research assignments in the United States. Planning Scheme with respect to the City and and Brodie Blades Brodie George Blades surrounding area. (Grad Dip UrbanDes Plan, BApp Sci [Planning], MPIA) Expertise to Prepare this Report Urban Designer Documents Taken into Account I have led or been involved in numerous urban design projects in Victoria, including (but not limited to): Blades • The Warrnambool Planning Scheme and relevant Level 2/696 Bourke Street Background/Reference Documents. Melbourne V 3000 • The Braybrook Urban Renewal Urban Design • The exhibited provisions of Warrnambool 124 Albert Street Framework (VPA). Amendment C204, including Explanatory Report, Ballarat Central V 3350 • The Hampton Public Land Masterplan Urban Instruction Sheet and various planning policies. Design Review (Bayside City Council). • The ‘City of Warrnambool Advertising Signage Qualifications and Experience • The Rye Urban Design Guidelines (Mornington Policy - Background Document (April 2019)’ Peninsula Shire Council). document. Qualifications • The Wangaratta Hospital Precinct Structure Plan • A copy of all submissions received in response to (Rural City of Wangaratta). the exhibition of Warrnambool Amendment C204. • Graduate Diploma Urban Design and Planning • The LaTrobe University Preston Campus • The Warrnambool City Council Meeting Agenda (2014) – The University of Melbourne’s ‘Melbourne Masterplan (La Trobe University). (dated 03 May 2021), and specifically Item 6.12. School of Design’ (MSD) • The Showers Street Built Form Analysis and Urban • Various documents and correspondences related • Bachelor of Applied Science (Planning) w/ First Design Guidelines (Darebin City Council). to the above. Class Honours (2011) – RMIT University, Melbourne • The Former Amcor Papermill Precinct New Town • Full Member of the Planning Institute of Australia Centre Design Review (City of Yarra). Summary of Opinions (PIA) – 2010-current • Numerous urban design reviews and referrals on behalf of public agencies in both Melbourne and Refer to the conclusion of this statement. Experience regional Victoria, including the City of Yarra, City of Ballarat, Warrnambool City Council, Frankston Provisional Opinions • 2020-Present: Urban Designer, Blades City Council, City of Monash, City of Darebin, • 2018-2020: Associate Director (Urban Design), SJB Boroondara City Council, Mornington Peninsula There are no provisional opinions in this report. Urban Shire Council, City of Stonnington, Banyule City Council and Bayside City Council. • 2015-2018: Associate Urban Designer, David Lock Questions Outside My Area of Expertise, Incomplete or • Associates Urban design expert evidence before the Victorian Inaccurate Aspects of this Report • 2011: Statutory Town Planner, City of Melbourne Civil and Administrative Tribunal (VCAT) and Planning Panels Victorai for a diverse multitude of • 2009-2010: Assistant Placemaker (Footscray To the best of my knowledge, this report is complete and complex matters – including Central-City matters Renewal), Maribyrnong City Council accurate and does not address questions outside my area on behalf of the Planning Minister. of expertise. APPENDIX B DRAFTING CHANGES WARRNAMBOOL PLANNING SCHEME WARRNAMBOOL PLANNING SCHEME 20 22.04 BUSINESS SIGNAGE Consider as relevant: --/--/---- Proposed C204warr Policy application Avoiding above verandah signs, unless there are no suitable opportunities at ground level and This policy applies to all applications for signs. where the signs: – Are wall mounted, not on roof or verandah, canopy or awning. Policy basis Signs are an important component of the built environment in the City – they are used to provide – Avoid projecting above the building. information about businesses and the goods and services they provide. – Comprise one per occupancy.

Well designed and located signs can complement or enhance the host building or site on which – Are not illuminated or electronic. they are displayed, and contribute to the vibrancy and colour of the streetscape while being sensitive to built form and character. However, an unrestricted approach to signs and business frontages Limiting under-verandah signs to one sign per building except on a corner site where an can result in a cluttered, confusing, and unattractive environment that has a negative effect on the additional sign on the secondary frontage may be allowed. perception of the locality by both residents and visitors. Limiting verandah fascia signs to one sign except on a corner where an additional sign on the It is therefore important to ensure signage is not only effective in providing information in goods secondary street may be allowed. and services, but also provides high standards of visual amenity in the built environment. Local Limiting pole signs to: policy on signs is needed to supplement the decision guidelines in Clause 52.05. – A height no higher than the height of buildings on the site or substantial adjacent structures Objective on abutting or adjacent sites.

To encourage signs that make a positive contribution to their host building or site and the – A sign that is within a building setback or at-grade car park and is incorporated into surrounding area. landscaping. Supporting illuminated signs where all of the following apply: Strategies – The sign is suspended below verandah. Encourage signs that: – The illumination automatically turns off over night or during closing hours. Are consistent with the character of the area. Respect the amenity of the area. Avoiding window signs covering more than 20% of ground floor commercial window (including decal signs, signs painted on a window or signs mounted behind a window). Are proportioned and designed to be integrated with the host building or site. Are crafted with materials and finishes that are durable having regard to sunlight, rain,and Avoiding promotion signs in the Warrnambool City Centre. wind. Figure 1 - Commercial Area Preferred Signage Outcomes Preserve active frontages and visual links to businesses and shop fronts. Discourage signs that: Alter, obscure, or visually dominate the form of the host building or site. Are reflective. Are erected on the roof of a building.

Unreasonably increase the quantity of signs on individual buildings or result in visual clutter. Industrial areas and large format retail premises

Policy guidelines Industrial areas located in Industrial 1 and Industrial 3 Zone, commercial areas located in the Commercial 2 Zone and large format retail premises located in the Commercial 1 Zone. Specific areas Many areas in the City include a variety of 'large format' buildings, such as manufacturing Commercial areas buildings, large shops and warehouses. Due to the nature of these uses and business operations, and historic inadequate attention to design, the image of some of these areas is poor. Signage in Commercial areas located in the Commercial 1 Zone. these areas should seek to improve the presentation and appearance of the area in order to protect Commercial areas are expected to be the centre of business activity and consequently are likely the amenity of the City while also improving opportunities to attract investment. To achieve this to be the most lively and vibrant areas in the City. The appearance of these commercial areas can aim, the following set of policy guidelines will be applied. influence the way they are perceived by occupiers, visitors, and potential investors. For these Consider as relevant: reasons, the commercial interests of an individual business, and the cumulative impact of actions will be balanced against the role and interests of the commercial area. Businesses are encouraged Discouraging signs attached to boundary fences. to advertise with signs in an effective manner, having regard to the effect this may have on the Limiting the total sign face area to 20 square metres on a single premises. host building or site concerned and the commercial area. To achieve this, proposals for signs will be expected to remain within the following set of policy guidelines. Support single illuminated pole or monument sign adjacent to the frontage.

Page 2 of 4 Page 1 of 4 WARRNAMBOOL PLANNING SCHEME WARRNAMBOOL PLANNING SCHEME 21

Heritage places

The City has a range of significant heritage sites and precinct areas identified by the Heritage – Promotion signs Overlay. Preserving and enhancing these places and ensuring that development does not have a – Sky signs detrimental impact on their integrity and setting is promoted. Signage in heritage places should be discreet and complement the cultural significance of the place. To achieve this aim, the following – Panel signs set of policy guidelines will be applied. – High wall signs Consider as relevant: Specific sign guidance

Limiting signs on heritage buildings to areas and places traditionally used for signs. Major promotion signs Discouraging finishes and colours that are inconsistent with the heritage significance and Major promotion signs can be visually dominant features in a landscape and therefore their period of the place. siting and frequency need to be carefully managed. The City has a strong rural, heritage, and tourist image and will therefore discourage major promotional signage, particularly at identified Discouraging signs that intrude into the building fabric and cannot be removed without gateways and along landscaped streetscapes. damage to existing building fabric. Consider as relevant: Discouraging the removal or obstruction of historic or legacy signs where such signs contribute to the heritage significance of the place. Supporting major promotion signs where all of the following apply: Discouraging the following signs in heritage places: – The sign is not higher than the height of a building or structure it is located on. – Illuminated signs – The sign is not higher than the height of a building or structure on adjoining land, when the – Electronic signs sign is located on a blank façade of the building.

– Animated signs – The design and illumination of the sign responds sensitively to any residential use the sign faces. – Sky signs – The sign is located on land adjoining a road in a Road Zone Category 1. – Panel signs – The sign is not located at an identified gateway or along landscaped streetscape. – Bunting – The sign does not face open space areas or parklands. – Pole signs Definitions – Major promotion signs For the purpose of this Clause: Residential areas Gateway refers to any location designated as such within the municipal Strategic Framework Plan Signs associated with non-residential uses should ensure minimal intrusion on the residential or withinDefinitions any Structure Plan or Master Plan referred to in this Planning Scheme. character. To achieve this aim, the following set of policy guidelines will be applied. LandscapedLandscaped Streetscape Streetscape is any is any part road of a reserveroad reserve in which in which rows ofrows established of established Norfolk Norf Islandolk Island Pines Consider as relevant: Pineand/or Trees Fig and/or Trees Fig are Trees evident. are evident. Includes Includes (but is not (but limited is not to)limited Raglan to) Parade,Raglan PertobeParade, PertobeRoad, Timor Road,Street, Timor Koroit Street, Street, Koroit Liebig Street, Street, Liebig Gilles Street, Street, Gilles Henna Street Street,, Henna Merri Street, Street/Crescent Merri Street/Crescent and Verdon Limiting signs for non-residential uses to one per premises. andStreet. Verdon Street. Limiting business identification signs to only name, address, and logo. MainGateway Road refers refers to to any any road location zoned designated Road Zone as 1a (RDZ1)Gateway or within Road theZone municipal 2 (RDZ2), Strategic or identified as Discouraging the following signs in residential areas: a 'MainFramework Transport Plan Route' or within within any the Structure municipal Plan Strategic or Master Framew Plan orkreferred Plan. to in this Planning Scheme. – Promotion signs SignageMain RoadTerms: refers to any road zoned Road Zone 1 (RDZ1) or Road Zone 2 (RDZ2), or identified as a 'Main Transport Route' within the municipal Strategic Framework Plan. – Above-verandah signs • Under-Verandah Sign refers to a sign below a verandah or awning or, if no verandah or Signageawning, Terms: that is less than 3.7m above pavement level. – Sky signs • Monument• Under-Verandah Sign refers Sign to any refers freestanding to a sign below sign with a verandah a low profile or, if noand verandah, with little that or nois less than – Floodlit, internally illuminated, flashing or electronic signs. separation3.7m above between pavement the sign level. and Itthe can ground be directly below. attached to a building or attached to the Main roads underside of an awning or verandah. Signs adjoining a main road offer opportunity for long distance visibility. A principal concern is Policy •documents Monument Sign refers to any freestanding sign with a low profile and with little or no the impact of signs on the amenity of the surrounding areas, the character of the streetscape, and Consider separationas relevant: between the ground and the sign itself. road and pedestrian safety. Proposals for signs will be expected to remain within the following set of policy guidelines. Warrnambool City Council Advertising Signage Policy - Background Report (2019) Consider as relevant:

Limiting the type of signs at identiﬁed gateways and along landscaped streetscapes to business identiﬁcation signs. Page 4 of 4 Page 3 of 4 WARRNAMBOOL PLANNING SCHEME WARRNAMBOOL PLANNING SCHEME 22 21.01 MUNICIPAL PROFILE, COUNCIL VISION AND STRATEGIC DIRECTIONS 22/09/2016 C93 21.01-1 Municipal profile 22/09/2016 C93 Warrnambool City is Victoria’s largest coastal regional city and is the fastest growing economy and population centre in southwest Victoria. The City provides support to the region in the fields of commerce, governance, social services, health, education, the arts and recreation. Warrnambool is situated on one of the most spectacular sections of the southwest Victorian coastline and is a major tourist hub, attracting tourists travelling along routes such as the Great Ocean Road. The City is served by the Hopkins Highway, the Princes Highway and the

Melbourne-Geelong-Warrnambool railway line. A public bus service also services the City. Local Area Gateways Area Local The City is bound by Moyne Shire in the north, east and west and the Southern Ocean in the south, Gateways City and is approximately 260 kilometres west of Melbourne. The City encompasses a total land area * of 120 square kilometres. Much of the rural area (approximately 60% of the City’s land area) is used for agriculture, particularly dairy farming. The majority of the City’s population is concentrated in Warrnambool, Dennington, Allansford, Bushfield and Woodford. Warrnambool has a steadily growing population. The estimated resident population of Warrnambool was 33,501 in 2014 and is expect to increase to approximately 40,670 people by 2031. The City includes a diversity of land uses, including significant areas of residential, industrial and commercial zoned land.

21.01-2 Key issues 22/09/2016 C93 Key planning issues facing the City into the future are summarised below. Population growth and associated needs for housing, infrastructure, community facilities, employment and services – Given the region’s ageing population, more workers are required to support the growth of existing and new industries. Housing supply, choice and affordability – Over the next two decades, Warrnambool’s population is projected to age and household sizes are expected to continue to get smaller. Dwelling sizes however, are anticipated to increase. Careful planning is required to ensure future populations have access to a diverse range of housing options. Community health and wellbeing – The community’s vision for a liveable city revolves largely around health and wellbeing, and the social and physical attributes that contribute to this. Healthy transport – The development of healthy transport options, including walking, cycling and public transport (for longer distance trips), between our neighbourhoods and townships will provide benefits by increasing daily physical activity levels and improved social well-being and a greater sense of community. Landscape character – Landscape character is valued by the community. This includes the ability to view the ocean, the Merri River, the Hopkins River, and surrounding rural areas, from numerous public areas and from private dwellings. Respect for the sharing of views, rather than necessarily the retention of all existing views, is an important issue to manage. * Access to open space – open space is not evenly distributed throughout the City and some areas have poor access to open space. Improved access to our waterways will continue to provide important recreational opportunities. Climate change – Climate change presents a threat to the natural and built coastal environment, to the community and to economic activity. It is important that the effects of climate change are mitigated now and into the future.

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Melbourne

Level 2 696 Bourke Street Melbourne V 3000

Regional

Flecknoe Building 124 Albert Street Ballarat Central V 3350