14. Use of the Rural Environment Volume One consideration of other effects that may arise from the proposed activity, such as on amenity, natural character, landscape, transportation and others. This is because an activity requiring consent under this policy potentially challenges the reason for having a specific management framework for rural environments. This matter is critical to the determination of whether Objective 14.3 can be achieved. Issue 14B – Inappropriate subdivision, land use and development can lead to the degradation of rural character and amenity values, as well as increased conflict with existing activities (reverse sensitivity). Section 7 of the RMA requires that in managing the use, development and protection of natural and physical resources, particular regard shall be had to “the maintenance and enhancement of amenity values” [Section 7(c)] and to “the maintenance and enhancement of the quality of the environment,” [Section 7(f)]. Amenity values are defined in the RMA as “those natural or physical qualities and characteristics of an area that contribute to people s’ appreciat ion of its pleasantness, a esthetic coherence and cultural and recreational attri As in the coastal butes.” environment, the qualities and characteristics of Marlborough’s rural environments are a fundamental part of our quality of life. The amenity of these rural environments contributes to how people and communities provide for their social, economic and cultural wellbeing. The rural environment has particular characteristics and amenity values that are distinct from urban areas. Many people share common perceptions about the character of rural environments, including privacy, rural outlook, spaciousness, ease of access, clean air and (most of the time) quietness. Being able to see, hear and smell animals and large areas of vegetation cover associated with dominant land uses such as agriculture, viticulture, horticulture, forestry and pastoralism) are also characteristic of rural areas. However, rural character can mean different things to different people. For example: • People who live in the rural area as an alternative to living in a town may value a sense of open space, panoramic views and their perception of a rural outlook. • People carrying out farming activities may share some of these values. They also perceive the rural setting as a business area and expect to be able to carry out existing activities with effects associated with day-to-day activities, such as the smell of crops, noise from frost fans, bird scaring devices or tractors, harvesting activities, traffic movement, etc. They also expect to be able to adopt new technology and practices and to diversify activities as markets change. • Some people value the rural area as a place to locate activities that need large areas of space. These people may value large areas of land and distance from neighbours. Conflicts can be created by the combination of different activities, effects and perceptions of the character of the rural area. These conflicts are sometimes referred to as reverse sensitivity conflicts. [RPS, D] Objective 14.4 – Rural character and amenity values are maintained and enhanced and reverse sensitivityeffects aravoided e . While other objectives in this chapter and in Chapter 4 - Use of Natural and Physical Resources provide an enabling framework for primary production activities to occur, this must be within a context of achieving the purpose of the RMA. Objective 14.4 helps to achieve Sections 7(c) and (f) of the RMA on amenity values and quality of the environment (respectively), in terms of achieving sustainable management. 14 – 8