Chapter 21 - Outdoor Advertising 21.0 Outdoor Advertising 21.1 Introduction The purpose of outdoor advertising is to provide information to the general public and attract business. Information is conveyed for a number of purposes which include: identifying properties, giving notice of forthcoming events, informing of the availability of goods and services, and to give directions to traffic. Signs are essential through the Plan area for the information they provide. The ability of the environment to accommodate signs varies considerably between town centre, residential and rural areas. Amenity standards vary between different parts of the Wairau/ Awatere area, and are defined by the range and nature of land uses in an area. The susceptibility of different areas to be adversely affected by outdoor advertising varies considerably, particularly between town centre, industrial or other business areas, and rural or residential areas. The highest concentration of outdoor advertising is in town centre areas where a greater number and size of signs is accepted, in keeping with the scale and nature of the site and activities. However, in residential and rural areas, where the maintenance and enhancement of amenity standards is considered important, the potential adverse effects of signage are viewed more critically. 21.2 Issue There is a need for signs but they may have adverse effects on visual amenities and traffic safety. There is a need for signs to allow people to provide for their wellbeing, however, in order to avoid adverse effects on amenity values and people’s health, safety and wellbeing, some controls on signs and outdoor advertising are required. There is also the possibility that signs and other forms of outdoor advertising may have adverse environmental effects particularly on visual amenities, and may conflict with traffic safety. In particular, from a traffic safety viewpoint, careful consideration needs to be given to the location, design, size, or type of signs along major arterial routes, where the potential for conflicts with traffic safety are highest. All outdoor advertising on State Highway land is subject to the controls specified in the Transit New Zealand Bylaw 1987/ 3. Signs for State Highway or road purposes are permitted as an integral part of the road designation. Any other signs located on State Highway land and other designated roads have the same potential adverse effects on traffic safety as on-site signs, and need to be controlled through this Plan. 21.3 Objectives and Policies Objective 1 Signs and outdoor advertising which convey necessary information while avoiding or mitigating any adverse effects on public safety and the visual amenities of the Wairau/Awatere. Policy 1.1 Control outdoor advertising variably throughout the Plan Area in recognition of the character and amenity of particular areas. 21 - 1