It may be a $380k cash cow. But is Sydney’s biggest billboard also an eyesore?

3 months ago 18

Sydney’s biggest billboard could continue to feature on the city skyline for three more years as part of a deal that might earn Inner West Council more than $300,000 in revenue from a major advertising company.

Eye Drive Sydney, a subsidiary of outdoor advertiser oOh!media, is seeking approval from the NSW government to extend the life of the 170 metre-long billboard on the Glebe Island silos, overlooking Anzac Bridge.

Thousands of motorists on Anzac Bridge in Sydney’s inner west pass the advertisements each day.

The billboard – which thousands of motorists pass each day – was erected in the 1990s as a temporary structure to promote the Sydney Olympics. However, over the years, rolling extensions have kept it in place.

Now Eye Drive Sydney has applied to the Planning Department to continue operating the billboard for another three years, saying an extension will “reinforce the landmark quality of the silos structure”.

The move has sparked resistance among residents, community groups and the City of Sydney Council, which has called for the billboard to be removed.

If Eye Drive Sydney gains the extension, it has offered to pay Inner West Council $127,000 a year in a “public benefit” deal that could be used to produce “socio-economic benefits”.

A three-year extension would keep the billboard in place until 2028.

In a submission to the department, Inner West Council has not opposed the extension and said it “does not anticipate any adverse impacts” if the approval is granted.

The council’s position puts it at odds with the City of Sydney Council, which has called for the billboard to be removed.

City of Sydney Council chief planner Graham Jahn labelled the billboard a “blight on the Sydney skyline”.

“Allowing the signage display for third-party advertising to continue indefinitely through the subject application goes against the original intent of the signage and sets a negative precedent for temporary arrangements,” Jahn said.

The silos can be viewed from surrounding suburbs.

“The city considers this is not in the public interest and should conclude.”

Judy Cashmore, president of the Save Our Bays community group, has also opposed the extension, arguing it may “detract” from the appeal of the new Sydney Fish Market, which is due to open in late 2025 to up to 6 million people a year.

Other concerns that residents have raised in submissions to the department argue the billboard has a “negative impact on property prices” and presents a “distraction” for motorists on Anzac Bridge.

In its plans, Eye Drive Sydney said: “The proposed [extension] will prolong the billboard’s role as an iconic out-of-home [reaching people outside their homes] advertising asset that is sought after by global entities seeking premium brand promotion.”

The extension is being considered as part of a state significant development application and remains under assessment.

The lease to use the billboard up to now was extended in 2022; that approval is due to cease on September 8.