Consent for digital billboard in Petone despite opposition

In a landmark decision, Simon Berry and Steph Macdonald have secured resource consent for the first digital billboard on The Esplanade in Petone.

The digital billboard will be located adjacent to the foreshore road in Petone. The application received 52 submissions, reflecting the high level of public interest.

Hutt City Council and submitters raised concerns about traffic safety, lighting and urban design effects – all commonplace in digital billboard consent applications. However, due to the proximity to the Petone foreshore, concerns about the potential impact on the coastal environment and cultural values were also raised.

Significant efforts were made to address the issues raised, including reducing the billboard's face size and offering an alternative design with a lower height and landscape orientation.

Productive engagement with local iwi resulted in an agreement to allocate a portion of signage time for iwi to display images recognising their history and connection to the Petone foreshore and the appreciation of Māori cultural and spiritual values in the vicinity. This initiative was welcomed by iwi.

Despite opposition from residents and Council officers, the consent marks a significant milestone for digital advertising in Petone.