KEY POINTS:
A billboard operator has come up with an alternative bylaw to Auckland City Council's controversial proposal which may wipe out 75 per cent of billboards in the central city and isthmus area.
The operator, APN Outdoor New Zealand, told the council's bylaws review hearing yesterday that the draft bylaw penned by the council was unjustifiably restrictive and unreasonable. "I would expect that 95 out of APN Outdoor's 119 billboards would have to be removed," said the company general manager Tim Simpkins.
"The proposed bylaw will significantly impact on APN Outdoor's own business and the businesses of the wider outdoor advertising industry and associated industries."
The firm, which is owned by the company that publishes the Herald, employs 28 people and provides employment to about 70 others as contractors.
Mr Simpkins said the council had revised its assessment of the economic impact of proposed measures - from 170 job losses industry-wide and costs of about $5 million. The new estimate was 300 job losses, which the company believed was still well below the true economic cost.
Mr Simpkins said he was disappointed that council officers' suggested amendments to the draft were piecemeal.
"The officers' recommendations may allow a few more smaller billboards in some locations but there is no guarantee that such locations are suitable for billboards."
The officers also did not address the transitional provisions or the improvements to dispensation criteria sought by the company.
Environmental lawyer Simon Berry said the proposed bylaw would not withstand a legal challenge under the Bylaws Act.
With this in mind, APN Outdoor had commissioned a team of highly qualified professionals to develop amended provisions which, if adopted, would soften the severe consequences of the council's proposals while still achieving the council's key objectives.
The council aims to clarify certain aspects of the bylaws and to lift the urban design and visual appearance of the city by removing the visual clutter and dominance of signs and billboards.
Last night, billboards hearings panel chairman Councillor Richard Northey said the company's suggestions would get serious consideration and the panel would meet the firm's advisers. Mr Berry said some of APN Outdoor's suggested amendments were more stringent than the provisions of the draft bylaw.
