MOUNT Alexander Shire Council will likely reject a 3.4-metre-high advertising billboard proposed for Castlemaine’s southern exit.
The billboard received 28 objections from residents, while council officers described it as “excessive in scale” and it would not provide “a welcoming entrance to the town”.
The billboard is 12.6 metres wide and would be placed on the southern boundary of a carpet business on Johnstone Street, in front of an area of bushland alongside Campbell’s Creek.
The non-illuminated billboard would be available for businesses to use for advertising.
It would be seen by drivers heading south on the road towards Daylesford, which connects to the Pyrenees and Midland highways.
The report to council, to be considered at Tuesday night’s council meeting, states the billboard was not desirable for one of Castlemaine’s main entrances.
“It is an area with recognised landscape character serving much traffic including tourists to the town, to Maldon, to Daylesford, and to the surrounding central goldfields region,” the report reads.
“The proposed sign does not enhance this entry to Castlemaine.
“It would dominate the location, is excessive in scale to its surroundings and does not have any regard to the recognised and preferred landscape character that provides a welcoming entrance to the town.”
Several advertising billboards already exist on the property.
The council was also concerned that approving the idea could set a precedent for more billboards to be erected around the town.