"It's a shocker!"
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Mayor Bob Kirk hasn't held back in his opinion of the latest commercial signage in Auburn Street.
Cr Kirk said he drove past the soon to be opened Silly Solly's Discount Store after fielding phone calls from the community earlier this week. He couldn't miss the bright red and yellow signage in the CBD's heritage precinct.
"I was mortified," he told The Post.
"That is not what we expect because we know our Local Environmental Plan (LEP) and Development Control Plan (DCP) have constraints regarding signage. Clearly they have ignored them.
"Surely anyone would have thought a heritage streetscape like ours would have controls on it."
The council's environment director Scott Martin confirmed the signage, which appeared over the September 18 to 19 weekend, did not have approval.
On Monday, the council was "inundated" with community enquiries about its permissability.
"On face value it doesn't appear to have any consideration of the Heritage Conservation Area," Mr Martin said.
The council has written a 'show cause' letter to the business asking why it had undertaken development without consent and setting out the minimum penalties.
Mr Martin said a penalty infringement notice, which carried a $6000 fine for corporations, and other regulatory action, such as 'restore works,' were among the options.
"It is early days for us but we are hoping to get a response from the (business) owner as to why they didn't seek consent and what action they intend to take," he said.
"We'll wait to understand his position before we decide a course of action. Cooperation is key to that."
A spokesman for Silly Solly's declined comment until he knew more. The business is leasing the recently sold former Barbeques Galore building. A franchisee will run the operation.
The chain has 28 stores around Australia, all of which utilise corporate colours and signage.
The shop is being fitted out and is due to open within weeks. It will employ some 20 people in part-time roles.
While not a listed heritage item, the LEP requires changes to the building's exterior to consider their effect on the heritage conservation area.
The 2009 DCP, which sets out design principles, states that signs "must not have an adverse impact on the heritage character of buildings or conservation area."
Further, they "should be of colour and lettering appropriate to the period style of the building" and "subdued colours should be used."
Mr Martin said the Silly Solly's signage was "disappointing," especially as the council was finalising dispersal of some $55,000 in heritage grants for the CBD and other parts of the LGA.
"If we are trying to encourage people to do the right thing and this happens, it sends the wrong message that the council is not holding up its end of the bargain," he said.
"...It's important we respond as quickly as possible to say they've not gone about things in the right way and to demonstrate to other CBD landholders that we are upholding the standards we want them to employ.
"A lot are doing that and we get the benefit. One of the great things about Goulburn is the quality of heritage on offer and it's our job to uphold that. This is one step back."
The council offers a free heritage advisory service.
Corporate branding versus heritage
It's not the first time corporate signage and CBD heritage have collided.
In 2012, three councillors - Neil Penning, Carol James and Andrew Banfield - wanted the new Target store, opposite Silly Solly's, to reduce its shopfront advertising. Instead, they suggested locally significant images be placed there.
"I don't think what's proposed fits the streetscape," the then Cr Penning said.
"This is an opportunity to work with some of these hardnosed retailers."
Their motion was defeated. The then Deputy Mayor, Bob Kirk voted against the suggestion.
"At the end of the day, it's a retail chain and not a Goulburn chain," he said at the time.
"What did we think they were going to put in their windows? Do we tell all the businesses on Auburn St what they can put in their windows?"
In 2016, a similar debate erupted over signage at the new Hungry Jacks in northern Auburn Street. Goulburn Heritage Group described the 12 proposed signs, including an eight-metre high front pylon, as "intrusive" and "flying in the face" of CBD conservation efforts. Another submitter branded them "an eyesore."
As a result, the pylon was changed to a seven-metre high pole structure and five signs were removed.
In 2009, signage at the First Choice liquor outlet sparked similar debate.
Super Cheap, the Reject Shop, KFC and Red Rooster are among other corporates in Auburn Street carrying prominent branding.
The council's CBD Master Plan also recommended improved signage in the CBD.
Cr Kirk said there was many types of corporate advertising in Auburn Street but it was a matter of striking a balance.
Paul Stamatellis, who was a member of the Main Street Committee post Goulburn's bypass, also believed the larger chains could co-exist with heritage. He does not own the Silly Solly's store.
He argued that South Goulburn service centre had become a "pseudo CBD" and there were few controls over signage.
"Corporates and companies require their branding to be prominent," he said.
"Where one person says it's too much, another will say it's vibrant. I understand the CBD is a heritage precinct but I think old buildings can exist with the new and have their corporate colours."
Mr Stamatellis said the city centre was "looking fantastic" and credited councillors and staff for continuing with a vision.
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