Luke Course, a director of Gawk, said the company initially came to council with a planning proposal, which was heard at a council meeting on August 27, 2025.
That proposal, which was under the business name Regional Billboard Co Pty Ltd, was ultimately rejected.
“We circulated a ... letter with an offer to council to avoid a drawn out and costly VCAT hearing,” Mr Course said.
“We offered to place conditions on the planning permit if we got it approved at the council meeting.”
Those conditions were:
- Prohibition on any advertising content relating to gambling, fast food or alcohol.
- 10 per cent of the advertising space being given to council for free, and
- Reduced operating hours of 6am-10pm.
“We were very clear this was a one-time offer, and if this went to VCAT all of these points were off the table,” Mr Course said.
“Despite only one objection, this was refused by councillors.
“(Former) Councillor Tolliday was the only councillor to vote in favour of the application, all other councillors voted against it.”
The matter went before VCAT and the planning application was approved.
“This site will go ahead without any of the conditions offered to council, and both council and us have unnecessarily spent time and money on the VCAT hearing.”
A Benalla Rural City Council spokesperson said council acknowledged and respected the VCAT decision regarding signage at 26 Bridge StEast.
“Council understands there is strong community interest in how development affects Benalla Rural City’s character and surrounds, and will ensure the conditions set by VCAT are carefully monitored to protect amenity, safety and the local environment,” the spokesperson said.
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