Ad Agency Seeks to Retain Contentious Glebe Island Billboard for 3 More Years

Concerns have been raised about the likely retention of the Glebe Island silos billboard into 2028. While a possible deal may court $127,000 annually for the Inner West Council, the City of Sydney and local residents are expressing opposition.

The 170-metre billboard, which is lit up at night, faces Pyrmont and the ANZAC Bridge from atop the concrete silos on Glebe Island. It has long drawn criticism from those who view it as an eyesore, but the revenue it produces has long proven attractive to the council and to advertisers. Initially erected to promote the 2000 Olympics, it has been retained by successive multi-year agreements.

Eye Drive Sydney, the operator of the billboard and a subsidiary of advertising agency oOh!media, has offered to pay the council to extend its operation beyond its mandate to September. The company attested that the deal would be beneficial to the public. 

The Inner West Council broadly agrees, writing to the Department of Planning that it “does not anticipate any adverse impacts” from the billboard’s retention. However, it has pushed for greater compensation.

Other submissions before the deadline on 24 July were less favourable. One respondent listed ten objections, including that the billboard is “not in-sync” with the paint scheme portraying the historic silos as Greek columns, and simply that the large sign “is ugly to look at.”

Contacted by City Hub, oOh!media said that it does not comment on applications which are under assessment.

City of Sydney calls sign “a permanent blight” on skyline

In its submission, the City of Sydney sledged the yet-enduring fixture, which has outlived its initial, temporary purpose. The sign is situated on the edge of the Inner West Council area, but faces City residents in Pyrmont.

“The City has long expressed opposition for the erection and extension of the display of third-party advertising on the Glebe Island Silos,” a spokesperson stated.

“The temporary intent and purpose to which the signage was approved, which was the exceptional circumstance to assist the State Government in achieving a successful outcome in Sydney’s bid for the 2000 Olympics, has completely eroded.”

“Since that time, the rolling consents to extend the signage display is perpetuating a permanent blight on the Sydney skyline … for 25 years following on from the 2000 Olympics.” This echoes criticism the City made in 2022, when the billboard’s presence was last up for discussion.

Past approvals which have extended the billboard’s life “have set a highly undesirable precedent and have undermined the application of time limited consents as a useful tool for allowing billboard advertising for short periods to promote important events,” the City warns.

Council calls for advertising agency to pay more

The Inner West Council, in its 2 July submission, expressed concern that the compensation offered by the advertiser was “below market rate” and that “any future offer will be on the same terms.”

“Council remains committed to resolving this matter to ensure the development results in the provisions of appropriate public benefits,” council officer Rachel Josey wrote. The council sought to obtain an independent valuation.

The $127,000 per annum, known as a Public Benefit Offer, which Eye Drive Sydney has offered to pay would include GST on top and be indexed to inflation.

Community group says it is time for a change

Save Our Bays, a community group based in Glebe, strongly objects to the billboard.

The group submitted that “the forthcoming opening of the new Fish Markets is the opportunity to mark a change with something much more visually appealing” for the millions who will visit from overseas.

“There is a substantial residential population in apartments and houses almost directly opposite and in direct line of sight of the massive, dominating and often glaring advertisements.”

“The Glebe foreshore walkway is heavily used – by thousands of people walking, with babies and dogs, cyclists, runners, picnickers, and many people working from home.”

They argued that it is “well past time to do something innovative and imaginative” with the sign.

“Many interstate and international visitors already ask why Sydneysiders continue to allow such an unattractive sight with a huge advertisement in such a prominent site at the western entry and exit to the CBD area.”

A history of extensions and opposition

City of Sydney planning director Graham Jahn used similar language to condemn the billboard in 2022.

“The signage has perpetuated a permanent blight on the Sydney skyline and has completely undermined the relevance of time-limited consents,” Jahn then wrote to the Department of Planning.

Meanwhile, the Glebe Society expressed concern about light from the billboard affecting locals.

The billboard, commonly seen as the largest in this hemisphere, is not the only controversial installation in view of Pyrmont residents. One whose flat faces the billboard said: “it doesn’t bother me nearly as much as the gantries on the ANZAC Bridge.”