The following letter of objection to the proposed billboard on Clarence Drive was sent to …
THE MUNICIPAL MANAGER
OVERSTRAND MUNICIPALITY
PO BOX 20
HERMANUS
7200
ATTENTION: Ms. L Lubbe (Building Inspector)(bcadmin@overstrand.gov.za)
Hallo Liezl
ERF 2648, 97 CLARENCE DRIVE, BETTYS BAY
You are referred to the APPLICATION FOR SIGNAGE DEPARTURE, submitted by Rushenka Dasrath For Provantage (Pty) LTD obo TELKOM SA LTD on Erf 2648 Betty’s Bay (for ease of reference):
- Application in terms of Item 1.8.2 of the By-Law to advertise businesses not related to the property that the business operated on and the products processed, produced or sold thereon; and
- Application in terms of Schedule A Class 1d of the By-Law to erect an advertisement board on a permanent basis and not only a temporary basis as well as to increase the size of the billboard from 12m² to 18m² by submitting an EIA motivation as required.
The said Departure Application is submitted in terms of the “Overstrand Municipality By-Law on Outdoor Advertising and Signage (2011)”. The proposed development involves the installation of a 3x6m double-sided static billboard on Erf 2648, Bettys Bay, Overstrand Municipality.
The Betty’s Bay Ratepayers Association (BBRA) is a legal Institution, acting on behalf of the members of the said Ratepayers Association. The BBRA Committee scrutinised the said Departure Application at their monthly meeting on 12 August 2026. It was decided at the said Meeting to object strongly to the said Application. If needed, a copy of the Minutes of the Meeting will be forwarded as proof.
Based on the Application received, the following Objection Points:
- Notices
During the “public participation process” two sets of Notices were received by the BBRA:
- A Notice from Laura Brown (an Affected Party). The said Notice indicated the deadline for input/comment as 3 August 2026; and
- A Notice from Cl. T. Els (Ward 10). The said Notice indicated the deadline for input/comment as 3 September 2026.
We are of the opinion that the two sets create confusion as to the exact deadline date. The current “public participation process” is regarded as flawed and should be re-done to ensure full compliance with the By-law.
- “Windy” Betty’s Bay
The structure of the Billboard and its direction (in this case north-south) is questioned as the normal wind direction in Betty’s Bay is from the west. In this position the proposed Billboard, therefore, will take huge strain, with possible damage not only to the Billboard, but also to the properties (buildings) in the area because of flying debris.
It is a known fact that wind force on billboards is a critical factor that can impact their structural integrity. When gusts sweep across urban landscapes, they can exert substantial pressure on advertising displays, particularly if they are not adequately designed or positioned.
The wind’s force on a billboard is determined by several key factors, including wind speed, direction, and the billboard’s shape and orientation. As wind flows around an object, it creates varying pressure zones. this can lead to significant forces acting on specific parts of the billboard depending on its positioning. For instance, a billboard facing directly into the prevailing wind will experience higher wind pressure.
Considering the directional forces, billboards subjected to strong crosswinds are often at risk of structural failure, as the lateral forces can cause flexing and, in extreme cases, collapse. To illustrate this point … the 2017 incident in Florida, where numerous billboards were damaged during Hurricane Irma.
Betty’s Bay is known for its wind patterns; more specifically, the gusts experienced. These gusts have a great negative effect on buildings (i.e. walls and roofs). As an example, during the recent big storm on 12 May 2026 approximately 70 houses in the Betty’s Bay area were damaged, with newly built houses basically destroyed by the gusts (boundary walls and building walls, roofs, etc.). This is a normal trend in Betty’s Bay when big storms are experienced with gusts averaging 150km/h to 170km/h and even higher. Historically, gusts of 197km/h have been experienced.
Understanding the dynamics of the climate in Betty’s Bay, or more specifically, the wind pattern / wind force on this proposed Billboard is essential for maximising its safety and effectiveness.
The question therefore is: has such a climate study (focusing on wind speed and wind direction specifically) been done, and if so, why is it not included in the Application.
- Manual of SAMDOAC
The Applicant makes reference to SAMDOAC, without elaborating on the Manual and its actual contents.
The guidelines as contained in the “Revised S.A. Manual for Outdoor Advertising Control (SAMDOAC)” and the inherent character of Betty’s Bay within the confines of the Kogelberg Biosphere area are clear.
In terms of SAMDOAC guidelines, the establishment of outdoor advertisement is classified into 3 (three) categories, namely:
- Urban areas of areas of maximum control.
- Urban areas of areas of partial control.
- Urban areas of areas of minimum control
Urban landscapes refer to human settlements with a population of more than 2500 people. The following urban elements are deemed sensitive to visual disturbance or in terms of traffic safety and should be defined as urban areas of maximum control:
- Conservation
- “Natural” open space and urban conservation areas.
- Interface of nature and build fibre in the form of “natural” edges like bodies of water, rivers, ridges and other topographical features.
- Recreation
- Open areas for passive recreation.
- Scenic
- Scenic area.
- Characteristic views across built-up areas.
- Distinctive vistas down streets or avenues.
- Architectural and Cultural
- Important tourist areas.
- Areas with a strong and unique local character or sense of place.
- Residential
- High- and middle-income residential areas, mostly low density single.
- Gateways
- Prominent entrances to or exist from urban areas or a specific part of an urban area, which creates a strong sense of arrival or departure by means of features of scenic topographical, historical or architectural significance.
- Transport
- Visual zones along major roads.
- Accident prone areas.
Based on the above criteria for the classification of outdoor advertisement signs, it is proposed by SAMDOAC that only signs which convey an essential message are permitted. The said Application will not convey essential messages and the erection of the proposed Billboard, therefore, should not be established along Clarence Drive.
- Advertising on Roads and Ribbon Act, No.21 of 1940
This Act specifies the conditions within which advertisement can take place along Public Roads. Clarence Drive is a “provincial road” and therefore regarded as a public road. The contents of this Act will not be analysed in detail. However, the following Sections need to be taken into consideration during the adjudication of the said Application:
- Section 2: No person shall display an advertisement which is visible from a public road, unless it is displayed in accordance with the written permission of a controlling authority.
- Section 9: No person shall erect or permit the erection of any structure or any other thing which is attached to the land on which it stands within ninety-five meters from the centre line of a building restriction road.
From the above, it is evident that the Applicant is not abiding by the regulations of this Act. The Applicant does not mention the provisions thereof in the Application. It is also questioned why an “Act 21 of 1942 Application” has not been submitted to the relevant Western Cape Authority.
- Betty’s Bay Ratepayers Association (BBRA) Committee Motivation
The Objection against the approval of the application is further motivated as follows:
5.1 Sense of Place
The Application disregards the Betty’s Bay “sense of place” as the astatically (sic), where the name of the business is displayed on the building, value of the natural features (mountainous area) and the relationship thereof with the low-density urban component is compromised.
5.2 R44 (Clarence Drive) Tourism Gateway
Clarence Drive serves as a gateway scenic route from Gordon’s Bay linking Rooi Els, Pringle Bay, Betty’s Bay, Kleinmond towards Hermanus, and further.
The scenic importance of the road is characterised by undisrupted natural beauty (mountains and sea views) from Gordon’s Bay to the entrance of Kleinmond. It serves as an important tourism and connector road throughout the year, not only during seasonal times but throughout the year for travellers preferring this route above the N2. Notwithstanding some localised business activities along Clarence Drive (Betty’s Bay), where the name of the business is displayed on the building with no direct negative visual impact, there is no outdoor signage/Billboard along this section of road.
5.3 Visual Pollution
The Billboard will degrade the visual environment (blocking of view of mountain) and landscape aesthetics. It will disrupt the natural harmony and synergy of the area and disrupt the visitors’ and residents’ perception of public spaces.
5.4 Economic Benefit
There will be no economic benefit to the local economy. The only economic beneficiaries will be Telkom as the landowner, signage company and the advertiser.
5.5 Road Safety
Clarence Drive is used as a tourism, private, public and commercial corridor from Cape Town/Cape Town International Airport on the one end, and Hermanus on the other end with various types of transportation modes, which travel at different speeds. Clarence Drive (through Betty’s Bay) has speed limits of between 100km/h and 80km/h, with a small section at “Coffee on Clarence” reduced to 60km/h.
The Applicant base the proposed location and size of the Billboard on the assumption of a speed of 40km/h speed. This argument of the Application is therefore irrelevant. The question is: why has a Traffic Impact Study not been done to support this?
Also to be noted is that a number of accidents (some fatal) have occurred at the intersection of Porter Drive and Clarence Drive over recent years, which has been brought under the attention of the Western Cape Provincial Government.
The proposed Billboard will only be 53,9m away from this intersection. Road users will definitely be distracted by the Billboard with the potential of more accidents from both sides.
5.6 Streetscapes
The natural environment and the low-density residential component functions in harmony as preference is given to the protection of indigenous “fynbos” vegetation.
The streetscapes along and within Betty’s Bay, including Clarence Drive, are characterised by the natural vegetation (fynbos) along the road reserves which creates a “softened” streetscape view. It presents a characteristic of integration between residential and nature.
The establishment of the billboard will disrupt the current natural streetscape and natural vista along Clarence Drive.
5.7 Studies needed
The Applicant makes “generic” statements regarding “traffic issues” and “visual issues”, “heritage issues” and “ecological issues”, the latter three based on what they perhaps read in the Spatial Development Framework (SDF) for Overstrand Municipality. It is our opinion that their intention is to convince the reader of the Application that they have attended to the issues/addressed the issues at hand via the Application. However, the reality is that no substantiated proof is provided in the form of studies to confirm the necessity of the Billboard/confirming the location and direction of the Billboard in Clarence Drive as the best option.
The Applicant, for example, submits as part of their Application an “ENVIRONMENTAL IMPACT ASSESSMENT REPORT”. Such Report(s) can only be compiled by a qualified Environmental Practitioner/EAAP. There is no evidence that the Applicant is qualified as such.
The Applicant, furthermore, suggests under it own “Recommendations” that a “local traffic count study” must be done, but still submits an Application without this, requesting the Overstrand Municipality to approve a Departure Application based on “unqualified information/views”.
For Overstrand Municipality to properly evaluate the said Application submitted for a Billboard on Clarence Drive, the following studies, signed off by a qualified entity in that specific field, should have been submitted:
- A Traffic Impact Study to determine the effect of the Billboard on travellers on Clarence Drive;
- A Visual Impact Assessment;
- A “Heritage Sensitive Assessment;”
- An Ecological Sensitive Assessment; and
- A Climate Study (focusing on wind speed and wind direction specifically).
It is, therefore, proposed that Overstrand Municipality should not approve this Application for Departure in terms of the “Overstrand Municipality By-Law on Outdoor Advertising and Signage (2011)” for a Billboard on Clarence Drive.
Please note that we hereby reserve our rights to elaborate on the afore-mentioned Objection Points, or any other points that might come to the fore.
Please acknowledge receipt of this Objection Letter.
If there are any queries, please communicate directly with the Writers on 072 184 9621 or bettysbayratepayers@gmail.com / amund@vodamail.co.za or André Kotzé (Deputy Chair) on 083 375 9448 or andre@emendo.co.za.
Thank you
Amund Beneke (Chair)
Date: 31 August 2026
Betty’s Bay Ratepayers Association Committee
CC: André Kotzé (BBRA Deputy Chair)(andre@emendo.co.za)
BBRA (bettysbayratepayers@gmail.com)
Cl. Theresa Els (tels@overstrand.gov.za )