A controversial 35 metre mown sign, near Queenstown is to disappear naturally, Queenstown Lakes District Council chief executive Duncan Field said.

The sign emerged earlier this week after having been cut into a paddock adjacent to the airport on land owned by developer Dave Henderson.

"I want to congratulate Mr Henderson in two respects:

• For implementing a very clever marketing initiative in which the national media and council co-operated.
• For accepting that he has had the benefit and the sign should now be left to grow over."

Given the undertaking that Mr Henderson had now given the council, no further action would be taken. Had the intention been to maintain the grass sign then the matter would have been different.

"A permanent sign would have meant Mr Henderson would have had to seek the community's agreement." Mr Field said.

Signs were a contentious issue in the Lakes District landscape and the community was understandably weary of gimmick signage.

"At the end of the day we wouldn't want to see others follow this lead. I would hate to see international branding emblazoned all over the flats or worse the hillsides and mountain ranges of our scenic landscape," Mr Field.

In just a few weeks the whole issue will have grown over, he said.

ENDS

By: Sarah