The proposal, currently before the NSW Department of Planning, allows for an archway displaying advertisements on both sides to straddle the Great Western Highway at the bottom of Lapstone Hill.

Described in an RTA document as an advertising structure foremost, the installation would also accommodate signs welcoming westbound traffic to the Blue Mountains and eastbound travellers to Sydney.

Although it would be erected entirely in the Penrith Local Government Area, as the development is on a major traffic corridor Penrith City Council does not have the power to decide its fate.

The Gazette understands Blue Mountains City Council has written to the Department of Planning in an attempt to stop the archway being built on its doorstep.

Ward 4 Councillor Mark Greenhill didn’t pull punches when delivering his scathing critique of the RTA project, calling on its proponents to give the idea “an instant style makeover”.

“What’s proposed is a trashy edifice that has no place heralding one’s arrival at the classic, natural beauty of the Blue Mountains,” said Clr Greenhill.

“I certainly don’t want this hideous apparition sitting on the border of the ward I represent.

“My constituents will have to experience significant horror as they drive past this thing on their way home.”

The plan has also drawn the ire of Penrith MP Karyn Paluzanno.

“As the local Member for Penrith, I strongly object to this proposal,” she told the Gazette.

“Local residents have told me they don’t want the wonderful natural views into the Blue Mountains blocked by advertising.

“I have made my feelings on this matter known to the minister for transport — as have several families in Penrith and the Lower Blue Mountains — and I am advised that because of the community feedback that has been received they are re-assessing their plans for this area.”

A spokesperson for the RTA did not reveal how many submissions to the proposal had been received, nor did he say whether similar advertising archways feature along other major transport corridors in NSW.

“The RTA has submitted a development application to the Department of Planning,” he said.

“The department is now going through the consultation and approval process.”