Local business owners have expressed frustration at bureaucracy over a simple request to display a sign.
Mike and Marisse Penny own coffee van business BeanBreak, next to the Seafront Caravan Park on Goldfields Road, off Norseman Road.
The van has been in its current place for the past three years. BeanBreak had displayed its sign out on the corner of Norseman and Goldfields Road so people, especially tourists, could see where they were and knew they were open.
Mike and Marisse would bring the roughly 50cm by 50cm sign back in every day once they had finished. But then, they received an email from an Esperance Shire staff member that they couldn't have it outside the area they leased.
"They didn't offer any suggestions of what we could do," Mr Penny said.
"We did our own investigation and found out we could apply for a sign permit, so we put an application in."
Three weeks later, the business had a response that they couldn't because they were adjacent to the tourist zoned area.
This explanation didn't make sense to the van operators.
"If you can't put a sign in the tourist area, then the tourists don't know where to go," Mr Penny said.
"They're being too picky about the way they're interpreting the sign law."
Mr Penny said the business received notice their application had been rejected just after the council election and hoped to take the matter up with the new council. He hopes the by-laws will be looked at to cut unnecessary regulation.
"I was willing to pay the fee annually to put our sign out there," Mr Penny said.
"They just say no, they don't offer any advice. There's no positive feedback whatsoever.
"It's not a huge deal to me, but it's not a huge deal to the shire either. But they take a stance which is 'no, no, no'."
The Express contacted the shire for comment.
The shire has confirmed it's making further inquiries into the matter.