The traffic sign which is in your pic is situated o/s 66/68 which is where GSV puts this traffic sign.
If you live 2 hours away then clearly you took this photo at the time you found the PCN. In fact you took at least 2, one(out of focus- at least on my ipad) showing either 70030 or 36 or 38 you put in post 1. One showing clearly 70038 you posted later. You weren't to know what photos the CEO took, so you took some of your own. Fine.
Pity you didn't post the clear one first, we would have got to the nub quicker!
Anyway, that's history.
Your photo of the even side of Byron shows 70038.
The CEO's photo of your (the odd-numbered)side shows 70030.
A simple, narrow residential road within which there are at least 2 different paybyphone location numbers for locations opposite each other.
Is the above summary correct?
If so it's bonkers.
Grounds: 'Penalty exceeded....circumstances of the case'
You parked; you looked at the clear paybyphone location given opposite and paid using this information. It never crossed your mind and you still find incomprehensible that the council has allocated a different location number to your side than opposite(70030 and 70038 respectively). Even more surprising is that the council isn't simply using these for perhaps administrative and analytical purposes e.g. parking patterns etc. but actually as the basis for enforcing penalties.
You paid the correct tariff demanded by both 70030 or 70038, it is therefore totally unreasonable for the authority to pursue a penalty based simply on the use of a different location number which has been allocated, apparently irrationally and certainly not uniquely, to only one side of Byron Ave. and at least part of Gladstone Road(see the location on the enclosed receipt).
The authority's position might have merit if the tariffs were different or other conditions e.g. varied parking periods, no return times etc. applied. But none of these does apply: this is simply a motorist making a reasonable assumption being caught by the apparent irrational allocation of numbers.
Others will have views.