Signs of things to come?

While City staff may have bent, the Chamber of Commerce feels it wasn't enough and digital signage will be dealt with at a later date as a result.

City council was scheduled to vote on a proposed by-law which, if passed, would have regulated the use of digital signage in Sault Ste. Marie, ending a moratorium on such devices.

Peter Tonazzo, city planner, said the by-law was drafted with a cautious eye towards public safety and felt the changes from public consultation had created something workable from both sides.

"After public consolation we heard the proposed by-law was far too restrictive," said Tonazzo. "We feel the compromises made have helped us develop a by-law with regulatory balance between public safety and business interest."

Originally, the draft by-law indicated that digital sign copy must be displayed continuously in a static manner and without change for a time period not less than one minute.

After public consultation that time was dropped to 15 seconds; which still wasn't enough to satisfy potential interested businesses.

"We feel the by-law will become old very quickly as technology continues to change,” said Robert Reid, president of the Sault Chamber of Commerce. "The capability of the current signage far exceeds the restrictions in the proposed by-law."

Reid requested that council defer the by-law vote until a later date so the Chamber of Commerce can meet with City staff to discuss their concerns.

A motion for deferral was eventually introduced by Ward 1 Councilor Terry Sheehan and seconded by Ward 4 Councilor Lou Turco – it was passed by council.

Reid wants to see the minimum duration of message time dropped even further, from 15 seconds to 10 and prohibition of flashing or scrolling video adjusted.

He also doesn't think a safety review dealing with how close signs are located in relation to intersections should be required.

"There's a lot of debate about the safety impact of these types of signs," said Reid. "Until that's proven we don't think it should be included in the by-law."

In their report to council, City staff acknowledged the varying opinions when it comes to digital signs posing a hazard.

However, they did find most municipalities actually prohibit flashing, scrolling or fading movement - including video.

In addition to banning video and flashing text, the proposed by-law prohibits signs from using the phrases “Stop” or “Go” and from blocking or reducing the visibility of a traffic signal, sign or other traffic control device

Reid said the Chamber of Commerce will arrange a meeting with city staff and Mayor Debbie Amaroso wants the issue dealt with quickly.

Amaroso said she wants a vote on the issue by the end of June.

Dates of the two city council meetings next month are June 11 and 25.