No Flashing: City Council

A sign of the times may soon become a symbol of the future for advertising in Sault Ste. Marie.

For nearly one year, city staff has been working on a by-law permitting the use of digital signs and a draft version was presented to city council at Tuesday's meeting.

Council accepted the information and will vote on the proposed by-law at a yet-to-be-determined date.

Municipal digital by-laws were studied in cities such as Toronto, Sudbury, North Bay and Pittsburgh in forming the Sault's draft version.

City staff found most municipalities prohibit flashing, scrolling, fading or depicting movement, including video, and all cities regulated duration of message, brightness and transition of message.

The original draft by-law was circulated on Feb. 23 and an open house was held to hear feedback from the community on Apr. 25.

In a letter to city council, the Sault Ste. Marie Chamber of Commerce said they don’t 100% agree with the proposed by-law, but support it none-the-less.

They did not specify which parts of the proposed regulations they take issue with.

If approved, the by-law will exclusively regulate digital signs and digital fuel price indicator signs.

While electronic signage would be permitted, the proposed by-law bans flashing, scrolling, fading or transition sign copy, no sounds can emit from signs and words like 'Stop', 'Caution' or 'Warning' are not allowed.

Portable signs or projecting signage onto buildings would also not be permitted and digital signs cannot encroach upon pubic roadways.

Additionally, the by-law stipulates sign copy shall be displayed continuously in a static manner and without change for no less than 15 seconds.

Sign copy may change if the transition is no longer than 25 seconds in duration, but the entire sign must change and visible effects like fading or flashing are not displayed.

Don McConnell, city planning director, has spoken with sign manufacturers who say the requirements being proposed by the city are consistent with other municipalities and he’s confident they will adhere to such conditions.

“Generally, we're these are companies known to us,” said McConnell. “We have good faith we're dealing with reputable companies and businesspeople.”

The by-law doesn’t restrict the use of digital fuel price indicator signs so long as they are in association with - and located upon - the same site as fuel sales use.

No more than two digital fuel price indicator signs are permitted per location.

Digital signs will not be permitted in residential zones or within 100 metres of an intersection - when they do come close to such a distance, a traffic safety review must be done.

“It's important to make sure we don't create any problems or hazards,” McConnell said.

Along with the set-out requirements, applications for digital signs must include one copy of a scaled drawing for each side of the sign - stipulating all dimensions and areas - and a site plan showing the proposed location of the sign in relation to sight triangles, signalized and non-signalized intersections and lot lines.

If passed, the proposed plan for digital signage will be administered by the city by-law enforcement officer.

Those found guilty of an offence are liable to a fine under the Provincial Offences Act.

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