Attachment 2: Letter from Pride Signs regarding Sign Variance Request

Proposal:

The existing signs will be removed, and we will be adding one (1) Pre-Sell Board along with one (1) Menu Boards (with COD). The signs are proposed to replace the existing signs.

The menu-board signs feature a triple display (single sided) and is intended to show the current menu offerings, as well as images of the products available at this location. The menu-board signs also feature some motion, as images of varying products may phase in and out in different areas of the display screen, along with change in the varying components of the menu. Portions of the content could change as frequently as every 8-10 seconds. The menu-board sign also features an order confirmation screen which will display text confirming the order to the patron in real time as it is entered.

The pre-sell sign features a single display (single sided), and is intended to show varying promotions and specials such as, new promotions etc. Like the menu-board sign, the pre-sell sign is electronic and allows the content to change every 8-10 seconds and could feature motion as part of the content.

Sign #1: Drawing reference: BK__-PS116x0084.125B - Order Canopy Unit with a Single sided Pre-sell Menu Board,

• Overall Height: 3.048
• Overall Area: 0.621m²
• Electronic Ground Sign

Sign #2: Drawing reference: – BK__-MB013574.150A1 Single sided Triple Menu Order Board

• Overall Height: 2.09m
• Overall Area: 2.00m²
• Electronic Ground Sign

Summary of Relief Requested

• To permit one (1) electronic changeable copy pre-sell sign, with a total display area of 0.62m² and one (1) electronic changeable copy drive-thru menu-board sign, with a total display area of 2.00m² for existing drive-thru. The Sign Bylaw No. 950 does not permit Changeable copy signs, including electronic message board

Site Location:

The subject lands are located along the east side of Old Island Highway and on the south side of Wilfret Road. The property is generally surrounded by various commercial businesses and is currently developed with a one storey Burger King Restaurant and may be accessed from a shared common roadway with an adjacent site along Old Island Highway or from the Wilfret Road (South side of property). The existing single lane drive-through is accessed from the (north) side of the Burger King restaurant. The pickup window is located along the southern façade.

Background:

Burger King is currently undergoing a national rollout of their new drive-thru menu boards. The signs are state of the art and are intended to enhance user experience and lower wait times associated with the drive-thru lanes. The signage reflects Burger King’s ongoing commitment to innovation and excellence in the service industry.

As part of a National Campaign, Burger King proposes to replace the existing drive-thru signage for their sites across Canada. These modern signs allow for a more compact and streamlined design, are fully controllable relating to the messaging and content, and allow for complete control of the brightness.

The signs are advantageous for the restaurant as they allow the menu’s to be changed automatically based on the corresponding time of day, to reflect their current menu offerings. The signs also represent a safety improvement, as they do not require staff to manually change the signs in areas of vehicular traffic or during inclement weather.

Rationale:

Burger King is a permitted commercial use for this lot, and as such the drive-thru operates legally from 9:30am to 11:00 pm seven days a week. Part of their business includes the existing drive thru. In order to effectively serve patrons, the signage needs to be illuminated and be visible during business hours. The sign is completely controllable in terms of brightness and includes a built in ambient light sensor so that the brightness can be controlled above the ambient light levels at varying times of the day. The signs are internal to the site and are not intended to create light spill outside of the site. Burger King is happy to work with the Town of View Royal on illumination levels for the proposed signs.

The signage proposed for the Burger King drive-through does not represent a substantial change on-site. The signs are proposed to replace the existing menu-board sign and pre-sell sign and relate to the drive through services available on-site. The Burger King site currently features one menu board sign and one pre-sell sign.

By changing out the existing signs with the proposed, the sign area on-site is reduced which helps enhance the aesthetics of the site.

1) Provide reasonable and appropriate means for the public to locate and identify facilities, businesses and services without difficulty or confusion.

The signs are incidental to the operation of the drive-through and are not readily visible or legible from the street. The signs are oriented to address the existing drive-through lane only at the rear of the restaurant and face internal to the property. The content is designed to allow patrons to view the entire menu and current promotions that the store is offering. The signs are appropriate in scale to the development and are of a size which allows for legible text to the patrons. The sign content is displayed in an organized and clear layout with accompanying graphic information which is universal in nature for individuals who may have difficulty with the English language.

2) Are compatible with their surroundings.

The proposed sign locations will not have a detrimental impact to the surrounding area. The drive through is an existing condition and is not proposed to be altered in functionality or design. The sign locations are setback substantially from all surrounding street frontages and are buffered through existing plantings and site design. The sign displays are screened from surrounding land uses through their placement, with existing buildings and street front landscaping screening the interior of the site.

The proposal does not jeopardize the compatibility of the site to the surrounding area. The proposed signs are replacing existing illuminated signs and speaker posts, and the electronic signs feature an ambient light sensor and will dim automatically based on the light levels corresponding with the time of day. The surrounding neighbourhood is comprised of commercial uses, however the location and orientation of the signs coupled with landscaping measures and grade differential ensures that abutting and nearby properties have zero or limited visibility of this area of the site. Based on the foregoing, the sign will not alter the existing character of the area and is compatible with the surrounding neighbourhood.

3) Protect and enhance the aesthetic qualities and visual character of the city

The modern design and removal of existing signs and the obsolete speaker canopies will reduce visual clutter and enhance the on-site aesthetics. The proposal helps achieve a clean appearance and enhances the overall visual character of the subject lands. The proposed signs feature matte black cladding and a streamlined design which will harmonize well with existing architectural features of the building’s façade.

The proposed content of the menu board sign does not feature constant motion or flashing illumination. The content is intended simply to display the menu offerings as well as images of the products which are available on-site and will change periodically to show the offerings and specials of the restaurant. The sign installations have not proven to be detrimental at other sites across Canada, and there are no anticipated compatibility issues for this site.

4) Are consistent with the City’s planning, urban design, and heritage objectives.

The proposed menu board signs achieve the associated urban design objectives through a reduction in sign area and removal of additional ground mounted elements such as speaker canopies within the drive-through, with a modern design which does not detract or overpower the site. The placement of the signs within the context of the existing development is compatible with the site and surrounding area and the sign features content to enhance legibility to the on-site users. The proposal does not intensify the existing use, and the content is proven to allow users to register the information more quickly.

Existing Signs to be removed

5) Do not create a distraction or safety hazard for pedestrians or motorists.

The sign locations are oriented and located for visibility from the internal drive-through lanes only. The signs are screened from surrounding land uses through landscaping and site design, and the sign displays will not be readily visible from off site. The signs as proposed will not create a hazardous situation for pedestrians or motorists as they are not oriented to address off-site traffic and are sited internally within the subject lands.

The content is static text and images, with a portion of the display changing to new text or images every 8-10 seconds. There is an illusion of motion as some images may slide into place while another image slides out, however this only occurs during an image transition. There is no video or constant motion proposed. The sign locations also ensure sightlines are retained through the site. The signage does not impact the functionality or layout of the site. The existing drive-thru is established away from areas of pedestrian movement. The signage also eliminates the need for staff to manually change the signs to the corresponding menu, which further alleviates safety concerns. Based on the foregoing, the signs will not create a distraction or safety hazard for pedestrians or motorists.

6) Minimize adverse impacts on nearby public and private property.

The display area is substantial reduction from the illuminated display areas which currently exist on site, and the proposed sign features high quality materials and a modern design which harmonize well with the unique architectural features of the Burger King restaurant. The display technology is state of the art and is fully programmable in terms of brightness and content. The proposal of changeable copy area is not significant, especially when the proposal represents a reduction in overall sign area and enhances the on-site aesthetics.

Through placement and orientation of the signs, the electronic menu-board signs are not anticipated to have adverse impacts on nearby public and private property. The drive-through lanes are internal to the site and screened by the existing site development and landscaping from surrounding land uses, and adverse impacts are further mitigated by the substantial setback to surrounding land uses. The existing character of the neighbourhood is maintained, and on-site aesthetics are improved. Accordingly, adverse impacts are minimized as the proposal represents an improvement from current site conditions.

Examples of a completed single lane site from a recent installation.

Conclusion:

Pride Signs Ltd formally requests your support and approval of this application. The signage program represents a significant investment into the site and enhances the on-site experience for patrons while increasing business for the restaurant. Overall, with the added menu board, the sign area is still a reduction from the existing drive-thru signs and the overall aesthetics are improved significantly. Through dimming measures and reduced illuminated sign area relative to the existing, Burger King will mitigate impact to the night sky. The restaurant requires operational signage during its business hours, and not permitting such would prove to be detrimental to their business. We thank the Town of View Royal for their consideration of this proposal, and should you have any questions, please contact the undersigned.

Thank you,

Donna Thomson Permit Coordinator T: 519-622-4040 ext. 213 E: dthomson@pridesigns.com