TOWN OF VIEW ROYAL COUNCIL REPORT - CRD HOUSING TEMPORARY SIGN PERMIT - 1910 WEST PARK LANE

CRD HOUSING TEMPORARY SIGN PERMIT - 1910 WEST PARK LANE

RECOMMENDATION

THAT Council does not approve Sign Permit No. 2020/07 as per the report from the Community Planner titled “CRD Housing Temporary Sign Permit – 1910 West Park Lane”.

CHIEF ADMINISTRATIVE OFFICER’S COMMENTS

I concur with the recommendation.

DIRECTOR OF DEVELOPMENT SERVICES’ COMMENTS

I concur with the recommendation.

PURPOSE OF REPORT

This report provides information to Council regarding CRD Housing’s request for a temporary Sign Permit for advertising rental housing at 1910 West Park Lane.

BACKGROUND

As per the Town’s Sign Bylaw No. 950, 2018 Council may permit Temporary Signs:

6.6 Temporary Signs

a) Notwithstanding the provisions of this Bylaw, Council may, by resolution, permit the placing of temporary signs of a type, and in a location, specified in the resolution for the period of time fixed thereby.

b) Temporary sign permits may be renewed by the Director of Development Services, upon application for same by the applicant, for successive periods of up to six months duration after the expiration of the initial temporary sign permit approved by Council resolution. Each request for a temporary sign permit renewal must be accompanied by a fee specified within Fees and Charges Bylaw No. 958.

A Temporary Sign does not require variances, and any such Sign Permit must be approved for a duration of time specified by the Council resolution. If Council does not wish the Sign Permit to be renewed by the Director of Development Services, they must specify that in the resolution.

This sign cannot be considered a Commercial Real Estate Sign as it is not freestanding.

PROJECT INFORMATION

CRD Housing has requested the following Temporary Sign Permit for two signs on the side of the rental building at 1910 West Park Lane (facing the highway). The signs are designed to address people in vehicles on the highway. The mock-up is below.

While the applicant has requested two size options, the larger size (1m by 5.5m) would be preferable and is the requested option.

The largest characters on the sign will be approximately 30cm tall, with the phone number at approximately 20cm tall.

This sign will be between 50m to 80m from vehicles on the Trans-Canada Highway. The critical telephone number portion of the sign is approximately 20cm high. Most sources online suggest a ‘best impact’ viewing distance of 25m and a maximum legible distance of approximately 100m for such a character height. The viewing distances here would be between 50m to 80m; much further than recommended effective viewing. This suggests that the telephone number on the sign is too small to be impactful under ideal conditions. Driving and/or travelling in a vehicle at highway speeds with trees screening the signs at least partially during the transit past the building will further lessen the impact of the signs.

ANALYSIS

Staff believes the proposed sign design is too small to be effective and is likely to be a frustrating distraction for people whose main concern on the Trans-Canada Highway should be driving.

Given the tight rental market in the region, staff believes that an online posting to social media and/or online marketplaces would be quicker and safer in renting the suites on this property without the use of these signs.

ALTERNATE RECOMMENDATIONS

1. If Council wishes to approve these signs, that there be one rather than two signs, and that it is much bigger (2m high by 6m) such that there is a reasonable chance that it is read from the highway.
2. That the phone number be replaced by ‘CRD Housing’ or similar such that it is easy to remember and can be found online later.
3. That Council approve the existing signs at the requested 1m x 5.5m with a maximum character height of 30cm.
4. That the duration of the Temporary Sign Permit be no more than 6 months or until the units are rented (whichever comes first).

RECOMMENDATION

THAT Council does not approve Sign Permit No. 2020/07 as per the report from the Community Planner titled “CRD Housing Temporary Sign Permit – 1910 West Park Lane”.

SUBMITTED BY: J. Davison MCIP RPP, Community Planner

REVIEWED BY: L. Chase MCIP RPP, Director of Development Services