1. RURAL DIRECTIONAL SIGN STRATEGY - COMMUNITY AND BUSINESS WAYFINDING SIGNS - PHASE II

STRATÉGIE DE SIGNALISATION DIRECTIONNELLE RURALE – ENSEIGNES DE SIGNALISATION POUR LA COMMUNAUTÉ ET LES ENTREPRISES – PHASE II

Committee RecommendationS AS AMENDED

That Council:

1 Approve the Rural Directional Sign Strategy, as outlined in this report.

2 Approve the amendments to the Permanent Signs on Private Property By‑law 2005‑439 in support of the Rural Directional Sign Strategy, as amended by the following:

(3) Notwithstanding Subsection (1) in the sign face area to 25 per cent and the increased area be used for a message centre.

3. Approve the enforcement program that reflects the phased implementation of the new Rural Directional Sign Program as set out in the report.

4 Direct staff to review the impact of this and the previous Directional Farm Sign initiative, Phase 1, and report back the results of the review in 2011 with recommendations of any further enhancements or refinements as may be required.

Recommandations modifiÉeS du Comité

Que le Conseil :

1. approuve le programme de signalisation directionnelle rurale, tel que décrit dans le rapport.

2. approuve les modifications du règlement municipal 2005 439 sur les enseignes permanentes sur les propriétés privées, en soutien au programme de signalisation directionnelle rurale, tel que modifié comme suit :

(3) par dérogation au paragraphe (1), de la superficie du panneau de signalisation de 25 p. 100 et d’utiliser cette augmentation de superficie aux fins d’affichage de messages.

3. approuve le programme d'application reflétant la mise en application progressive du nouveau programme de signalisation directionnelle rurale tel que décrit dans le rapport.

4. indique au personnel de réviser l'impact du programme actuel et de l'initiative de signalisation directionnelle rurale précédente - la phase I - et de rapporter les résultats de la révision en 2011, accompagnés de recommandations pour toute nouvelles améliorations à apporter s'il y a lieu.

Documentation

1. Deputy City Manager's report, Infrastructure Services and Community Sustainability, dated 4 November 2008 (ACS2008-ICS-BLD-0038).

2. Extract of Draft Minutes, 27 November 2008.

Report to/Rapport au :

Agriculture and Rural Affairs Committee

Comité de l'agriculture et des questions rurales

04 November 2008 / le 04 Novembre 2008

Submitted by/Soumis par : Nancy Schepers, Deputy City Manager/

Directrice municipale adjointe,

Infrastructure Services and Community Sustainability/

Services d'infrastructure et Viabilité des collectivités

Contact Person/Personne ressource : Sandra Garnett, Manager, Business Integration Services

Building Code Services Branch/Direction des services du code du bâtiment

(613) 580-2424 x 41544, sandra.garnett@ottawa.ca

City Wide/à l'échelle de la Ville

Ref N°: ACS2008-ICS-BLD-0038

SUBJECT:	RURAL DIRECTIONAL SIGN STRATEGY - COMMUNITY AND BUSINESS WAYFINDING SIGNS - PHASE II

OBJET :	STRATÉGIE DE SIGNALISATION DIRECTIONNELLE RURALE – ENSEIGNES DE SIGNALISATION POUR LA COMMUNAUTÉ ET LES ENTREPRISES – PHASE II

REPORT RECOMMENDATION

That the Agricultural and Rural Affairs Committee recommend Council:

1 Approve the Rural Directional Sign Strategy, as outlined in this report.

2 Approve the amendments to the Permanent Signs on Private Property By‑law 2005‑439 in support of the Rural Directional Sign Strategy.

3. Approve the enforcement program that reflects the phased implementation of the new Rural Directional Sign Program as set out in the report.

RECOMMANDATION DU RAPPORT

Que le Comité de l'agriculture et des questions rurales recommande au Conseil :

1. D'approuver le programme de signalisation directionnelle rurale, tel que décrit dans le rapport.

2. D'approuver les modifications du règlement municipal 2005‑439 sur les enseignes permanentes sur les propriétés privées, en soutien au programme de signalisation directionnelle rurale.

3. D'approuver le programme d'application reflétant la mise en application progressive du nouveau programme de signalisation directionnelle rurale tel que décrit dans le rapport.

4. D'indiquer au personnel de réviser l'impact du programme actuel et de l'initiative de signalisation directionnelle rurale précédente - la phase I - et de rapporter les résultats de la révision en 2011, accompagnés de recommandations pour toute nouvelles améliorations à apporter s'il y a lieu.

EXECUTIVE SUMMARY

Assumptions and Analysis:

On September 13, 2005, the Planning and Environment Committee recommended Council approve Sign By-law 2005-439, which consolidated the by-laws regulating permanent signs on private property. The Committee recommended the Planning, Transit and the Environment department undertake a review and develop options to address concerns on directional and community signage in the rural areas. In addition, concerns specific to signage for rural farm-based businesses were raised during the first Rural Summit and the Building Code Services branch was tasked to develop options to address those concerns.

In 2006, staff developed Phase I of the Rural Directional Signage Program in consultation with farm operators and the agricultural community. The program supports farm-based operations in the rural areas, where landmarks and distances traveled make it more difficult to safely locate destinations.

In 2007, Phase II of the Rural Directional Signage Project was initiated to examine the following opportunities:

· Improve wayfinding for rural community groups and other rural businesses,

· Address the proliferation of illegal signs, and

· Ensure safety along rural roadways.

Highlights of the Rural Directional Signage Strategy

Following consultation with both the public and a stakeholder focus group, it was determined that many of the concerns and expressed signage needs could be resolved through existing sign regulations, policies and programs.

That is, much of the existing programs in support of signs in the right-of-way include features and options that would improve wayfinding for rural communities and businesses. However, in the absence of a purposeful and systematic promotion of those programs, the system had not been actively implemented throughout the rural areas and most community groups and businesses were unaware of the existing options available.

In addition, staff and the stakeholder group concluded that a targeted awareness campaign, specific to rural businesses, as well as minor revisions to existing policies and by-law regulations would meet those specific needs at no additional cost, while maintaining a balance between business and community needs for signage and the need to maintain public safety along rural roadways.

Phase II of the Rural Directional Signage Program, therefore, consists of a three-pronged approach to meet the signage needs of the rural businesses and communities:

· Active implementation of the wayfinding signage program throughout the rural areas with improved communication of current sign options and regulations,

· Creation of new or enhanced signage options within villages, and

· Phased implementation of the Program, including the continuation of the phased pro-active enforcement plan. The phasing of the implementation will allow businesses and community groups to transition from illegal signs to legal signs.

The Rural Directional Sign Program will result in the following benefits:

· Improved safety along rural roadways by eliminating driver distractions,

· Elimination of sign proliferation - visual clutter (old and new signs),

· Rural businesses and communities will be better served with effective signage,

· Equal playing field for all residents and businesses (affects everyone equally),

· Lower enforcement costs with the introduction of viable sign options, and

· Reduction in the number of complaints.

Financial Implications:

The Traffic and Parking Operating Budget has already accounted for the revenues and expenditures related to the four existing permitted or enhancement signs (i.e. Directional Village and Directional Village Business Section signs are already permitted; and New Village Service and New Community Events signs are enhancements to already permitted signs).

The proposed pedestrian blade signs are to be installed and maintained by a non-City agency (e.g. BIA) and the City's only involvement will be to approve the location.

Public Consultation/Input:

Staff conducted five public meetings (one in each of the rural wards and one at Ben Franklin Place) and worked with a smaller Stakeholder Focus Group, who attended one of the public meetings, to explore possible options for directional signage for rural businesses and community groups.

Members of the Stakeholders Focus Group represented the following rural businesses and community groups: a fudge factory in Fitzroy Harbour, a rural industrial park interest, a farmers market representative, a village BIA representative, a golf course operator, a rural business operator and community association representatives.

RÉSUMÉ

Hypothèses et analyse :

Le 13 septembre 2005, le Comité de l'urbanisme et de l'environnement a recommandé au Conseil d'approuver le règlement municipal 2005-439 sur les enseignes, ce qui consolidait les règlements régissant les enseignes permanentes sur les propriétés privées. Le Comité a recommandé que le Service de l'urbanisme, du transport en commun et de l'environnement entreprenne un rapport et offre des options pour s'occuper des préoccupations concernant la signalisation directionnelle et communautaire en zones rurales. De plus, des préoccupations spécifiques aux enseignes des entreprises agricoles rurales ont été soulevées lors du premier sommet rural; on a demandé à la direction des Services du code du bâtiment de proposer des options pour s'occuper de ces préoccupations.

En 2006, le personnel a élaboré la phase I du programme de signalisation directionnelle rurale en concertation avec des propriétaires de fermes et la communauté agricole. Le programme soutient les opérations agricoles en zones rurales, où le manque de repères et les grandes distances parcourues rendent la localisation des destinations plus difficile.

En 2007, la phase II du programme de signalisation directionnelle rurale a été mise en œuvre pour étudier les questions suivantes :

· Améliorer l'orientation des groupes communautaires ruraux et d'autres entreprises rurales,

· S'attaquer à la prolifération d'enseignes illegales, et

· Assurer la sécurité le long des routes rurales.

Résumé du programme de signalisation directionnelle rurale

À la suite de consultations auprès du public et d'un groupe consultatif d'intervenants, il a été établi que plusieurs des préoccupations et des besoins de signalisations exprimés pouvaient être réglés avec les règlements de signalisation, les politiques et les programmes actuels. En effet, la plupart des programmes de signalisation existants comportent des caractéristiques et des options qui permettraient d'améliorer la localisation des communautés et des entreprises rurales.

Toutefois, en l'absence de promotion pertinente et systématique de ces programmes, le système n'a pas été implanté activement dans les zones rurales, et la plupart des groupes communautaires et des entreprises ne connaissent pas les options disponibles.

De plus, le personnel et le groupe consultatif d'intervenants ont conclu que la campagne de sensibilisation visant spécifiquement les entreprises rurales, ainsi que les changements mineurs aux politiques et aux règlements municipaux existants satisferaient à ces besoins spécifiques sans coûts additionnels, tout en conservant un équilibre entre les besoins de signalisation des entreprises et de la communauté, dans le but de maintenir la sécurité du public le long des routes rurales.

Par conséquent, la phase II du programme de signalisation directionnelle rurale comprend une approche à trois facettes pour satisfaire aux besoins des entreprises et des communautés rurales :

· L'implantation active du programme de signalisation dans toutes les zones rurales, et une communication améliorée des options de signalisation et des règlements de signalisation,

· La création d'options de signalisation nouvelles ou améliorées dans les villages, et

· L'implantation progressive du programme, incluant la continuation du plan d'application proactif. Cette implantation progressive permettra aux entreprises et aux groupes communautaires d'effectuer la transition entre les enseignes illégales et les enseignes légales.

Le programme de signalisation directionnelle rurale apportera les avantages suivants :

· Une sécurité améliorée le long des routes rurales grâce à l'élimination des distractions pour les conducteurs,

· L'élimination de la prolifération d'enseignes résultant en un aspect visuel plus uniformisé,

· Meilleur accès aux entreprises et aux communautés rurales grâce à une signalisation plus efficace,

· L'égalité des chances pour tous les résidents et les entreprises,

· Des coûts d'application plus bas grâce à l'introduction d'options de signalisation réalisables, et

· Une réduction du nombre de plaintes.

Répercussions financières :

Le Budget de fonctionnement de Circulation et Stationnement a déjà assuré les dépenses et les revenus liés aux quatre enseignes existantes permises ou ajoutées (c’est-à-dire les enseignes directionnelles du village et directionnelles du centre d’affaires du village qui sont déjà permises; et les nouvelles enseignes des services qu’offre le village et des nouveaux événements communautaires sont des ajouts à des enseignes déjà permises).

Les enseignes pour piétons proposées devraient être installées et entretenues par une entreprise non municipale (p. ex. la ZAC) et la Ville n’aurait qu’à approuver le choix de l’emplacement de ces enseignes.

Consultation publique / commentaires :

Le personnel a effectué cinq réunions publiques (une dans chaque quartier rural et une à la Place Ben Franklin) et il a travaillé avec un plus petit groupe d'intervenants ayant assisté à une des réunions publiques afin d'examiner les options possibles en matière de signalisation directionnelle pour les entreprises et les groupes communautaires ruraux.

Les membres du groupe d'intervenants représentaient les entreprises et les groupes communautaires ruraux suivants : une usine à fudge située à Fitzroy Harbour, un groupe d'intérêt du parc industriel rural, un représentant du marché de producteurs locaux, un représentant de la ZAC d'un village, un exploitant d'un terrain de golf, un exploitant d'une entreprise rurale et des représentants d'une association communautaire.

BACKGROUND

On September 28, 2005 Council approved the consolidation of the former municipalities sign by‑laws regulating permanent signs on private property, and recommended that:

“The Planning and Growth Management Department undertake a review of specific issues identified through public consultation relating to directional and community signs in rural areas and report back on options and by-law amendments.”

Subsequently, the Rural Summit was held and the Agriculture Sub-Committee identified an immediate need for less restrictive signage regulations and directional signage to assist the public in locating farming operations (gate sales and pick-your-own operations).

In 2006, staff met with farm operators and the agricultural community and developed a new and innovative directional signage program for the City’s rights-of-way that would facilitate wayfinding in the rural areas while at the same time address the need to reduce the proliferation of illegal signs along the rural roadsides.

Phase I Directional Farm Signage Program was approved by Council July 2006. The program is available to all registered farm-based businesses.

The Program allowed farm-based businesses and other businesses previously qualified to utilize the trailblazer sign program for primarily tourist destinations, conference centres, etc. A transition period of 28 months, from August 2006 through to November 2008 to phase out their non-conforming signs and obtain the appropriate sign permits was put into effect. To date, 35 Directional Farm Signs have been installed under the new program.

Phase II of the Rural Directional Signage Project examined opportunities for improving wayfinding for community groups and other businesses in the rural areas while addressing the proliferation of illegal signs and enhancing public safety.

As with Phase I, the project was a joint effort between all City branches involved in sign regulation and enforcement: Building Code Services, Traffic and Parking Operations, By-law and Regulatory Services, and the Rural Affairs Office. Rural community and business stakeholders were consulted to obtain information and feedback on “made in the rural area” options, identified as a result of the review and analysis of the rural needs and limits to existing regulations and policies. As with Phase I, the following factors were also considered when evaluating opportunities to enhance signage in the rural areas:

Safety is # 1. The municipality is responsible for ensuring the City’s rights-of-way are safe for motorists and pedestrians. Thus safety is assigned the highest priority for determining the usage and access to the right-of-way,

Traffic signage requirements – e.g., stop signs, yield signs, distance between signs and intersections take precedence,

Directional signage must provide a public service, not advertising,

Road maintenance operations – signs in the right-of-way must not impede or interfere with maintenance operations.

Staff conducted five public meetings (one in each of the rural wards and one at Ben Franklin Place), and worked with a smaller stakeholder focus group, comprised of volunteers who attended one of the public meetings, to explore possible options for directional signage for rural businesses and community groups. The topics discussed included:

· Wayfinding to individual businesses in remote locations,

· Wayfinding to the villages themselves,

· Rural business park signage,

· Golf course message board signage,

· Village business services signage,

· Identification of village wayfinding signage gaps,

· Village directional blade signage, and

· Community events signage.

On July 17, 2007, the Rural Issues Advisory Committee (RIAC) was provided a brief summary of the input from the public consultation and an explanation of the scope of this final phase of the Rural Sign Project.

What we heard from RIAC and stakeholders representing rural businesses and community groups was:

Universal signs/symbols were preferred over individual signs
Community events need to be posted outside the village centre to alert area residents
Signs must be maintained – out of date signs are worse than no signs
Rural businesses and community groups were not aware of the existing options available to them, or current sign regulations, and
The benefits of the existing signage programs, such as the wayfinding program for City’s rights-of-way under Public Works Services’ Tourism and Public Services Signs Policy had not been fully realized post amalgamation.

The following recommendations seek to address these shortfalls.

Recommendation 1

That the Agriculture and Rural Affairs Committee approve the Rural Directional Signage Strategy, as follows:

Develop and implement a Communications and Marketing Program to increase awareness of the various sign options available to rural businesses and community groups

The various consultations highlighted the need for a targeted information campaign to promote options available to rural groups and thereby empower those groups to initiate action to better direct people to their locations and events within the existing programs and regulations.

The Rural Affairs Office will lead a Communications and Marketing Program that will:

Contact rural business associations and Business Improvement Areas, chambers of commerce, agricultural groups, tourism organizations, and other business groups and advising them of the various options available to them,
Contact community associations representing rural Ottawa villages and communities to advise on the community sign options,
Post information on the "Rural Connections" website (ottawa.ca/rural),
Post a summary of the programs to the 900-plus contacts in the rural issues contact database,
Issue Media releases,
Publish information in the 'Rural Affairs Column' space allocated by several community weekly newspapers in rural Ottawa, and
Liaise with rural councillors to help spread the message about the signage program to their constituents.

The Communications and Marketing Program will maximize on the investments made to date with the development and promotion of both new and existing programs and will quickly address the need for enhanced notification that was identified by the rural businesses and community groups. This initiative will not result in additional costs, as these resources will be covered by existing budgets.

Purposeful and concerted implementation of wayfinding signage to villages

The village businesses expressed the need for signage directing the public to their locations. However, installing individual signs for every business in the rights-of-way would lead to sign proliferation and eventually result in an overwhelming demand for limited space along the roadways. The rural businesses that participated in the public consultation and preliminary discussions with the Agricultural and Rural Affairs Committee suggested that improved signage to the villages proper would enhance wayfinding to their businesses.

Specific comments by stakeholders were: “Provide me directional signs to the village and I will find the businesses…. “villages aren’t that big”. “Just say to the customer – ‘follow the blue and white signs to the village, we are located on the left when you enter the village’ would be sufficient in directing them to your doorstep”.

Many of the comments provided during the consultation sessions related to the lack of signage directing the traveling public to the various villages and hamlets in the City. It was stated that if the wayfinding signs to the villages and hamlets were more effective, there would be no need for specific signage highlighting individual businesses. Based on the feedback provided by those consulted, it was apparent that the actual inventory of signs fell short of what was required for proper and effective wayfinding and that there was a need to assess the existing inventory to identify locations where signs were needed and to install these accordingly. In other words, the program was not lacking, rather the sign installations were. Stakeholders were asked to identify locations where wayfinding was difficult. Subsequently, staff reviewed the locations and, where required, installed supplementary signage directing traffic to the villages.

The initiatives recommended below represent either existing or new initiatives that support improved wayfinding in the rural areas.

1. SIGNAGE IN THE RIGHT-OF-WAY

Directional Village Business Section Sign (See Figure 3, Document 1)

In addition to the Directional Village Sign, with a kilometer marker and directional arrow, (Figure 1, Document 1), an existing feature in the right-of-way, the Directional Village Business Section Sign is presently available as part of the existing wayfinding program. This sign effectively directs the traveling public to those villages with a business section. The sign displays the village name, a directional arrow and the distance to the business section. Traffic and Parking Operations Branch will repair or replace existing inventory as part of their annual sign maintenance program.

New Village Service Sign (See Figure 2, Document 1)

In addition to the distance and directional markers as mentioned previously (Figure 1, Document 1), suggestions were received for signs that would notify and direct motorists to communities and businesses that are not on or accessed by a main route and therefore not immediately visible to high traffic areas.

These signs would replicate the service signs on provincial highways, with one exception – the proposed new sign will identify points of interest, services and businesses and services via generic logo/pictograms.

There was general support for generic signs over providing the opportunity for individual businesses to place off-premise signs, as this latter approach would result in competition for limited space (first come first served with a limited number per sign) in the right-of-way and would be contrary to the policy that advertising not be allowed in the right-of-way.

A significant percentage of the signs adding to proliferation in the rural landscape are off-premise advertising signs. The number of signs on agricultural lands advertising insurance brokers, real estate agents, coffee shops, motor vehicle repair shops, etc. are increasing with the competition for the limited space around rural intersections resulting in larger format signs.

This report recommends that Council approve a pilot program to allow for one Village Services Pictogram sign per rural village. By restricting the pilot program to a single sign per village, costs will be kept to minimum and, if necessary, the number of installations limited over a few years to reduce the budget pressure to Traffic and Parking Operations. Requests for village services sign will be circulated to the ward Councillor to obtain feedback on the most ideal, while practical, location for the sign. Traffic and Parking Operations Branch will approve the final sign location in consideration of public safety.

Businesses with off-premise advertising signs will be advised of upcoming enforcement to reduce proliferation of signs on private and public property and will be encouraged to participate in this pilot program.

New Village Pedestrian Blade Signs (Figure 4, Document 1)

Some villages previously had installed small blade signs on a post geared to pedestrian traffic. These signs were considered a good solution for village businesses. The villages of Navan, Carp and Manotick have similar signs and the Towns of Perth and Gananoque have introduced this type of sign as an effective tool for directing pedestrians to local businesses within village centres.

This report recommends that the Tourism and Public Services Signs Policy (TPSSP) be amended to allow for these Village Pedestrian blade type signs. This signage option will require the involvement of the BIA, Chamber of Commerce or an organization or community, nonprofit group to manage the allocation, financing and administration of these blades. The responsible village association/BIA/organization/etc. will be able to select locations both on private property and in the right-of-way to enhance pedestrian wayfinding in the village. The involvement of the village association/BIA/organization/etc. will ensure that the information on the village pedestrian signs remains current and therefore retains the effectiveness for wayfinding.

In addition, it is expected that these groups will be able to establish working arrangements that will minimizes costs and retain some flexibility to develop unique sign designs, within the size, height and location limitations set out in the TPSSP policy or by-law, that would enhance the unique characteristics of the individual village or hamlet while recognizing the need to facilitate pedestrian movement and the avoidance of creating obstacles to servicing roads or sidewalks.

City involvement would be limited to the association’s entering into a written agreement with the City where the signs are installed in the right-of-way in compliance with the TPSSP. The village association would assume responsibility for installation, maintenance and administration of the village pedestrian signs.

New Community Events Signage (Figure 5, Document 1)

Community group representatives requested signs for notifying the community of upcoming charitable (not for profit) social and fundraising events e.g. corn roast, fundraisers, etc. One option considered was to have the web address of the community association affixed to the village sign e.g. http://www.cbbca.org, thereby directing the public to an online calendar of events and information. However, the stakeholder group suggested that while the Web address was effective in providing all types of information, it was not effective in announcing upcoming community events to local residents. Event specific signs were considered to be the best way of communicating events to residents who are dispersed in the community as is the case in rural areas.

The new signage will consist of individual blade signs that will be slotted into a space set aside below the new village signs. Many existing community signs have recently been installed and therefore these signs will not require full replacement, as a simple addition to the base of the existing sign will allow for the installation of these temporary event notices.

The organizers of the non-profit community event can either secure or slide in their blade to announce an upcoming event, then remove it following the event and store the blade for the following year. Community Associations that represent the community as a whole (as opposed to a specific issue or interest) would be tasked to manage the posting of events featured on the community sign in compliance with terms of an agreement with the City that will ensure appropriate content and community standards. The agreement with the City will restrict the messaging on the Community Event sign to those non-profit, community based or charitable events. Community associations will also be encouraged to include their web address, if available, at the bottom of the sign face of the new village signs.

This feature has been piloted on the new Community Events Sign located in Carp and has proven to be very successful.

SIGNAGE ON PRIVATE PROPERTY

Recommendation 2.

2. a) New Off-premises Rural Business/Industrial Park Sign (See Figure 6, Document 1)

Businesses have indicated their support for city-sanctioned, standardized and distinctive–looking directional signs. Business Park Gateway signs are currently permitted in the right-of-way under the Tourism and Public Services Signs Policy. These signs identify the name of the business park. It was suggested that a group, of four or more businesses, could be identified by having a single sign located on private property, at the entrance of the park, featuring the name of the business park and each business located in the park. In reviewing areas with a significant proportion of private signs on rural roadways, it was determined that some of these issues could be resolved through consolidation of business names onto a “Business Park” sign.

As this type of signage is consistent with other permitted signs, e.g., ground signs identifying various tenants at a shopping centre, it is recommended that the Permanent Signs on Private Property By-law 2005-439 be amended to permit this unique off premise signage as a component of the Business/Industrial Park Sign.

The individual property owner will be required to provide a letter with the sign permit application confirming approval of the installation and agreeing to the maintenance of the sign. These ground signs will be restricted in size, height and location appropriate to the size of the business area, with the content on the sign limited to the name of the business park area, the tenants’ business names and directional arrows. Promotional information such as slogans or additional messaging will not be permitted to ensure that the sign remains as a business park directional information sign and does not advertise products or services.

2. b) New Village Pedestrian Blade Signs (Figure 4, Document 1)

In addition to the Village Pedestrian Blade signs provided for under Recommendation 1 on public property, the village association/BIA/organization/etc. will be able to select locations on private property for this type of sign to direct pedestrians to local businesses within village centres. Where the new signs are proposed, a sign permit will ensure compliance with the regulations of the Permanent Signs on Private Property By-law.

The Permanent Signs on Private Property By-law will be amended to provide for this unique sign type and will provide size, height, and set back requirements similar to those provided for on public property.

2. c) New Message Centre Sign for Rural Golf Courses (See Figure 7, Document 1)

Golf course operators were well represented at the public meetings. Located often beyond village boundaries and recognizable landmarks, golf courses can be difficult to find. However, the primary concern of the golf course owner/operators was the ability to support their secondary business, hospitality events such as brunches on Mothers’ Day and weddings that ensures their viability.

All have installed permanent ground signs at their entrances and have relied on temporary signs to announce upcoming events. The golf course owner/operators would prefer to discontinue the use of temporary signs and requested a permanent sign with a message centre option.

The Permanent Signs on Private Property By-law 2005-439 will be amended to permit a message centre sign encompassing no greater than 25% of the on-premises ground sign for golf course uses located in the rural area. These signs must be located on the same premises as the business and will be subject to increased setback requirements from a residential use where the message centre is illuminated. The signs will require reverse illumination with an opaque or black background with lettering no smaller than 4 inches to ensure legibility. Messaging on the Rural Golf Course sign will be limited to on-premise events.

Recommendation 3.

This report requests Council’s continued endorsement of the enforcement program that reflects the phased implementation of the Rural Directional Signage Program as set out in the report.

The enforcement and removal of illegal signs in the right-of-way and on private property is key in ensuring the Rural Directional Signage Program is successful. Continuing to ignore the presence of these signs will undermine the effectiveness of this Program, the investments made by the rural businesses to comply with the program, and the elimination of sign proliferation.

In July 2006, City Council approved a phased-in enforcement program whereby farm operations and businesses were provided sufficient time to phase out their non-approved signs and phase in the installation of sanctioned signs as follows:

For signs located in the rights-of-way,

Signs that were unlawfully installed prior to January 1, 2006 were allowed to remain provided they were removed by July 1, 2007 and provided these signs and/or structures did not create a safety hazard prior to that date;
Farm operations, including farmers’ markets were allowed to phase out their non-approved signs over a period of 28 months with the deadline of November 30, 2008;
Businesses that qualified for the provincial Tourism Oriented Destination System of signs (TODS), such as conference centres and recreational facilities were allowed to phase out their non-approved signs by November 30, 2008.

For signs located on private property,

Farm operations, including farmers’ markets were allowed to keep their signs in place if these signs were installed prior to January 1, 2006.

It is recommended that the following new elements be added to the phased-in implementation enforcement program:

For signs located in the rights-of-way, the above-mentioned phased-in program is maintained.

For signs located on private property,

All illegal off-premise signs (excluding Developer Signs that are subject to ongoing enforcement under a separate program) must be removed by June 1, 2009.

Recommendation 4.

Council is asked to direct staff to add Phase II to the review of the impact of the implementation of the previous signage initiative, Phase I, and report back the results of the review in 2011, with recommendations of any further enhancements or refinements as may be required.

The introduction of the new sign types will result in a number of new signs in the rights-of-way and on private property. There is a degree of risk in introducing these new signs and it is not possible at this time to determine the full impact.

In addition, there is a concern that the combination of these measures may culminate in a saturation point beyond which safety in the right-of-way will be compromised. Thus, it is proposed that staff evaluate the impact of these changes and report back to Committee and Council any difficulties or concerns following the implementation period, or sooner, if problems develop. Based on the assessment results, further amendments to the sign by-laws may be brought forward for consideration. In addition, the assessment will serve to confirm whether on going resources, such as additional enforcement resources, are required to maintain the enforcement presence necessary to avert sign proliferation along the roads.

CONSULTATION

Staff conducted five public meetings (one in each of the rural wards and one at Ben Franklin Place) and worked with a smaller Stakeholder Focus Group, comprised of volunteers who attended one of the public meetings, to explore possible options for directional signage for rural businesses and community groups.

FINANCIAL IMPLICATIONS

The Traffic and Parking Operating Budget has already accounted for the revenues and expenditures related to to the four existing permitted or enhancement signs (i.e. Directional Village and Directional Village Business Section signs are already permitted; and New Village Service and New Community Events signs are enhancements to already permitted signs).

The proposed pedestrian blade signs are to be installed and maintained by a non City agency (e.g. BIA) and the City's only involvement will be to approve the location.

SUPPORTING DOCUMENTATION

Document 1 Graphic illustrations of directional signs

Document 2 Tourism and Public Services Signs Policy (on file with City Clerk)

DISPOSITION

City Manager's Office, Legal Services Branch, to prepare the by-law amendments for enactment by City Council.

City Operations Deparment, Traffic and Parking Operations Branch to prepare the amendments to the Tourism and Public Services Signs Policy.

Rural Affairs Office, along with Building Code Services, Traffic and Parking Operations and By-law and Regulatory Services, to prepare a communications strategy and documentation to advise rural businesses of the Program.

Building Code Services, Traffic and Parking Operations along with the Rural Affairs Office, to implement and coordinate the Rural Directional Signage Program, and undertake the assessment of the effectiveness of the Program.

By-law and Regulatory Services to implement the enforcement program noted in Recommendation 3.

Graphic illustrations of directional signs Document 1

Figure 1 – Directional Village Sign