HomeMy WebLinkAboutDTS-10-168 - Request to Waive Enforcement of Sign By-law1
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QevePopment &
Technical Services
Report To: Council
Date of Meeting: September 20, 2010
Submitted By: Alain Pinard, Interim Director of Planning
Prepared By: Lisa Thompson, Planning Technician (519-741-2847)
Ward Involved: Ward 6: West -Victoria Park
Date of Report: September 15, 2010
Report No.: DTS-10-168
Subject: Request to Waive Enforcement of the Sign By-law (Chapter 680
of the Municipal Code)
11 Benton Street (Delta Hotel)
LuminAD Canada
RECOMMENDATION:
That the request to allow LuminAD a trial period for a new video projection advertising
media be approved subject to the following conditions:
1. That enforcement of the City's Sign By-law be waived until November 30, 2010;
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2. That the projected video image shall only be projected onto the facade of the Delta
Hotel at 11 Benton Street in the location as shown in Report DTS-10-168;
3. That the video image shall be projected at a visual height greater than the height
of the corresponding traffic signals as seen from eastbound King Street;
4. That the video projection be permitted only between sunset and 12:00 midnight;
5. That in the event that the proposed video projection sign is determined to be a
traffic hazard by City and/or Region of Waterloo staff, that the trial period shall
cease immediately, by written notification from Jeff Willmer, Interim General
Manager, Development and Technical Services Department;
6. That in the event of any damage to City property, directly attributable to the
installation of the projection equipment, LuminAD shall be financially responsible
for all repairs; and further
7. That in the event of failure to cease projection after November 30, 2010, the City's
Municipal By-law Enforcement Officer be directed to commence notice of action to
cease, unless otherwise permitted.
REPORT:
The City's Planning staff were approached by LuminAD regarding a new video projection
advertising method that they are interested in bringing to Kitchener. The video projection sign
would essentially function as a billboard as it would contain third party advertising.
Presently the City's Sign By-law does not permit third party signs in Kitchener with the exception
of approved billboard sign locations.
The video projection sign has no physical structure as it is an image projected onto a surface.
In this case, the proposed location is at the Delta Hotel in downtown Kitchener which has a
large blank facade suitable for the projection.
LuminAD undertook a live demonstration for City officials on Monday September 13, 2010 from
8:30 pm until 10:00 pm. The purpose of the live demonstration was for staff to determine
whether this would be a suitable advertising media in the downtown.
Staff are interested in investigating this new type of advertising media further and are requesting
Council to waive enforcement of the Sign By-law to allow LuminAD to run a trial of the video
projection until November 30, 2010.
Staff believe that a trial period of this length will allow us to gather the necessary information to
determine if the sign has any negative impact on traffic movements and allow the time to
develop new sign regulations as deemed appropriate.
FINANCIAL IMPLICATIONS:
None.
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COMMUNICATIONS:
Public notice of a request to waive enforcement of the Sign By-law is not required.
CONCLUSION:
Considering that the video projection advertising media is new, staff are interested in providing
LuminAD the opportunity to have a trial period in order to evaluate the impact of the signage
and determine whether or not it should be incorporated into the City's Sign By-law.
REVIEWED BY:
Brian Page, Supervisor Site Development
ACKNOWLEDGED BY: Jeff ~Ilmer, Interim General Manager
Development and Technical Services Department
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