Trinela Cane, Commissioner, Corporate Services, addressed the Committee and presented the, Implementation of Digital Bridge Overpass Banner Signs in Markham, which provided an overview of the new digital board locations for commercial advertising and City messaging opportunities.
The following deputations were heard in relation to the presentation:
Nancy Coldham, expressed opposition to the implementation of the overpass banners and noted concerns with safety guidelines and driver distraction.
Valerie Burke, expressed opposition to the implementation of the overpass banners and cited that they are unattractive, unnecessary, and environmentally unsustainable.
James G Lafromboise, expressed opposition to the implementation of the overpass banners citing concerns with safety, and the potential impact on the environment and wildlife.
Evelin Ellison, expressed opposition to the implementation of the overpass banners.
There was discussion on the following:
- Safety specifications of the banners in relation to light pollution and structure;
- The anticipated revenue that will be generated with the implementation of the banners;
- That there be consideration to reduce the number of lumens on the boards to reduce the amount of light generated;
- The amount of hydro consumption and who is responsible for energy usage;
- The ability to provide emergency communication on the signs;
- Concerns with the overpass banner location on Bayview Avenue and a suggestion to identify alternate locations;
- A suggestion to lower or turn off lights at night when there is less traffic volume;
- That there be consideration to provide more stationary messaging and that the timing of when messages change;
The Committee requested that staff provide information in relation to illumination standards, safety statistics around overpass banners, and potential alternate locations.