A new digital advertising sign will be erected next to a Delta roadway.
Council this week approved entering into a lease agreement for the installation and placement of the sign board on the city’s works yard site at 8100 Nordel Way.
The deal with Outfront Media Canada and All Vision Development ULC would run for 25 years.
The majority of responses during public consultation focused on concerns over driver safety including distracted driving.
The proponent provided a technical memorandum produced for the City of Toronto that looked at the impact of static electronic signs along highways and that study found “no evidence of such signs having any impacts on road safety along highways in both daylight and dark conditions.”
A previous report to council notes over the past several years, the Ministry of Transportation and Infrastructure has approved several digital billboards similar to the proposed sign in Delta in other municipalities, including Surrey, New Westminster and Abbotsford.
The report also points out that in addition to potential revenue from annual lease payments of approximately $450,000 per year, for a total of $14,413,636 over the term, the digital advertising sign would also provide dedicated time to display community messaging, including, but not limited to, amber alerts, community events and notices.
