Businesses in St. Albert that use portable signs as part of their marketing strategy will pay more to do so, but not as much as originally proposed.
Instead of approving Coun. Roger Lemieux's motion to increase the permit fee for portable signs from $100 to $300 every 90 days, council instead signed off on an increase to $200.
Lemieux said the goal of the increase wasn't to collect more revenue on behalf of the city but instead to discourage their use, especially on St. Albert Trail. Many on council find the signs — and the sheer volume visible from the trail — unsightly. Travel guru Roger Brooks, who helped St. Albert craft its new brand, even commented negatively on the number of signs during one of his visits.
It was Coun. Cathy Heron who, after presentations from one of the owners of Paradise Pets and two members of the Alberta Portable Sign Association decrying the increase, made the original motion to revise the proposed increase. Her original motion called on the city to maintain the fee of $106 per year and refer the matter to the newly formed St. Albert Trail committee. Her motion was later amended to increase the fee to $200 and removed any reference to the committee.
"I don't want this to be a drastic knee-jerk reaction that will not achieve the desired effect and that is the eyesore on the trail," she said. "I'm just not convinced this will achieve the goal."
Heron described the increase to $300 as "business-unfriendly," echoing the remarks made by Lorne Therrault, co-owner of Paradise Pets to council at the beginning of Monday's meeting.
"I already pay my property taxes and I just feel this is not a fair thing," Therrault said.
Reached Tuesday morning and informed of council's decision, Therrault expressed mixed feelings.
"Even at $200, it's very high compared to what other municipalities are doing."
According to representatives from the Alberta Portable Sign Association, Leduc charges $50 for an annual permit, Strathcona County charges $225 per year or $100 for 90 days and Spruce Grove and Stony Plain each charge $100 per year.
Therrault said his business uses one portable sign year-round along St. Albert Trail and sees no problem with allowing businesses to continue using them as long as they are maintained and kept up to date.
"As long as they're kept up and decent and you keep your advertising up and it's not like … an event that was in October," Therrault said. "Keep it up, in good shape, I'm for them."
Therrault was the only St. Albert business representative to address council on Monday. Neither representative of the Alberta Portable Sign Association live in St. Albert. Mayor Nolan Crouse found that fact telling.
"This is the loudest voice we have in front of us — silence," Crouse said, pointing to the empty gallery. "If it's going to be a big deal, nobody's here other than the association."
Lemieux said he had spoke with the St. Albert Chamber of Commerce, which had supported his motion.
"I met with the chamber six months ago. They are totally in favour of this motion. They are not opposed to it. Not one member of the chamber commented."
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Monday's vote on portable signs was required in order to approve several fees and charges bylaws originally endorsed by council during budget debates.
But it will not be the last time council debates this topic. Lemieux, who made a motion during budget deliberations that was later withdrawn to decrease the permit period from 90 to 60 days, stated he would be bringing forward a notice of motion in December that will address changing the permit period from 90 to 60 days.
