Proposed dynamic sign at the G.H. Dawe Community Centre (Red Deer City Council Agenda August 29 p. 43)

By Alessia Proietti

Land Use Bylaw Amendments required

Dynamic signs proposed for the Collicutt and G.H. Dawe Centres

Aug 29, 2022 | 8:06 PM

Current signage at Red Deer’s G.H. Dawe Community Centre and Collicutt Centre may be getting a replacement with dynamic signs.

At Monday’s council meeting, first reading was passed for a Land Use Bylaw Amendment to allow dynamic signs at the two Public Service (PS) sites.

Dynamic signs contain features that move or appear to move and change through technological methods such as rotating panels, LED lights or digital ink.

Currently, dynamic signs are not permitted at either location due to criteria in the Bylaw. After receiving an internal application with the rationale by the applicant that the signage has become industry standard for multi-purpose recreation facilities and will effectively profile those in Red Deer, city administration supported the request.

In the current PS District, dynamic signs are permitted on sites over 17.1 hectares in size, originally to accommodate the existing signage at Red Deer Polytechnic and Westerner Park. The Collicutt Centre (3031 30 Ave.) is located on a parcel 13.29 hectares in size and the G.H. Dawe Community Centre (56 Holt St.) is located on 13.37 hectares of land.

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The amendment proposes to reduce the area requirement from 17.1 hectares to 13.1 hectares.

Secondly, the Bylaw does not allow dynamic signs within 100 metres of residential districts. However, it does permit an allowable variance of 10-20 per cent, or 10-20 metres, at the discretion of the Municipal Planning Commission.

The proposed location for the Collicutt Centre’s sign is located at the entrance along 30 Ave., facing north and south, within 74 metres of a residential district.

Proposed location of the dynamic sign at the Collicutt Centre on 30 Ave. (Red Deer City Council Agenda August 29 p. 41)

The amendment proposes to increase the allowable variance to 30 per cent, or 30 metres.

The G.H. Dawe’s proposed sign is to be located along 67 St., behind and to the north of the building, with the sign facing east and west.

Proposed location of the dynamic sign at the G.H. Dawe Community Centre on 67 St. (Red Deer City Council Agenda August 29 p. 42)

The City states consultation mail-out requests were sent to 225 landowners with 100 metres of the sites and received two responses, both in opposition to the Collicutt Centre sign. Comments expressed concerns over flashing lights, traffic noise, speeders already in the area, and how it may impact property values.

The City says the proposed signs do not face onto residential lots and do not impact traffic noise. They also say the Bylaw requires the signs to have a maximum brightness level of 350 nits (light produced by one candle per square metre) between sunset and sunrise, and last a minimum of three seconds before an instantaneous transition without motion, dissolving, blinking, flashing, intermittent lights, video or the illusion of such effects.

Kristin Walsh, Manager for the city’s Safe & Healthy Communities department, penned a letter of support for the replacement of the current static pylon sign at the Collicutt Centre that displays just its name and address, noting it is over 20 years old. She says there is no better location on the premises for the sign where it will not be blocked by trees and claims the technology of dynamic signs can be modified for night dimming and other preferences. Walsh also expressed that the sign will be separated from its closest residential location by four road lanes, an alley, two sidewalks, a centre meridian and a grass berm. While the current sign is taller than the grass berm, the new dynamic sign will be shorter.

Proposed dynamic sign for the Collicutt Centre (Red Deer City Council Agenda August 29 p. 42)

A Public Hearing is scheduled to be held at the city’s September 26 council meeting.

If the Bylaw amendments are approved, the applicant will need to submit a Development Permit application for the signs, which will proceed to the Municipal Planning Commission for approval.