Edmonton approves return of giant sign to city parking lot

An 8-m (26.2-ft) digital sign can return to a parking lot near 109 Street and Jasper Avenue in central Edmonton, after the city initially cancelled its permit due to concerns over light streaming into nearby buildings. Image © 2022 Google

An 8-m (26.2-ft) digital sign can return to a parking lot near 109 Street and Jasper Avenue in central Edmonton, after the city initially cancelled its permit due to concerns over light streaming into nearby buildings. Image © 2022 Google

An 8-m (26.2-ft) digital sign can return to a parking lot near 109 Street and Jasper Avenue in central Edmonton, after the city initially cancelled its permit due to concerns over light streaming into nearby buildings.

According to a report from the Edmonton Journal, the sign—currently owned by Pattison Outdoor Advertising—has stood at the site since the early 2000s, eventually converting into a digital installation in 2016.

When Pattison went to renew the permit for the existing sign in July, the application was rejected by a development officer, who cited concerns about the 8-m sign being too bright for neighbouring office and apartment buildings.

The Edmonton Subdivision and Development Appeal Board (ESDAB) recently overturned the officer’s rejection of the sign, approving the billboard to show still images, but not videos.

“The city has very strict limits on sign brightness,” the ruling reads in the report. “To project onto a neighbouring property, there would have to be a considerable amount of light flowing from the sign.”

Pattison’s new permit for the sign will expire in August 2027.

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