City of Surrey PLANNING & DEVELOPMENT REPORT File:

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1 City of Surrey PLANNING & DEVELOPMENT REPORT PROPOSAL: Planning Report Date: September 13, 2010 Development Permit Development Variance Permit in order to allow a free-standing, electronic message board sign near the Pattullo Bridge. LOCATION: Road Right-of-Way east of 124 Street (12424 King George Boulevard) OWNER: ZONING: OCP DESIGNATION: City of Surrey CHI Industrial

2 Page 2 RECOMMENDATION SUMMARY Approval to draft Development Permit. Approval for Development Variance Permit to proceed to Public Notification. DEVIATION FROM PLANS, POLICIES OR REGULATIONS The proposed free-standing, electronic message board sign does not comply with the Sign By-law. RATIONALE OF RECOMMENDATION The proposed free-standing, electronic message board sign is part of a pilot project by the City. There are currently two (2) free-standing, electronic message board signs installed as part of the pilot project, located at the Guildford Recreation Centre and the Surrey Sports and Leisure Centre. The Development Permits for these two (2) free-standing signs were approved by Council on April 12, The proposed free-standing, electronic message board sign is of high quality and incorporates a unique design. The proposed sign will allow the City to generate additional revenue and also use the sign as a communication tool to relay information to the public.

3 Page 3 RECOMMENDATION The Planning & Development Department recommends that: 1. Council authorize staff to draft Development Permit No in accordance with the attached drawings (Appendix II). 2. Council approve Development Variance Permit No , (Appendix II) varying the following, to proceed to Public Notification: (a) (b) (c) (d) (e) to allow an increase in the maximum height of the proposed free-standing, electronic message board sign from 7.6 metres (25 ft.) to 19.5 metres (64 ft.); to allow the sign permit for the proposed free-standing, electronic message board sign to stay valid beyond the three (3) year time-frame from the Sign By-law adoption date of March 22, 1999, for an indefinite period of time; to allow third party advertising to exceed 70% of the allowable copy area on the proposed free-standing, electronic message board sign; to increase the maximum total sign area for the proposed double-sided free-standing, electronic message board sign from 43 square metres (460 sq.ft.) to 125 metres (1,344 sq.ft.); and to allow a free-standing, electronic message board sign to be located within the road rightof-way. 3. Council instruct staff to resolve the following issues prior to approval: (a) ensure that all engineering requirements and issues including restrictive covenants, and rights-of-way where necessary, are addressed to the satisfaction of the General Manager, Engineering; and (b) issuance of Development Variance Permit No REFERRALS Engineering: The Engineering Department has no objection to the project. The applicant be required to apply for a Highway License Agreement. The proposed sign will be located in the floodplain, the sign should be designed to accommodate possible flooding. SITE CHARACTERISTICS Existing Land Use: Median portion of City road right-of-way (King George Boulevard).

4 Page 4 Adjacent Area: Direction Existing Use OCP Designation Existing Zone North (Across King George Boulevard): Automotive parts and service uses. Commercial CHI South-East (Across Scott Road and King George Boulevard): Automotive repair and services. Industrial CHI South (Across King George Boulevard): South-West (Across Scott Road): Traffic operations storage on City-owned land. Industrial IL-1 Self storage facility. Industrial CD (BY-law No and 14166) DEVELOPMENT CONSIDERATIONS Background In September 2009, following a public request for proposals process, Council awarded a digital sign pilot program to Pattison Outdoor Advertising Ltd. ( Pattison ). The program calls for the installation on a pilot basis for up to 36 months of up to three (3) large-format and up to three (3) smaller-format digital signs on City-owned sites. The large-format electronic message board signs are approximately 4.26 metres by 14.6 metres (14 x 48 ft.), while the smaller-format electronic message board signs are approximately 3.0 metres by 6.0 metres (10 x 20 ft.) in size. The pilot is intended to allow the City to monitor the effectiveness of the signs and public sentiments towards the signs with a view to determining if the digital sign program should be continued or terminated. The first two (2) digital signs installed under the pilot program, being two smaller-scale (10 x 2o ft.) signs, began operation on July 27, One sign is located at the Guildford Community Centre fronting 152 Street north of 104 Avenue (Development Application No ), and the second sign is located at the Surrey Sports and Leisure Complex on Fraser Highway to the west of 166A Street (Development Application No ). Both Development Permits were approved by Council on April 12, The advertising space on each of the digital signs is presented in continuing one-minute cycles consisting of nine (9) separate advertising spots. Each advertising spot presents a static image that remains on the sign for approximately six (6) seconds, and then moves to the next static advertising message for another six seconds and so on. The signs do not display any streaming or live video. The City has been allocated one or more advertising spots in each one-minute cycle on each sign. To date, the City s messages have included information regarding fire prevention, water conservation, recycling services, recreational programs and promotion of the upcoming Surrey Regional Economic Summit.

5 Page 5 Pattison has advised that advertising sales for the signs have exceeded expectations, with both signs having achieved nearly full capacity. Advertisers include Alaska Airlines, B.C. Lotteries, Langley Hyundai, Guildford Mall, McDonald s, Sheraton Guildford, Surrey Auto Mall and Purdy s. The City receives the greater of a guaranteed minimum revenue stream or a percentage of the advertising revenues generated by each sign. Strong support for the digital signs and their advertising opportunities has been shown by the local business community. Once the signs became operational, staff received a high volume of calls from businesses regarding advertising availability. Pattison is responsible for all aspects of the signs, from selling the advertising spots to maintenance. Pattison is now displaying a sales contact phone number in one of the digital display spots. Pattison will be making applications to the City for the remaining signs under the digital sign pilot program over the course of the next several months. Staff will continue to gauge the effectiveness of the signs, the acceptability of such signs to the public and other related matters and will provide further reports to Council in due course. Current Proposal The current application proposes a double-sided, free-standing, electronic message board sign as part of the pilot program. The proposed location is situated within the road right-of-way near the vehicle pull-out on King George Boulevard near 124 Street, east of the Pattullo Bridge (Appendix II). The pilot project includes two types of free-standing, electronic message board signs distinguished by size (large-format and smaller-format). The two (2) existing free-standing, electronic message board signs at the Guildford Community Centre and at the Surrey Sports and Leisure Complex are smaller-format signs. The current application proposes a large-format, freestanding, electronic message board sign. The current proposed free-standing, electronic message board sign will require a Development Permit, and Council will also need to consider the following variances: 1. The Sign By-law states that a free-standing sign at the proposed location cannot exceed 7.6 metres (25 ft.) in height. The proposed free-standing, electronic message board sign is 19.5 metres (64 ft.) high, measured to the top of the decorative element located above the message board; 2. The maximum sign area for a double-faced free-standing sign is 43.0 square metres (460 sq. ft.). The proposed double-faced free-standing, sign will have a sign area of approximately 125 square metres (1,344 sq. ft.); 3. Part 9 Special Permit Signs of the Sign By-law states that sign permits for any electronic message board sign shall terminate at the end of three (3) years from the date of adoption of the Sign By-law (i.e., expired three years from March 22, 1999); 4. Part 9 Special Permit Signs of the Sign By-law states that third party advertising on an electronic message board sign shall not exceed 70% of the allowable copy area. At given times, it is expected that third party advertising may occupy 100% of the allowable copy area; and

6 Page 6 5. Part 1 "Application" of the Sign By-law restricts the types of signs permitted within a road right-of-way. The restriction includes free-standing, electronic message board signs. PRE-NOTIFICATION Pre-notification letters were not required as part of the development application, however, the City Clerk will initiate the Public Notification process as a result of the Development Variance Permit, should Council allow the application to proceed. DESIGN PROPOSAL AND REVIEW The proposed free-standing, electronic message board sign is 19.5 metres (64 ft.) high, 17.0 metres (55 ft.) wide and will be double-faced, with a total sign area of approximately 125 square metres (1,344 sq. ft.). The proposed free-standing, electronic message board sign is supported by a solid pole with aluminum cladding painted metallic, which will be installed on a concrete foundation. The proposed free-standing sign will be capped with a curved aluminum roof and a perforated aluminum structure that will accommodate the City of Surrey logo. The two (2) electronic message boards on the proposed free-standing sign will be angled towards the street. The angled board creates better readability for passersby and contributes to a bold and distinctive design unlike most standard electronic billboard signs. The proposed free-standing, electronic message board sign is of high-quality with a unique design. The sign utilizes state-of-the-art light-emitting diode (LED) digital technology, which is designed to provide clear, precise reproduction of still images and artwork. The proposed electronic message board has been designed to be more energy efficient and produce less glare compared to standard digital signs without LED technology. The proposed free-standing, electronic message board sign is visible from the Pattullo Bridge as one enters into Surrey from New Westminster. Portions of the proposed sign may be partially obstructed from view from the Pattullo Bridge due to existing road signage along King George Boulevard. The proposed free-standing sign will also be visible by patrons on the SkyTrain. The consultant states that a full tree assessment and survey was not conducted, but estimates that there are approximately 15 trees within the median of King George Boulevard. Four (4) of the trees within the median are proposed for removal. The four (4) trees proposed for removal are impacted by the installation of the sign, and will also block sightlines. The chart below provides a summary of the removal by species: Tree Species Total Proposed for Removal Douglas Fir 2 Cedar 2 TOTAL- 4

7 Page 7 According to the tree summary, four (4) trees are identified for removal. Additional bushes and shrubs will also be removed. The tree replacement plan (Appendix II) shows that eight (8) replacement trees will be planted. BY-LAW VARIANCES AND JUSTIFICATION (a) Requested Variance: To vary the Sign By-law to allow an increase in the maximum height of a free-standing, sign from 7.6 metres (25 ft.) to 19.5 metres (64 ft.). Applicant s Reason: The proposed free-standing, sign is well-designed and utilizes the same LED technology used in similar signs operating in other Canadian cities. The proposed size will allow for greater clarity and the ability to easily share advertisements and information with the public. Staff Comments: The overall height of the proposed free-standing, electronic message board sign is 19.5 metres (64 ft.), which includes the decorative element affixed above the electronic message board. However, the height of the sign from the ground to the top of the electronic message board is 15.2 metres (50 ft.). The proposed free-standing, electronic message board sign is of high quality and incorporates a bold design. The proposed sign is different from standard free-standing, digital signs, which are designed for functionality only. The proposed sign has been designed and copyrighted by Pattison Outdoor Advertising to incorporate innovative architectural features and design elements that will be unique to Surrey. The proposed sign will give a different impression to those entering Surrey by the Pattullo Bridge and SkyTrain. The proposed free-standing, electronic message board sign will provide an additional revenue source for the City, which can be used to improve infrastructure and facilities (i.e., transit shelters, street furniture, bike racks, etc.) (b) Requested Variance: To vary the Sign By-law to allow an increase in the sign area of the proposed free-standing, electronic message board sign from a maximum 43.0 square metres (460 sq. ft.) to 125 square metres (1,344 sq. ft.). Applicant s Reasons: The size of the proposed free-standing, sign will optimize the impact for the advertiser and provides adequate size and clarity to ensure brand recall and message understanding.

8 Page 8 The proposed free-standing, sign will reduce glare and light pollution compared to standard digital signs without LED technology. The proposed digital message board sign will be energy efficient, particularly at night, as the LED lights automatically adjust to ambient light levels. Staff Comments: The sign area comprises only the digital messaging area of the proposed free-standing, electronic message board sign, and does not include the architectural elements or the sign pole. The proposed sign is well-designed and utilizes state-of-the-art LED digital technology to relay information to the public. The City will be dedicated at least 10% of the advertising time for real time City, RCMP, public service, emergency, community event, and economic development messaging. The proposed sign area of a single side of the double-faced free-standing, is 62.4 square metres (672 sq.ft.) or 4.2 metres by 14.6 metres (14 ft. x 48 ft.). (c) Requested Variance: To vary the Sign By-law to allow the sign permit for the proposed free-standing, electronic message board sign to stay valid beyond the 3-year time frame from the Sign By-law adoption date of March 22, 1999, for an indefinite period of time. Applicant s Reason: The proposed free-standing sign is to be installed for an indefinite period of time. Staff Comments: Part 9 of the Sign By-law states that electronic message board signs are considered experimental in nature and may be permitted on a trial basis at a limited number of major City-owned facilities. Consequently, Section 41 Sub-section 2(d) states that the sign permit for an electronic message board sign shall terminate at the end of three (3) years from the date of adoption of the Sign By-law, which was in Currently, the Planning & Development Department is working on a number of amendments to the Sign By-law to provide clarity and to delete extraneous clauses. This clause is proposed for removal from the By-law. The proposed free-standing, electronic message board sign is part of a pilot project by the City that may run for up to three (3) years. As such, the approval of the variance will allow the proposed free-standing, electronic message board sign to remain on the subject site indefinitely if, after the trial period, Council determines that the proposed free-standing, sign is reasonable. (d) Requested Variance: To vary Part 9 Special Permit Signs of the Sign By-law to allow third party advertising on the proposed free-standing, electronic message board sign to exceed 70% of the allowable copy area.

9 Page 9 Applicant s Reason: Third party advertising is important to the feasibility of the proposed free-standing, electronic message board sign. Staff Comments: In addition to acting as a communication tool for the City to relay information to the public, the proposed free-standing, electronic message board sign will offer third parties an opportunity to advertise their goods and services. At given times, it is expected that third party advertising may occupy 100% of the allowable copy area. The proposed free-standing, electronic message board sign is a significant financial venture. Thus, the success and viability of the proposed sign is contingent on third party advertising. (e) Requested Variance: To vary Part 1 Application of the Sign By-law to allow a free-standing, electronic message board sign to be located within the road right-of-way. Applicant s Reason: The proposed free-standing, electronic message board sign will be installed in the best location given its proximity to and the constraints of the Pattullo Bridge, local businesses, roads, and uses in the area. Staff Comments: Staff discussed a number of locations for the proposed free-standing sign, and it was determined that the current proposed location was the most appropriate given issues pertaining to functionality, visibility and safety. The proposed free-standing, electronic message board sign will not interfere with existing telephone poles, road signs, structures or vehicle traffic. INFORMATION ATTACHED TO THIS REPORT The following information is attached to this Report: Appendix I. Lot Owners, Action Summary and Project Data Sheets Appendix II. Development Variance Permit No DN/kms v:\wp-docs\planning\plncom10\ dn.doc. 2/18/10 11:28 AM Jean Lamontagne General Manager Planning and Development

10 Page 1 APPENDIX I Information for City Clerk Legal Description and Owners of all lots that form part of the application: 1. (a) Agent: Name: Oleg Verbenkov, Pacific Land Group Address: #101, Street Surrey, BC V3W 1H8 Tel: Properties involved in the Application (a) Civic Address: King George Boulevard located within the King George Boulevard Road Right-of-Way (centre median) slightly East of 124 Street (b) Civic Address: King George Boulevard located within the King George Boulevard Road Right-of-Way (centre median) slightly East of 124 Street Owner: City of Surrey 3. Summary of Actions for City Clerk's Office (a) Proceed with Public Notification for Development Variance Permit No v:\wp-docs\planning\plncom10\ dn.doc. 9/10/10 8:47 AM