TAMRMS#: B06
11.3
title
St. Albert Place Digital Signage
Notice given by: Councillor Korotash
label
PROPOSED MOTION(S):
recommendation
That administration undertake the initial steps required to explore and pursue new digital signage at St. Albert Place and/or another suitable location, that could also be utilized to promote DBA initiatives and enhance downtown vibrancy, which include:
1. Identifying feasible sign locations, including coordination with relevant City departments and collaboration with the Arts and Heritage Foundation to confirm alignment with bylaws, guidelines and heritage conservation standards and guidelines.
2. Obtaining cost estimates for sign replacement, installation, and ongoing operation.
body
ADMINISTRATION’S UNDERSTANDING OF THE INTENT OF THE MOTION
That the proposed motion is in response to IR-26-010, and that Administration utilize previously gathered information from past inquiries, together with current regulations and standards, to determine appropriate locations and types of digital signage throughout the downtown. Administration will also identify opportunities for locations that could incorporate revenue generation through advertising.
ADMINISTRATION’S RECOMMENDATION
That an assigned budget of up to $50,000 from the Stabilization reserve be added to the proposed motion to complete the work required.
PURPOSE OF REPORT
The purpose of this report is to present a motion for which Councillor Korotash gave notice on May 25, 2026.
ALIGNMENT TO COUNCIL DIRECTION OR MANDATORY STATUTORY PROVISION
N/A
BACKGROUND AND DISCUSSION
Over the past several years, Council has directed Administration to investigate various opportunities to improve signage within the downtown, see attachments. These motions have included identifying preferred locations for a digital marquee sign, developing associated capital project charters, and responding to multiple information requests.
On April 9, 2026, Administration responded to Information Request IR-26-010, indicating that should Council wish to proceed based on the findings, Council would need to approve a motion directing Administration to advance the work.
Departments that would be impacted by this Council motion include, but are not limited to, Community Services, Economic Development, Engineering, and Planning and Development. As this initiative is not identified as a Council priority, no budget or dedicated resources have been allocated to support it. To support timely completion, it is recommended that Council establish both a timeline and a budget for this work.
As currently written, the proposed motion appears to call for a broad, comprehensive investigation, requiring the review of a variety of sign types and potential locations. If this is the intended scope, an estimated budget of $50,000 would be required, in addition to internal staff resources, to support the project. This budget would be used to hire a consultant that would undertake the following, but is not limited to:
o A feasibility study for potential sign locations throughout the downtown
o Evaluate signage options and associated costs
o Ensure compliance with the Land Use Bylaw, Traffic Bylaw, and the St. Albert Place Bylaw
o Public participation and input, including the following impacted parties: Administration, Arts and Heritage, the Downtown Business Association, and residents
o Conduct a heritage assessment
o Prepare a procedural framework addressing sign content and cost recovery
Based on this scope, it is anticipated that the project could be completed in Q2 2027, subject to staffing resources availability to project manage the project and competing priorities.
Alternatively, should Council wish to narrow the scope of the project to focus specifically on identifying appropriate locations and types of digital marquee signs to replace existing signage, this work could be undertaken internally. This approach would require an estimated budget of $5,000 (for the heritage assessment), along with dedicated staff resources, and could be completed by the end of Q2 2027. Due to the limited scope, a review of potential revenue generation opportunities would not be included.
It should be noted that recent costs for digital signage vary significantly depending on factors such as size, pixel pitch, and access to data and power. In 2025, the City of Fort Saskatchewan installed a digital sign with an approximate budget of $250,000. More broadly, typical costs range from approximately $180,000 to $450,000.
IMPACTS OF MOTION
Financial:
To undertake the scale of project outlined in the proposed motion, a budget of $50,000 from the Stabilization Reserve will be required to facilitate the project.
Compliance & Legal:
Recent amendments to the Land Use Bylaw (Bylaw 18/2024) created the PPI District and allow this type of sign as a discretionary use. Digital signs must still comply with specific requirements for size, setbacks, and location, including minimum distances from residential areas, intersections, other digital signs, and traffic control devices.
For St. Albert Place, signage would be required to meet a minimum setback of 20.0 m from a residential or PRK district, 150 m from another digital sign if two are proposed, and 30.5 m from an intersection. Signs cannot be located in the field-of-view near or past a traffic control device or curved roadways.
As it relates to potential income generation, as per the LUB, Third-party Advertising specifies that a sign located in the PPI district shall not display third-party advertising, and would be limited to first-party advertising only. To enable revenue generation, the sign would have to be located outside of the PPI district.
Program or Service:
This project is not currently within Administration’s workplan. Adding this project will require staffing resources to support the motion, in addition to the budget requested. Staffing resources included but are not limited to: project management, procurement, staff input, and implementation. It is anticipated that impacts to day-to-day service delivery will occur, as staffing capacity for 2026 has been allocated to already identified and prioritized projects.
Organizational:
None at this time.
Risks
N/A
ALIGNMENT TO PRIORITIES IN COUNCIL’S STRATEGIC PLAN
Item aligned to Strategic Plan:
Not Applicable
ALTERNATIVES
If Council does not wish to support the proposed motion, Administration presents the following alternatives for Council’s consideration.
That Council approve up to $5000.00 from the Stabilization reserve to be utilized by Administration to investigate and study the replacement the existing marquee signage for the Arden Theatre with a digital sign, in accordance with existing bylaws, and to come back to Council in Q2 2027 with the findings and the budget request needed for the actual digital sign and associated costs.
Alternative 1:
Financial:
A budget of $5000.00 would be needed to cover the costs for the Arts and Heritage Foundation to undertake a Heritage Assessment of the signage on St. Albert Place.
Compliance & Legal:
Recent amendments to the Land Use Bylaw (Bylaw 18/2024) created the PPI District and allow this type of sign as a discretionary use. Digital signs must still comply with specific requirements for size, setbacks, and location, including minimum distances from residential areas, intersections, other digital signs, and traffic control devices. For St. Albert Place, signage would be required to meet a minimum setback of 20.0 m from a residential or PRK district, 150 m from another digital sign if two are proposed, and 30.5 m from an intersection. Signs cannot be located in the field-of-view near or past a traffic control device or curved roadways.
As it relates to potential income generation, as per the LUB, Third-party Advertising specifies that a sign located in the PPI district shall not display third-party advertising, and would be limited to first-party advertising only. A freestanding sign with digital display would accommodate any events at St. Albert Place and services offered, including community events, however, would not include advertising for anything except St. Albert Place events.
Program or Service:
This project is not currently within Administration’s workplan. Adding this project will require staffing resources to support the motion, in addition to the budget requested. Staffing resources included but are not limited to: project management, procurement, staff input, and implementation. It is anticipated that impacts to day-to-day service delivery will occur, as staffing capacity for 2026 has been allocated to already identified and prioritized projects.
Organizational:
N/A
Risks
N/A
body
Report Date: June 16, 2026
Author: Kristina Peter
Department: Planning and Development
Department Director: Kristina Peter
Managing Director: Adryan Slaght
Chief Administrative Officer: William Fletcher