Motorists will see a massive new sign as they travel eastward crossing the Pitt River Bridge.
It was lit up for the first time on Monday. The electronic billboard replaces an older, smaller sign, and is the centrepiece of an advertising agreement between the City of Pitt Meadows and Pattison Outdoor Advertising.
The sign is almost 20 meters high and is 32.5 square meters per side. It is almost five meters wider than the sign it replaces. It is higher than power lines and wooden poles, to increase visibility. It also has an auto dimming feature that will ensure it is not shining too brightly at motorists in the night, and it has a sharper screen, says the city.
As part of the deal between the city and Pattison, the company replaced all of the bus shelters in the city, 15 in total, and added a new transit shelter in Osprey Village. The new shelter will be the only one that will not carry advertising signage.
The new bus shelters have been installed over the past several months and incorporate the city’s brand and logo, with location names clearly posted.
In addition, the city has been provided with a new digital sign on Harris Road at city hall. It will not carry commercial advertising, but will convey messages from the city and local non-profit organizations to residents regarding projects, community events and city initiatives.
It is still being designed, but city IT and communications director Lorna Jones says it will be a modern version of the existing sign at city hall, with the addition of a full digital screen. It will be installed this fall.
The electronic billboard on the Lougheed Highway will carry city messages, as well as commercial advertising.
Pattison also provided six new benches to the city.
“One of council’s objectives is to offer transparent and clear communication to the public, and this opportunity provided us a way to do that and reach a wider audience,” said Kim Grout, the city’s chief administrative officer. “Some residents tell us they don’t see our ads or our newsletter, and some residents don’t have a computer to access our online communication, so we listened to these concerns. These signage opportunities allow us to reach more of those audiences.”
Becker said the sign brings revenue to the city, along with the package of improvements for the municipality. But its agreement with Pattison Advertising includes confidentiality around the financial details.
Becker noted that the former council already negotiated the deal, and the existing council is dealing with the height variance.