Proposed sign bylaw changes could hurt local business, says advocate

As the City of Regina looks to bring changes to how billboards and portable signs are regulated, an advocate for the portable sign industry says the proposed rule changes risk hurting local, mom-and-pop shops.

Douglas Hudgin is the president of the Regina Portable Sign Association; he says there are two main issues that could affect smaller, local businesses that rely on portable signs to drive foot traffic and, ultimately, business.

The first is a proposed increase to the minimum distance between a portable sign and a permanent billboard.

“It forces them to be 30 metres from a permanent billboard. I believe that is rather punitive. You could have a billboard next door on a property, on the edge of your property, and now you can no longer advertise with a portable sign,” he said.

Typically, a portable sign features a black background with neon letters and graphics, advertising a business or special event. One end of its metal frame usually rests on a small set of wheels, so it can be easily moved around.

A permanent billboard is much larger and is anchored to the ground with a fixed pole or post. Many of the permanent billboards throughout Regina are owned by Pattison Outdoor Advertising.

Hudgin said the proposed changes could also affect how a business owner advertises with a portable sign located on a separate lot. Under proposed bylaw changes, a sign like this is defined as a billboard sign.

Administration wants to double the minimum distance between billboard signs as well, from 45 metres to 90 metres.

Hudgin said he thinks that’s another measure that will force businesses to reduce how many signs they use to advertise.

That could be a problem for new businesses starting out.

“It is just key for newly opened businesses to have some way to get exposure,” he said.

The city has scheduled public feedback sessions on the sign bylaw changes and zoning bylaw changes for Monday, Tuesday and Wednesday, starting at 4 p.m. each day.

Hudgin has organized an online petition to oppose the bylaw changes.