A rendering shows the Hamilton Tiger-Cats' proposed six-storey marquee sign, which still requires MTO approval before its placed near the QEW.
The Hamilton Tiger-Cats are a step closer to getting a brand new sign near the QEW after the city's planning staff unanimously approved it and agreed to support it in a letter to provincial authorities Friday.
The sign — a large structure with two 4x14 metre screens that will stand at 900 Woodward Ave., near the QEW — still requires the approval of the Ministry of Transport (MTO).
The sign has been controversial due to its lights, with some say will endanger drivers. Tiger-Cats president Glenn Gibson addressed those concerns alongside signage expert Jeremy Kramer, of Kramer Design Associates, whose company is designing up the sign.
Kramer told councillors that the LED sign would have controls so the sign could be dimmed. He also explained the site would employ static images — think PowerPoint presentations, he said — as opposed to full motion, which would appear more like television.
Gibson said he was "mildly optimistic" the MTO will approve the sign.
"Obviously getting the city's full support … was very big," he said.
Gibson said both the Ticats and the city — whose logo and events are set to be promoted on the sign as well — stand to benefit from Queen's Park's approval.
The high-tech sign, he said, would signify Hamilton is a "current, happening, forward-thinking city."
Ward 9 councillor Brad Clark, who was a provincial transportation minister in the early 2000s, said it was "appropriate" for council to support the sign at the MTO.
"The minister does have the discretion to make this decision … municipalities frequently back this work," Clark said.
Ward 8 councillor Terry Whitehead expressed concern about wading into an issue that pertained to health and safety, but said the technology persuaded him the sign is safe.
"I'm glad we're getting at the technology," said Coun. Jason Farr of Ward 2, who also supported the plan.
"You can have more distraction from a static billboard like we have now."
Ward 10 councillor Maria Pearson, who helped develop the city's signage bylaws, said the incoming council may want to "tweak" the regulations, but said the sign doesn't set any major precedent. She also backed the new sign.
Even with MTO's OK, the sign will still have to be approved by the committee of adjustment before construction begins, city staff said.
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