City waives rules for advertising

By Richard Rolke - Vernon Morning Star Published: November 25, 2008

The City of Vernon is bending its rules against third-party advertising because of a direct benefit to taxpayers. On Monday, a majority of council shot down a recommendation from staff to deny a request from the North Okanagan Regional District for third-party advertising on the electronic reader board sign at Wesbild Centre. Staff insisted that such advertising infringes on current bylaws, but Coun. Pat Cochrane believes this was a direct example of where the city should be flexible with the rules. “It generates funds for the public benefit,” he said of the revenue that will be generated by NORD selling advertising on the sign. The revenue will go towards operations of Wesbild Centre, which is owned by NORD but funded by the taxpayers of Vernon, Coldstream and Areas B and C.

Under city bylaw, third-party advertising is a sign which promotes a business or service which is not conducted within the property the sign is located on. “There would be an opportunity for a proliferation of third-party signs,” planner Dale Rintoul told council. However, Cochrane questioned the policy, pointing to advertising on bus shelters and benches. “There are other examples of third-party signs in the community,” he said. The electronic sign was installed in 2006, and NORD’s intent was always to sell advertising on it as a way of reducing operating costs at Wesbild Centre. Concerns over the advertising came from Coun. Barry Beardsell, who wanted more details on how much revenue could be raised.“Surely that has a bearing on the issue,” he said. “Signs in the city are our jurisdiction and if there is a fair bit of revenue coming in, should the city get part of it? All of the details were lacking.”

It’s believed the advertising could raise about $37,000 a year. While the development variance permit for the third-party sign was approved Monday, the city has asked the regional district for the relevant financial information.