By Richard Rolke - Vernon Morning Star Published: November 21, 2008
Advertising at Wesbild Centre could save Vernon taxpayers money, but they would break the rules. City staff are recommending to council Monday that a request from the North Okanagan Regional District for third-party advertising at the 43rd Avenue facility be denied because such a use is not permitted under current bylaws. NORD is proposing that advertising from businesses be placed on the centre’s electronic reader board sign. “The revenue would go towards offsetting the operating costs of Wesbild Centre,” said Jim Bailey, facilities manager. Wesbild Centre is a function of the regional district but funded by the taxpayers of Vernon, Coldstream and Areas B and C. Bailey sympathizes with the city’s position, but points out that third-party advertising is allowed on bus shelters and bus benches. “The arrangement for bus shelters benefits the community as a whole and we’re saying if we have a similar agreement, it will benefit the community by offsetting costs at Wesbild Centre,” he said.
The electronic sign was installed in 2006. “It (retail advertising) was the intention of the sign from day one. Blank spots are there for advertising,” said Bailey. Under city bylaw, third-party advertising is a sign which promotes a business or service which is not conducted within the property on which the sign is located. “Third-party signage is prohibited to prevent the proliferation of signage along major traffic corridors in the city,” said Cornelius Martens, building and inspections manager, in a written report to council.
Coun. Jack Gilroy has mixed feelings with the matter. “If it doesn’t fit into our bylaws, we should adhere to our bylaws,” he said, adding, though, that the advertising would lower the public subsidy for running Wesbild Centre. “I think we will have a great discussion on it. We have ignored bylaws before when it benefits taxpayers.”
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Morning Star Editorial: Published: November 21, 2008 Just get on with it
Rules and regulations may be necessary, but they're out of hand when they stand in the way of something that directly benefits residents. In the case of third-party advertising at Wesbild Centre, it's hard to believe city staff is recommending council shoot down a proposal from the North Okanagan Regional District. Certainly the bylaw against a business advertising away from its location makes sense as a preponderance of billboards and signs could be unsightly and create a traffic hazard among major routes. But NORD's plan to install advertising on the exterior reader board sign at Wesbild Centre makes sense as revenue generated from the selling of the spots will go directly into operation of the facility. That ultimately means less money coming from taxpayers, including in Vernon. It should also be pointed out that some Vernon politicians sit at NORD and in 2006, they approved installation of the electronic sign. They knew full well that the sign would have space for advertising. That was always the plan.
One also has to wonder why the city would stick to the bylaw in this instance when there are numerous instances of third-party advertising benefitting taxpayers financially. Among them are the ads on transit benches and shelters, and even the large letters proclaiming Wesbild Centre could be considered third-party advertising because it promotes a business. There are also the third-party ads hanging on every wall within the arena. Do those conform to the bylaw. City staff deserve praise for trying to ensure the rules are followed but when they hamper a direct benefit for taxpayers, bylaws should be set aside.
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