LDA19-0292 West Edmonton Mall (WEM) Signage Rezoning

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***The discussion has concluded and a What We Heard Report will be made available here when completed.***

City-hosted in-person public engagement events and information sessions continue to be suspended until further notice. This page is to help you find out information and tell us what you think, instead of having an in-person meeting. Please review the information on this page and tell us what you think and ask any questions below, before the end of the day on October 17, 2021.

We will use any feedback that you share to make sure our review of the application is as complete as possible and to inform conversations with the applicant about potential revisions to address community concerns raised. Feedback will also be summarized in the report for City Council so that they are aware of the public’s perspectives prior to making a decision.

Proposed Rezoning Details

The City has received a proposal to rezone the West Edmonton Mall (WEM) site west of 170 Street and south of 90 Avenue from the existing Direct Control Zone (DC2 1117) to a revised DC2.

The revised DC2 proposes to introduce comprehensive on-site signage regulations that would allow for greater flexibility in the number and kinds of signs permitted on the site. If the sign regulation changes are approved by Council, the applicant would be permitted to construct a maximum of 22 freestanding signs that display both static and changing digital content throughout the day. Up to four of the signs would have a maximum height of 12 metres, with the remainder of the signs permitted to be a maximum height of 11 metres.

The proposed regulations contain several provisions to mitigate potential light pollution impacts, mitigate traffic hazards, and help improve how on-site signage integrates with the surrounding community, including:

  • Prohibiting digital or lighted signage in proximity to all signalized intersections to ensure no light is directed at on-coming traffic and no travelling or flashing messages are displayed that create a traffic hazard on a public roadway from which the sign is visible.

  • Limiting the hours of operation of all digital signage to between 5am and midnight only. All digital signs would be required to be de-energized between midnight and 5 a.m.

  • Restricting the display of changing dynamic digital content to only certain, select times of day and replacing it with static digital content for the remaining daytime hours.

On-site signage includes roof, projection, fascia, freestanding, and special signage on the parkade walls, the hotel and the east facing roller coaster walls. This application does not involve any roadway signage.

No changes to the structure of the mall are proposed beyond the possible proposed sign installations.

***The discussion has concluded and a What We Heard Report will be made available here when completed.***

City-hosted in-person public engagement events and information sessions continue to be suspended until further notice. This page is to help you find out information and tell us what you think, instead of having an in-person meeting. Please review the information on this page and tell us what you think and ask any questions below, before the end of the day on October 17, 2021.

We will use any feedback that you share to make sure our review of the application is as complete as possible and to inform conversations with the applicant about potential revisions to address community concerns raised. Feedback will also be summarized in the report for City Council so that they are aware of the public’s perspectives prior to making a decision.

Proposed Rezoning Details

The City has received a proposal to rezone the West Edmonton Mall (WEM) site west of 170 Street and south of 90 Avenue from the existing Direct Control Zone (DC2 1117) to a revised DC2.

The revised DC2 proposes to introduce comprehensive on-site signage regulations that would allow for greater flexibility in the number and kinds of signs permitted on the site. If the sign regulation changes are approved by Council, the applicant would be permitted to construct a maximum of 22 freestanding signs that display both static and changing digital content throughout the day. Up to four of the signs would have a maximum height of 12 metres, with the remainder of the signs permitted to be a maximum height of 11 metres.

The proposed regulations contain several provisions to mitigate potential light pollution impacts, mitigate traffic hazards, and help improve how on-site signage integrates with the surrounding community, including:

  • Prohibiting digital or lighted signage in proximity to all signalized intersections to ensure no light is directed at on-coming traffic and no travelling or flashing messages are displayed that create a traffic hazard on a public roadway from which the sign is visible.

  • Limiting the hours of operation of all digital signage to between 5am and midnight only. All digital signs would be required to be de-energized between midnight and 5 a.m.

  • Restricting the display of changing dynamic digital content to only certain, select times of day and replacing it with static digital content for the remaining daytime hours.

On-site signage includes roof, projection, fascia, freestanding, and special signage on the parkade walls, the hotel and the east facing roller coaster walls. This application does not involve any roadway signage.

No changes to the structure of the mall are proposed beyond the possible proposed sign installations.

Tell Us What You Think About The Application

Please let us know what you like and what could be better about this application. What should Council know as they decide whether or not to approve the rezoning? Other people that visit this part of the site will be able to see your comments.

Please note you must be registered on Engaged Edmonton in order to provide feedback.  However, only your username will be displayed publicly, all other information is kept confidential.  We use this information to distinguish between feedback received from the neighbouring/local area residents and other interested stakeholders.

You may also provide feedback to the Project Planner directly via the contact information under the "who's listening" section of the page.

Consultation has concluded
CLOSED: This discussion has concluded.

Why do the proposed signs along 87 Avenue between 170 & 178 Street not have the same proposed restrictions as those that face other residential areas such as Belmead? The elevated LRT will not diminish the light pollution into the community which already suffers from excessive light & noise pollution.(especially during events such as Soundwave) from the Waterpark & its parking lots. Why was the the Thorncliff Community League not consulted like the other surrounding communities such as Summerlea when the rezoning application was being developed? What mitigating traffic safety measures will be in place at the intersections of 87 Avenue & 170 & 178 Street? These are already high collision intersections.

ThorncliffResident about 1 year ago

What we don't need more or any of are very bright digital signs. Seeing the ones currently in the city are so bright they are incredibly distracting while driving (ie dangerous). Not to mention they look terrible. Nor do we need even more opportunities for advertisements to be blasted in our faces.

Harvest about 1 year ago

Has anyone responded yet

dreadloks about 1 year ago