Beaconsfield seeks residents’ input on erecting billboards

Potential advertising revenues clash with esthetic concerns

The city of Beaconsfield will hold an information meeting May 25 inviting residents to hear a proposal to install a nine-metre billboard alongside Highway 20.

The billboard, proposed by a company the city would not name, would be installed on land owned by the city by the public works building off Beaurepaire Drive. It would generate upwards of $300,000 for the city coffers every year.

The revenue would come from an advertising company that would rent the space from Beaconsfield. The electronic billboard would have two sides for ads.

Some residents and even some city councillors are leery of the idea, calling an electronic billboard light pollution, an eyesore, and dangerous for drivers in terms of distraction.

Ron Belair lives at the corner of Red Cedar Road and Beaurepaire Drive. The billboard would be very visible from his house.

“I’m against it,” Belair said. “There are all sorts of bylaws in Beaconsfield about what kind of lights and colours of lights you can have on your house and this will be lit up like a Christmas tree.”

As for the monetary gain, Belair was dismissive.

“With a budget of $41 million, $300,000 to Beaconsfield won’t change anything,” he said. He plans to attend the meeting.

André Moyal’s home backs onto a soccer field across the street from public works.

He, too, was not happy about the idea of a lit billboard shining in his windows.

“I don’t want a billboard behind my house. I hope it does not happen, because then we can’t sleep,” said Moyal.

Resident Michel Guay’s major objections centre on the appearance of the community and any possible health effects. Although he lives far from the site, he has strong opinions on the matter.

“It’s ugly and would deface the city,” Guay said. “This is not a small sign. This is humongous.

“And I don’t think there have been any studies about the health issues of having something like that flashing 24 hours a day, day and night,” Guay said.

Mayor Georges Bourelle says the revenue would represent 2.5 per cent of Beaconsfield’s annual tax revenue.

“We did not go seeking billboards. We were presented with an opportunity, with a proposal. We discussed this at caucus and told our director general to pursue this.

“He came back with some pretty interesting numbers, a 10-year contract in excess of $300,000 per year. That’s $3 million.”

Bourelle said the item was put on the table at the last council meeting and the information session is a perfect example of transparency.

“We want to make sure everyone understands, for us to be in a better position to get the pulse of the community.

“If we had made a decision without consultation to dismiss this opportunity, somewhere down the road someone would say, ‘Hey, what’s the matter with you? We’d like $300,000 a year.’ ”

City councillor Pierre Demers is of two minds, he said.

“Personally, I’m against it. This doesn’t fit into our city,” Demers said.

“As a councillor, if I go to the meeting and the public supports this idea, then my job is to do what the constituents want.

“So far, all I have heard are overwhelmingly negative comments. I sent out 110 emails to residents in my district and nine out of 10 are against the billboard,” Demers said.

Bourelle encourages residents to attend the meeting, hear the pitch and ask as many questions as they like.

“This is not a done deal,” the mayor said.

The billboard information meeting is Monday, May 25, at 7:30 p.m. at Beaconsfield City Hall, 303 Beaconsfield Blvd.