City hall takes dim view of casino billboard idea

Playtime on Water Street asks for permission to build 90-square-foot sign

A big electronic billboard proposed for the downtown casino should not be allowed, city planners say.

The 90-square foot sign directly contravenes a recently adopted city policy banning electronic message boards in most areas of the city, municipal staff will tell council on Dec. 4.

“Public engagement undertaken as part of the new sign bylaw process found that the majority of participants agreed electronic message signs should only be permitted by cultural, recreational and institutional organizations,” reads part of a staff report to council.

The proposed sign would be placed above the main entrance to the Playtime Casino on Water Street.

The company says the electronic sign is in keeping with $12-million worth of investments recently made at the casino.

“In addition to traditional print, media and social channels, we rely extensively on digital messaging systems to both inside and outside of our facility in order to provide information on upcoming events and features to our guests,” Jagtar Nijar, chief administrative officer of Gateway Casinos and Entertainment, writes in a letter to the city.

As well as promoting the casino, Nijar says the electronic billboard could occasionally be used to promote community events and provide information on missing children and wildfire risks.

There is no intention to allow third-party advertising on the sign, Nijar says.

Playtime originally applied for permission to put up the electronic billboard on June 13, when the previous sign bylaw allowed for such message boards.

The effective ban on electronic signs was imposed by city council on Aug. 27.

The issue before council on Dec. 4 is whether to grant the two variances that would be needed for Playtime to put up the sign.