Digital billboards have become an easy source of revenue for B.C. cities — a form of passive income that can generate hundreds of thousands of dollars.
In Port Coquitlam, the city collects $340,289 a year for three digital signs on CP Rail property on Lougheed Highway and at the rail bridge on the Mary Hill Bypass (7B).
Now, it's looking to add a fourth sign for approximately $110,000 a year.
On Tuesday (July 18), councillors unanimously approved an amendment to a sign bylaw to add the fourth digital billboard.
It will be located on the the south side of Lougheed Highway, west of the Sherling Avenue intersection, and will look similar to the one at Oxford Street and Lougheed.
"I think this is easy money for the city," said Coun. Glenn Pollock.
It wasn't long ago when digital billboards were considered "visual pollution," leaving some people worried they would clutter up roadways and highways.
Back in 2017, when the city first decided to ink a deal with VanHorne Outdoors, the idea met with opposition from PoCo residents, said Pollock.
But they were the best idea when putting advertising on trucks and getting pennies for B.C. lottery and booze sales didn’t fly.
And since then, there hasn’t been a lot of push back, said Coun. Darrell Penner.
They don't cause distracted driving, and the city gets to put some of its messages on the billboards, as do non-profit groups.
"It's a great way to get revenue for the city," said Coun. Nancy McCurrach.
She suggested they could be used for Amber Alerts for missing children.
PoCo isn't the only city getting money for billboards.
Port Moody has a contract with Pattison Outdoor Advertising for two digital signs and last year considered a proposal for two more smaller signs.
For Port Coquitlam, adding more signs is a way to add revenue without causing too much of a sting.
Said Coun. Pollock: "It is bringing in money to city that doesn’t come out of taxpayers' pockets."
