Alix council balks at ‘highway sign’ advertising

Written by Stu Salkeld

Alix village council pondered an idea from local residents to further promote local enterprise but ultimately decided the idea was too expensive. The discussion was held at the July 6 regular meeting of council.

Village Chief Administrative Officer (CAO) White presented a report to councillors regarding highway sign advertising; Alix is located at the intersection of Hwy. # 12 and Sec. Hwy. #601, a busy traffic spot.

“Mayor (Rob) Fehr mentioned he had been approached by a couple of business owners regarding advertising on the Alberta Transportation highway signs,” stated White in her report.

“He asked administration to look into this and report back.” White noted she contacted the Tourism Highway Sign Program.

Program representative responded, “Businesses located with the community limits of Alix can have their business name placed on a sign on Hwy. #12 just after the existing green and blue Alix community sign.”

Interested businesses would need to submit the online logo application form with a $35 application fee. The sign panel fee for a five year term is $2,250 per direction so if they want east and westbound direction on Hwy. 12 then it will be $4,500.

As White presented the financial implications of the idea, she noted that “…there will likely be an expense to the village for the installation of the blank sign.”

During discussion the CAO clarified the sign in question is the big blue ones motorists are likely very familiar with; as you enter a community, it notifies motorists of shopping options available to them in town.

White stated she wasn’t sure that this signage would be very affordable for Alix businesses, and seemed like it might be more suitable for larger communities with franchises or big box stores.

Mayor Fehr pointed out the idea had been suggested to him and he felt it had enough merit to discuss at the meeting.

Coun. Tim Besuijen stated this idea might be something the Alix Chamber of Commerce might like to look into.

Discussion eventually wound around to a business directory sign which is located across Hwy. 12 at the local gas station. White noted the sign appears to have been recently updated.

As councillors discussed the directory sign they noted it belongs to the Chamber of Commerce, which has already stated the sign will remain at the gas station and won’t be moved elsewhere.

Councillors unanimously accepted the highway signage report as information as suggested by the CAO.

Stu Salkeld
Local Journalism Initiative reporter
ECA Review

About the author

Stu Salkeld

Stu Salkeld, who has upwards of 28 years of experience in the Alberta community newspaper industry, is now covering councils and other news in the Stettler region and has experience working in the area as well.

He has joined the ECA Review as a Local Journalism Initiative Journalist.

Stu earned his two-year diploma in print journalism from SAIT in Calgary from 1993 to ’95 and was raised in Oyen, Alta., one of the communities within the ECA Review’s coverage area.