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Home My WebLink AboutCSD-011-20Staff Report If this information is required in an alternate accessible format, please contact the Accessibility Coordinator at 905-623-3379 ext. 2131. Report To: General Government Committee Date of Meeting: November 9, 2020 Report Number: CSD-011-20 Submitted By: Reviewed By: File Number: Report Subject: George Acorn, Director of Community Services Andrew C. Allison, CAO Resolution#: By-law Number: Updating of Tourism Oriented Directional Signage Recommendations: 1.That Report CSD-011-20 be received; 2.That Council approve either Option A or Option B for the Tourism Oriented Directional Signage (TODS) as presented; 3.That staff be directed to proceed with the replacement of the existing TODS in coordination with the Ontario Ministry of Transportation (MTO); and 4.That the Clarington Tourism Advisory Committee and all other interested parties be advised of Council’s decision. Municipality of Clarington Page 2 Report CSD-011-20 1. Background 1.1 The TODS program is administered by the Ministry of Heritage, Sport, Tourism and Cultural Industries. The current TODS were installed in July 2000, and last updated in 2012 with the images that are currently in place. 1.2 The three TODS are in high volume traffic areas along our highway corridors. These signs promote local tourism and are located at Clarington’s main gateways, namely eastbound Hwy 401 (Courtice Road exit), westbound Hwy 401 (Newtonville Road exit), and southbound Hwy 115 at Hwy 35 connection. The location of the signs allows for visitors to recognize when they enter the Municipality. 1.3 The current TODS are now eight years old. The three signs require refurbishment. While the signs receive annual maintenance, the billboards are damaged and worn, with Clarington having some of the oldest signage along Hwy 401. The Ministry TODS program suggests that signs are guaranteed for five years and that is up to each Municipality to develop their own replacement cycle. Report Overview In addition to being a great place to live, work and play, Clarington is also a popular destination for visitors. Our community has much to offer “out of town” visitors either for day trips or for longer durations. It is the responsibility of our Tourism staff, in collaboration with Clarington’s Tourism Advisory Committee (TAC), to promote what our community has to offer to both our residents and potential visitors to Clarington. An important component for the attraction of non -resident visitors is to have highly visible “gateway” signage on the well travelled highways entering the Municipality. The current Tourism Oriented Directional Signage (TODS) are located adjacent to the eastbound lanes of 401 at the Courtice Road exit, the westbound lanes of Highway 401 at the Newtonville Road exit and the southbound lanes of Highway 115 at the Highway 35 junction. The existing signs have been in place since 2012 and need replacement. Staff see this as an opportunity to update the imaging on these signs and are seeking Council’s approval on a new design. Following approval of the design, staff will move forward to have the existing signs replaced with an anticipated completion in spring 2021. Tourism staff have worked with the Tourism Advisory Committee to design two options for Council’s consideration. Both options take into consideration the recently approved Corporate Branding Guidelines and are aligned with the strategic direction of the TAC. Funding for the replacement of the three existing signs will come from monies Clarington has received from FedDev Ontario though the Tourism Industry of Ontario’s Regional Recovery and Relief Fund. Municipality of Clarington Page 3 Report CSD-011-20 2. Proposed Sign Replacement Plan 2.1 Council recently approved a key document that supports the need to update the TODS. The Tourism Advisory Committee's strategic direction was presented in the Committee meeting minutes that appeared on the September 16, 2019 Council agenda. Additionally, the new images conform to the recently approved Corporate Branding Guidelines. 2.2 When staff began the process to update the signs, Tourism and Communications staff worked to include current branding guidelines, existing marketing campaigns, and MTO guidelines and recommendations. The design of the proposed new signs reflects Tourism's mission and aligns with TAC’s strategic direction for Tourism in Clarington and has received their endorsement. 2.3 The process for updating the signs will be administered with Canadian TODS Limited, a subsidiary of Interstate Logos. The approximate cost to replace the three TODS is $8,500 and takes approximately three months to complete, following submission of the final artwork. This past summer we received funding from Ontario's Regional Relief and Recovery Fund, through FedDev Ontario, specifically to aid the recovery of the important tourism industry. The cost of updating the TODS fits within the guidelines for the funds and will be used for the project. The ongoing cost for maintenance of these signs will be included in the Department’s annual operating budget. 2.4 Staff have presented two options for Council to consider (Attachment 1.) As previously identified, both options conform to the Corporate branding guidelines and are consistent with the strategic messaging for the TAC. 2.5 With the recent expansion of Highway 407 to Highway 35/115, staff have also placed the Municipality on the waiting list to add a TODS on the eastbound 407 as you enter the Municipality. Unfortunately, COVID-19 has delayed the MTO moving forward with the TODS program for this new section of the highway. Staff will continue to monitor the progress on this and will update Council as appropriate. 3. Concurrence Not Applicable. 4. Conclusion 4.1 It is respectfully recommended that Council consider both design options and provide staff a decision on Option A or Option B so that staff can commence the process to replace the TODS at the locations indicated in this report. Municipality of Clarington Page 4 Report CSD-011-20 4.2 Staff, along with the TAC, are confident the updating of the images and the signs in these strategic locations will refresh the message Clarington is presenting to the thousands of vehicles that travel into or through the Municipality daily. This, along with other marketing measures, will help promote Clarington as a destination for tourism and will be beneficial to our tourism partners across the Municipality. Staff Contact: Lee-Ann Reck, Manager, Client Services, 905-623-3379 ext. 2508 or lreck@clarington.net. Attachments: Attachment 1 - Tourism Oriented Directional Signage Options Interested Parties: The following interested parties will be notified of Council's decision: Clarington Tourism Advisory Committee Highway Billboards Update 2020 Clarington Tourism is updating three billboards posted on Highway 401 Eastbound, Highway 401 Westbound and Highway 115 Southbound. The billboards are prominently placed as you enter the Municipality. The current billboards use an outdated logo and imagery. The “Information - Exit 432” banner at the bottom will also be updated. Highway 115 Southbound Highway 401 Eastbound Highway 401 Westbound Updating the Tourism billboards Current signage Examples from other Municipalities Representing our community promote Clarington as an authentic destination through telling our collective community story and creating an emotional connection to Clarington – a place that reminds you of home, a place people embrace and want to return to. Imagery & theme Some common and key elements of our diverse community that can be depicted in the signs include: • Waterfront • Agriculture/Rural Scenery • Parks and Trails • Family Connection • Simple Life Proposed design option #1 Proposed design option #2 Proposed Designs The following proposed images represent key attributes of our community including rural areas and agriculture. The images experience more. “Next 7 exits” will be featured on the signs displayed along Highway 401 but not along Highway 115. #2 #1#1 #2 Highway 401 options: Highway 115 options: