‘Excessive’ electronic sign proposed near busy highway in Mississauga

Two electronic signs proposed in Mississauga could be a danger to drivers.

There are two applications for 100 per cent electronic changing copy ground signs for two different areas of the city, reports to the city’s Planning and Development Committee say.

Many signs have electronic displays that can change messages but typically the display is only a small part of the sign. In these cases, the entire sign has an electronic display that can change.

The first proposal is for an Esso gas station at 6501 Goreway Dr., near Pearson Airport and Highway 427 in Mississauga, the report states.

The proposed sign has a face area of 46.50 square metres (500.5 square feet) and a height of 16.8 metres (55 feet). The permitted maximum size is 20 square metres for the face, and 7.6 metres for height.

Placed adjacent to Highway 427, the height of the proposed sign would be visible from the elevated highway.

Videos

A rendering of the proposed Esso sign submitted to the City of Mississauga.

The height and location are not permitted under current bylaws, which is why the property owner is asking for a variance.

But staff recommend rejecting the proposal as it could “create a distraction to drivers on the highway.”

Approving the sign would also set a precedent. If other property owners installed similar signs that would create more distraction on the highway, the report states.

“The requested variance should be refused because the sign face area and height are excessive,” the staff report says.

A second proposal for a ground sign with 100 per cent electronic changing copy is for Sheridan Mall, 2225 Erin Mills Parkway.

In this case, however, the sign has already been installed and a complaint to the city in December 2023 led the owner to request a variance. At this time, the sign appears to be advertising content associated with the shopping mall only, the report states.

The sign at 2225 Erin Mills Parkway.

The mall also has an active residential development proposal.

Staff, again, recommends rejecting this application as the sign bylaw permits ground signs with a maximum electronic changing copy equivalent to 50 per cent of the sign area.

Also, the sign is 48 metres from a residential area and 12 metres from a major traffic sign. Signs of this type must be 120 metres from a major traffic sign and 250 metres from a residential neighbourhood.

Both these sign proposals are slated to be discussed at the Planning and Development Committee meeting on Sept. 3 at 6 p.m.

For more information, see the agenda here.

Lead photo of Highway 427: Google Maps