The Squamish Nation cleared a major hurdle to installing controversial 10-foot-high by 30-foot-wide electronic billboards across Highway 99 from the Stawamus Chief, and in five other locations in the Lower Mainland.
On Tuesday (Sept. 22), the Squamish Nation announced the federal department of Indian and Northern Affairs "determined the billboard will not be detrimental to the environment."
The billboards are expected to be erected by Christmas, according to Squamish Nation senior operating officer Toby Baker.
The next step is for the proposed signs, which would feature LED lighting of six static advertising messages per minute, will go the Squamish Nation council for approval. In an interview with CBC radio Tuesday morning, Baker said there should be no impediment to council's approval - a sentiment seemingly echoed by Squamish Nation Chief Gibby Jacob.
"The Squamish Nation, like most communities, needs new secure revenues in order to sustain important programs and services," said Jacob in a press release statement.
Those revenues would tally into the millions over 20 years, Baker said.
The Highway 99 proposal first came to light last summer amid local criticism. And in the wake of the federal approval, a North Shore-based organization called Citizens for Responsible Outdoor Advertising (CROA) has repeated its opposition to the plan.
"Billboards cause accidents," said Wayne Hunter, chair of the anti-billboard coalition, which has set up a website at www.stopthebillboards.ca. "It's inevitable that safety problems related to driver inattention and distraction will escalate in the future. The introduction of new technologies within the billboard industry together with new onboard driver assist systems will only compound the incidence of driver distraction and lead to unnecessary death and injury in our communities."
However, he said he held out hope that the billboard proposal would be replaced with a vision for a more sustainable economic development plan.
"The Squamish Nation must know that our communities stand ready to assist in any way we can to move forward on any alternative initiative."
During a July 21 Squamish Nation presentation to council, Coun. Patricia Heintzman said she was "heartbroken," about having overt marketing in town, and Coun. Doug Race requested the Squamish Nation make every effort to make the project as appealing as possible. Mayor Greg Gardner echoed Race's concerns and sentiment.
The planned locations for the other double-sided boards are at the south end of the Burrard Street Bridge in Vancouver on the west side; on the south side of Marine Drive in West Vancouver between the Lions Gate Bridge off ramp and Capilano Road; on the west side of Highway 1; north of the Main Street off-ramp (Junction 23A) in North Vancouver District; on the south side of Main Street, east of Mountain Highway in North Vancouver District and on the west side of Highway 99, south of the Squamish Gaming Centre, facing north and south.
Eighteen billboards were initially proposed, but that plan was scaled back following widespread opposition throughout Lower Mainland communities, with some saying they would be eyesores and others saying the distractions would be hazardous to drivers.
