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April 2, 1997
(Tourism, Culture and Recreation)

Government using cooperative approach to update highway signage policy

Sandra Kelly, Minister of Tourism, Culture and Recreation, today announced a revised policy to regulate road and highway signs used for tourism and commercial purposes. The revisions are the result of a consultation process involving the Department of Government Services and Lands, the Department of Works, Services and Transportation, and Hospitality Newfoundland and Labrador.

The government is responding to industry requests to amend the 1990 highway signage regulations, to allow restaurants and accommodations to erect off-site promotional signs. This amendment will be in place during 1997. During this time the government will consult with resident/non- resident tourists, environmental groups, business interests and community leaders on the results of these changes, to determine whether properly designed and located promotional signs are helpful to the tourism industry. The highway signage issue will then be reconsidered.

The new policy is also designed to deal with the many unsafe and poorly designed signs that have been constructed without reference to the standards of the signage policy. Current sign owners have until May 9, 1997 to obtain the necessary permits and fix or relocate signs that do not conform to the new guidelines. After that, signs still in violation of the policy will be removed and returned to owners.

"This approach will ensure that tourists have access to all the information they need, without being subjected to unsightly, and in some cases dangerous, highway signs" Minister Kelly said. "It also allows for a thorough analysis of this issue over the summer. We are building on the 1990 highway signage policy and, at the same time, responding to the needs of the tourism industry."

"Our input into the process allows our members to maximize their impact during this all-important tourist season," said Liam Sneyd, President of Hospitality Newfoundland and Labrador.

The government considers the province's highways as an important tourism asset, with access to pristine wilderness and scenic vistas. The orderly development of a new highway signage policy will provide for maximum aesthetic value and highway safety, while allowing tourism businesses to advertise en route.

This interim policy will be in force for one year commencing April 1, 1997. Applications and the permit fee must be submitted by April 15, 1997. Permits, for the permissible signs, will be issued by May 9, 1997. Application forms, and further information, are available from each of the five regional offices of the Government Service Centre.

Contact: Laura Cochrane, Director, Communications, Department of Tourism, Culture and Recreation, (709) 729-0928.