April 22, 2009

The Provincial Government is taking the first step this spring towards full implementation of a new highway signage system, based on the Tourist-Oriented Directional Signage (TODS) model.

TODS is the most universally-accepted and widely-used approach for integrating public and private tourist services and attractions signage into the highway system. Once fully implemented, the TODS model will result in signage that is consistent, easy to locate, and which uses universal symbols and standards for optimal effectiveness.

The Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation, and the Honourable Kevin O�Brien, Minister of Government Services, were joined by representatives of Hospitality Newfoundland and Labrador (HNL) and Municipalities Newfoundland and Labrador (MNL) at a news conference today to officially announce that the province�s first course of action is to address the proliferation of unapproved signage along provincially-maintained highways.

"Highway signage issues have been raised consistently by the travelling public for many years," said Minister Jackman. "Providing clear signage to regional attractions, historic sites and other tourism-related businesses is a priority for our government. Removing signage which is not permitted, and which detracts from the natural beauty of the environment, is a concrete first step towards addressing those issues."

Following research last year into signage systems which work effectively throughout Canada and the world, the TODS model emerged as the best option. Subsequent consultations held throughout the province indicated that stakeholders felt the first step necessary in implementing a new system would be the removal of signs which have no permit in place under current regulations, or which do not comply with the criteria outlined in the permit granted.

The Department of Government Services is responsible for issuing permits for highway signs. Beginning June 8, the department will direct Department of Transportation and Works crews to remove and discard any unapproved signage which remains on the highways.

"Our highways have many signs which were never permitted to be erected in the first place," said Minister O�Brien. "By making this announcement today, we are giving owners of non-approved signage plenty of time to remove signs of their own volition, in case they wish to use them in a legal capacity elsewhere in the future."

Bruce Sparkes, Chair of Hospitality Newfoundland and Labrador, said the tourism industry association recognizes that unapproved signage detracts from the efforts of tourism operators who have received permits to place promotional signage along the highways.

"Tourism operators who have complied with the province�s highway signage regulations are put at a disadvantage when non-approved signs are erected," said Mr. Sparkes. "By removing non-compliant signage, we are moving in the right direction and beginning the process of establishing a highway signage system which is more client-focused and benefits the province�s tourism industry as a whole."

Lucy Stoyles, Avalon Director for Municipalities Newfoundland and Labrador, representing Graham Letto, President of MNL, said her organization supports the Provincial Government�s plans to implement the TODS system in Newfoundland and Labrador and is encouraging all incorporated municipalities to adopt the TODS model within their own boundaries.

"Promotional billboards and other signage issues are a problem for municipalities throughout Newfoundland and Labrador," said Ms. Stoyles. "In taking this first step towards implementation of a better system along our provincially-maintained highways, the Provincial Government is providing the framework through which municipalities can address issues of specific concern within their own boundaries."

Budget 2009 provides more than $400,000 to address enforcement issues around provincial highway signage in preparation for full implementation of the Tourist-Oriented Directional Signage (TODS) system.

For more information on TODS, please visit the Highway Signage Review website at www.tcr.gov.nl.ca/tcr/tourism/tourism_marketing/signage/

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