Fines for billboard trailer advertisements in Foothills County have spiked.
County council voted in favour on June 5 of significantly increasing fines for billboard trailers that dot major highways in the Foothills.
“I have heard no change in the opinion of people out in the West Country,” said Division 4 Coun. Suzanne Oel, in supporting the change to a bylaw to increase the fines. “I don’t support the trailer billboards. I do support freedom of speech, but there are other ways to get that information out, not through a big trailer that makes our scenic county look ugly.”
The County gave first reading to increase the fines on Feb. 6 in an effort to deter billboard-trailers in the County. There were 41 in January and now there’s 24 after some landowners chose to remove them.
The passing of third reading on June 5 means a potential fine of $2,500 for failure to comply with a remedial order in regards to the billboards, $5,000 for a second contravention and $7,500 for a third (both within 12 months).
Previously, the fines were between $500 and $1,000.
Ryan Payne, County Deputy CEO, told council the fines are a last resort. The municipality wants to work with the parties in reaching compliance before issuing the fines.
The fines may be applied to the landowner or company operating the billboards.
Spot Ads co-owner Josh Laforet, who operates many billboards in the County, said he’s disappointed with the decision.
“We appreciate the increase in fine, but the basis of the bylaw and what the bylaws say about freedom of speech is a bigger concern,” he said on June 6.
Division 7 Coun. RD McHugh voted against the motion, adding he may be the only councillor who received more phone calls in favour of billboards than opposed.
“I agree with the gentleman (Laforet) that we shouldn’t be regulating these – this is a source of income,” McHugh said.
Florence Adams has two billboard trailers on her property on Highway 2, north of High River. She said she received a letter from Alberta Transportation over concerns about the trailers and a call from Foothills County.
“I don’t feel my trailers have caused any accidents, or anything else,” she told council. “Their (Alberta Transportation’s) concern was the high-speed of the traffic, there could be accidents because people are watching the signs and not watching their driving.
“I have never had an accident anywhere in front of my house.”
Adams, a senior citizen, said she estimated the billboards have been on her property since at least 2010.
“I feel like my trailers were not harming anyone, but actually helping me pay my taxes,” she said. “I don’t know why Foothills council has decided they are such a menace on the highway.”
Laforet said Spot Ads has not received a complaint or feedback concerning its billboards in Alberta and Saskatchewan causing accidents.
He said they provide revenue for landowners who deal with Spot Ads and provide affordable advertising for many Foothills area companies.
Laforet said in an interview he made permit applications for billboards in the county with Alberta Transportation.
None of the applications have been responded to or processed, he said.
“Our interpretation of the bylaw is the correct procedure is to apply with Alberta Transportation for the sign permit and once they have been obtained we can apply for a permit with the County,” Laforet said. “We have applied for permits with Alberta Transportation since 2015.”
County CEO Harry Riva Cambrin told council it was his understanding that as far back as the 1960s the Province required permits for the billboards.
Laforet told the council Spot Ads explains the situation to clients, adding it takes full liability for its customers. Spot Ads also doesn’t have a business licence to operate in Foothills County.
Division 2 Coun. Delilah Miller said there are plenty of avenues for advertisers to get the word out — from digital to print media.
“We have heard a lot of complaints from residents that they don’t want their landscape cluttered with this type of advertisement,” she told Laforet.
Division 3 Coun. Jason Parker asked Laforet to consider “if every quarter-section had six of these lined up everywhere, the consequences it would have on this municipality.”
He added it would be chaos for the municipality if businesses proceeded to set up shop without proper permits.
Laforet said he would like to work with Alberta Transportation and the County to make it a regulated industry.
“I think having a full prohibition is unconstitutional,” he said. “But I think having a full free-for-all on a quarter-section isn’t right either.”
Traditional billboards, ones not attached to vehicles, also require provincial permits.
Spot Ads and former Foothills councillor Gerrit Top, who has a pro-life billboard-trailer on his property south of High River, filed a legal challenge against the Foothills County, citing freedom of expression concerns.
The first court date is June 18 at Calgary’s Court of Queen’s Bench.
Changed for further clarity
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