Video Projection

[UrbanWaterloo]

11 Benton Street (Delta Hotel) | LuminAD Canada
Request to Waive Enforcement of the Sign By-law (Chapter 680 of the Municipal Code)
Date of Report: September 15, 2010 | Date of Meeting: September 20, 2010
Prepared By: Lisa Thompson, Planning Technician
Submitted By: Alain Pinard, Interim Director of Planning
Report No.: DTS-10-168



RECOMMENDATION:

That the request to allow LuminAD a trial period for a new video projection advertising media be approved subject to the following conditions:

1. That enforcement of the City’s Sign By-law be waived until November 30, 2010;
2. That the projected video image shall only be projected onto the façade of the Delta Hotel at 11 Benton Street in the location as shown in Report DTS-10-168;
3. That the video image shall be projected at a visual height greater than the height of the corresponding traffic signals as seen from eastbound King Street;
4. That the video projection be permitted only between sunset and 12:00 midnight;
5. That in the event that the proposed video projection sign is determined to be a traffic hazard by City and/or Region of Waterloo staff, that the trial period shall cease immediately, by written notification from Jeff Willmer, Interim General Manager, Development and Technical Services Department;
6. That in the event of any damage to City property, directly attributable to the installation of the projection equipment, LuminAD shall be financially responsible for all repairs; and further
7. That in the event of failure to cease projection after November 30, 2010, the City’s Municipal By-law Enforcement Officer be directed to commence notice of action to cease, unless otherwise permitted.

REPORT:

The City’s Planning staff were approached by LuminAD regarding a new video projection advertising method that they are interested in bringing to Kitchener. The video projection sign would essentially function as a billboard as it would contain third party advertising.
Presently the City’s Sign By-law does not permit third party signs in Kitchener with the exception of approved billboard sign locations.
The video projection sign has no physical structure as it is an image projected onto a surface. In this case, the proposed location is at the Delta Hotel in downtown Kitchener which has a large blank façade suitable for the projection.
LuminAD undertook a live demonstration for City officials on Monday September 13, 2010 from 8:30 pm until 10:00 pm. The purpose of the live demonstration was for staff to determine whether this would be a suitable advertising media in the downtown.
Staff are interested in investigating this new type of advertising media further and are requesting Council to waive enforcement of the Sign By-law to allow LuminAD to run a trial of the video projection until November 30, 2010.
Staff believe that a trial period of this length will allow us to gather the necessary information to determine if the sign has any negative impact on traffic movements and allow the time to develop new sign regulations as deemed appropriate.

[panamaniac]

Don't like it.

[Spokes]

Gonna wait to decide what I think until I see it, so we'll see.

[KevinL]

All advertising? No thanks.

[mpd618]

What a great way to enliven a newly renovated public plaza! Christ.

What the hell is the justification for this? Apart from "someone wants to make money at the public expense".

[Urban_Enthusiast86]

I guess the city wants to go for the Dundas/Times Square look at that intersection. I'm not overly opposed to it in particular. At least there's no buildings of any historic character in the immediate area. If anything, having some ads around gives it a feel of big-city vibrancy.

[Shawn]

All advertising? No thanks.

I agree. If it's all commercial advertising, no thanks. I'd like to see some other videos up there. Oktoberfest will be a good "test" to see how they use (or abuse) that video space. If they can mix in interesting Oktoberfest information, trivia, helpful tourist tips etc I wouldn't mind it.. but if it's all advertising that is blatantly designed to sell, sell, sell (ie: beer commercials, Schneiders commercials, etc) then no thanks.

I'd love to see them market the entire region (on that screen) during Oktoberfest. There are going to be lots of tourists here that came for the Festival Halls, but don't know anything about what is around the region. Feature information about a Cambridge river walk, a trip to the Farmers Market and St. Jacobs, a Waterloo Historical Walk etc.

[Urban_Enthusiast86]

I agree. If it's all commercial advertising, no thanks. I'd like to see some other videos up there. Oktoberfest will be a good "test" to see how they use (or abuse) that video space. If they can mix in interesting Oktoberfest information, trivia, helpful tourist tips etc I wouldn't mind it.. but if it's all advertising that is blatantly designed to sell, sell, sell (ie: beer commercials, Schneiders commercials, etc) then no thanks.

I'd love to see them market the entire region (on that screen) during Oktoberfest. There are going to be lots of tourists here that came for the Festival Halls, but don't know anything about what is around the region. Feature information about a Cambridge river walk, a trip to the Farmers Market and St. Jacobs, a Waterloo Historical Walk etc.

They already do that at the city hall "cube", do they not?

[Shawn]

They already do that at the city hall "cube", do they not?

Good question - I've rarely seen the cube in operation and when it was, it was short films etc. I can honestly say I've never seen what they have been projecting on the Cube during Oktoberfest.

[smably]

Yet another reason to dislike buildings with blank walls!

[Urban_Enthusiast86]

Yet another reason to dislike buildings with blank walls!

Yeah, but the advertisements are still preferable to blank walls.

Compared to Toronto and Hamilton, crass commercialism and billboard-mania isn't really a big issue in this Region, nor is graffiti. But if it's done in the right places, it can actually add a bit of character in otherwise bland areas (like the corner of King and Frederick). Now if it were done among a bunch of historic stone buildings in downtown Galt, I'd take issue.

I take it I'm the only one playing devil's advocate for this proposal.

[Spokes]

Yeah, but the advertisements are still preferable to blank walls.

Compared to Toronto and Hamilton, crass commercialism and billboard-mania isn't really a big issue in this Region, nor is graffiti. But if it's done in the right places, it can actually add a bit of character in otherwise bland areas (like the corner of King and Frederick). Now if it were done among a bunch of historic stone buildings in downtown Galt, I'd take issue.

I take it I'm the only one playing devil's advocate for this proposal.

I see potential in it too, that's why Im going to wait before giving a seal of approval or not. At that corner, on that building, I think it could work. Its going to be advertising not Oktoberfest or any other videos, so how is it any different than billboards other than it doesn't take up any land?

And good reference to Dundas/Times Square, I was thinking the same thing.

[thebruce]

I see potential in it too, that's why Im going to wait before giving a seal of approval or not. At that corner, on that building, I think it could work. Its going to be advertising not Oktoberfest or any other videos, so how is it any different than billboards other than it doesn't take up any land?

I'm of similar mind... I'm wary of projections, but interested to see how the space is used. Like the 'cube', I'd rather see it used for non-commercial content, promotional material (which can still bring in revenue) over commercials and product sales and whatnot. Mostly I'd love to see artistic/experimental content, stuff that really help with the atmosphere in the area.

But first and foremost - it needs to be content designed for the medium. On the cube, it really bugs me seeing 1) stretched video 2) video that clearly requires audio accompaniment 3) video with text so tiny it can't be seen so far away.

Whatever gets displayed here, please make sure it's appropriate for the medium! I'm sure that would make it go over better with the public too .

[mpd618]

In the report it seems clear that this is purely for commercial advertising.

[Spokes]

Welcome to Wonderful Waterloo thebruce!!

I think we'll see it using appropriate media. I don't think we'll see commercials, I think it'll be more like a digital billboard.