Red Deer city council has given Mason Martin Homes a site exception that could allow the local homebuilder to keep a dynamic sign on its downtown offices, even though the display had been switched off since spring under a stop-work order.
The sign sits on the Gaetz Manufacturing Building, a structure built in 1910 at the corner of Gaetz Avenue and 51st Street that once served as a provincial courthouse before becoming home to the longtime local business. The fascia sign, which cycles through images roughly once a minute, replaced a static sign of similar size. City staff flagged the display after discovering it had never received formal approval, leading to the shutdown in May.
Council Vote Splits Over Safety Concerns
At a council meeting held Sept. 29, councillors voted in favour of granting the site exception, pointing to the lack of public complaints about the sign and the benefit to a longstanding downtown business trying to promote itself. Councillors Kraymer Barnstable, Tristin Brisbois, Bruce Buruma, Cassandra Curtis, Adam Goodwin, Chad Krahn and Dianne Wyntjes supported the exception.
Mayor Cindy Jefferies and Coun. Jaelene Tweedle voted against the measure, citing safety concerns raised by planning staff, who had recommended against the exception. Jefferies said the sign risked detracting from the appearance of a historic building and could pose a hazard in a part of the city with heavy pedestrian traffic, suggesting downtown design standards may need to differ from those applied along busier roadways.
Barnstable, who voted in favour, said he did not want the decision to signal that businesses can disregard city sign bylaws without consequence, though he said he did not view the sign itself as a safety issue.
What the Approval Means for the Business
The council’s vote does not amount to final approval of the sign. Mason Martin Homes will still need to secure a development permit from the city’s planning department before the dynamic display can be formally reinstated.
Managing director Hugh MacBeth told council the sign plays an important role in marketing the company’s new home developments and reflects a shift in how businesses need to advertise in the current era. He said that if the sign application were ultimately rejected, he would consider selling the building and relocating the business to a site where dynamic signage is permitted.
MacBeth also pointed to broader challenges facing homebuilders in the region, saying the industry is not in a strong position at the moment, even as he described weathering previous ups and downs in the market. He said marketing homes effectively has become increasingly difficult under current conditions.
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