INNISFAIL – It was in early June when Discovery Wildlife Park lost its longstanding and critically important directional entrance sign at the corner of Highway 2A and 51 Street.
The sign, which had been in place for about 20 years, was vital for the zoo and its guests, especially ones coming from out of town.
However, the sign was taken down by the Town of Innisfail because it contravened current sign/advertising regulations under its the land use bylaw.
“Back 20 years ago there wasn't this bylaw, and we had permission from the landowner and the town to do it, but bylaws change and development officers change, and we had to go by the book and go through the process of approaching council,” said Doug Bos, the zoo’s co-owner.
Immediately following the sign’s loss Bos made an application to the town to have a replacement sign at the same corner.
On June 23 Bos was at town council’s regular meeting where the sign issue was discussed.
In a report presented to council by Meghan Jenkins, the town’s community services director, a recommendation was made to approve the placement of a new Discovery Wildlife Park directional sign within a portion of the same corner, identified in the report as 4203 - 52 Street Close.
“As a major tourist attraction in our community, clear directions to the park are essential,” Jenkins told council. “Currently, online navigation services often direct visitors to the park’s service access along Highway 2A, which poses a safety risk due to an uncontrolled railway crossing.”
Bos later told the Albertan that since the sign was removed in early June he’s had additional problems with guests going to the wrong park gate, the one with an uncontrolled railway crossing off Highway 2A.
“The public doesn't read signs very well, and we get constantly get people coming to our back gate, where the railroad crossing is,” said Bos. “And even during late at night, we've had people pull in there and get stuck.
“One guy got stuck on the train tracks. it's a real, huge safety issue,” he added. “Just today alone we've had about four people show up at that back gate.
“Most of the problem is with Google Maps, or whatever app they use to find our place,” Bos continued. “Instead of following the traditional old way by reading the sign that's on the highway, they go by their Google Maps, and that's where it takes them.
“It's a problem. It always will be.”
Jenkins told council that to enhance both the aesthetics and maintenance of the high-traffic area at the corner of Highway 2A and 51 Street, the town recently entered into a license-to-occupy agreement with the owners of 4203 - 52 Street.
She said the agreement covers the southern portion of their property and provides an opportunity for council to consider installing third-party signage on municipally controlled land.
“While third-party advertising is generally not permitted on private property under the Land Use Bylaw this situation is unique,” said Jenkins. “Given that the town now maintains the space as open public land and considering the significant positive impact Discovery Wildlife Park has on the local community, administration is recommending that council approve the installation of the proposed directional sign.”
Council unanimously approved Jenkins’ motion.
With council’s approval, Discovery Wildlife Park is responsible for the sign installation, maintenance, and future replacement.
Bos said he’s not sure when the new sign will be installed as the site will be landscaped, and locations of power and utility lines have to be sorted out before a replacement is put in the ground.
