There will soon be a new double-sided theatre sign gracing the front entrance of the Algonquin Theatre. The sign will be 13 feet high and sit six feet off the ground on steel posts. It will contain a 1.60 x 0.96 metre LED screen on each side, and cost about $48,000.
Staff brought the recommendation forward at council’s May 23rd meeting following a request for proposal (RFP), which garnered four bids. “Libertevision was the only company that actually passed the 70 per cent mark on everything that we need. They either met or exceeded all our specifications,” said Algonquin Theatre Manager Matt Huddlestone, who noted that a team of staff members used a score card to determine the winning bid.
Rendering of the theatre sign proposed by Libertevision at a cost of an estimated $48,000, including the footings.
“This is in a dear location for Huntsville. Visitors see us and this is going to represent us so I like what this does. I hate the number. It’s a giant number,” said Councillor Bob Stone, referring to the price tag. Stone asked that staff look at advertising revenues to off-set the cost, a cost which will come out of the theatre’s reserve fund sitting at about $161,302 as of May 2017.
Deputy Mayor Karin Terziano clarified that while her name is on the report as someone who was consulted on the sign, she said that consultation took place a number of months ago. “I want to remind council that when we first started it was at the request of the Huntsville Festival of the Arts that said people don’t know the theatre is inside the building when they drive by because the only signage we have is a sandwich board out front. When we started this process we were looking at a five to seven thousand dollar sign that indicated there were some shows on at the Algonquin Theatre and that the box office was right there so that we could book… seats, and money in the bank,” she said. “This has grown into $48,000 and I have not been a part of this.”
Councillor Det Schumacher said he’d be happier with something under $10,000. “To me, I don’t want to take away from Tom Thomson and our theatre entrance by having some news… flashing. Sorry, that just doesn’t appeal to me.”
Councillor Jason FitzGerald reminded council about the length of discussions that took place at a previous council meeting with respect to the quality of the sign. He noted that a cheaper sign would not have had the same quality of resolution. A more economical sign “wasn’t a good representation of what we wanted to portray in this signage in our town,” he said, adding that the Town has already gone out for an RFP. “We should’ve just given the Festival of the Arts a bunch of money,” quipped Huntsville Mayor Scott Aitchison.
Councillor Jonathan Wiebe said the sign does seem somewhat imposing and asked that rather than having it say Town of Huntsville at the top, that it read Algonquin Theatre. “I would caution everyone into not putting too much stress on trying to sell advertising because then it just becomes – we went and bought a TV to advertise to pay for the TV that we bought. So, if we’re going to do it and we’re going to do it to drive traffic to the theatre, then we should try and keep with the spirit of that as much as we can.”
Councillor Nancy Alcock also suggested that the Festival of the Arts and the BIA be consulted on the sign.
In the end, a majority of council approved the purchase.
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If there is to be a sign (there are already two naming the theatre: the marquee and a standing sign), don’t let it be too big or too bright. There is a tendency to have these new LED signs be both. Huntsville needs less light pollution (if seeing the stars is one of its attractions), not more. Best if it advertises the theatre and events within. Stating the name of the town that one is already in is… Beware “bought a TV to advertise to pay for the TV that we bought”. Far and away the best advertising for the theatre is word of mouth saying what a great show was seen at such a great theatre. I’m with the mayor: give the money to the Festival of the Arts!
While I realize that the cost savings would not be significant, I feel that a one-sided, west-facing video sign would be far safer. It is not difficult to imagine westbound drivers in stop-and-go traffic being distracted by the sign. Fender-benders would be the least problem occasioned; pedestrian collisions would be unconscionable.
I agree with councillor Wiebe that the sign should be headed by Algonquin Theatre rather than Town of Huntsville and perhaps list the performances that are on at the time. If the aim is to highlight the theatre, this would be in that interest and even justify having a sign in that location.
Seems a bit exorbitant for two 75″ LED TV’s….which run for about $4,000 at Best Buy..for smart TV’s..Here only monitors are needed. Granted, running the underground power and video cables out will run the costs up, along with weatherproofing and lexan covers for vandal proofing. Methinks there’s a pretty hefty profit margin built in.
On the other hand, it will be useful to display virtual tours of the Waterloo Centre when it is listed for sale, or to post public notices such as “Main Street is closed today for a special event”.
Pardon me, but I’m reminded of the cartoon of “the child’s swing that they wanted” ( a tire on a rope) and what they got…a full playground.