It turns out a block-letter "Hamilton" highway sign faces some pricey road blocks.

City councillors officially pulled the plug Monday on a fast-tracked, $230,000 effort to build a "civic gateway" along Highway 403 that would be ready in time for the 2015 Pan Am Games.

Cost-leery councillors learned fabricating the metal sign would probably only cost $40,000. But design and archeological studies, road-building for access, utilities and traffic management could pump the total beyond $230,000.

City manager Chris Murray also said it isn't worthwhile soliciting donations for the project until detailed cost and design information is available.

Gobsmacked councillors referred the report to the 2015 budget debate, but gave staff permission to use up to $36,000 in reserve cash to do geotechnical and design studies on a Highway 403 site near Old Guelph Road.

Detailed project costs will be considered as part of 2015 budget discussions.

Councillors initially supported an online "#time4sign" campaign spearheaded by local pundit and public relations expert Laura Babcock, but later balked at the high price.

A similar block letter Stoney Creek sign erected years ago cost close to $300,000, noted area Councillor Brad Clark.

"We can't rush this," said Clark, who suggested council has been "flying by the seat of our pants" in pushing the project for a Pan Am deadline.

"I appreciate the desire to get it done quickly, but I'm not sure we can."