Unsightly flashing signs will no longer be allowed in most parts of Colwood, as council moves to reduce traffic accidents and improve the area’s appearance.

Council has amended a bylaw limiting the use of electronic messaging centre signs, which have features such as LED lighting, animation and scrolling text. Existing signs, such as the one at the Juan de Fuca Recreation Centre, will not be affected.

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“It was really about defining how we want to see our community develop,” said Coun. Gordie Logan, who chairs the planning committee. “The bylaw will set a new standard as we work toward downtown revitalization.”

While one or two signs aren’t a problem, the proliferation of animated signs runs the risk of distracting drivers, said director of planning Iain Bourhill.

Staff were particularly concerned about corridors such as Sooke Road, where drivers go well above 50 kilometres an hour when traffic is flowing freely.

“With 24,000 vehicles per day and growing pedestrian activity, staff are concerned about any growth or proliferation in advertising that is designed to interest and, therefore, distract drivers,” a staff report reads.

The vast majority of motor-vehicle accidents in the area happen on those corridors, he said.

New digital signs will still be permitted on some institutional lots, such as fire halls, schools and recreation centres.

But they are subject to restrictions. Even in the approved areas, they are not allowed within 100 metres of a traffic light.

Approved signs must include automatic dimming features to reduce light pollution and can use only 40 per cent of the total sign area. Each message must remain on the sign for at least 10 seconds, and scrolling, fading, flashing and animated displays are prohibited. If the sign can be seen from a residential property, it must be turned off between 10 p.m. and 7 a.m.

Business owners wishing to install an electronic sign in a banned zone can apply for a development variance permit, which will be reviewed by council.

“It’s not to say we’re closing the door on this type of signage completely, but there’s a more rigorous process someone has to go through,” Logan said.

“[Applicants] have to jump through a hoop and demonstrate need before they’re approved.”

asmart@timescolonist.com