McDonald’s says ‘enhanced’ sign fits building’s history
Community group admits sign is legal but maintains it’s too big and too bright for Elgin
By Melanie Roush
It’s a sign of the times. Big, bold, neon and shrouded in controversy.
The golden arches hanging outside McDonald’s restaurant on Elgin Street has caused some commotion among businesses and residents. They say the 42-square-foot sign should be reduced to conform with other signs on the street.
Rob Chiasson, from McDonald’s regional office in Ottawa, says he doesn’t understand what all the fuss is about.
“I’m not sure what’s motivating all of this,” he says. “That sign’s been there for something like 45 years, from what I’ve heard. So I’m not sure why there would be a problem now.”
The sign was already there when McDonald’s moved into the Elgin Street location in February. It was left over from the Party Palace, a restaurant that closed in the same location last year.
McDonald’s changed the face of the sign, but it left the structure and size intact.
A few weeks ago, the Centretown Citizens’ Community Association (CCCA) sent McDonald’s a letter asking them to reduce the size of the sign.
According to Marie Keasey from the CCCA, the sign has become an issue because of the Elgin Street revitalization plan. The plan has been under way for about a year, and looks at ways to improve streetscaping and urban design — including street signage.
Keasey says the McDonald’s sign is most frequently identified as a problem because of its size. She says it’s also much more illuminated than the previous Party Palace sign.
But Chiasson feels the McDonald’s sign is an improvement over the old sign.
“We think we’ve actually enhanced the sign. It certainly needed a facelift and we did that.”
“We’ve made it sturdy and secure and we retained the same shape and design to try to maintain the look of the building and the history of this particular site,” he adds.
Chiasson says McDonald’s took every precaution to ensure the sign complied with city bylaws. The original sign was put up before the city enacted any sign bylaw and is therefore exempt from any current bylaws.
“They have every right to have it there, there’s no discussion about that. It’s just that if you’re going to have changes on the street, you try to think of the kinds of changes you’d like to see happen. If they don’t want to change it, there’s nothing we can do really,” says Keasey.
The recent excitement over the sign hasn’t affected business. Paul Abrams, manager of the Elgin Street McDonald’s, says business has been steady since moving to the new location. He adds he hasn’t received any complaints about the sign’s size.
“I don’t really see why there’s all this big commotion all of a sudden,” says Abrams. “I guess merchants in the area are mad because it’s McDonald’s rather than whatever else was here before.”
The CCCA hopes McDonald’s will respond to its letter or meet with the group.
At press time, there was no word whether McDonald’s would be represented at the Elgin Street meeting held Nov. 18.
“McDonald’s has been invited to come to the Elgin Street meetings and as far as I know, they have not attended any,” acknowledges Keasey.
Until the two sides meet, the fate of the McDonald’s sign is up in the air. Chiasson wants more information on why the CCCA wants the sign changed. When asked if he’ll give in to their demands, Chiasson replied:
“I couldn’t even speculate on it.”