Finally, A Clear Sky in the Forecast

After a decade-long battle, the owners of the Lee Building on the corner of Main and Broadway will be forced to fold their hand and remove the over-sized billboard that sits on the roof of the seven-storey landmark. Seen from kilometres away, the billboard is recognizable from almost any vantage in the northern part of the city and is one of the last rooftop billboards in the city.

The billboard has been creating controversy ever since it was re-installed on the roof in 1998, despite a Vancouver by-law banning rooftop advertising that came into effect more than 30 years ago. At that time more than 400 businesses voluntarily conformed with the by-law and removed their structures.

The Lee chose to fight, but it seems the saga is about to wrap and the owners have just over a year to take down the sign. It's about time. Not only has the Lee Building been flaunting the bylaw for almost 10 years, but taking this case all the way to the Supreme Court of Canada? A little much. This morning, the Supreme Court dimissed an application by the owners to hear their case leaving them pretty much out of options. They fought the law, and guess what? This time, the law won.

The owners claim the revenue generated by the billboard has allowed the building to be renovated and restored. They also say the building's tenants enjoy low rent because of the offset of advertising dollars from the billboard.

Critics call the illegal billboard an unsightly and unnecessary blight on the urban environment. Others say it is unfair - why is it only the Lee Building should benefit from rooftop ads? If they can keep it, let's allow any building to install one. Heck, I could work to get one on the roof of my apartment and enjoy reduced rent and fresh paint, too! Imagine the skyline if this was the case?

Taking a cue from the Brazilian city of Sao Paulo, should we go as far as banning all forms of outdoor advertising? Imagine a city free of the mental clutter that only mind-diluting corporate advertising can provide. Now that's an idea I can really get behind.

Photo courtesy Bhlubarber.