Apply for a commercial sign

General commercial signage primarily refers to Tourist-Oriented Directional (TOD) signage designed to guide travelers to key tourism-related businesses and attractions.

Applications for this signage are initially reviewed and approved by the Department of Tourism, Heritage and Culture. The Department of Transportation and Infrastructure handles the application process and oversees its installation.

Once the department receives the application containing basic information about the business, they will respond within 12 business days to discuss eligibility and explore signage options, including type of sign, location and cost.

The Department of Transportation and Infrastructure is responsible for the manufacturing, installation and maintenance of signs.

The classification of highway you wish to have your sign installed and the type of business you own will define the signing options available to you. 

On level I and level II controlled access highways, businesses must meet the definition of “specific interest” and or meet other specific criteria to qualify for signage. 

On all other highways, businesses are not required to meet the definition of specific interest but must meet the definition of a qualified business and basic criteria. 

A qualified business is a business that depends on the sale of goods or services for revenue generation. Its primary purpose and means of operation is to sell products or services to the public. 

A “qualified business” : 

• must comply with all required government and municipal laws and by-laws
• provides legal public access to the site of the business
• maintains consistent hours of operation

Market readiness criteria are developed by the Department of Tourism, Heritage and Culture to determine if a particular product is ready for visitation by the consumer. They are used in development of experiences, listings on websites, in provincial publications, and highway signage. Through the implementation of market readiness criteria, New Brunswick earns a reputation of delivering experiences that meet and exceed guests’ expectations. This allows the province to be more competitive by offering an assured standard of quality vacation experiences to guests. 

To be market ready:

• be “NB Approved” or adhere to any other specific regulatory items designated by Tourism, Heritage and Culture
• be open at least 120 consecutive spring/summer/fall days a year – June, July, August and September annually OR be open at least 90 consecutive winter days a year – January, February and March annually (For winter properties conditional on snow to operate, weather conditions may apply)
• provide a consumer website designed to promote the tourism product or attraction and the province, to provide unique vacationing attractions or activities to see and do to vacationers
• be open at least six days a week, eight hours/day
• have liability insurance and safety equipment as appropriate 
• have a staffed storefront location or welcome area
• be accessible by roads suitable for motor vehicles and RVs
• have suitable on-site signage or interpretation
• be accessible through a communication tool, i.e. phone, fax, email or website etc.
• have public restroom facilities
• provide parking on-site or be located close to properly-appointed parking areas with approval of property site owner
• offer currency exchange rates consistent with industry norms
• be a member of a tourism related sector or provincial tourism association
• have staff trained in customer service 

Eligibility for service symbol signs is determined by criteria including:

• the licensing
• operational hours
• length of season 
• location
• capacity
• facilities
• market readiness