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. 

All products and experiences must meet the appropriate criteria to receive exposure in any of the departments marketing initiatives.

To be considered market ready, the following criteria must be met. Market ready organizations can then be eligible to participate in THC marketing and sales programs.

To be considered market ready, the organization must:

• comply with all government and municipal by-laws and laws
• have legal public access to site(s)
• have consistent hours of operation that are easily found on-site and digitally
• have an e-mail address and telephone number that is monitored year-round
• have suitable on-premise signs (interpretive and directional)
• be open to the public
• provide on-site parking or be located close to properly appointed parking areas that are accessible and visible from the site

An organization’s online presence is almost as important as the physical presence. First impressions are formed based on first point of contact, which in many cases is online. Organizations are encouraged to have a dynamic online presence and respond promptly to guests on social media.

Organizations should ensure that:

• their website is current
• their social media presence is current on at least one platform
• they’ve claimed their Google listing, own their TripAdvisor page and are responding to reviews
• the physical requirements and limitations for guests are clearly stated
• their website clearly states what guests should expect, washrooms, food, water, shelter, activity, clothing and or equipment required
• waivers can be viewed in advance online (if applicable)

If food and beverage is provided by the organization:

• staff handling food must have received safe food handling certification training
• sourcing local products is highly encouraged
• portions should be appropriate for activity type, duration and intensity
• they must have the appropriate liquor license (if applicable)

Eligibility for service symbol signs is determined by criteria including:

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