David Brazil says tourism industry could oversee new signage program

Transportation Minister David Brazil is suggesting Newfoundland and Labrador's tourism industry could oversee a contentious road signage program scheduled to be fully implemented in 2016.

The so-called tourism-oriented directional signing program, better known as TODS, will standardize signs along provincial highways and make it easier for tourists and locals to find attractions and services.

Similar programs are in place throughout North America.

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The blue "finger boards" display the business name, an arrow indicating the turn direction, and the number of kilometres to the operation.

It's meant to replace the multitude of homemade signs found along the roadside, most of which were placed without a permit and, in some cases, distract drivers and cause a safety concern, said Brazil.

The program was first announced in 2008, and Brazil said the plan should be fully implemented in 2016, though he would not rule out further delays.

"We're still moving towards that target date. Each month we're putting more and more up," he said during an interview Tuesday with the St. John's Morning Show.

Industry complaints

The program has been met with criticism from some tourism operators, with one business owner describing the program last week as a "series of screw-ups."

Others have complained about a lack of communication between the industry and the government.

Brazil acknowledged that more dialogue is necessary, and committed to a meeting in the coming days with representatives from Hospitality Newfoundland and Labrador, an advocacy group for the tourism industry.

But he also suggested an even greater role for the industry.

"My hope (is that we) we can sit down with the industry, and there maybe a partnership here where the industry takes this over," Brazil said.

Brazil said Hospitality NL "or an entity similar to those" could oversee the signage program and "minimize the impact and costing on their membership … but at the same time we would ensure that we have safe roads."

Brazil said the industry group could generate revenue from the program that could be re-invested into the industry.

CBC News has requested an interview with Rex Avery, chair of Hospitality NL's board of directors.

Businesses that want to advertise must pay a one-time installation fee, and a lower annual fee.

Brazil said the rates are still being finalized.

"It's working everywhere else in North America. We want to get to that point," Brazil said.