Red Deer downtown business gets sign approval

Red Deer downtown business gets sign approval

Published 12:00 pm Wednesday, September 30, 2026

Red Deer’s Mason Martin Homes promotion efforts were given a boost by city council this week.

Council voted to approve a site exception for the long-time local business, which clears the way for Mason Martin Homes to apply to keep a dynamic fascia sign on its offices in one of Red Deer’s oldest remaining manufacturing buildings. Built in 1910 and known as the Gaetz Manufacturing Building, it also served as a provincial courthouse from 1916 to 1930.

The sign, which includes images changing around once a minute, has been in place for some time at the building on the corner of Gaetz Avenue and 51st Street. But it caught the attention of city staff, who discovered it had not been approved. A stop work order was issued and the sign has been turned off since May.

At its Sept. 29 council meeting, councillors agreed to give the business a site exception for the sign on the grounds it had drawn no complaints and would help a loyal downtown business advertise itself. The decision does not mean the sign is approved. It still requires development permit approval through the city’s planning department.

Mason Martin Homes managing director Hugh MacBeth said the sign, which replaced a similar-sized static sign, is important to promoting the company’s new homes and reflects changing advertising strategies.

“It’s 2026. This isn’t 1990 or 1960 for that matter. We have to look at different ways of promoting downtown Red Deer,” he said, adding if his sign application was turned down he would look at selling the building and moving to a location where dynamic signs are allowed.

MacBeth said local home builders are facing a tough business climate.

“We’re not in a great spot as home builders. But I persevere. I’ve seen that road go up or down. But marketing our products is difficult.”

Coun. Kraymer Barnstable said by giving Mason Martin Homes a break he did not want it to send a message that people can get away with ignoring city bylaws but he did not see the sign as a safety concern, one of the reasons planning staff recommended the site exception not be approved. Barnstable voted in favour of the change along with Councillors Tristin Brisbois, Bruce Buruma, Cassandra Curtis, Adam Goodwin, Chad Krahn and Dianne Wyntjes.

Mayor Cindy Jefferies and Coun. Jaelene Tweedle voted against, citing safety concerns. The mayor said the sign could take away from the aesthetic of a historical building and also pose a safety risk in a pedestrian-friendly part of the city.

“Really, I think the design standard for the downtown core needs to be at a level that is, perhaps, different than a thoroughfare,” said Jefferies.