News

Canada's Squamish Nation adding digital billboard network

October 14, 2010

TORONTO — Canada’s indigenous Squamish Nation is known for deriving ingenious ways to generate revenues for its members, and the Nation has inked a deal to develop a digital billboard network on its lands, according to an announcement from Allvision Canada Co.

The release says the deal is an effort to maximize the financial performance of the Squamish Nation’s real estate, and that the Nation awarded a management contract to Allvision, which specializes in optimizing the performance of outdoor advertising assets on public and private properties.

Allvision was brought in to represent the Nation on all Reserve lands, with the goal of developing a digital billboard network.

"In this first-of-its kind in Vancouver, Allvision led the most significant sign development project throughout Vancouver in conjunction with the Squamish Nation," Toby Baker, COO and project negotiator for the Nation, said in the announcement. "Allvision identified potential billboard locations and participated in a Canadian Environmental Assessment Screening on behalf of our Nation to ensure the respect and integrity of our lands and our presence in Vancouver. We could not be more pleased with how the project turned out."

Once the architecture and distribution of the sign network were established, Allvision held a competitive bidding process, soliciting outdoor advertising companies to operate the digital sign network. The contract was awarded to multimedia communications company Astral Media. Allvision proceeded to negotiate leases and permits between Astral, the Squamish Nation and Indian and Northern Affairs.

"Considering the publicity associated with the sign project, Allvision developed and managed a public relations strategy consistent with the sentiment and priorities of all parties," said Blair Murdoch, president of Allvision's Canadian operation. "The new displays developed on Squamish properties have brought a tasteful, contemporary and cutting-edge technology to Vancouver."

"The network will generate a $50 million revenue stream for our people over the term of the agreement, which will be used for community projects, education, parks and recreation," said Bill Williams, Chief of Squamish Nation. "Allvision has always been respectful of our values and traditions in the work they have done for us."