Surrey is once again planning to put large electronic billboards at key spots within the city as a way of generating revenue.

A Request for Proposals (RFP) put out by the City of Surrey is asking for firms interested in constructing and maintaining electronic billboards, measuring 14 feet by 48 feet, at various locations – including the Peace Arch border crossing and approaches to the Pattullo Bridge, Port Mann Bridge and Golden Ears Bridge.

The revenue for the city will be substantial, but will be dependent on the winning bidder. The RFP closes July 20.

The idea is getting mixed reviews on council.

Coun. Barinder Rasode said she favours the idea, calling some of the new technologies in billboards very tasteful. She also said it offers the city an immediacy for emergency broadcasts, such as Amber Alerts when children go missing.

Coun. Bob Bose is vehemently against posting video billboards in the city.

“They’re ugly,” Bose said. “Furthermore, when I’m driving, I’m captive, I don’t want anybody pushing stuff in my face.”

Bose noted the last thing the Pattullo Bridge needs is a driver distraction and said in the bigger picture the boards would “uglify” the entrances to Surrey.

“It adds to the clutter, it’s like the noise level has just gone up,” Bose said. “There’s enough junk out there without adding to it.”

The electronic billboards would give the city an opportunity to showcase some of its own shows and venues, the RFP says. The city is also putting out to tender the placement of electronic billboards on buildings throughout Surrey.

Surrey also plans advertising on transit benches at bus stops.

It’s the second run Surrey has made at installing video billboards.

In 2001, Surrey was negotiating with Light Vision media to install the devices at six locations, including Bear Creek Park, Surrey Sports and Leisure Complex, the Guildford Recreation Centre and Pattullo Bridge. That plan would have generated $60,000 annually.

The current proposals could bring as much as $2 million to city coffers annually, if the billboards are put up at all 10 sites identified.

Because the process is early, much about the potential proposal isn’t yet known. Legislation would have to be changed to allow it. The current proposal contravenes Surrey’s sign bylaw, which limits electronic billboards to 460 square feet. The ones planned are 672 square feet.

Electronic billboards are only allowed on city property, according to the city’s sign bylaw.

As for what commuters will see as they approach bridges and borders, the RFP insists proponents keep it clean: “The preferred proponent(s) will not broadcast any advertising which is, in the opinion of the city, acting reasonably, not of good character and appearance, free from vulgarity or indecent suggestion of any kind or nature.”

City staff are expected to begin reviewing final proposals in the coming weeks.