Written By David Gomez
SOUTHWEST MIDDLESEX - A provincial grant application for new directional signs will not move forward in Southwest Middlesex after council voted against the proposal during its September 16 meeting.
The decision came as council considered the next phase of its Wayfinding and Community Signage Strategy, approved earlier this year. CAO Amanda Gubbels said staff had since refined sign designs to reduce costs and explored provincial funding and a partnership with Middlesex County.
Under the proposal, the municipality could have applied to the Rural Ontario Development Program for funding covering up to 35% of eligible directional signage costs, to a maximum provincial contribution of $25,000. To pursue the full grant, the municipality would have needed to contemplate approximately $46,400 of its own funding, subject to approval during the 2027 budget process.
Councillor Mark McGill supported pursuing the maximum amount, noting that an approximately $71,400 project would cost the municipality $46,400 after the grant.
“I would like to go with the higher amount, so we can do some signage in all areas of the municipality,” McGill said.
Councillor Martin Vink sought clarification on whether supporting the application would effectively commit money before the 2027 budget. Gubbels explained that council would still have to formally approve the municipal contribution next year, even if the grant application succeeded.
Deputy Mayor Mike Sholdice also questioned consistency between the proposed wayfinding signs and relatively new signs already installed at municipal parks. Gubbels said the consultant had reviewed the existing signs and determined they could remain until the end of their life cycle because they use similar colours, fonts and the municipality’s updated logo.
Council ultimately separated the staff recommendations rather than voting on them together.
One element did receive approval: Southwest Middlesex will work with Middlesex County to replace aging municipal and community gateway signs using the County’s wayfinding design. Those signs will be installed at the County’s expense, resulting in no direct capital cost to Southwest Middlesex.
The separate motion authorizing staff to apply for the provincial grant for directional wayfinding signage was defeated 4-3. As a result, the municipality will not submit that application before the October 1 deadline.
Following the vote, McGill pointed to the $30,000 previously spent developing the strategy, half of which was covered by a grant.
“We spent $30,000 on the report, but $15,000 of that was a grant, and now we’re not going to do anything,” he said.
The approved County partnership will still allow existing gateway signage to be replaced, while Southwest Middlesex-branded gateway signs can be reconsidered with a new council in the future.
