New digital billboards light up controversy in Dorval

Two new electronic billboards, complete with LED lights, will soon be installed along Highway 40 in Dorval.

READ MORE: Dorval going green with plans to plant 7,600 trees

Each will generate $100,000 in annual revenue — totalling about $4 million over the next 20 years.

The money is expected to help offset costs of the city’s sports and recreational programs.

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READ MORE: Revenue from new Dorval billboards to benefit community’s less fortunate

“Here in Dorval, we have a lot of things to offer in all sorts of programs in sports and leisure,” Sébastien Gauthier, Dorval’s communications officer told Global News.

“I think if we can help these people out it will help them in everyday life.”

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One is set to be up by next month, near the intersection of the A-40 and Sources Boulevard.

The towering structures are set in commercial and industrial sectors.

Some residents complain the new commercial signs amount to nothing more than visual pollution, while others argue the billboards fit in with the area and are a good source of revenue.

READ MORE: Dorval residents concerned about big new homes in their neighborhood

Dorval mayor Edgar Rouleau admitted he’s fortunate to have commercial and industrial areas to install the bright billboards, insisting he would never put one up in a residential district.

The billboards are expected to be installed by the end of October.