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A welcome feature was installed at the intersection of 118 Avenue and 50 Street to support revitalization and beautification of this Main Street.

The City is supporting the development of a welcome sign at the intersection of 118 Avenue and 50 Street, recognized as the west entrance to the Beverly Heights neighbourhood.

Over the past several years, upgrades have helped to improve the aesthetics, walkability and feel of 118 Avenue. Incorporating a streetscape level enhancement for this important intersection helps to welcome residents and visitors to Olde Towne Beverly in line with the revitalization of Main Street. 

The project aligns with the goals of the Beverly Business Association (BBA) as it supports revitalization, beautification and brand enhancement of the Beverly section of 118 Avenue helping to distinguish this neighbourhood from others in Edmonton. The BBA has selected the preferred concept design based on the budget and timeline for this project.

Project Timeline

June 2019: construction completed

Early 2019: procured contractor

Project Overview

This project was explored in 2008 and 2015 but was not initiated for various reasons including conflicts between design and utilities. 

In July 2017, the City’s Building Great Neighbourhoods Program met with the Executive Director of the BBA and confirmed there was still interest and support for an entrance enhancement of some kind. The BBA was required to submit a formal strategy document and the City committed to providing funding, project management and design services.

Design Details

Physical constraints of the site, such as the presence of an existing fire hydrant, overhead power distribution lines, gateway features and site furnishings, have left limited space for additional amenities. Based on these circumstances, identifying features that would compliment the surroundings was critical to project success.

The results are pedestrian-level enhancements with a thermoplastic surface marking wrapping around each corner, along with an embedded plaque that ties into the existing paving stone streetscape.

Colours have been selected to blend harmoniously with the brick pavers contributing to an integrated streetscape design. The neighbourhood brand is visually represented in the font and logo on the thermoplastic and plaque. In order to comply with the City’s Complete Street Standards, the thermoplastic stays out of the curb letdown to maintain sightlines through the letdown and into the intersection.

Design View

Thermoplastic Markers

The intent of the thermoplastic surface marking material is to provide a decorative product that is long-lasting, easy to maintain and safe throughout the season. It is only 3.2mm thick and therefore will not pose a barrier to pedestrian accessibility. The thermoplastic material is applied to the surface of the walk only. It does not alter or impair the surface of the concrete or the substrate below. In addition, the material is skid and slip resistant incorporating UV stable colours.

This material has been used at various crosswalks and bike lanes throughout Edmonton and in surrounding areas such as Old Strathcona. By installing in a pedestrian application, we limit the impacts to the thermoplastic and increase its longevity. As such, it is expected to last for 8-9 years.

Metal Plaques

The design and placement of the plaques are small in scale and intended to avoid the direct flow of pedestrian traffic. We have avoided placement within the angled portion of the pararamp to maintain positive drainage.

Once the project has been installed, the City will provide only base level operation and maintenance service for these enhancements which means providing repair and maintenance of the entrance features to keep the sidewalk safe.  

Providing major repair and replacement due to theft and accidental damage will be out of the City ’s scope of maintenance work. The City has had a conversation with the BBA to determine their interest in a maintenance agreement for above-base level maintenance which means any repairs or replacements to these items if needed. BBA has opted out due to budget constraints.

For More Information

Open Space Planning and Design

14th Floor, Edmonton Tower
10111-104 Avenue NW Edmonton
T5J 0J4


In Edmonton: 311
Outside Edmonton: 780-442-5311


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