A plan for a road sign meant to attract people to Whitchurch-Stouffville is getting the thumbs down by the town's mayor.

Whitchurch-Stoutffville is one of the fastest growing municipalities in Ontario. Councillor Hugo Kroon wants to see that growth continue along Highway 404. To help that growth, he wants the town to have better branding and the first step is a large sign on the 404.

"This is all economic development; Whitchurch-Stouffville needs to put itself on the map.  It’s not just simply a sign, it’s all part of a larger plan to brand ourselves to market ourselves, to make people aware that this is a destination,” says Kroon.

Kroon's proposed sign would sit beside Highway 404 northbound at the Stouffville road exit and cost about $100,000. It's been tentatively approved by council – the only council member against the proposal is Mayor Justin Altmann.  

"I just don't want to see taxpayers’ money into that. I rather see it benefitting people, feeding people, doing programs or splash pads, or programs that are going to benefit the general public, not something off the highway that people are going to drive by and not really notice it."

Altmann says by the time drivers see the sign, they’ll be passed the Stouffville road exit. Businesses owner Suze Joyce doesn't see the benefit.

"My personal opinion is that I don' think it's going to do anything extra," says Joyce, who would rather see the money spent on something else.

"There will be some benefits, to what degree? I guess it's hard to measure. However, generally speaking, the impact of any action for economic development is a long term, it's not a short term," says CAO Marc Pourvahidi.

Altmann says it's simply too much money for taxpayers, but there has been a suggestion to fundraise for the sign, and councillor kroon is confident businesses will step up.

Staff with the town are currently looking to a final design and price for the decorative sign. Council will have one more chance to vote on the sign, when it's presented to them as part of the 2016 municipal budget later this fall.