New billboard approval draws opposition from neighbourhood

The spot where a new digital billboard on Portage Avenue will be constructed is pictured on May 28, 2026. (Scott Andersson/CTV News Winnipeg)

A new billboard approved for a section of Portage Avenue is already receiving opposition.

Winnipeg city council approved a new billboard for Strathcona Street, located near the underpass by Polo Park in April.

According to city council, the billboard operated by Pattison Outdoor Advertising will have a digital screen roughly 194 square feet in size on the east facing façade once it is built.

A handful of area residents have registered opposition to the sign, citing light pollution concerns at night.

An appeal hearing is scheduled for June 3.