The rectangular LED sign went up on the side of the Boyd Building on Portage Ave. in October and has been shining brightly on neighbouring buildings ever since. (CBC)

The owner of a controversial electronic billboard in downtown Winnipeg has lost his bid to keep the sign up.

The Standing Policy Committee on Property and Development voted on Tuesday to deny Ray Rybachuk the "certificate of suitability" required for the sign, which went up on the side of the Boyd Building in October.

The three-storey high sign was installed without the proper permits, according to city officials. Rybachuk put it up despite the city's historical buildings committee declining a request to have it placed on the side of the 98-year-old Portage Avenue building.

Coun. Harvey Smith said city inspectors have told the owners to get the sign approved and several seniors who live at Fred Douglas Place, about a block away from the Boyd Building, get a full view of the glare that flashes brightly as it rotates through the various advertising.

Gordon McDiarmid, who spoke to the committee Tuesday on behalf of the residents of nearby Fred Douglas Place, called the illumination from LED bulbs on the sign "highly intrusive" and "disturbing."

He said it is akin to having an outdoor movie theatre "right outside our window 24 hours a day."

No date has been set as to when the sign must come down. City officials must first draft the removal order.

As well, Rybachuck can appeal Tuesday's decision by the Standing Policy Committee on Property and Development.