Speeding and dangerous driving have consistently been recognized as one of the most significant issues reported in the City of Edmonton (COE). Acknowledging the adverse impacts of dangerous driving and speeding on public safety, the COE’s Traffic Safety Section has launched a speed management program to help motorists travel at safe speeds to minimise traffic fatalities and major injuries. One of the tools implemented by the city to control speed is Driver Feedback Sign (DFS) that consists of radar for detecting the speed of an approaching driver, and an LED screen board for displaying the driver’s speed. Paired with a speed limit sign for the road, the driver receives instant feedback to encourage voluntary speed reduction. Due to positive public response and speed reduction efforts, the city has gradually implemented DFS at various high-risks areas across the city and will continue expanding their program to further improve safety of the travelling public. While DFS is deemed effective in voluntary speed reduction, high costs along with the need to cover Edmonton’s vastly varied and large road network necessitate a strategical and scientific approach to the optimal planning of DFS network.