September 16, 1998
To:Etobicoke Community Council
From:D. Gulli, Director, Transportation and Engineering Planning
Subject:Sidewalk Improvements - Royal York Road Between Hay and Simpson Avenues
(Lakeshore-Queensway)
Purpose:
To report on correspondence referred to Works and Emergency Services regarding the
installation of info-bars by the Olifas Marketing Group Inc.
Financial Implications:
There are no financial implications.
Recommendation:
It is recommended that this report be received.
Council Reference/Background:
At its meeting of April 14, 1997, the former Etobicoke Council adopted the Seventh Report
of the Worksand Environment Committee, 1997, including Resolution Number 160
adopting the Info-Bar Installation Agreement with two amendments (Attachment No. 1).
At its meeting of May 6 and 7, 1998, Etobicoke Community Council referred
correspondence dated March 24, 1998 on behalf of "Concerned Business and Property
Owners on the West Side of Royal York Road between Hay Avenue and Simpson Avenue"
to staff for their review and a report back to Community Council.
The main thrust of the correspondence relates to the installation of "info-bars" by the Olifas
Marketing Group Inc. along Royal York Road, and particularly, the principle of advertising
in them. These installations occurred as part of the sidewalk reconstruction on the west side
of Royal York Road pursuant to Clause 135 of the Thirteenth Report of the Etobicoke
Works and Environment Committee, 1997 (Attachment No. 2).
Comments:
As acknowledged in the correspondence, the sidewalks on the west side of Royal York Road
were in disrepair, and required reconstruction. Inclusion of railings at the sidewalk edge was
a necessary safety consideration because of the difference in grade between the sidewalk and
the travelled portion of the road. There was no dispute with the business community on the
need to install the railings.
Following staff development of the sidewalk plans, it was determined that the funds Council
had approved for the project were insufficient to cover the cost of the railings. At that time,
staff discussed the installation of "info-bars" with the area Councillor, and the potential for a
public/private partnership to secure the necessary railings. The area Councillor consulted the
business community, and consensus was reached to proceed with installation, albeit the
business people may not have understood the advertising element of the info-bars.
Following completion of the sidewalk works and the installation of the info-bars, the
community expressed its concern over the advertising concept of the info-bars, culminating
in their letter of March 24, 1998, to His Worship Mayor Mel Lastman.
As a result of the general dissatisfaction with the advertising aspect of the info-bars, a
business community meeting was hosted by one of the area Councillors in April 1998, with
the President of Olifas Marketing in attendance (it is staff's understanding that the other
Councillor was unable to attend). At that meeting, the President of Olifas made a
commitment to the business community that only advertising for their company would occur
in the info-bars. It is our understanding that the business community is satisfied with this
commitment. Of the 21 Info-bars located on the west side of Royal York Road, only 4 have
Olifas advertising.
Conclusions:
As part of the sidewalk reconstruction along Royal York Road, safety railings were required
at the sidewalk edge because of the difference in grade between the sidewalk and the
travelled portion of the road. Following development of the sidewalk plans, it became
apparent that the funding approved by Council was insufficient to cover the cost of the
safety railings. The City subsequently entered into an agreement with the Olifas Marketing
Group to provide info-bars. Given the concern raised by the business community related to
the advertising component of these info-bars, Olifas Marketing Group made a commitment
that only advertising for their company would occur in the info-bars.
Contact Name:
D. Gulli, Director, Transportation and Engineering Planning.
(416)394-8409; Fax: (416)394-8942.
D. Gulli
Director, Transportation and Engineering Planning
DG/jd
Attachments
cc: Street File - Royal York Road
