May 13, 1998

 To:Toronto Community Council

From:Commissioner of Urban Planning and Development Services

Subject:Further Report respecting 92 Avenue Road, Application No. 997083: Request for approval of variances from Chapter 297, Signs, of the City of Toronto Municipal Code to permit one illuminated fascia sign. (Midtown)

Recommendation:

It is recommended that the recommendations contained in my report dated January 8, 1998 on this matter be replaced with the following:

That City Council refuse Application No. 997083, as revised, respecting minor variances from Chapter 297, Signs, of the City of Toronto Municipal Code to permit one illuminated fascia sign.

Background:

On January 21, 1998, Toronto Community Council had before it my report dated January 8, 1998 recommending approval of an application to permit the erection of one illuminated fascia sign. The Community Council deferred the matter in order to give residents an opportunity to make deputations. Through discussion with an area businessman, staff became aware of one additional variance: the proposed sign will be located within 60 metres of another third party sign.

Comments:

On November 11, 1997, Permit No. 403957 was issued to permit a third party fascia sign on the north elevation of the building at 89 Avenue Road. The permit was issued prior to Council=s consideration of this application for 92 Avenue Road and, therefore, the current proposal no longer meets the 60 metres separation distance required under the Municipal Code. The separation distance was introduced into the Municipal Code in order to prevent sign clutter. In this instance, however, the two buildings are approximately 31 metres apart and on opposite sides of Avenue Road. The signs would be oriented in opposite directions, north and south, and would not be visible from the same vantage point.

As noted in my original report, the building at 92 Avenue Road is listed on the City=s Inventory of Heritage Properties and designated as part of the East Annex Heritage Conservation District Study under Part V of the Ontario Heritage Act, and all applications are subject to review by Heritage Toronto. In a recent letter dated February 4, 1998, staff at Heritage Toronto have reconsidered the above-noted application and advise that they do not approve of the third-party fascia sign (see Appendix A). In their opinion the proposal contradicts the recommendations contained in the East Annex Heritage Conservation District Study, adopted by the former City of Toronto Council, which suggest that Acommercial signs be compatible and in scale with the building and that third party signs be avoided@.

I am, therefore, recommending that this application be refused, as the variances requested are not within the general intent and purpose of the sign provisions of the Municipal Code.

Contact Name:Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-7536

E-Mail: lmazzocc@city.toronto.on.ca

Beate Bowron

Director

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