(Report dated June 16, 1998, addressed to Toronto Community Council from the Commissioner of Urban Planning
and Development Services.)
Subject:199 Richmond Street West, Application No. 993062: Request for approval of variances from Chapter 297,
Signs, of the former City of Toronto Municipal Code, upon application by Urban Outdoor, 81 Peter Street, 2nd
Floor, Toronto, Ontario, M5V 2G4, on behalf of 1170898 Ontario Ltd., c/o Living Properties Inc., 7030 Woodbine
Avenue, Suite 3000, Markham, Ontario, L3R 1A2. (Downtown)
Purpose:
To review and make recommendations respecting an application for variances to maintain one illuminated fascia
sign at 199 Richmond Street West.
Financial Implications:
Not applicable.
Recommendation:
It is recommended that:
City Council refuse Application No. 993062 respecting minor variances from Chapter 297, Signs, of the former
City of Toronto Municipal Code to maintain one illuminated fascia sign.
Comments:
The property is located on the south side of Richmond Street West, between Duncan Street and Simcoe Street, in a
reinvestment area (RA) district. The property accommodates a four storey commercial building. The applicant is
requesting permission to maintain one illuminated fascia sign for third party advertising on the east elevation of the
building (see Figure 1). The sign has a length of 12.2 metres and a height of 5.5 metres, with an area of 67 m5.
The sign does not comply with Chapter 297 of the Municipal Code in the following ways:
1. the area of the sign (67 m5) exceeds the maximum area of sign permitted of 25 m5 by 42 m5; and
2. the sign is located within 60 metres of another 3rd party sign.
In 1994, the applicant was issued a permit to erect a 247 m5 non-illuminated mural sign on the east elevation of the
building. The applicant is currently requesting permission to maintain an illuminated fascia sign in the same
location. The first variance occurs because the sign is larger than permitted by the Municipal Code. The size of sign
is regulated in order to reduce the negative impact of signage on the streetscape and on the buildings to which they
are attached. In this instance, the sign is more than two times the size allowed for fascia signs in this district.
The second variance occurs because the sign is located within 60 metres of two third party ground signs. The
separation distance was introduced into the Municipal Code in order to prevent sign clutter. In this instance, the
existing ground signs located at 181 Richmond Street and at 168 Simcoe Street, as well as the subject fascia sign
are all visible to motorists travelling westbound on Richmond Street and, in my opinion, that many signs situated
this close to one another is excessive and represents oversignage.
I am, therefore, recommending that this application be refused, as I find the variances requested to be significant
and 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
(Copies of attached maps, are on file in the office of the City Clerk.)
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