To review and make recommendations respecting an application for variances to permit two illuminated fascia signs and four non-illuminated projecting banner signs at 152 St. Patrick Street.

Financial Implications:

Not applicable.

Recommendations:

It is recommended that:

1. City Council approve Application No. 997075 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit two illuminated fascia signs and four non-illuminated projecting banner signs, on condition that:

(i)the fascia signs are located on the building substantially in accordance with the attached Figures 1 and 2;

(ii)the fascia sign in the form of a globe is front lit;

(iii)the fascia sign in the form of a globe has a maximum projection from the face of the building of 0.26 metres; and

(iv)the copy on the fascia sign in the form of a globe and the banner signs not include letters or numbers.

1. The applicant be advised, upon approval of Application No. 997075, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The property is located on the south-west corner of Dundas Street West and St. Patrick Street, in a mixed-use (MCR) district. The property accommodates a newly constructed building containing commercial and residential uses. The applicant is requesting permission to install two illuminated fascia signs and four projecting banner signs. The proposed signs will identify the main entrance to the commercial component of the building (see Figures 1 and 2).

The fascia sign, comprised of individual letters, has an overall length of 8.4 metres and a height of 1.4 metres, with an area of 11.76 m5. This sign will be back lit. The fascia sign in the form of a globe has a width of 8.4 metres and a height of 3.43 metres, with an area of 28.81 m5. The >globe= fascia sign will be front lit. The projecting banner signs each have a length of 0.9 metres and a height of 7.8 metres, with an area of 7.02 m5 each.

The proposed fascia signs do not comply with Chapter 297 of the Municipal Code in that:

1. the proposed fascia sign in the form of a globe will be erected above the second storey of the building and more than 10 metres above grade;

2. the area of the proposed fascia sign in the form of a globe will exceed the maximum area of sign permitted of 25 m5, with an area of 28.81 m5; and

3. the proposed fascia signs will exceed the maximum aggregate area of sign permitted of 15% of the second storey building face.

The proposed projecting banner signs do not comply with Chapter 297 of the Municipal Code in that:

1. the proposed projecting banner signs will be erected above the second storey of the building and more than 10 metres above grade; and

2. the aggregate area of the proposed projecting banner signs of 28.08 m5 will exceed the maximum area of signs permitted of 0.1 m5 per metre of building frontage by 25.94 m5.

The proposed signage has undergone numerous revisions. The latest revision addresses the concerns of planning staff, respecting the size of the originally proposed sign, the height of the sign above grade and the internal illumination of the entire sign. Specifically, staff were concerned that because of these attributes the sign would detract from the prominence of the Art Gallery of Ontario (AGO) tower when viewed from the east along Dundas Street, which view corridor is protected in the City=s Official Plan (see Location Map).

The applicant=s response to the concerns of staff was to split the originally proposed sign into two components - a back lit fascia sign comprised of individual letters spelling AVillage by the Grange@ and above that a front lit fascia sign in the shape of a globe covered with decorative graphic images but no text. These signs are placed lower on the building than the originally proposed sign. Further, the globe is now more decorative and reads less like a commercial sign. Consequently, the >visual weight= of the sign has also shifted downward. As a result of these changes the proposed fascia signs meet staff=s minimum requirements, while providing a prominent identification for the new retail entrance to the AVillage by the Grange@.

The variance for the projecting banner signs are not of concern, as the banners are predominantly decorative and will emphasize the rounded shape of this portion of the building. To ensure that this remains the case, I have recommended that copy comprised of text not be permitted on the banners.

I am recommending approval of this application, as I find the variances requested to be minor and within the general intent and purpose of the sign provisions of the Municipal Code.

Contact Name:Raymond David

Telephone: (416) 392-7188

Fax: (416) 392-7536

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

(Copies of maps attached, are on file in the office of the City Clerk.)

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