July 9, 1998
To:Toronto Community Council
From:Commissioner of Urban Planning and Development Services
Subject:244 Victoria Street (263 Yonge Street), Application No. 998045: Request for
approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal
Code, upon application by Steel Art Signs, 37 Esna Park Drive, Markham, Ontario, L3R
1C9, on behalf of Livent Inc., 165 Avenue Road, Toronto, Ontario, M5R 3S4. (Downtown)
Purpose:
To review and make recommendations respecting an application for variances to permit
signage at 244 Victoria Street (263 Yonge Street).
Financial Implications:
Not applicable.
Recommendations:
It is recommended that:
- City Council approve Application No. 998045 respecting minor variances from Chapter
297, Signs, of the former City of Toronto Municipal Code to permit signage on condition
that:
(i)respecting sign type "A", only the logo and letters be internally illuminated and that only
the perimeter of the frames be illuminated with static incandescent light bulbs;
(ii)respecting sign type "B", the sign be front-lit, and that only the perimeter of the frame
be illuminated with static incandescent light bulbs;
(iii)respecting sign type "C", the signs be backlit and that only the perimeter of the frames
be illuminated with static incandescent light bulbs;
(iv)respecting sign type "D", only the logo and individual letters be internally illuminated;
and
(v)respecting sign type "E", only the perimeter of the frame be illuminated with static
incandescent light bulbs.
- The applicant be advised, upon approval of Application No. 998045, of the requirement
to obtain the necessary permits from the Commissioner of Urban Planning and
Development Services.
Comments:
The property is located on the east side of Yonge Street, having frontage on both Yonge and
Victoria Streets, in a mixed-use (commercial/residential) district. The property is known as
the Pantages Theatre. The building is designated historical under the Ontario Heritage Act.
The applicant is requesting permission to install new signage on the east and west
elevations of the building (see Figures 1 & 2). The new signage will serve to identify the
Pantages Theatre as one component of the larger AT&T Centre, which will include an
additional theatre, a hotel, retail and residential uses that were approved by the former City
of Toronto Council on May 12, 1997. The dimensions of each sign type are shown on
attached Figures 3-7. In addition to the 9 signs that are part of this application, 2 additional
signs, which are permitted under the Municipal Code, will be installed on the building. The
remaining 10 signs, which are currently existing on the building will be upgraded or remain
unchanged.
The areas of non-compliance with Chapter 297 of the Municipal Code by sign type are as
follows:
Sign type "A", illuminated roof sign, of which there are 2 proposed, do not comply in that
roof signs are not permitted in CR districts;
Sign type "B", illuminated fascia sign, of which there is 1 proposed, does not comply in that
the sign will be erected above the 2nd storey of the building;
Sign type "C", illuminated fascia sign, of which there are 4 proposed, do not comply in that
they will exceed the maximum permitted sign area of 15% of the building face of the second
storey and they will be erected above the second storey and more than 10 metres above
grade;
Sign type "D", illuminated fascia sign, of which there is 1 proposed, does not comply in that
it will be erected above the second storey and more than 10 metres above grade; and
Sign type "E", illuminated fascia sign, of which there is 1 proposed, does not comply in that
it will be erected above the second storey of the building and more than 10 metres above
grade, and the area of the sign (54.71 m²) will exceed the maximum permitted sign area of
25 m² by 29.71 m².
To summarize, the variances being requested have to do with roof signs not being permitted
in a CR district and the size and location of the proposed fascia signs.
The proposed roof signs, sign type "A", will be installed in the same location as the existing
"Phantom Masks" which will be relocated. The new signs will consist of arch-shaped
aluminum panels with static incandescent light bulbs around the perimeter. The panels have
been designed to echo the arches found on the east facade of the building. The signs will be
used to identify the new corporate sponsor, AT&T, and only the name and logo will be
internally illuminated (see Figure 3). At its meeting of April 1 and 2, 1996, the former City
of Toronto Council adopted By-law 1996-0168 which amended the sign regulations of
Chapter 297 of the Municipal Code by deleting the as-of-right replacement provisions for
legal non-conforming signs. City Council adopted this recommendation because it was felt
that the continued replacement of non-conforming signs would serve to prolong the lifespan
of signs in areas where Council had decided that they are no longer desired. By permitting
the erection of new non-conforming signs, the goal of attrition would take much longer to
achieve. While the signs' faces and attributes can be changed, no changes are permitted to
the sign structure, location or height of legal non-conforming signs. In this instance,
however, the classification of "roof sign" is arguably a technical matter in that the existing
"Phantom Masks" are icons attached to an existing vertical structure which supports the
permitted "Pantages" sign which is proposed to be maintained. The proposed signs are
similar in size to the existing "Phantom Masks" and will be set back from the building face
and positioned in the same location to screen the existing support structure. For this reason, I
consider the variance to be acceptable in this circumstance.
The second type of sign, fascia sign "B", consists of an ornamental aluminum frame with
static incandescent light bulbs around the perimeter of the frame. The sign will be front-lit
with decorative spot lights located on the canopy below. The sign will be used to advertise
the current production in the theatre and will be installed on the Yonge Street elevation of
the building, above the main entrance and approximately 9 metres above grade, which I
consider acceptable.
The third type of sign, fascia signs "C", will be located on the Victoria Street elevation of
the building. These arch-shaped signs will be internally illuminated and will have static
incandescent light bulbs around the perimeter of the frame. The new signs will replace
illuminated signs currently in this location and will be used to promote theatre-related
events. The signs have been designed to be integrated within the existing arches on the
upper level of the facade. In my opinion, the proposed signs emphasize this unique
architectural feature and their size and location will not negatively impact the building.
The fourth type of sign, fascia sign "D", will be located on the Victoria Street elevation of
the building. The sign identifying "AT&T Centre" consists of internally illuminated brass
channel letters mounted horizontally across the building face. The sign, although slightly
higher than permitted, has been positioned in between the arches to line up with the
cornerstone details on either side, which I consider appropriate in this instance.
The fifth type of sign, fascia sign "E", will be located towards the south end of the building
on the Victoria Street elevation. The sign consists of a "skeletal grid" frame edged with
static incandescent light bulbs on which visual icons will be displayed related to the current
production. The applicant proposes to display one of the "Phantom Masks" relocated from
Yonge Street. However, this sign will be changed intermittently to reflect the current
production. While the frame is larger and higher than permitted, the "skeletal grid" frame
has been appropriately sized and positioned on this blank section of wall to display the
visual icons which will be temporary in nature directly related to the play being performed.
On this basis, I consider the variance to be acceptable.
I have reviewed this application with Heritage Toronto staff. After numerous revisions, the
applicant has adequately addressed Heritage Toronto's concerns.
I am, therefore, recommending that this application be approved with the conditions noted
above. The applicant concurs with these recommendations.
Contact Name:Lora Mazzocca
Telephone: (416) 392-0421
Fax: (416) 392-7536
E-Mail: lmazzocc@city.toronto.on.ca
Beate Bowron
Director, Development Approval and Deputy Chief Building Official
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