October 7, 1998

To:Toronto Community Council

From:Commissioner of Urban Planning and Development Services

Subject:511 Danforth Avenue, Application No. 998033: Request for approval of a variance from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Signs of Change, 272 Westwood Avenue, Toronto, Ontario, M4J 2H6, on behalf of Canada Life Assurance, 370 University Avenue, Toronto, Ontario, M5G 1R8. (Don River)

Purpose:

To review and make recommendations respecting an application for a variance to maintain one illuminated roof sign at 511 Danforth Avenue.

Source of Funds:

Not applicable.

Recommendation:

It is recommended that:

City Council refuse Application No. 998033 respecting a minor variance from Chapter 297, Signs, of the former City of Toronto Municipal Code to maintain one illuminated roof sign.

Comments:

The property is located on the south side of Danforth Avenue, between Fenwick Avenue and Logan Avenue, in a mixed-use (commercial/residential) district. The property accommodates a one storey commercial building. The applicant is requesting permission to maintain one illuminated roof sign (see Figure 1). The sign has a length of 1.2 metres and a height of 2.4 metres, with an area of 2.9 m². An additional 5 signs, which are permitted under the Municipal Code, have been installed on the building as illustrated on the attached Figure 2.

The roof sign does not comply with Chapter 297 of the Municipal Code in that it is not permitted in this district. City Council adopted this prohibition based on a study of roof signs along main streets in CR and MCR districts. Roof signs, because of their unsightly support structures, detract from the streetscape and negatively impact the skyline views along our commercial streets and from adjacent residential districts.

Although the sign has no exposed support structures of the type normally associated with roof signs, the sign unnecessarily protrudes 2.4 metres above the building's roof line. In my opinion, the approval of a roof sign in this location would undermine the integrity of the Sign By-law and would set an unfortunate precedent for other properties in this area and in other mixed-use (commercial/residential) districts throughout the City.

Given the prohibition of roof signs in this district, I consider the requested variance to be significant and not within the general intent and purpose of the sign provisions of the Municipal Code. I am, therefore, recommending that this application be refused.

Contact Name:Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-7536

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

Beate Bowron

Director, Community Planning, South District

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