November 26, 1998
To:Toronto Community Council
From:Commissioner of Urban Planning and Development Services
Subject:2300 Yonge Street, Application No. 998091: Request for approval of a variance from
Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Pride
Signs Ltd., 280 Holiday Inn Drive, Cambridge, Ontario, N3C 1Z4 on behalf of Metropolitan
Life Insurance, 2300 Yonge Street, P.O. Box 2300, Toronto, Ontario, M4P 1E4. (North
Toronto)
Purpose:
To review and make recommendations respecting an application for a variance to permit two
illuminated "blade" signs at 2300 Yonge Street.
Source of Funds:
Not applicable.
Recommendations:
It is recommended that:
- City Council approve Application No.998091 respecting a minor variance from Chapter
297, Signs, of the former City of Toronto Municipal Code to permit two illuminated
"blade" signs.
- The applicant be advised, upon approval of Application No. 998091, of the requirement to
obtain the necessary permits from the Commissioner of Urban Planning and Development
Services.
Comments:
The property is located on the north-west corner of Yonge Street and Eglinton Avenue, in a
mixed-use (commercial residential) district. The property accommodates the Yonge-Eglinton
Centre. The applicant is requesting permission to install two illuminated "blade" signs on the
south and east elevations of the building in order to identify the new movie theatres (see
Figures 1-4). The signs each have a length of 5.6 metres and a height of 18.02 metres, with an
area of 100.9 m².
The signs do not comply with Chapter 297 of the Municipal Code in that they are not a
defined sign type and therefore are not permitted.
The cone-shaped signs would be attached to the south and east building facades to identify the
new theatres. The signs would be internally illuminated with flourescent lighting and only the
upper portion of the sign would contain the theatre name "Silvercity". Given that a portion of
the sign on the Yonge Street elevation will project above the building parapet, I was
concerned about the impact of the illuminated sign on the adjacent residential uses north and
west of the site and requested the applicant to address this concern. Consequently, the
applicant has proposed to install an aluminum semi-circular screen behind the signs in order to
prevent any light from being visible by the adjacent residential uses, which I believe
satisfactorily addresses my concerns.
The signs have been designed as decorative elements to complement the exterior facade of the
newly renovated building and, in my opinion, will not negatively impact the streetscape or the
surrounding uses.
I am therefore recommending approval of this application as I find the variance requested to
be minor and 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, Community Planning, South District
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