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
mē.
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@toronto.ca
Beate Bowron
Director, Community Planning, South District
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