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File No.999001

Urban Planning and Development Services

February 1, 1999

To:Toronto Community Council

From:Commissioner of Urban Planning and Development Services

Subject:55 Lake Shore Boulevard East, Application No. 999001: Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Phil Gillies, on behalf of the Liquor Control Board of Ontario, 55 Lake Shore Blvd East, 2^nd Floor, Toronto, Ontario M5E 1A4. (Ward 24 - Downtown)

Purpose:

To review and make recommendations respecting an application for variances to permit six illuminated fascia signs and one (LED) fascia sign for identification purposes on three of the four faces of the building (the north, west and east elevations) at 55 Lake Shore Boulevard East.

Source of Funds:

Not applicable.

Recommendation:

1. That City Council refuse Application No. 999001 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit six illuminated fascia signs and one (LED) fascia sign at 55 Lake Shore Blvd. East.

Comments:

The LCBO headquarters building fronts the entire city block between Freeland Street and Cooper Street on the south side of Lakeshore Boulevard East. Three of the four faces of the building, the north, west and east elevations, have excellent exposure to traffic on the Gardiner Expressway as well as to Lakeshore Boulevard.

The proposal is to utilize extensive portions of these three elevations for six very large illuminated fascia signs - two signs, one on each of the west and east elevations, respectively, covering all windows on the top three floors of this four storey building and four more signs spaced along the north elevation, each covering a pair of windows over the top three floors of the building (see Figures 1,5,6 & 7).

The applicant has advised that these signs would be constructed of "one way fabric" mounted in sections. These signs would be "see- through" from the inside the office windows they would cover. Apparently, this is a similar material to that which is used to shrink-wrap TTC buses and GO trains for third party-advertising.

The applicant refers to these proposed signs as "super banners". This is not a defined term in the Municipal Code. These proposed signs are subject to the standard provisions for all fascia signs.

The proposal also includes a very large LED sign, to be erected on top of the west elevation extending above the parapet of the building. This LED sign is referred to in the application as an "electronic message centre". The application does not indicate whether usage would be restricted to first party advertising or whether third party rental is proposed. The applicant has noted that the intended audience for this LED sign is the eastbound traffic on the Gardiner Expressway.

The proposed signs do not comply with Chapter 297 of the Municipal Code in the following ways:

1. the electronic message display copy area of the LED sign (29.8 mē) exceeds by 14.9 mē the maximum 14.9 mē message display copy of the sign area permitted;

1. all the fascia signs will be erected above the second storey and more than 10 metres above grade;
2. the area of fascia sign (208.3 mē) on west wall of the building exceeds by 138.3 mē the maximum 70.0 mē sign area permitted. The aggregate area of the fascia signs (242.1 mē) on north wall exceeds by 178.5 mē the maximum 70.0 mē sign area permitted and the aggregate area of the fascia sign (178.5 mē) on east wall exceeds by 108.5 mē the maximum 70.0 mē sign area permitted; and
3. the proposed fascia signs will block windows of the building.

The first variance involves the LED sign on the west elevation. It is proposed to have electronic display copy (the lettering and image area) which would be one hundred percent of the area of the sign where as the Municipal Code permits electronic display copy that is up to 50 percent of the area of the overall LED sign. In fact, the overall package of sign restrictions in the Gardiner Corridor is specifically intended to protect panoramic views of the city's skyline. Given the barrage of advertising signage facing motorists along the Gardiner Expressway corridor, I see no rationale whatsoever for permitting an LED sign display twice the regulated size.

The second, third and fourth variances are related to the fascia signs which would shrink-wrap portions of the north, west and east elevations. These signs would considerably exceed the permitted size and height for fascia signs and would also cover up numerous windows, contrary to the Code.

The intent of the Code is very clear. Its requirements balance a company's need for reasonable opportunities for identification and first party advertising signs with broader objectives of ensuring public safety and limiting visual clutter. As well, the minor variance process provides a mechanism for dealing with unique situations that can't meet the terms of the Code.

The LCBO has, in my opinion, more than sufficient room and varied opportunities to provide grade-related signage on its building facade within the height and size restrictions of the Code. As well, the LCBO has recently used the minor variance process to advertise its location to traffic on the Gardiner corridor, having obtained permission in April 1998 for a large illuminated LCBO logo fascia sign now erected on the north face of the building's penthouse.

I cannot support covering so many windows or such a large portions of building face with this new form of oversized fascia signage. These are not murals adding interest to blank walls. The pattern of windows is part of a building's basic architectural integrity and involves a two-way relationship - being able to see inside as well as to see out. I see no rationale for approving variances which would set a pattern of allowing windows to be covered up, expressly contrary to the Code's original intent.

I am, therefore, recommending refusal of this application as I find the variance requested not to be minor or within the general intent and purpose of the sign provisions of the Municipal Code.

Contact Name:

Norm Girdhar

Telephone: (416) 392-7209

Fax: (416) 392-0580

E-Mail: ngirdhar@toronto.ca

Beate Bowron

Director, Community Planning, South District

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