Toronto City Hall
100 Queen Street West
Toronto, Ontario
Canada M5H 2N2
www.toronto.ca
Tel: 416-392-0421
Fax: 416-392-0580
File Nos. 998090/998094
Urban Planning and Development Services
February 11, 1999
To:Toronto Community Council
From:Commissioner of Urban Planning and Development Services
Subject:126 John Street and 265-267 Richmond Street West, Applications Nos. 998090 &
998094: Request for approval of variances from Chapter 297, Signs, of the former City of
Toronto Municipal Code, upon application by The Kirkland Partnership Inc., 225 Richmond
Street West, Suite 500, Toronto, Ontario, M5V 1W2, and Steel Art Signs, 37 Esna Park
Drive, Markham, Ontario, L3R 1C9, on behalf of Festival Hall Developments Ltd., 347 Bay
Street, Suite 201, Toronto, Ontario, M5H 2R7. (Ward 24-Downtown)
Purpose:
To review and make recommendations respecting applications for variances to permit signage
at 126 John Street and 265-267 Richmond Street West, also known as Festival Hall.
Source of Funds:
Not applicable.
Recommendations:
It is recommended that:
- City Council approve Applications Nos. 998090 and 998094 respecting minor variances
from Chapter 297, Signs, of the former City of Toronto Municipal Code on condition that:
(i)the LED display area of "Cube" Sign Type P facing Richmond Street West not exceed 24
mē and that it be used only for first party advertising;
(ii)the LED display area of "Cube" Sign Type P facing John Street not exceed 12 mē and
that it be used only for first party advertising;
(iii)the Tri-vision Panel area of "Cube" Sign Type P not exceed 24 mē and that it be used
only for first party advertising;
(iv)the aluminum inset panels of "Cube" Sign Type P be illuminated only by fibre-optic side
glow cable;
(v)the LED display area of "Now Playing"Sign Type K not exceed 11mē;
(vi)the display area of the "Sloped Screen" Sign Type S not exceed 36 mē and that it be used
only for first party advertising; and
(vii)all of the signs, except the "Now Playing" Sign Type K and "Cube" Sign Type P, be
illuminated only between the hours of 4:30 p.m. and 7:00 a.m. and that this be achieved by
means of an automatic timing device.
2.That prior to the issuance of a sign permit, the owner shall enter into an Encroachment
Agreement with the Commissioner of Urban Planning and Development Services with respect
to the erection of the "Cube" sign on John Street.
3.City Council grant authority to :
(i)allow a minor variance from the former Metro By-law No. 118 to permit the erection
and maintenance of the Encroaching Signage described within this report subject to the
applicant entering into an encroachment agreement with the City covering both encroaching
signs and the other various architectural building features that will be covered by a standard
City of Toronto (former Metro) encroachment agreement as authorized by Metro By-law
54-81 to the satisfaction of the Commissioner of Works and Emergency Services; and
(ii)direct the appropriate City of Toronto Officials to give effect thereto.
4.The applicant pay all legal costs of the City of Toronto in the preparation and registration
of the Encroachment Agreements authorised in Recommendations 2 & 3.
5.The lease of rights including, but not limited to air rights, commercial uses and signage be
reviewed by the Commissioner of Works and Emergency Services and be subject to a fair
market rental determined by the Commissioner of Works and Corporate Services and payable
to the City of Toronto, Transportation Services Account, as of the installation date.
6.The applicant be advised, upon approval of Applications Nos. 998090 and 998094, of the
requirement to obtain the necessary permits from the Commissioner of Urban Planning and
Development Services.
Comments:
The property is located on John Street, Richmond Street West, and Widmer Street, in a
reinvestment area (RA) district. The proposed development is known as Festival Hall.
At its meeting of December 9, 1996, the former City of Toronto Council and subsequently the
Ontario Municipal Board on August 27, 1997 gave approval to permit the construction of a 30
metre high entertainment complex consisting of approximately 13,000 square metres of retail
space on the first two floors, and a 14-theatre, 4,300 seat multiplex cinema on the uppermost
floor. Parking for 370 vehicles will be provided underground.
The purpose of this report is to give consideration to a variance application to install signage
related to the theatre and retail uses. A separate variance application for signage will be
submitted by Playdium Entertainment which occupy the historical facades fronting on John
Street.
The proposed signs can be grouped into categories and the location of each sign by category is
illustrated on the attached Figures 1-3. In addition to the 20 signs that are part of this
application, an additional 23 signs, which are permitted, will be installed on the building.
The areas of non-compliance with Chapter 297 of the Municipal Code by sign type are
described as follows:
JOHN STREET ELEVATION:
Illuminated Fascia Sign "Chapters" - Type C (total of 1 proposed):
(a)the sign will be located above the second storey and more than 10 metres above grade.
The Municipal Code requires that fascia signs be located within the first two storeys of
buildings. The intent of this provision is to discourage excessive signage and to limit the
possible negative impact of signage on the streetscape and on the appearance of buildings. The
variance is supportable in this instance because the sign would be affixed to the aluminum
clad sign band above the entranceway of the retail store. If the sign were placed any lower it
would interfere with the windows of the commercial unit.
Illuminated Fascia Signs - Type D (total of 2 proposed):
(a)a portion of the proposed fascia signs will be erected above the second storey of the
building.
The variance is supportable because the signs are needed to provide identification for the
second floor commercial tenants.
Illuminated Roof Sign "Paramount IMAX Theatre " - Types V & U (total of 1 proposed):
(a)a roof sign is not permitted in a reinvestment area (RA) district.
The sign consists of 1.2 metre high internally illuminated individual letters and logo that
would be anchored to the base of the roof on the east side of the building. Unlike the large
vertical support structures typically associated with roof signs, the letters would be
individually supported on 1.2 metre high steel poles. The theatres would provide a backdrop
for the sign which, when viewed from the street, would more closely resemble a fascia sign.
While the classification of a "roof" sign in this instance is arguably a technical matter in that
the sign would be anchored to the roof of the building, the variance is supportable because the
sign has none of the structural attributes associated with such signs and would not obstruct or
otherwise interfere with significant views of the City's skyline.
RICHMOND STREET ELEVATION
Illuminated Fascia Sign "Chapters" - Type C (total of 1 proposed):
(a)the sign will be located above the second storey and more than 10 metres above grade.
The Municipal Code requires that fascia signs be located within the first two storeys of
buildings. The intent of this provision is to discourage excessive signage and to limit the
possible negative impact of signage on the streetscape and on the appearance of buildings. The
variance is supportable in this instance because the sign would be affixed to the aluminum
clad sign band above the entranceway of the retail store. If the sign were placed any lower it
would interfere with the windows of the commercial unit
Illuminated LED Sign "Now Playing" - Type K (total of 1 proposed):
(a)the sign with electronic message display is not permitted in a reinvestment area (RA)
district.
The sign would be located on the underside of the canopy above the entrance doors. The sign
would have a message display area of 11mē and would be used to advertise movie features and
showing times. The variance is supportable because of its modest size and its use in
conjunction with a theatre. I am recommending approval of the sign subject to the conditions
noted in Recommendations (v) and (vii) above. The applicant concurs with these conditions.
Illuminated "Quoins" - Type L (total of 2 proposed):
(a)the signs are not a defined sign type and are therefore not permitted.
The glass-faced signs would appear as illuminated columns on either side of the theatre
entrance. The variance is supportable because the signs constitute decorative elements on the
building.
Illuminated Canopy Sign "Paramount" - Type M (total of 1 proposed):
(a)the Municipal Code requires that a canopy sign not extend more than 1 metre above the
uppermost point of the canopy on which the canopy sign is mounted. The sign will exceed 1
metre.
The sign consists of illuminated channel letters affixed to the marquee. The sign would extend
2.1 metres above the canopy instead of 1 metre. The variance is supportable because the sign
has been positioned beneath the metal archway and if lowered would interfere with the glass
canopy directly below.
Illuminated Fascia Sign "Full" - Type O (total of 1 proposed):
(a)the sign is not mounted wholly against the wall of a building.
The sign will be installed below the soffit of the underground parking garage entrance. The
variance is supportable because the sign would be used to identify parking availability to
motorists prior to entering the underground garage.
Animated "Cube" Sign - Type P (total of 1 proposed):
(a)the sign is not a defined sign type and is therefore not permitted.
The sign is located approximately 18 metres above grade on the north-east corner of the
building. The "cube" is a three-dimensional object, aluminum clad with multicoloured inset
panels which would be outlined in fibre-optic side glow cable. Recessed into the cube are two
LED displays - one facing Richmond Street and the other facing John Street. On the top
portion of the cube facing John Street is a front-lit Tri-vision sign. These animation features
would be contained within specified dimensioned grids and would be used exclusively for
first party purposes to advertise the current and upcoming movie features (see attached Figure
6). Care has been taken with LED display technology in recognition of its dynamic character
which heightens visibility. I have only recommended approval of LED display signs for public
theatres, stadiums and places of amusement, as well as in the Financial District where the
scale of the buildings and/or intensity and nature of the commercial activity made such signs
acceptable. In this instance, its use in conjunction with a movie theatre and its location in the
entertainment district makes the sign acceptable. I am therefore recommending approval of the
variance subject to the conditions noted in Recommendations 1(i), (ii), (iii) and (iv) above.
The applicant concurs with these conditions.
Illuminated Fascia Sign "Famous Players Imax" - Types Q & R (total of 1 proposed):
(a)the sign will be erected above the second storey of the building and more than 10 metres
above grade; and
(b)the area of the sign (27.48 mē) exceeds the maximum permitted area of 25 mē.
The sign consists of illuminated acrylic face channel letters and logo that run diagonally
across the building face. The first variance occurs because the sign would be located higher
than permitted by the Municipal Code. In this instance, however, the variance is supportable
because the sign has been designed to complement the escalator and staircase enclosure
located directly behind. The sign would be slightly larger than permitted by the Municipal
Code. However, given that it consists of individual letters rather than an illuminated sign box I
am prepared to support this modest increase in size.
Back-lit "Sloped Screen" Fascia Sign - Type S (total of 1 proposed):
(a)the sign will not be mounted wholly against the wall of a building:
(b)the sign will be erected above the second storey of the building and more than 10 metres
above grade; and
(c)the area of the sign (76 mē) exceeds the maximum permitted area of 25 mē.
The sign is a front-lit vinyl billboard surrounded by aluminum cladding to match the building.
The top portion of the billboard is sloped away from the building approximately 0.9 metres in
order to provide better visibility to pedestrians. While the screen is larger than permitted, only
the vinyl inset panel being 36 mē would display signage. The applicant proposes using
stretched vinyl material in order that the sign can be easily changed to promote movie-related
events. The variances are supportable for these reasons subject to the conditions noted in
Recommendation 1(vi) and (vii) above. The applicant concurs with these conditions.
"Paramount 14" Marquee with Fibre Optic Bands - Type T and Element 4 (total of 1
proposed):
(a)the sign is not a defined sign type and is therefore not permitted.
The sign runs vertically on the north elevation of the building approximately 12 metres above
the theatre's main entrance. The marquee is aluminum clad with acrylic face channel letters
running vertically along each side. Fibre optic strips of continuous changing colours and
horizontal fibre optic bands of set colours accentuate the sign. The marquee is integral to the
theatre use and to the overall architectural design of the building. I am therefore
recommending approval of the sign.
Illuminated "Star" Fascia Signs - Type Y (total of 2 proposed):
(a)the signs will be erected above the second storey of the building and more than 10 metres
above grade.
The signs consist of aluminum "stars" affixed to a metal bar that forms an arch above the
"Paramount" sign. The signs range in height from 6.4 metres to 11.4 metres above grade. The
"stars" are self-illuminating and represent the company's logo. The variance is supportable
because the stars are part of the company's registered trademark.
Projecting "Lighting Sconce" Signs - Element 2 (total of 2 proposed):
(a)the signs are not a defined sign type and are therefore not permitted.
These "torch-shaped" signs would be located on the uppermost storey of the building at the
theatre level. The signs would be clad in aluminum with internal fibre-optic illumination that
would give a banding effect. The signs would highlight the main entrance and in my opinion
are acceptable.
Illuminated "Metal Ribbon" Fascia Signs - Element 9 (total of 2 proposed):
(a)the signs will be erected above the second storey of the building and more than 10 metres
above grade.
The fibre optic band would run below the Famous Players Imax Sign on the north elevation of
the building in the form of a wave. The variance is supportable because the sign constitutes a
decorative element on the building.
ENCROACHING SIGNAGE:
The following are the comments and recommendations from the Commissioner of Works and
Emergency Services respecting the signs as outlined below that when installed will encumber
the air rights over the Richmond Street West road right-of-way. I am including these
recommendations as part of new procedures to combine the approval processes for signs
encroaching over roads subject to the former Metro signs bylaw and also subject to the former
City of Toronto's Municipal Code signage provisions.
- a non-illuminated parking "Blade" sign located 24.16 metres east of the north east property
corner on Richmond Street West. The sign to have a minimum clearance above the public
sidewalk of Richmond Street by 1.75 metres. Clear space between the south curb line of
Richmond Street West and the closest part of the sign between the existing sidewalk grade
to the lowest portion of the sign being 3.4 metres.
- an illuminated "Sloped Screen" Type S located 46.74 metres east of the north east property
corner on Richmond Street West and will overhang the road allowance by 1.0 metre. Clear
space between the south curb line of Richmond Street to the closest part of the sign being
1.99 metres. Minimum clearance between the existing sidewalk grade to the lowest portion
of the sign being 19.63 metres.
- an illuminated Canopy Sign Type M located 42.54 metres east of the north east property
corner on Richmond Street West and will overlay the Richmond Street road allowance by
1.5 metres. Clear space between the south curb line of Richmond Street to the closest part
of the sign being 1.49 metres. Minimum clearance between the existing sidewalk grade to
the lowest portion of the sign being 3.93 metres.
- an illuminated Marquee Type T located 50.17 metres east of the north east property corner
on Richmond Street West and will overlay the Richmond Street road allowance by 1.05
metres. Clear space between the south curb line of Richmond Street to the closest part of
the sign being 1.94 metres. Minimum clearance between the existing sidewalk grade to the
lowest portion of the sign being 2.95 metres.
- an animated "Cube" Sign Type P located 79.89 metres east of the north east property
corner on Richmond Street West and will overlay the Richmond Street road allowance by
1.09 metres. Clear space between the south curb line of Richmond Street West to the
closest part of the sign being 1.9 metres. Minimum clearance between the existing
sidewalk to the lowest portion of the sign being 15.95 metres.
The signs are in keeping with the design negotiated through Urban Planning and Development
Services and subsequently approved at the Ontario Municipal Board. Further, all of the
above-noted signs, except for "Now Playing" Sign Type K and "Cube" Sign Type P, will have
controlled hours of illumination to minimize the impact of illumination on adjacent
commercial uses. The applicant has agreed to these controlled hours. In my opinion, the signs
are appropriate for this theatre use and I am therefore recommending that this application be
approved subject to the conditions noted above.
Contact Name:Lora Mazzocca
Telephone: (416) 392-0421
Fax: (416) 392-0580
E-Mail: lmazzocc@toronto.ca
Beate Bowron
Director, Community Planning, South District
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