June 30, 1999

To:Toronto Community Council

From:Commissioner of Urban Planning and Development Services

Subject:235 Queens Quay, Application No.999052: Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Natale and Scott, Architects, 1558 Queen Street East, Toronto, on behalf of Harbourfront Corporation (1990) (Downtown - Ward 24)

Purpose:

To review and make recommendations respecting an application for variances to permit two roof signs and three fascia signs at 235 Queens Quay West, the York Quay Centre, at Harbourfront Centre.

Source of Funds:

Not applicable.

Recommendations:

It is recommended that:

1.City Council approve Application No. 999052 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit one illuminated double sided roof sign, two illuminated fascia signs, one message centre fascia sign and one message centre roof sign, for identification purposes, subject to the following conditions:

(i)all signs must receive, from the Committee of Adjustment, the necessary variances from the maximum height provisions of By-law 289-93;

(ii)the roof sign, including the changeable message board, on the roof of the two-storey addition proposed for the central part of the existing building must:

-not exceed:

-125.00 square metres in area, per side,

-7.0 metres in height above the roof, and

-30.50 metres in length; and

-be located within the 55.40 square metre location envelope shown on Figure 4;

(iii)the fascia sign on the south face of the building and existing structure must not exceed:

-31.50 square metres in area,

-2.10 metres in height, and

-15.00 metres in length;

(iv)the changeable message board roof sign on the southern facade on the roof of the building and existing structure must not exceed:

-12.75 square metres in area,

-1.25 metres in height above the roof, and

-12.75 metres in length;

(v)the fascia sign on the north face of the building must not exceed:

-31.50 square metres in area,

-2.10 metres in height,

-15.00 metres in length, and

-1.0 metre in height above the parapet of the existing building; and

(vi)the changeable message board fascia sign on the north face of the building must not exceed:

-12.75 square metres in area,

-0.85 metres in height, and

-12.75 metres in length.

2.Urban Planning and Development Services staff work with other appropriate City staff and Harbourfront Corporation to create comprehensive signage guidelines for Harbourfront.

3.Harbourfront Centre be required to submit the final design of the roof and fascia signs for York Quay Centre to the Commissioner of Urban Planning and Development Services for final approval and that the final design not be reported to Council again, unless additional variances are required.

Comments:

1.Background

Harbourfront is one of Toronto's most important and active cultural and entertainment attractions. Harbourfront Centre offices are currently located at 410 Queens Quay West, in a building slated for demolition. In order to replace its offices and maintain and improve its ability to provide its services, Harbourfront Centre plans to add two storeys to the main part of the York Quay Centre building, the most active part of Harbourfront. Corporate donations, including selling the naming rights to the renovated and expanded York Quay Centre, are essential to fund ongoing Harbourfront programmes as all Federal funding ends in 2000. Approval of signage is necessary so that Harbourfront Centre can sell the naming rights and attract more visitors to the Centre.

2.The Application

York Quay Centre is located on the south side of Queens Quay West, west of York Street. The applicant is proposing signs in three areas:

-a double sided illuminated sign containing a changeable message centre on the roof of the two-storey addition planned for the central portion of the existing York Quay Centre building. It would replace a larger roof sign which has recently been removed.

-an illuminated fascia sign and a changeable message centre on the south side of the building and open structure which faces the Waterfront Promenade and Toronto Bay.

-an illuminated fascia sign and a changeable message centre, the top of which projects above the top of the parapet wall, on the Queens Quay frontage, to replace the existing fascia sign painted on the building's exterior.

Illustrations are appended to this report.

3.Variances from the Sign By-law and the Zoning By-law

The signs do not comply with Chapter 297 of the Municipal Code (the Sign By-law) in the following ways:

1)roof signs are not permitted (297-9.C. and 297-11.B.1.) ,

2)fascia signs are not permitted (297-9.C), and

3.the fascia sign proposed for the north side of the building which projects above the top of the parapet would not meet the definition of "fascia sign" because it would not be wholly mounted against the wall.

The roof signs on the east and west elevation exceed the maximum height provisions of the Harbourfront Zoning By-law 289-93.

4.Review of Application

The proposed signage is an important part of the improvement of Harbourfront's facilities and will enhance the profile and visibility of Harbourfront as a major cultural and entertainment attraction for Toronto residents and visitors.

The property is zoned 'G1 - Park' by the Harbourfront Zoning By-law. The Municipal Code has restrictive signage provisions for Parks districts in order to protect their primary function as places for use by the public for recreational purposes in a quiet or natural setting. Harbourfront Centre is more an entertainment and cultural centre than a park, despite its 'G1' zoning. Signs attracting people to the Centre are consistent with its role as a busy, active and exciting place. In addition, the York Quay Centre, where the signs are proposed, is also far enough removed from residential buildings that the signs' presence is not obtrusive or harmful to those residential uses.

Signs at this site are further restricted by the Sign By-law prohibition on roof signs south of the Gardiner Expressway. The proposed roof sign is directed at vehicular and pedestrian traffic on Queens Quay West, not the Gardiner Expressway.

The proposal includes signs on the north and south elevation of York Quay Centre. The proposal establishes a length and height and maximum area sign envelope on the roof of the two-storey addition and limits signage to 67% of the envelope. This will permit some flexibility in the final sign design. Harbourfront Centre is seeking approval of the location and sizes of the signs, so that prospective corporate sponsors know what level of exposure they will get in return for the naming rights to the building.

The attached drawings do not represent the final design of the proposed signs since that will be developed by Harbourfront and their naming sponsor. The signs will be required to fit into the size envelopes described by the variance conditions. Harbourfront Centre has agreed that final approval of the actual signs remains with Urban Planning and Development Services staff.

In my view, the requested variances from the Sign By-law are appropriate in this location, subject to the conditions I have set out. They are consistent with the City's overall objectives for the Harbourfront area and are worthy of Council's support.

5.Zoning Height Variance

The review of the application has determined that the roof sign proposed for the roof of the two-storey addition exceeds the maximum height permitted by the Zoning By-law for the Harbourfront area. A variance from the maximum height of 15.0 metres is required from the Committee of Adjustment for this extra height. The highest point of the sign envelope would be 7.0 metres higher. While the Zoning By-law variance is not part of this application, I would advise the following:

a)The roof sign is part of the entertainment and cultural function of the York Quay Centre. There is no impact on neighbouring park or residential functions and amenities or on the views of the lake from the Gardiner Expressway, since the highest possible part of the signs is on the roof of a four-storey building and is oriented to vehicular and pedestrian traffic on the ground, not the Gardiner Expressway.

b)Signage is important to the Harbourfront area to ensure that places are clearly identified and easy to find. I am, therefore, also recommending that staff of Urban Planning and Development Services work with Harbourfront Centre and appropriate City staff to develop comprehensive signage guidelines for the area. This should reduce and prevent "sign clutter" along the waterfront.

c)The signs proposed will identify the York Quay Centre, provide information about Harbourfront events and activities only and will contain no third party advertising.

It must be emphasized that Harbourfront is a unique area on the waterfront and the Gardiner Expressway Corridor. The York Quay Centre, in particular, is the centre of the most intensive activity and requires signage for its identification and for the orientation of visitors in a way which other uses do not. Approval of the proposed signs will, therefore, not set a precedent.

Conclusions:

Harbourfront Centre is a significant cultural and entertainment facility in Toronto which residents and visitors often cannot find. The appropriate signage proposed will distinguish the York Quay Centre from the other attractions and activities along the waterfront and should help to improve its visibility, access and attendance. Approval of the proposed signage will enable Harbourfront to conduct its corporate fundraising, particularly selling the naming rights for the expanded and renovated York Quay Centre.

Contact Name:Ian Cooper

Telephone: (416) 392-7572

Fax: (416) 392-1330

E-Mail: icooper@toronto.ca

Beate Bowron

Director, Community Planning, South District

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