August 30, 1999
To:Toronto Community Council
From:Acting Commissioner of Urban Planning and Development Services
Subject:306 Yonge Street (595 Bay Street), Application No. 999054: Request for approval of a variance from Chapter
297, Signs, of the former City of Toronto Municipal Code, upon application by Kim Kovar / Aird & Berlis, Suite 1800 /
Box 754/181 Bay Street, Toronto, Ontario, M5J 2T9 on behalf of The Atrium on Bay Inc., 181 Bay Street, Suite 4300,
Toronto, Ontario, M5J 2T3. (Ward 24 - Downtown)
Purpose:
To review and make recommendations for an application for a variance to permit an illuminated bottle shaped three
dimensional third party advertising sign, that will travel up and down, to be attached to the Yonge Street face of the Atrium
Media Tower at 306 Yonge Street.
Source of Funds:
Not applicable.
Recommendations:
- That City Council approve application No. 999054 respecting a minor variance from Chapter 297, Signs, of the former
City of Toronto Municipal Code to permit an illuminated bottle shaped three dimensional third party advertising sign,
that will travel up and down, to be attached to the Yonge Street face of the Atrium Media Tower at 306 Yonge Street.
- That the applicant be advised, upon approval of Application No. 999054, of the requirement to obtain the necessary
permits from the Commissioner of Urban Planning and Development Services.
Comments:
The property is located on the west side of Yonge Street, in a mixed-use zoning district. The property will accommodate
the Atrium Media Tower. The applicant is requesting permission to erect a bottle shaped three dimensional illuminated
sign for third party advertising. The sign's dimensions will be 4.0 metres long, 10.5 metres high and 3.0 metres deep. The
sign will travel continuously up and down on the Yonge Street face of the media Tower at 306 Yonge Street.
The sign does not comply with Chapter 297 of the Municipal Code in that the proposed illuminated and animated, three
dimensional sign component to the media tower for third party advertising is not permitted.
The dimensions of the proposed three dimensional sign have been revised from the first proposal which was 4.5 metres
long, 4.0 metres deep and 12.0 metres high. The existing By-law provisions for the media tower permit a 4.5 metres long,
2.0 metres deep and 6.0 metres high sign to "hang" off the Yonge Street face of the media tower. The revised application is
more in keeping with the urban design objectives of ensuring extensive animation in the Yonge Dundas area while
minimizing intrusion into the 4.0 metres setback area along Yonge Street. The owner has further agreed to write the City
with his undertaking that the 10.5 metres height will only be utilized if needed because of the bottle shape of the 3-D sign.
Otherwise the height of the sign will be reduced to 9 metres.
My staff have consulted with Works and Emergency Services staff who were of the view that the sign size should be
reduced to minimize distraction to motorists. The reductions in scale as noted above should assist in this regard.
I am recommending approval of this application, as I find the variances requested to be minor and 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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