STAFF REPORT

October 28, 1999

To: Toronto Community Council

From: Acting Commissioner of Urban Planning and Development Services

Subject: 378 Yonge Street, Application No. 999057: Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Sid Catalano / Pattison Outdoor, 2345 Yonge Street, Suite 500, Toronto, Ontario, M4P 2E5 on behalf of Dani Cohen / Turbo-Mac Ltd., 78 Signet Drive, North York, Ontario, M9L 1T2

(Downtown)

Purpose:

To review and make recommendations for an application for minor variances to permit three illuminated roof signs, for third party advertising purposes, on top of a two-storey former bank building at 378 Yonge Street. The historic building is designated by Council under the Ontario Heritage Act.

Financial Implications:

There are no financial implications resulting from the adoption of the report

Recommendations:

It is recommended that:

City Council refuse Application No. 999057 for minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit three illuminated roof signs, for third party advertising purposes, on top of the two-storey designated historic building at 378 Yonge Street.

Comments:

The property is located at the south-west corner of Yonge Street and Gerrard Street in a (CR) mixed-use zone district. The property contains a two-storey former bank building. The building is a designated historic structure under the Ontario Heritage Act.

The applicant is requesting permission to erect, for third party advertising purposes, three illuminated roof signs. The proposed signs extend above the parapet wall on the north, east and south faces of the building at 378 Yonge Street (see Figure 1). The first roof sign is directed toward southbound motorists and pedestrians on Yonge Street. The proposed sign is 12.20 metres long and 3.05 metres high with an area of 37.21 mē. The second roof sign which is 6.10 metres long and 3.05 metres high with an area of 18.61 mē is aimed at westbound motorists and pedestrians on Gerrard Street. The third roof sign which is directed at northbound motorists and pedestrians on Yonge Street is 6.10 metres long and 3.05 metres high and has an area of 18.61 mē.

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

1. roof signs are not permitted in a mixed-use (commercial/residential) zoning district; and

2. the required 60 metres separation distance from other third party signs would not be provided.

This proposal raises two issues:

(a) the ban on roof signs in the former City of Toronto; and

(a) the role of third party signage along Yonge Street north of the Media Towers proposed at the Yonge/Dundas intersection.

At its meeting of April 24, 1995, City Council passed By-law 1995-0229 to amend Chapter 297 of the Municipal Code and prohibit roof signs in all CR and MCR zone districts in the former City of Toronto. The prohibition resulted from a study of signage along the City's "main streets" which detailed the unattractive appearance of roof signs in the mixed-use districts and from adjacent residential districts as well as the negative effect on skyline views.

This application clearly contradicts the City's prohibition on new roof signs. In fact, the City's objective is to not allow improvements to existing roof signs which would extend their lifespan.

There are three legal non-conforming roof signs on Yonge Street between Dundas Street and Gerrard Street. These signs should be removed when these properties are redeveloped. Allowing new roof signs, by way of minor variance application, will undercut the clear intent of City policy.

The permission for third party signage on Yonge Street should remain focused on the Yonge/Dundas intersection in relation to the approved media towers or media walls (e.g. Atrium, Eaton Centre and Metropolis). There is no rationale for allowing a northward creep on this one street alone, contrary to the prohibition elsewhere.

As well, the proposed signs do not enhance the historic architecture of the building. In fact, these signs distort the height of the building walls and diminish the building's overall contribution to the streetscape. Staff of Heritage Toronto have reviewed the plans and do not support the proposal.

For the above noted reasons, I consider the requested variances to be significant and not within the general intent and purpose of the sign provisions of the Municipal Code. I am therefore recommending refusal of this application.

Contact: Norm Girdhar

Telephone: (416) 392-7209

Fax: (416) 392-0580

E-Mail: ngirdhar@toronto.ca

Beate Bowron

Director, Community Planning, South District

List of Attachments:

Key Map

Block Plan and Elevations

Sign Details

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