Proposal by the Balmy Beach Rugby Club to erect two ground

signs in the City's road allowance adjacent to

Ashbridges Bay Park (East Toronto)

The Toronto Community Council recommends that City Council advise the Balmy Beach Rugby Club that it does not support its proposal for two third party ground signs within the Lake Shore Boulevard East road allowance to finance a private club house in a City park.

The following motion placed by Councillor Jakobek, was lost on the following division of votes:

"That the matter be deferred until the meeting of the Toronto Community Council to be held on May 26, 1999, and the Commissioner of Urban Planning and Development Services, in consultation with appropriate officials, be requested to meet with representatives of the Balmy Beach Rugby Club, to determine where the proposed sign would be located, how much revenue would be generated by the sign, whether the revenues generated would cover the construction of the club house and where the structure would be placed, and to report thereon to the Toronto Community Council."

Yeas:Councillors Bussin, Disero, Jakobek - 3

Nays:Councillors Rae, Adams Bossons, Johnston, Miller, Pantalone, Walker - 7

The Toronto Community Council reports, for the information of Council, having forwarded the request for funding for the proposed facility to the Policy and Finance Committee, for consideration within the 5-year Capital Plan.

The Toronto Community Council submits the following report (March 15, 1999) from the Commissioner of Urban Planning and Development Services:

Purpose:

This report provides comments on a specific proposal by the Balmy Beach Rugby Club to erect two third party ground signs on Lake Shore Boulevard East with revenue directed to pay for construction of a club house within a City park. This report is submitted at the request of Ward Councillor Tom Jakobek.

Source of Funds:

The financial implications to the City of this proposal have not been quantified.

Recommendation:

It is recommended that City Council advise the Balmy Beach Rugby Club that it does not support its proposal for two third party ground signs within the Lake Shore Boulevard East road allowance to finance a private club house in a City park.

Background:

Ashbridges Bay Park is located east of Coxwell Avenue and north of Lakeshore Road East ( see Figure 1). The park contains a baseball diamond and a sports field. The Balmy Beach Rugby Club uses the sports field on the western portion of the park.

The Rugby Club's idea is to erect two 10 foot by 20 foot double sided third party ground signs within the City's road allowance approximately 100 metres and 167 metres west of Coxwell Avenue and four metres north of the curb, perpendicular to Lake Shore Boulevard East (see Figures 1 and 2).

The Rugby Club proposes that the City enter into a twenty year lease agreement with Mediacom and agree to direct two lump-sum payments from the signs revenue directly to the Balmy Beach Rugby Club to pay for construction of a club house in the park.

Comments:

The former Metro By-law 211-79 prohibits commercial signage within all City road allowances and former Metro By-law 373 further restricts third party signs within 45 metres of Lake Shore Boulevard East. The intent of these by-laws is to protect aesthetically sensitive areas such as parks and major city gateways as well as to ensure safe traffic movement. This portion of Lake Shore Boulevard serves as the visual entrance to the essentially green corridor of the Eastern Beaches. This proposal conflicts with the basic intent and purpose of the City's Sign By-law. There is no rationale for supporting it.

Staff of Economic Development, Culture & Tourism (Parks and Recreation division) have advised that the installation of the signs would require the removal of numerous healthy City-owned trees and they do not support the removal of City-owned trees nor do they support the proposal to erect a club house at this location due to the proximity of other similar facilities in the area.

Third party signage in City road allowances has been controversial in recent years. The former City of Toronto Council decided, in 1995, not to expand advertising on City lands beyond the transit shelter program and, in 1997, not to permit installation of third party advertising on telephone booths on private and public property.

To my knowledge, this is the first such proposal to be brought to City Council's attention since amalgamation. There will be similar suggestions in future. The issues of corporate sponsorship and use of City-owned lands and facilities for third party advertising are complex. A coordinated and corporate strategy and policies should precede approval of any individual, "one-off" proposals.

In my opinion, the Balmy Beach Rugby Club's suggestion is not supportable and would set a precedent with far reaching implications for other community groups who might like to finance their capital projects through signage on City property.

Contact Name:

Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-0580

E-Mail: lmazzocc@toronto.ca

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Mr. Malcolm Clayton, Balmy Beach Club, appeared before the Toronto Community Council in connection with the foregoing matter.

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Balmy Beach Rugby Club

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Balmy Beach Rugby Club

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Balmy Beach Rugby Club