Variances from Chapter 297, Signs,

of the Former City of Toronto Municipal Code -

(Don River, Downtown, and Davenport)

The Toronto Community Council recommends the adoption of the following reports from the Commissioner of Urban Planning and Development Services:

(April 16, 1999)

Purpose:

To review and make recommendations respecting an application for a variance to install two non-illuminated trellis wall signs for identification purposes at 250 Front Street East.

Source of Funds:

Not applicable.

Recommendations:

(1)That City Council approve Application No. 999007 respecting a minor variance from Chapter 297, Signs, of the former City of Toronto Municipal Code to install two non-illuminated trellis wall signs for identification purposes at 250 Front Street East; and

(2)That the applicant be advised, upon approval of Application No. 999007, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The property is located on the northeast corner of Front Street East and Berkeley Street, in the King-Parliament Reinvestment Area. The property accommodates a one storey retail commercial building. The proposal is to install two non- illuminated trellis wall signs for identification purposes. Each sign is 0.91 metre long and 0.73 metre high, with an area of 0.66 mē. The signs will be erected on two decorative masonry walls located at southwest corner and at northwest corner of the property (see Figure 1). These 1.79 metres long and 2.79 metres high decorative walls are to be built as a part of the proposed landscape design for the site.

The proposed signs do not comply with Chapter 297 of the Municipal Code in that fascia signs are required to be mounted wholly against the wall of a building. The signs will be mounted against decorative masonry walls which are not a part of the building, therefore the signs do not meet the definition of a fascia sign. Approval of a sign variance application is required because the signs do not conform to any of the sign types defined in the Municipal Code.

The signs most closely resemble fascia signs, excepting that they will not be, in their entirety, placed against the wall of the building. I consider the variance to be technical in nature and therefore acceptable.

I am, therefore, recommending approval of this application, as I find the variance 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

(April 26, 1999)

Purpose:

To review and make recommendations respecting an application for a variance to permit ten illuminated banner signs at 204-214 King Street East and 185 Frederick Street.

Source of Funds:

Not applicable.

Recommendations:

It is recommended that:

(1)City Council approve Application No.999010 respecting a minor variance from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit ten illuminated banner signs on condition that they only be used to identify the tenants on the ground floor and first floor levels of the building; and

(2)The applicant be advised, upon approval of Application No. 999010, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The property is bounded by King Street East, Frederick Street and Sherbourne Street, in a reinvestment area (RA) district. The property accommodates a four and six storey commercial building. The property is listed on the City's Inventory of Heritage Properties. The applicant is requesting permission to install five illuminated projecting banner signs on the King Street frontage and five illuminated projecting banner signs on the Frederick Street frontage to identify the commercial tenants on the ground floor and first floor levels (see Figures 1 and 2). The signs each have a length of 0.45 metres and a height of 2.7 metres, with an area of 1.2 mē.

The signs do not comply with Chapter 297 of the Municipal Code in that the area of sign in aggregate on King Street exceeds the permitted area by 0.3 mē and the area of sign in aggregate on Frederick Street exceeds the permitted area by 2.3 mē and they will not identify a business within the building.

The maximum area for a projecting signs is based on the amount of frontage the unit has on the street. The banner signs will run lengthwise along the building's south and west facades. In my opinion, the signs are appropriately sized for this block long corner property and will not negatively impact the building or the streetscape. The applicant has confirmed that the signs will only be used to identify the commercial tenants located on the ground floor and first floor levels. Identification signage already exists for the main tenant who occupies the upper five storeys of the building.

Heritage Toronto staff have advised that they have no objections to the proposed banner signs.

I am recommending approval of this application on condition that the signs only be used to identify the commercial tenants on the ground floor and first floor levels.

Contact Name:

Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-0580

E-Mail: lmazzocc@toronto.ca

(April 23, 1999)

Purpose:

To review and make recommendations respecting an application for minor variances to permit one illuminated fascia sign for third party advertising on the north wall of the building at 672 Dupont Street.

Source of Funds:

Not applicable.

Recommendations:

(1)That City Council approve Application No. 999015 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit one illuminated fascia sign for third party advertising on the north wall of the building at 672 Dupont Street; and

(2)That the applicant be advised, upon approval of Application No. 999015, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The subject property is located on the northwest corner of Dupont Street and Christie Street, in a Industrial-Commercial zoning district. The four storey commercial building is listed by Council under the Ontario Heritage Act. The applicant is requesting permission to erect one illuminated fascia sign for third party advertising on the north wall of the building (see Figure 1). The sign is 6.1 metres long and 3.0 metres high, with an area of 18.3 mē.

The sign does not comply with Chapter 297 of the Municipal Code in the following ways:

(1)the proposed illuminated fascia sign for the purpose of third party advertising will be erected on a building listed by Council under the Ontario Heritage Act; and

(2)the height of the proposed sign (12.5 metres ) exceeds by 2.5 metres the maximum 10.0 metres height permitted by the Municipal Code.

The first variance occurs because an illuminated fascia sign for the purpose of third party advertising is not permitted on a building listed by Council under the Ontario Heritage Act. In this case, however, the sign will be mounted on the north wall, which is a plain brick wall and contains none of the heritage features of the building. Staff of the Toronto Historical Board have reviewed the plans and advised that the plans are acceptable.

The original application also requested a height variance for the proposed sign. During discussions, the applicant revised his plans so that the height of the proposed fascia sign is 10 metres, as required by the Municipal Code.

I am recommending approval of this application, as I find the variance 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

(April 26, 1999)

Purpose:

To review and make recommendations respecting an application for variances to maintain one illuminated fascia sign for identification purposes on the west elevation at 55 Bloor Street West.

Source of Funds:

Not applicable.

Recommendations:

(1)That City Council approve Application No. 999016 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to maintain one illuminated fascia sign for identification purposes on the west elevation, on condition that the sign be illuminated only between the hours of 7:00 a.m. and 11:00 p.m. and that this be achieved by means of an automatic device; and

(2)That the applicant be advised, upon approval of Application No. 999016, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The subject property, known as "Manulife Centre", occupies the entire block bounded by Bloor Street West, Bay Street, Charles Street West and Balmuto Street. There is a three-storey high shopping concourse that runs along the Bay Street frontage between a high-rise office tower on the north and a high-rise residential apartment building on the south end of the property. A retail book store, "Indigo" Books, Music & Cafe occupies a major portion of the shopping concourse.

A two-storey high archway entrance and the store lobby is located on the Bay Street frontage. An existing illuminated "Indigo" fascia sign is erected on top of the archway entrance. The sign is 9.15 metres long and 4.42 metres high, with an area of 40.44 mē(see Figure 1).

The applicant is requesting permission to maintain the illuminated fascia sign for identification purposes.

The sign does not comply with Chapter 297 of the Municipal Code in the following ways:

(1)the fascia sign is not wholly mounted against the wall of the building;

(2)the sign is erected above the second storey and more than 10 metres above grade; and

(3)the area of the sign ( 40.44 mē ) exceeds by 15.44 mē the maximum 25 mē sign area permitted by the Municipal Code.

The first variance occurs because fascia signs are required to be wholly mounted against the wall of a building. The top portion of the sign projects above the parapet wall and appears to be attached to the backdrop columns of the shopping concourse building (see Figure 2 & 3).

The second and third variances relate to the size and height of the sign. The size and height of signs above grade is regulated in order to reduce the visual impact of signs on the buildings to which they are attached, on the streetscape and on upper floor residential units in the immediate vicinity.

In this instance, the sign has been sized and positioned to compliment the proportions of this long and rectangular facade of the building. The closest residential unit would be more than 30 metres away from which the sign in the high rise residential building across on the west side of Bay Street. Due to this separating distance, there should not be any adverse impact on the surrounding residential uses. To ensure this, however, I have required that the hours of illumination be restricted to between 7:00 a.m. and 11:00 p.m. The owner is in agreement with this recommendation.

I am recommending approval of this application, with a condition respecting the restriction of hours of illumination, as I find the variance 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

(May 12, 1999)

Purpose:

To review and make recommendations respecting an application for variances to amend the existing sign permissions for the Atrium Media Tower, as approved by the former City of Toronto Council on October 6 and 7, 1997.

The property is located on the west side of Yonge Street, one property north of Dundas Street West. The immediate context of the site is almost exclusively non-residential with the Atrium on Bay building to the west, Ryerson Polytechnic University to the north east, the Toronto Eaton Centre to the south, and a variety of commercial and office buildings in the surrounding area. Immediately to the east, a new retail and entertainment complex "Metropolis" is planned and to the south a public square.

Source of Funds:

Not applicable.

Recommendations:

It is recommended that:

(1)City Council approve Application No. 999018 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit amendments to the existing sign permissions on condition that the three-dimensional sponsor logo not depict or represent any advertisement which is discriminatory in tone or content, as so defined by the Ontario Human Rights Code and the Canadian Code of Advertising Standards; and

(2)The applicant be advised, upon approval of Application No. 999018, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Background:

Since 1994, City Council of the former City of Toronto has approved a number of initiatives aimed at encouraging and providing for the revitalization of lower Yonge Street, with special emphasis on the intersection of Yonge Street and Dundas Street. Significant changes to the existing appearance of this portion of Yonge Street are being undertaken in order to create new development opportunities and to rebuild the image of downtown Yonge Street as the major tourist, shopping and entertainment destination within the Greater Toronto Area.

The means through which the planning objectives are to be achieved include improving the amount and quality of street-related retail space, improving the quality and variety of building facades and signage and building a new public square.

Numerous businesses in the area have undertaken, or have applied for municipal approvals to undertake building facade improvements and major renovations and expansions that have incorporated exciting and dynamic proposals for signage. These include, among others, the new Gap store with enhanced parapet signage, the Toronto Eaton Centre storefront expansion which will feature high quality oversized signage and a media tower at its north-east corner, the Metropolis, a large urban retail and entertainment complex on the east side of Yonge Street north of Dundas Street, which will feature a media and signage "facade" and the renovation of the Atrium on Bay building where new retail uses and a 55 metres high media tower been approved.

Approval has been given for a two storey commercial building on the site which will connect to the Atrium on Bay. The building is currently under construction and is nearing completion.

On July 23, 1997, the Committee of Adjustment of the former City of Toronto approved a minor variance to permit a 55 metre high skeletal media tower structure on top of the two storey building. The Committee's decision was appealed to the Ontario Municipal Board and was subsequently approved on February 23, 1998.

The purpose of this report is to discuss an application by Aird & Berlis to amend the existing sign permissions for the Atrium Media Tower. The variances being requested are as follows:

(1)one hundred percent (100 percent) of the gross surface display area will be utilized for third party advertising in lieu of the maximum permitted of eighty-five percent (85 percent);

(2)the sponsor logo three-dimensional sign will not comply with the definition as it will contain third party advertising; and

(3)the sponsor logo three-dimensional sign will have a length, width and height of 6 metres in lieu of the maximum permitted of 5 metres.

Comments:

The first variance occurs because the current sign permission allows up to 85 percent of the signage display area on the media tower to be utilized for the purposes of third party advertising. This was to allow an opportunity for the tenants in the Atrium building, some with no frontage at grade, to secure advertising space on the media tower.

The applicant's solicitor has advised that the average cost of design and production of a simple back-lit sign box which could be used on the media tower is between $75,000.00 - $100,000.00. Signs employing the latest in modern technology can cost upwards of $1 million, exclusive of the costs of leasing the space on the tower itself. The applicant's solicitor further advised that the current retail tenants in the Atrium building are not of the size or type who typically have advertising programs or budgets for this type of advertising and have, to date, not been and are not likely in future to become interested or able to invest the funds necessary to produce an appropriate sign of the design and quality being sought for the media tower. The applicant's submission is, therefore, that the 85 percent restriction detrimentally affects the owner's ability to fully lease the media tower with the high quality innovative signage desired.

Dynamic signage is an integral part of the entertainment experience of this emerging district and contributes to the new sense of place which is one of the goals of renewing the street. The variance is supportable because it will give the landowner more flexibility to fully lease all available space on the media tower while at the same time not precluding the opportunity for first party signage. The Atrium on Bay building which occupies an entire city block provides sufficient opportunities for signage for its commercial tenants and in my opinion the request to allow the flexibility of up to 100 percent third party advertising on the media tower is in keeping with the media tower proposed on the Toronto Eaton Centre site.

The second and third variances have to do with the sponsor logo three-dimensional sign. The Municipal Code permits a sponsor logo three-dimensional sign to be installed on top of the media tower as a beacon or crowning element to the tower and restricts this element to a sculptural depiction of a logo, corporate symbol, corporate name or product of the owners or a tenant of the Atrium building. The applicant is seeking a variance to expand the definition to allow for third party advertising on the sponsor logo and to increase the depth and width of the logo from 5.0 metres to 6.0 metres to accommodate the third party advertiser.

The applicant's solicitor argues that the "first party" limitation on this element is severely restricting the owner's ability to secure the best sign "tenant" for this key location on the media tower. She contends that the media tower will ultimately become known by this crowning element and that this element will also set the standard for the quality and innovation in construction and design for the signage which will follow below.

Illuminated logos are currently permitted on buildings having a height of 34 metres or greater to identify the corporate name or owner or main tenant of the building. At issue is whether this media tower is viewed as having a different urban presence than the adjacent building, the Atrium. The Ontario Municipal Board, in it's decision approving the media tower, refers to the media tower as "...not a solid building mass, but an open steel skeleton to permit sign placement and (which).... will help sustain and enhance this highly visible area that gives the city its distinctiveness."

The applicant's solicitor was not able to advise my staff, at this time, of the potential leaseholder or content of the three-dimensional sponsor logo sign. My recommendation includes a broad condition that the eventual sponsor sign must not depict or represent any advertisement which is discriminatory in tone or content, as so defined by the Ontario Human Rights Code and the Canadian Code of Advertising Standards. These phrases have been included in order to highlight the importance of this element in the future cityscape,

The Atrium Media Tower is a unique and exciting signage component and will contribute to the distinctiveness of the emerging Yonge and Dundas public spaces from other areas of the City where the approach to signage is more intensively regulated. In my opinion, the variances requested are supportable. Further, there are also other opportunities on the Atrium building for corporate identification.

Given these reasons, I am recommending approval of this application.

Contact Name:

Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-0580

E-Mail: lmazzocc@toronto.ca

(May 14, 1999)

Purpose:

To review and make recommendations respecting an application for a variance to permit an undefined sign type at 23 Spadina Avenue.

Financial Implications:

Not applicable.

Recommendations:

It is recommended that:

(1)City Council approve Application No. 999038 respecting a minor variance from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit the proposed three undefined signs; and

(2)The applicant be advised, upon approval of Application No. 999038, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The property is located with the block bounded by Spadina Avenue, Bremner Boulevard, Navy Wharf Court and Blue Jays Way within a mixed-use (commercial-residential) district.

The applicant is requesting permission to install signage on the west and east elevations of the building (see Figures 2 and 3). The proposed signage will identify the building as a sales office for condominium projects to be located within the Railway Lands Central and West.

The proposed signs have dimensions as follows:

West Elevation:

(i)overall length of 18.3 m (60 ft.) and a height of 0.88 m (34.6 in.)

East Elevation:

(i)overall length of 13.04 m (42 ft. 9.3 in) and a height of 0.6 m (13 in.)

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

(1)the proposed signs do not fit within any of the current definitions of sign types; and

(2)as the proposed signs are not defined and as the site is within the defined area of expressway corridors and waterfront such an undefined sign type is not permitted, although various types of signage are permitted.

The site is situated at the intersection of Bremner Boulevard with Spadina Avenue to the west of SkyDome in the heart of the Railway Lands development area owned by Concord Adex Developments Corp. The signs would consist of individual cut-out lettering with neon backlighting. The lettering would be located above a "brise soleil" (or open sun screen) which acts as a cornice below the roof line and above the eastern doorway access from the parking lot located at the rear of the building.

In my opinion the proposed signage would modestly identify the function of the building, while maintaining its significance as the new sales centre for the first phase of residential development within the Railway Lands. 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:

Angus Cranston

Telephone: (416) 392-0425

Fax: (416) 392-1330

E-Mail: acransto@toronto.ca