Outdoor Advertising - Sam McBride Ferry

The Toronto Community Council recommends that:

(1)outdoor advertising on the exterior of the Sam McBride Ferry not be permitted, and that such decision not have any impact on other indoor advertising in major parks and recreation arenas and other major facilities; and

(2)the Commissioner of Economic Development, Culture and Tourism and Heritage Toronto report to the Economic Development and Parks Committee on the negative impact of advertising on municipal infrastructure, particularly on historic buildings.

The Toronto Community Council submits the following report (June 29, 1999) from the Managing Director, Toronto Historical Board:

Purpose:

This report responds to Councillor Chow's request for Heritage Toronto to comment on outdoor advertising on the Sam McBride Ferry.

Funding Sources, Financial Implications and Impact Statement:

Not applicable.

Recommendation:

That outdoor advertising on the exterior of the Sam McBride Ferry not be permitted.

Background:

Heritage Toronto received a communication dated June 2, 1999, from the City Clerk, requesting Heritage Toronto to report to the Toronto Community Council, at its meeting of July 15, 1999, on the pilot project of advertising on the outside of the Sam McBride Ferry.

At its meeting of June 28, 1999, Heritage Toronto adopted the motion that outdoor advertising on the exterior of the Sam McBride Ferry not be permitted.

Comments:

Preservation and Pier staff of Heritage Toronto have consulted each other to determine the historical basis for permitting outdoor third party advertising on the ferry's exterior. Staff have determined from the documentary sources that no advertising of any type other than the ferry's name band has historically been located on the exterior of the ferry. Therefore, there is no historical basis for permitting signs on the side of the ferry.

Advertising on the sides of the ferry should be considered with caution. The ferry service is a long standing tradition and feature of the City of Toronto. Permitting advertising, particularly, large third party advertising, affects the historical integrity and could cheapen the significance of the ferry service and the City's image.

Conclusion:

Therefore, it is recommended that outdoor advertising on the exterior of the Sam McBride Ferry should not be permitted.

Contact Name:

Marisa Williams

Preservation Officer, Architecture, Historical Preservation, Toronto Historical Board

205 Yonge Street, Toronto, ON M5B 1N2

Tel: 392-6827, ext. 240

Fax: 392-6834

The Toronto Community Council also submits the following report (July 8, 1999) from the Commissioner of Economic Development, Culture and Tourism:

Purpose:

This report will provide additional background with respect to the pilot project for advertising on the Toronto Island Ferry Service.

Source of Funds:

The pilot project is a $60,000 item in the 1999 budget of the Parks and Recreation Division. If the pilot project is not pursued on a long term basis, there is the potential for a significant revenue loss in future years.

Recommendation:

It is recommended that:

(1)the pilot project for advertising on the ferry service be referred to the Economic Development and Parks Committee and that a comprehensive evaluation report be presented at the November, 1999, Economic Development and Parks Committee meeting.

Background:

The Parks and Recreation Division has entered into a one year pilot project for advertising on one of the fleet of the Toronto Island Ferry Service. Specifically, the M.V. Sam McBride, has been outfitted with advertising depicting the trademark logo of Kool Aid (Kraft Canada Ltd.).

This project has been developed with the assistance of our advertising firm, Mega Media. Mega Media are working on the City's behalf to develop a range of advertising and sponsorship opportunities, including connecting with external organizations.

In the specific case of the Island Ferry Advertising Program, the Kool Aid Program was considered in the context of both the fact that this was a new initiative and balancing this with the Council direction and requirement to generate alternate sources of revenue. The advertising on the M.V. Sam McBride was installed in such a manner as not to permanently alter the structure or the physical integrity of the Ferry.

The Toronto Community Council has asked for the comments of Heritage Toronto with respect to the appropriateness of the advertising on the Sam McBride. The report of Heritage Toronto is included on the agenda for the Toronto Community Council on July 15, 1999.

Staff from the Economic Development, Culture and Tourism Department, were not consulted by Heritage Toronto in the preparation of their report. Council should have the benefit of the information and details about the age, composition and utility of the Toronto Island Ferry Fleet in order to full evaluate the impact of this project.

Conclusion:

The Department has received a variety of comments on the pilot project. We have received a petition of approximately 300 signatures, primarily from the Island Community, opposing the project. We have also received a number of positive comments from a variety of sources. We feel that there will be additional comments and information available at the conclusion of the project.

Community Council and City Council should have the benefit of a comprehensive evaluation of the entire pilot project at the conclusion of this summer. As this is a matter of policy with respect to advertising with City-wide implications, it is appropriate that this matter be referred to the Economic Development and Parks Standing Committee for consideration this fall.

Contact Names:

John A. Macintyre

Director of Parks and Recreation

Central Services and the Waterfront

397-4451

(A copy of a communication (June 22, 1999) from the Managing Director, Heritage Toronto, addressed to the Chair and Members, Toronto Historical Board, referred to in the foregoing report was forwarded to all Members of the Toronto Community Council with the agenda for its meeting on July 15, 1999, and a copy thereof is on file in the office of the City Clerk).