Proposed Temporary

Hoarding - Vicinity of Yonge and Dundas

Intersection (Downtown)

The Toronto Community Council recommends the adoption of the following report (June 28, 1999) from the Commissioner of Urban Planning and Development Services:

Purpose:

To seek City Council's approval of a pilot project for a proposal to erect temporary signage containing third party advertising on the construction hoarding of the Yonge Dundas Redevelopment Project along the Yonge and Dundas Street frontages (Parcels A and D) and the Toronto Eaton Centre at the south west corner of Yonge and Dundas Streets.

Financial Implications:

It is estimated that a minimum of $150,000 in revenue for the City could be generated from this proposal which is to be credited to the Yonge Dundas Redevelopment Project Account No. 216692.

Recommendations:

It is recommended that:

(1)City Council endorse the erection of temporary signage containing third party advertising on the construction hoarding of the Yonge Dundas Redevelopment Project along the Yonge and Dundas Street frontages (Parcels A and D) and the Toronto Eaton Centre at the south west corner of Yonge and Dundas Streets as a pilot project;

(2)the City enter into agreements with PenEquity Management Corporation and Cadillac Fairview Corporation with respect to the aforementioned lands, such agreements to contain such terms and conditions as are felt necessary by the City Commissioners of Urban Planning and Development Services, Works and Emergency Services, and Corporate Services to protect the City's interest including but not limited to prior approval of all commercial advertisements appearing on the hoarding;

(3)City Council grant an exemption from Metro By-laws 118 and 211-74 as amended to permit the signs on the hoarding on the aforementioned lands as a pilot project;

(4)authority be granted to introduce any necessary bills in Council; and

(5)the appropriate City officials be authorized and directed to undertake the steps necessary to give effect to the foregoing.

Background:

Parcels A and D of the Yonge Dundas Redevelopment Project on the east side of Yonge Street, north and south of Dundas Street East, are proceeding to the development stage. "Metropolis", a retail and multi-screen cinema building is being constructed by PenEquity Management Corporation on Parcel A north of Dundas Street. A 273-space underground parking garage and public square are being developed by the City and the Toronto Parking Authority on Parcel D south of Dundas Street.

The parcels have been hoarded for the purposes of securing the sites and allowing demolition to be undertaken prior to construction starting in the next few months.

Cadillac Fairview has undertaken Phase I of the Yonge Street facade reconstruction of the Toronto Eaton Centre from Queen Street to Trinity Way. Phase II of the reconstruction in the vicinity of the south west corner of Yonge and Dundas Streets is scheduled to commence in August with the erection of hoarding to secure the site for construction purposes.

The redevelopment sites are identified on the Key Map attached to this report.

Proposal:

Both PenEquity Management Corporation and Cadillac Fairview officials have approached the City about the opportunity to erect temporary signage containing third party advertising on portions of the construction hoarding to be installed for the redevelopment projects.

With respect to the east side of Yonge Street, the proposal is to erect a vertical extension to the existing hoarding structure to allow for a display area approximately 6 metres in height, beginning approximately 2.1 metres above grade. The display area would run the length of both sites on the east side of Yonge Street and on the north side of Dundas Street, which is approximately 180 metres long in total. With the erection of the hoarding within the sidewalk area to protect pedestrians, the display area will be parallel to the curb, set back approximately 0.5 metres.

The proposal on the west side of Yonge Street south of Dundas Street is similar. Approximately 120 metres of hoarding are planned although the area of potential signage will be focussed on the corner at Yonge and Dundas Streets.

Both proposals are outlined on the drawings and maps attached to this report.

The display areas would be used for third party advertising. The advertising would be large format, high quality stretch vinyl, lit with goose neck lights and likely advertise a limited number of products or services. The display area would be utilized for a period of approximately 18 months or until the projects near completion.

Non -compliance issues:

The use of Yonge and Dundas Streets for signage purposes is governed by former Metro By-law 118 and 211-74 as amended. The signage proposed for the hoarding is not permitted.

Considerations and potential mitigation:

(a)The intent of the revitalization initiatives now underway in the Yonge and Dundas area is to substantially increase the proportion and range of residents of the Greater Toronto Area who use downtown Yonge Street. The Official Plan and Community Improvement Plan for the area reflect this goal through policies which designate the area as a Prominent Area, a Priority Retail Street and a Reinvestment Area. The addition of large format, third party advertising signs is consistent with this policy approach.

(b)City Council has approved or is considering numerous minor variances for signs and Municipal Code amendments for signs in this area including media tower installations for both the Atrium and the Toronto Eaton Centre. The introduction of these sign opportunities further distinguishes this area as one where large format signage and third party advertising is characteristic and adds to the exciting and experiential image of the area.

(c)There will be no impact on residential development as the signs will be within 8.1 metres of grade and located on frontages which are not visible from residential development in the vicinity.

(d)Given the intent of the advertising to attract attention, the proximity of the signage display area to the street and the intersection is a concern with respect to vehicle and pedestrian safety. One method of mitigating the impact would be to review the images and copy on the advertising to ensure it is presented in a manner which minimizes the impact to vehicles and pedestrians at the intersections.

(e)The advertising itself should not resemble an official traffic signal, traffic sign or other traffic regulating device.

(f)First party advertising signage is permitted on construction hoarding and has been used in retail and reinvestment areas to build excitement and awareness. Third party advertising of retail products which may be sold in the area, for example, will also serve the purpose of building excitement and awareness.

(g)As a pilot project, third party advertising of a temporary nature on construction hoarding at Yonge and Dundas Streets represents a unique situation which is well suited to the environment in this particular area. This is not considered precedent setting because of these circumstances.

Works and Emergency Services staff have been consulted with respect to this proposal and the matters outlined in this report.

Conclusion

It is recommended that proposals for temporary signage containing third party advertising on the construction hoarding of the Yonge Dundas Redevelopment Project and the Toronto Eaton Centre be endorsed by Council as a pilot project. An agreement with the parties is recommended which will provide the City with the right to review, approve or refuse the advertising and earn revenue for the purposes of off-setting other costs associated with the Yonge Dundas Redevelopment Project.

Staff Contact:

Gregg Lintern

Senior Planner, South District, East Section, Community Planning

Telephone: 392-7363

Fax: 392-1330

E-mail:glintern@toronto.ca