STAFF REPORT

February 28, 2000

To: Economic Development and Parks Committee

From: Joe Halstead, Commissioner Economic Development, Culture and Tourism

Subject: Tourist Attraction Directional Signage

All Wards

Purpose:

To respond to a request from Economic Development and Parks Committee to report, in consultation with Transportation staff and TEDCO, on roadway directional signage to tourism attractions,including the Docks Entertainment Complex and other attractions in the Portlands area.

Financial Implications and Impact Statement:

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

Recommendations:

It is recommended that:

the request for directional signage to the Docks Entertainment Complex be forwarded to Transportations Services Division for consideration in the preparation of the policy to harmonize road signage by-laws throughout the City of Toronto;

the Commissioner of Works and Emergency Services be requested to consult with the Economic Development Division in developing the signage by-law harmonization policy to ensure that the interests of tourism attractions are considered in the development of the new policy; and

the appropriate City Officials be authorized and directed to take the necessary action to give effect thereto.

Background:

At its meeting on November 8, 1999 the Economic Development and Parks Committee received a deputation from Mr. Jerry Sprackman from The Docks Waterfront Entertainment Complex, requesting the installation of new directional signage on city roads and Highway 401 to direct visitors to the The Docks Entertainment Complex located on the Portland's. The Committee requested staff to report back, in consultation with Transportation and TEDCO, on the feasibility of providing such signage.

At its meeting of December 14, 15 and 16, 1999, City Council adopted Clause #23 of Works Committee Report #6, adopting the recommendations of the Committee to hold in abeyance requests for commercial attraction destination signs, until a City-wide policy is developed and adopted by Council.

Comments:

Prior to amalgamation, the former Metropolitan Toronto received many requests from communities, business improvement associations, interest groups and attractions for the installation of "Special Attraction" signs to direct tourists to their attraction. As many of the preferred sign locations were on the expressways and major arterial roads, it was deemed necessary to develop a policy in order to prevent the proliferation of signs as well as to retain locations for future regulatory traffic signs on the road network. Therefore, a policy was developed for determining which special attractions are eligible to have signs installed. The current policy states that a major activity centre must meet all of the following criteria to be considered:

it is unique to the City of Toronto;

it is government sponsored or owned;

it forms a major attraction and destination for persons living outside of the limits of the City of Toronto; and

has a minimum annual attendance of 40,000 persons.

Transportation Services staff have reviewed previous requests from Mr. Jerry Sprackman against the existing criteria for "Special Attraction" signs and found that not all the criteria have been met. Specifically, The Docks Waterfront Entertainment Complex is not "government sponsored or owned." The Port Area and the Port of Toronto (where the Docks Waterfront Entertainment Complex is situated) is indicated on signs along the Gardiner Expressway and on the southbound Don Valley Parkway.

With regard to signage at the Hwy 401 and the Don Valley Parkway interchange, the Ontario Ministry of Transportation has concluded that in the interest of public safety, tourism destination or commercial signage will not be permitted at this juncture. The tourism destination signs presently in place, indicating the Ontario Science Centre and the Toronto Zoo will be grandfathered.

In addition, Transportation Services staff are currently preparing a report regarding the harmonization of signage by-laws throughout the City of Toronto. This report will include a review and recommendations regarding future tourism attraction signage and is expected to be completed by April 2000.

Conclusions:

The Docks Waterfront Entertainment Complex does not meet all the existing criteria for "Special Attraction" signs on roadways. The request for additional signage should be reviewed by the Transportation Department as it prepares its recommendations for a new signage policy for the consideration of Council later this year. The Economic Development Division has asked for the opportunity to provide input into the new policy as it pertains to tourism attractions.

Contact:

Brenda Librecz

Managing Director, Economic Development Division

Tel: 397-4700

Fax: 397-5332

Blibrecz@toronto.ca

Roberto Stopnicki

Director, District 3

Transportation Services

Tel: 395-7480

rstopnic@toronto.ca

Joe Halstead

Commissioner, Economic Development, Culture and Tourism