November 16, 1999
To: Toronto Community Council
From: Acting Commissioner of Urban Planning and Development Services
Subject: 2300 Yonge Street, Application No. 999042: Request for approval of variances
from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon
application by Barry Alper / BBM productions, 40 Pleasant Blvd., Suite 1005,
Toronto, Ontario, M4J 1J9, on behalf of Greenwin Construction Company, 2300
Yonge Street, Toronto, Ontario, M4P 1E4
To review and make recommendations for an application for minor variances to permit the
replacement of an existing illuminated double face ground sign, for identification purposes, with
a triple face illuminated ground sign containing electronic message display copy. The sign is
located on the south-east corner of the property at 2300 Yonge Street.
Financial Implications and Impact Statement:
There are no financial implications resulting from the adoption of the report.
It is recommended that:
City Council refuse Application No. 999042 for minor variances from Chapter 297, Signs, of the
former City of Toronto Municipal Code to permit the replacement of an existing illuminated
double face ground sign, for identification purposes, with a triple face illuminated ground sign
containing electronic message display copy. The sign is located on the south-east corner of the
property at 2300 Yonge Street.
The property known as "Yonge-Eglinton Centre" is located on the north-west corner of Yonge
Street and Eglinton Avenue West in a (CR) mixed-use zone district. The property contains a
multi-storey office building with retail uses at grade and in concourse levels of the building.
The existing double face illuminated ground sign was erected under permit # 347426 in May
1993. The applicant is now requesting permission to remove the existing ground sign and to
replace it with a triple face illuminated ground sign containing electronic message display copy,
for identification purposes, on the south-east corner of the property (see Figure 1,2 & 3).
The sign does not comply with Chapter 297 of the Municipal Code in the following ways:
1. a ground sign which contains third party advertising is not permitted in a (CR) mixed-use
zone district (technical- for mall tenants);
2. a ground sign which contains electronic message display copy and animated copy is not
permitted in a (CR) mixed-use zone district;
3. the area of the proposed ground sign (33. 39 mē) exceeds by 8.39 mē the maximum 25.00
mē sign area permitted;
4. the ground sign will be located within 2.0 metres from the street line; and
5. the proposed ground sign will have three poles instead of the maximum double-pole
During the past several years, the owner of Yonge-Eglinton Centre has made significant
improvements to this indoor mall. This reinvestment has attracted new commercial tenants and
rejuvenated the north-west corner of this important intersection. Considerable new signage has
been added to the exterior of the building as a part of its new image and to provide street-edge
exposure for its tenants.
This application seeks to replace the current two-sided, fan-shaped, non-conforming ground sign
located adjacent to the TTC station stairs. This existing sign displays the centre's name and
advertises some of the prime tenants within the mall. The proposed triple face ground sign
would be erected in the same location and similarly contain advertising for the mall's tenants. It
would, however, be larger in total area given its three-sided format and also contain electronic
message display copy. Both the existing and the proposed sign clutter this important corner of
the Yonge-Eglinton intersection.
The proposed ground sign involves significant variances to the Sign By-law provisions. As well,
in the context of the total new signage existing on the Yonge-Eglinton Centre façade, this
proposed replacement sign is not supportable. When the existing non-conforming ground sign
has reached its life-span, it should be removed to open up views to the mall's main entrances and
to reinforce the importance of this plaza as a gathering place and public activity centre. Other
options should be explored for providing external signage for some of the mall's internal tenants.
I consider the requested variances to be significant and not within the general intent and purpose
of the sign provisions of the Municipal Code. I am therefore recommending refusal of this
Contact: Norm Girdhar
Telephone: (416) 392-7209
Fax: (416) 392-0580
Director, Community Planning, South District
List of Attachments:
Site Plan Details
Existing Sign Details
Northeast face of Monument Sign
Southeast face of Monument Sign