November 19, 1999

To: Toronto Community Council

From: Acting Commissioner of Urban Planning and Development Services

Subject: 300 Front Street West, Application No. 999059: Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Thomas Smith / Mediacom Inc., 377 Horner Avenue, Toronto, Ontario, M8W 1Z6 on behalf of Front-John Investments Limited c/o H & R Developments, 3625 Dufferin Street, suite 500,Toronto, Ontario, M3K 1N4

(Downtown)

Purpose:

To review and make recommendations for an application for minor variances to replace both faces of an existing non-conforming illuminated ground sign at 300 Front Street West, with new electronic message display copy. The existing ground sign is located on the Front Street West frontage.

Financial Implications:

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

Recommendations:

It is recommended that:

City Council refuse Application No. 999059 for minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to replace both faces of an existing non-conforming illuminated ground sign at 300 Front Street West, with new electronic message display copy.

Comments:

The property is located, on the northwest corner of Front Street West and John Street in an (RA) reinvestment area zone district. The property contains a parking lot operated by Ideal Parking.

The applicant is requesting permission to remove both faces of an existing non-conforming illuminated ground sign, for third party advertising purposes, and to replace them with new electronic message display copy. The sign is 4.85 metres long and 3.63 metres high with an area of 17.61 mē (see Figure 1 & 2).

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

1. a third party ground sign is not permitted in the (RA) re-investment area zone district;

2. the ground sign is not set back the required 2 metres from the street line;

3. a sign containing electronic message display copy is not permitted in this area; and

4. the required 60 metres separation distance from other third party signs will not be provided.

This proposal involves a request to upgrade a legal non-conforming third party ground sign. The sign in question is one of seven signs (5 ground signs and 2 pedestal signs) erected on this parking lot. Overall, these signs create a tawdry visual appearance for the north-west corner of Front and John Street and detract from the entertainment district image being promoted in the King-Spadina Reinvestment Area.

I do not support this application. These signs are specifically not permitted in the reinvestment area with the clear policy intent being that non-conforming signs such as this one are removed as properties are redeveloped. The existing ground sign is not set back the minimum required distance to avoid conflict with sight lines from the street and this inadequacy should not be reinforced by permitting reinvestment in the sign.

The Sign By-law prohibits the use of electronic message display copy with the intent that this form of signage be used only in special locations, not on every parking lot in the central core. Further it would be completely contrary to the Municipal Code's intent to provide for well-spaced signage if renewal is permitted for a sign on a property overloaded with non-conforming signs, none of which meet the 60 metres minimum separation distance requirement.

For the above noted reasons, 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 application.

Contact: Norm Girdhar

Telephone: (416) 392-7209

Fax: (416) 392-0580

E-Mail: ngirdhar@toronto.ca

Beate Bowron

Director, Community Planning, South District

List of Attachments:

Key Map

Site Plan

Elevation

Existing Signs (2)

Proposed Sign Location

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