December 7, 1999

To: Toronto Community Council

From: Acting Commissioner of Urban Development Services

Subject: 1651 Queen Street East, Application No. 999086: Request for approval of minor 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, M4T 1J9, on behalf of Famous Players, 146 Bloor Street West, Toronto, Ontario, M5S 1P3

(East Toronto)

Purpose:

To review and make recommendations for an application for minor variances to permit two illuminated fascia signs, for identification purposes, one on the north elevation and one on the south elevation of the building at 1651 Queen Street East.

Financial Implications:

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

Recommendations:

It is recommended that:

(1) City Council approve in part Application No. 999086 for minor variance from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit two illuminated fascia signs, for identification purposes, one on the north elevation and one on the south elevation of the building at 1651 Queen Sreet East, on condition that the proposed fascia sign on the north elevation be illuminated only between the hours of 7:00 a.m. and 10:00 p.m. and this be achieved by an automated timing device.

(2) The applicant be advised, upon approval of Application No. 999086, of the requirement to obtain the necessary permits from the Commissioner of Urban Development Services.

Comments:

The property is located east of Coxwell Avenue, on the south side of Queen Street East in a (MCR) mixed-use zone district. The property contains the " Alliance Atlantis Cinema " movie theatre complex. The applicant is requesting permission to erect two illuminated fascia signs, for identification purposes, one sign on the north elevation and one sign on the south elevation of the building. The proposed sign on the north elevation is 6.30 metres long and 3.96 metres high with an area of 24.95 mē. The proposed sign on the south elevation is 7.32 metres long and 4.60 metres high with an area of 33.67 mē (see Figure 1,2 & 3). The proposed illuminated fascia sign on the north elevation complies with Municipal Code requirements.

The illuminated fascia sign on the south elevation does not comply with Chapter 297 of the Municipal Code in the following ways:

1. the proposed fascia sign on the south elevation will be erected above 10 metres from grade; and

2. the area of each proposed fascia sign (33.67 mē ) exceeds by 8.67 mē the maximum 25.00 mē sign area permitted.

This application involves two new larger format type fascia signs for this movie theatre complex.

The signs have a vinyl "skin" which would be replaced regularly to advertise feature films.

I support approval of the first proposed sign on the south elevation of the building, where the impact of the requested variances is minimal as the sign is exposed only to the Kingston Road extension and the adjacent parking lot.

The proposed illuminated fascia sign on the north elevation complies with Municipal Code requirements. It will, however, be visible from houses about 25 metres away on the north side of Queen Street East. To minimize concerns from residents of this neighbourhood, the applicant has agreed to control the hours of illumination by turning the sign off between 10:00 p.m. and 7:00 a.m. by an automated timing device. With this improvement, I find the overall signage application to be acceptable.

I am therefore recommending approval of this application, as I find the variances requested to be minor in nature and in keeping with the general intent and purpose of the sign provisions of the Municipal Code.

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

South Elevation

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