STAFF REPORT

December 21, 1999

To: Toronto Community Council

From: Acting Commissioner of Urban Development Services

Subject: 83 Bloor Street West, Application No. 999058: 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 Tat Yuen Developments Co. Ltd., 9 Mossgrove Trail Willowdale, Ontario, M2L 2W2

(Downtown)

Purpose:

To review and make recommendations for an application for minor variances to permit the replacement of existing faces of two existing non-conforming illuminated roof signs with new electronic message display copy. The existing roof signs are located on top of a three-storey commercial building at 83 Bloor Street West.

Financial Implications:

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

Recommendations:

It is recommended that:

City Council refuse Application No. 999058 for minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit the replacement of existing faces of two non-conforming illuminated roof signs at 83 Bloor Street West with new electronic message display copy.

Comments:

The property is located on the south side of Bloor Street West, in the first block west of of Bay Street. The property is zoned for mixed-use (CR) and contains an attractive three storey commercial building with retail use at grade level.

The proposal is to remove the two existing illuminated faces and install two electronic message display faces on two existing roof signs, for third party advertising purposes. Each sign is 4.85 metres long and 3.63 metres high with an area of 17.61 mē (see Figure 1 & 2).

Both roof signs are legal non-conforming, and the proposed changes are not permitted.

The signs do not comply with Chapter 297 of the Municipal Code in the following ways:

1. a roof sign is not permitted in a (CR) mixed-use zone district;

2. a sign which contains electronic message display copy is not permitted in this area;

3. the roof sign will be erected on a building which has more than two storeys and exceeds the maximum permitted height of 10 metres;

4. the area of signs (35.22 mē) exceeds by 10.22 mē the maximum 25.00 mē sign area permitted ; and

5. the required 60 metres separation distance from other third party signs would not be provided.

In April 1995, City Council passed By-law 1995-0229 to amend Chapter 297 of the Municipal Code to prohibit roof signs in all CR and MCR zone districts in the former City of Toronto. This significant regulatory change occurred following extensive consultation with community representatives and with the sign industry. The amendment emerged from a study of signage along the city's "Main Streets" which discussed the unattractive appearance of roof signs within the mixed-use zone districts, the negative effect of roof signs on skyline views, and the intrusiveness experienced by neighbouring residents.

These are not the only non-conforming roof signs in this section of Bloor Street West. There are five more similar signs located along Bloor Street between Yonge and Spadina. These signs detract from the visual quality of this portion of one of Toronto's most important streets.

Electronic message display copy remains a very controversial form of advertising signage. The flashing displays are highly intrusive and contribute to the vibrancy of urban life only when used to draw attention to a specific destination point or focal streetscape feature.

I have not recommended any previous application to install electronic message display on any other non-conforming roof signs in the city. In my opinion, there is no public policy rationale for doing so in this instance. The clear intent of the Municipal Code is to discourage reinvestment in non-conforming roof signs and to see them removed over time.

Accordingly, I consider that this application both involves major variances and contravenes 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

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List of Attachments:

Key map

Site Plan

Elevations

Sign Details