Variances from Chapter 297, Signs, of the former City of Toronto
Municipal Code - 2300 Yonge Street (North Toronto)
The Toronto Community Council recommends that 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, located on the south-east corner of the property at 2300
Yonge Street be refused.
The Toronto Community Council submits the following report
(November 16, 1999) from the Acting Commissioner of Urban Planning
and Development Services:
Purpose:
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.
Recommendations:
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.
Comments:
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 construction permitted.
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 application.
Contact:
Norm Girdhar
Telephone: (416) 392-7209
Fax: (416) 392-0580
E-Mail: ngirdhar@toronto.ca
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