Variances from Chapter 297, Signs,

of the former City of Toronto Municipal Code -

199 Richmond Street West (Downtown)

The Toronto Community Council recommends that City Council refuse Application No. 993062 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to maintain one illuminated fascia sign at 199 Richmond Street West.

Purpose:

To review and make recommendations respecting an application for variances to maintain one illuminated fascia sign at 199 Richmond Street West.

Funding Sources; Financial Implications and Impact Statement:

Not applicable.

Recommendation:

It is recommended that:

City Council refuse Application No. 993062 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to maintain one illuminated fascia sign.

Comments:

The property is located on the south side of Richmond Street West, between Duncan Street and Simcoe Street, in a reinvestment area (RA) district. The property accommodates a four storey commercial building. The applicant is requesting permission to maintain one illuminated fascia sign for third party advertising on the east elevation of the building (see Figure 1). The sign has a length of 12.2 metres and a height of 5.5 metres, with an area of 67 m².

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

1. the area of the sign (67 m²) exceeds the maximum area of sign permitted of 25 m² by 42 m²; and

2. the sign is located within 60 metres of another 3^rd party sign.

In 1994, the applicant was issued a permit to erect a 247 m² non-illuminated mural sign on the east elevation of the building. The applicant is currently requesting permission to maintain an illuminated fascia sign in the same location. The first variance occurs because the sign is larger than permitted by the Municipal Code. The size of sign is regulated in order to reduce the negative impact of signage on the streetscape and on the buildings to which they are attached. In this instance, the sign is more than two times the size allowed for fascia signs in this district.

The second variance occurs because the sign is located within 60 metres of two third party ground signs. The separation distance was introduced into the Municipal Code in order to prevent sign clutter. In this instance, the existing ground signs located at 181 Richmond Street and at 168 Simcoe Street, as well as the subject fascia sign are all visible to motorists travelling westbound on Richmond Street and, in my opinion, that many signs situated this close to one another is excessive and represents oversignage.

I am, therefore, recommending that this application be refused, as I find the variances requested to be significant and not within the general intent and purpose of the sign provisions of the Municipal Code.

Contact Name:

Lora Mazzocca

Telephone: (416) 392-0421

Fax: (416) 392-7536

E-Mail: lmazzocc@city.toronto.on.ca

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Mr. Danny Starnino, Cieslok Outdoor Ltd., appeared before the Toronto Community Council in connection with the foregoing matter.

(Copies of the two maps appended hereto, are on file in the office of the City Clerk.)