Request for a Variance from Sign By-law No. 64-87 of the

former Borough of East York submitted by Goodwill for the store

located at 3003 Danforth Avenue

The East York Community Council recommends that:

(1)City Council approve the variance from the Sign By-law requirements to permit the installation of a facial sign for Goodwill with an overall height of 3.65 metres (12 feet) at 3003 Danforth Avenue, on the north wall of the building facing DanforthAvenue;

(2)the appropriate Sign By-law Amendment be forwarded to City Council;

(3)the appropriate City Officials be authorized and directed to take the necessary action to give effect thereto; and

(4)the following report (October 28, 1998) from the Manager, Field Office, East York, be received:

Purpose:

The applicant proposes to install a facial sign with an overall height exceeding the height permitted by the Sign By-law of the Community of East York. The sign is proposed to be installed on the north wall of the building, facing Danforth Avenue.

Financial Implications:

There are no financial implications.

Recommendations:

It is recommended that:

(1)Council deny the variance from the Sign By-law requirements to permit the installation of a facial sign for Goodwill with an overall height of 3.65 metres (12 feet) at 3003 Danforth Avenue, on the north wall of the building facing Danforth Avenue;

(2)If Council wishes to permit the facial sign, to do so by way of a site specific Sign By-law amendment for 3003 Danforth Avenue; and

(3)The appropriate City Officials be authorized and directed to take the necessary action to give effect thereto.

Background:

The Municipal Act authorizes Council to pass by-laws for prohibiting or regulating signs and advertising devices. The Act also authorizes Council to grant minor variances from the by-law where such variances, in the opinion of Council, would maintain the general intent of the by-law.

Comments:

The Sign By-law allows signs for buildings in accordance with the zoning designation of the area where the buildings are located and in accordance with the type of the occupancy of the buildings.

The Goodwill store is located in the Shoppers World Plaza in an area designated as Commercial zone. The Sign By-law for the Community of East York allows, for commercial plazas or shopping centres, one facial sign for each occupant, provided the sign does not exceed 1.2 metres (4 feet) in height.

The applicant is proposing to install a facial sign, the Goodwill logo, on the north wall of the building, facing Danforth Avenue, with an overall height of 3.65 metres (12 feet ), which is 2.45 metres (8 feet) or 200 percent higher than what is permitted by the by-law.

Conclusion:

Staff is of the opinion that the request for variance to install an oversized facial sign for Goodwill, at 3003 Danforth Avenue, be denied. The overall height of the proposed sign is two times larger than what is permitted by the Sign By-law and as such is beyond the parameters for minor variances from the Sign By-law requirements. If Council wishes to allow the variance, it may do so by way of a Site Specific By-law amendment.

Contact Name and Telephone Number:

Iraklis (Eric) Tsotsos

778-2239

The East York Community Council also submits the following communication (October1,1998) from Ms. Connie Stoynoff, Director of Sales and Salvage, Goodwill, Toronto:

"This letter represents a request for a Site Specific By-law Amendment to allow Goodwill to install the company sign at 3003 Danforth Shopper's World, East York. On behalf of Goodwill, I apologize for the ignorance demonstrated in our lack of knowledge pertaining to the request for sign permit. We were under the impression that the Landlord would be applying for the permit and that an amendment would follow. In response to your request, attached is a copy of the site plan, building wall elevation, sign graphics and a cheque for $200.00 as requested. Please take note that the proposed sign is actually three signs, two of which fall within the required specifications.

As you are aware, Goodwill is not for profit organization whose mission is to train people with employment barriers and help to move them back into the workforce. Our training programs are funded largely by our retail stores, which depend solely on the donations we receive from the public. Our stores not only serve as a retail environment but also as a donation centre for those who wish to donate used clothing and furnishings. With the competition continuously riding on the coat tails of the phrase "Goodwill," the use of our logo, which is recognized by the vast majority, plays an even more significant role in our ability to identify ourselves. There are numerous for profit organizations coining themselves as Goodwell, Good Will for the Good of the Community, Good Well for the Good in a Community and the list goes on. As you can see, it is imperative that we be allowed to clearly identify ourselves within the community, not only to gain their support but also to protect them and our organization.

We trust that you will amend the by-law and look forward to hearing from you. Should you have any other questions, please do not hesitate to contact me at 416-362-4711 ext. 2267."

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Mr. Chris Thornton, Goodwill, Toronto, appeared before the East York Community Council in connection with the foregoing.