STAFF REPORT
November 17, 1999
To: Etobicoke Community Council
From City Clerk
Subject: Variances to Etobicoke Sign By-law
Purpose:
To advise Etobicoke Community Council of the decisions of the Sign Variance Advisory Committee at its meeting held on
November 16, 1999.
Financial Implications and Impact Statement:
Not applicable.
Recommendation:
It is recommended that the decisions of the Etobicoke Sign Variance Advisory Committee with respect to the following
applications for variance to the Etobicoke Sign By-law be received for information.
(1) McDonalds Restaurant, 4335 Bloor Street West (Markland-Centennial);
(2) Phillips International Investments Ltd., 666 Burnhamthorpe Road
(Markland-Centennial);
(3) Loblaws (GoodLife Fitness Club), 380 The East Mall (Markland-Centennial); and
(4) Primus, 5343 Dundas Street West (Markland-Centennial)
Comments:
The Sign Variance Advisory Committee at its meeting held on Tuesday, November 16, 1999, had before it for
consideration the foregoing applications for variance to the Etobicoke Sign By-law. The Committees decisions are as
follows:
1. McDonalds Restaurant, 4335 Bloor Street West
That an application by McDonalds Restaurants of Canada Limited,for variance to the Etobicoke Sign By-law to permit the
installation of a drive-thru menu board at 4335 Bloor Street West, be approved in accordance with the drawings submitted,
subject to the issuance of a building permit.
2. Phillips International Investments Ltd., 666 Burnhamthorpe Road
That an application by Signs & DZines, on behalf of Phillips International Investments Ltd., for variance to the Etobicoke
Sign By-law to permit the installation of a 7.43 m directory sign at 666 Burnhamthorpe Road, be approved in accordance
with the drawings submitted, subject to the issuance of a building permit.
3. Loblaws (Goodlife Fitness Club), 380 The East Mall
(i) That an application by Rebanks Architects Inc., on behalf of Loblaws (GoodLife Fitness Club) for variance to the
Etobicoke Sign By-law to permit the installation of two fascia signs for the GoodLife Fitness Club, to be located on the
west and north elevations of 380 The East Mall, be approved in accordance with the drawings submitted. This approval is
subject to the approval of the Ministry of Transportation, payment of an administrative fee, and issuance of a building
permit; and
(ii) that an application for a variance to permit a third fascia sign on the east elevation of the building, be refused.
4. Primus, 5343 Dundas Street West
(i) That an application by Deantach Custom Signs & Displays Ltd., on behalf of Primus, for variance to the Etobicoke Sign
By-law to permit the installation of a fascia sign having an area of 32.19 m, to indicate a change in the company name, on
the north elevation at 5343 Dundas Street West, be approved subject to the issuance of a building permit; and
(ii) that an application for a variance to permit a replacement sign on the east elevation, also having an area of 32.19 m, be
refused.
Conclusions:
With respect to Item 3(ii) the Committee concurred in the provision of the Code that permits only two fascia signs for
businesses above the first floor and refused the variance to permit a fascia sign on the east elevation facing residential
properties. With respect to Item 4(ii) the Committee deemed the requested variance to be far in excess of the Code
provisions and refused the application, noting that the previous variance granted to permit signage for this elevation was
for a maximum of 5.02 m.
Contact:
Mrs. Molly Sutherland, Committee Administrator
(416) 394-8078; Fax (416) 394-8895 
City Clerk
List of Attachments:
Comments of the Manager, Plan Review
Application letters and associated plans
