Variance to City of Toronto Interim Control By-law No. 280-1998

to Allow Roof Signage within 400 metres of the Gardiner Expressway

at 1574 The Queensway (Lakeshore-Queensway)

The Etobicoke Community Council submits the report (April 28, 1999) from the Director of Building and Deputy Chief Building Official, without recommendation.

The Etobicoke Community Council reports, for the information of City Council, having requested the Director of Building and Deputy Chief Building Official to submit a report directly to City Council for its meeting on May 11, 12 and 13, 1999, on any previous decision by City Council respecting the delegation of authority to a particular Standing Committee to consider requests for sign variances to City of Toronto Interim By-law No. 280-1998, and the streaming of such applications, such report to include a map showing the location of all third party advertising signs currently located in The Queensway area, Etobicoke District.

The Etobicoke Community Council submits the following report (April 28, 1999) from the Director of Building and Deputy Chief Building Official:

Purpose:

To provide staff comments on a sign by-law variance application to allow roof signage at 1574TheQueensway Ward 2 (Lakeshore-Queensway) within 400 metres of the Gardiner Expressway, based on the intent of Interim Control By-law No. 280-1998.

Recommendation:

It is recommended that the variance to erect a 200 square foot "V" shaped Third Party Advertising Roof Sign at the above-noted location be allowed.

Council Reference:

City of Toronto Council passed Interim Control By-law 280-1998 to prohibit third party advertising signs on lands adjacent to and within 400 metres of certain former provincial highways. This sign variance report has been prepared for the consideration of Community Council.

Comments:

Pattison Outdoor Advertising is proposing the installation of a third party advertising roof sign on the building located at the northeast corner of The Queensway and Atomic Avenue. The V-shaped roof sign will be located approximately 243 metres north of the Gardiner Expressway and will be oriented on a 45E angle to face eastbound and westbound traffic on The Queensway. Although the roof sign complies with the provisions of the Etobicoke Sign Code it contravenes the provisions of By-law No.280-1998 because it is within 400 metres of the Gardiner Expressway.

In keeping with Council's recommendations, we have consulted with the Transportation Division of Works and Emergency Services for their perspective on the issue in light of the Commercial Sign Policy used by the Ministry of Transportation and former Metro Transportation Department.

Conclusion:

The elevation of the Gardiner Expressway at this location is quite low, hence, the numerous industrial and car dealership buildings along the south side of the Queensway would block the visibility of the sign to such an extent that, in our opinion, it would be almost impossible for this sign to be seen, much less have a negative impact on passing motorists using the expressway. Furthermore, in our view, the size of the sign face at a distance of 243 metres from the Gardiner Expressway would render it unreadable even if it could be seen.

Contact Name:

John B. Brabant, Manager, Plan Review, West District

Tel: (416) 394-8054; Fax: (416) 394-8209

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Mr. Sid Catalano, Director of Legislation, Pattison Outdoor Advertising, appeared before the Etobicoke Community Council in connection with the foregoing matter.