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

to Allow a Ground Sign within 400 metres

of the Gardiner Expressway at 1544 The Queensway

(Lakeshore-Queensway)

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

Purpose:

To provide staff comments on a sign by-law variance application to allow a ground sign within 400metres of the Gardiner Expressway at 1544 The Queensway (Lakeshore-Queensway) 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 ground sign be allowed, subject to the issuance of a building permit.

Council Reference:

City of Toronto Council passed Interim Control By-law No. 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:

The intent of By-law No. 280-1998 is to provide some measure of control over third party advertising signs that may potentially have a negative impact on traffic using the F. G. Gardiner Expressway (formerly the Q.E.W.) and other former provincial highways. The proposed ground sign will be located approximately 274 metres from the Gardiner Expressway and will be oriented to face east and west bound local traffic on The Queensway. Although the sign complies with the Etobicoke Sign Code regulations for standard outdoor advertising ground signs on an occupied industrial site, it contravenes the provisions of By-law No. 280-1998 since 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.

Conclusions:

The elevation of the Gardiner Expressway at this location is quite low, hence, the numerous 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 274 metres from the Gardiner Expressway would render it unreadable even if it could be seen. We conclude that this ground sign will not have a negative impact on traffic using the expressway and is within the intent of By-law No. 280-1998.

Contact Name:

John Brabant, Manager, Plan Review West District

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

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Mr. Thomas Smith, Mediacom Inc., appeared before the Etobicoke Community Council in connection with the foregoing matter.