STAFF REPORT

November 16, 1999

To: Toronto Community Council

From: Acting Commissioner of Urban Planning and Development Services

Subject: 2300 Yonge Street, Application No. 999042: Request for approval of variances from Chapter 297, Signs, of the former City of Toronto Municipal Code, upon application by Barry Alper / BBM productions, 40 Pleasant Blvd., Suite 1005, Toronto, Ontario, M4J 1J9, on behalf of Greenwin Construction Company, 2300 Yonge Street, Toronto, Ontario, M4P 1E4

(North Toronto)

Purpose:

To review and make recommendations for an application for minor variances to permit the replacement of an existing illuminated double face ground sign, for identification purposes, with a triple face illuminated ground sign containing electronic message display copy. The sign is located on the south-east corner of the property at 2300 Yonge Street.

Financial Implications and Impact Statement:

There are no financial implications resulting from the adoption of the report.

Recommendations:

It is recommended that:

City Council refuse Application No. 999042 for minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit the replacement of an existing illuminated double face ground sign, for identification purposes, with a triple face illuminated ground sign containing electronic message display copy. The sign is located on the south-east corner of the property at 2300 Yonge Street.

Comments:

The property known as "Yonge-Eglinton Centre" is located on the north-west corner of Yonge Street and Eglinton Avenue West in a (CR) mixed-use zone district. The property contains a multi-storey office building with retail uses at grade and in concourse levels of the building.

The existing double face illuminated ground sign was erected under permit # 347426 in May 1993. The applicant is now requesting permission to remove the existing ground sign and to replace it with a triple face illuminated ground sign containing electronic message display copy, for identification purposes, on the south-east corner of the property (see Figure 1,2 & 3).

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

1. a ground sign which contains third party advertising is not permitted in a (CR) mixed-use zone district (technical- for mall tenants);

2. a ground sign which contains electronic message display copy and animated copy is not permitted in a (CR) mixed-use zone district;

3. the area of the proposed ground sign (33. 39 mē) exceeds by 8.39 mē the maximum 25.00 mē sign area permitted;

4. the ground sign will be located within 2.0 metres from the street line; and

5. the proposed ground sign will have three poles instead of the maximum double-pole construction permitted.

During the past several years, the owner of Yonge-Eglinton Centre has made significant improvements to this indoor mall. This reinvestment has attracted new commercial tenants and rejuvenated the north-west corner of this important intersection. Considerable new signage has been added to the exterior of the building as a part of its new image and to provide street-edge exposure for its tenants.

This application seeks to replace the current two-sided, fan-shaped, non-conforming ground sign located adjacent to the TTC station stairs. This existing sign displays the centre's name and advertises some of the prime tenants within the mall. The proposed triple face ground sign would be erected in the same location and similarly contain advertising for the mall's tenants. It would, however, be larger in total area given its three-sided format and also contain electronic message display copy. Both the existing and the proposed sign clutter this important corner of the Yonge-Eglinton intersection.

The proposed ground sign involves significant variances to the Sign By-law provisions. As well, in the context of the total new signage existing on the Yonge-Eglinton Centre façade, this proposed replacement sign is not supportable. When the existing non-conforming ground sign has reached its life-span, it should be removed to open up views to the mall's main entrances and to reinforce the importance of this plaza as a gathering place and public activity centre. Other options should be explored for providing external signage for some of the mall's internal tenants.

I consider the requested variances to be significant and not within the general intent and purpose of the sign provisions of the Municipal Code. I am therefore recommending refusal of this application.

Contact: Norm Girdhar

Telephone: (416) 392-7209

Fax: (416) 392-0580

E-Mail: ngirdhar@toronto.ca

Beate Bowron

Director, Community Planning, South District

List of Attachments:

Key Map

Site Plan Details

Existing Sign Details

Northeast face of Monument Sign

Southeast face of Monument Sign

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