August 5, 1999

To:Toronto Community Council

From:Acting Commissioner of Urban Planning and Development Services

Subject:2300 Yonge Street, Application No. 999040: 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. (Ward 22 - North Toronto)

Purpose:

To review and make recommendations respecting an application for variances to permit three illuminated fascia signs for identification and direction purposes on the south elevation of the building at 2300 Yonge Street.

Source of Funds:

Not applicable.

Recommendations:

1. That City Council approve Application No. 999040 respecting minor variances from Chapter 297, Signs, of the former City of Toronto Municipal Code to permit three illuminated fascia signs for identification and direction purposes on the south elevation of the building at 2300 Yonge Street.
2. That the applicant be advised, upon approval of Application No. 999040, of the requirement to obtain the necessary permits from the Commissioner of Urban Planning and Development Services.

Comments:

The property is located on the north-west corner of Yonge Street and Eglinton Avenue West, in a mixed-use zoning district. The property accommodates a multi-storey office building with retail uses at grade and concourse levels of the building.

The applicant is requesting permission to erect three illuminated fascia signs for identification and direction purposes on the south elevation of the building at 2300 Yonge Street. The proposed fascia sign "Yonge Eglinton Centre" is 2.74 metres long and 3.36 metres high with an area of 9.21 mē. The proposed fascia sign "Mall Entrance" is 2.74 metres long and 8.23 metres high with an area of 22.55 mē. The proposed sign "Entrance" is 2.74 metres long and 0.38 metre high, with an area of 1.04 mē, (see Figure 1).

The proposed signs do not comply with Chapter 297 of the Municipal Code in the following ways:

1. the area of the proposed sign "Yonge Eglinton Centre" exceeds the maximum sign area permitted of 15% of the building face of the second storey; and

2.the proposed fascia sign "Mall Entrance" will be located above the second storey and more than 10 metres above grade.

Regarding the first variance, the area of the proposed fascia sign "Yonge Eglinton Centre" does exceed the maximum sign area permitted of 15% of the building face of the second storey. This provision is in place in order to reduce the visual impact of signs on the streetscape and on buildings to which they are attached. In this instance the sign has been sized and positioned to complement the proportions of this narrow and recessed facade.

The second variance occurs because the proposed fascia sign "Mall Entrance" will be located above the second storey and more than 10 metres above grade. Signs are permitted to be located only within the first two storeys of a building. This provision restricts signs to their traditional locations in order to minimize the impact of signage on the building, on the streetscape and on upper floor residential units in the immediate vicinity. In this case, the sign has been sized and positioned to complement the proportions of this narrow and recessed facade and there is no residential unit in the immediate vicinity.

I am, therefore, recommending approval of this application, as I find the variances requested to be minor and within the general intent and purpose of the sign provisions of the Municipal Code.

Contact Name:

Norm Girdhar

Telephone: (416) 392-7209

Fax: (416) 392-0580

E-Mail: ngirdhar@toronto.ca

 Beate Bowron

Director, Community Planning, South District

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