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June 24, 2014

City of Toronto P.O. Box 126 207 Queens Quay West Toronto, ON MSJ 1 A7 Canada

Attn: Sign Unit

Re: Signage Master Plan Application- 30 Adelaide Street, East

Dear City of Toronto Sign Unit:

We are writing this letter in conjunction with Preliminary Permit Review prepared by your staff for Dream Unlimited Corp at 30 Adelaide Street East to request a favorable report t o support our Signage Master Plan Application proposed re-fitting of an existing roof sign and two column signs with our newly launched "DREAM" brand to replace our old brand "DUNDEE". Making this brand change and awareness to all is critically important to our company and the many years of success we have had operating out of this Toronto location as both the landlord and ratepayer from our flagship headquarters. Currently there is a roof sign on the upper West Elevation that requires this change to the new brand and two new column signs on the lower North Elevations (currently there are no signs there to be replaced on the column).

Below please find the points we have recognized to satisfy the nine point Signage Master Plan criter ia:

1. Is of a sign class or a sign type that is permitted in the sign district where the premises is located; - Yes as sign types, Channel Letters and Fascia signs, they are both permitted in this sign district.

2. In the case of a third party sign( s ), be of a sign type that is permitted in the sign d i strict, where the premises is located; -this does not apply to this application as the signs proposed are first party.

State Street Financ ial Centre 30 Adelaide Street E., Suite 1600 Toronto, ON M5C 3H1

Phone: 416.365.3535 Fax: 416.365.6565 info@dream.ca dream.ca

Signage Master Plan Application Letter of Rationale- 30 Adelaide St E continued Page 2 of 4

June 24, 2014

3. Be compatible with the development of the premises and the surrounding area; -Yes, the sign proposed on the roof is replacing an existing set of letters that currently read "DUNDEE" with "dream". The same structure supporting the current set of channel letters will not be replaced. The same complex also has a set of letters on a roof structure reading "STATE STREET" on the South Elevation. Therefore, the new set of "dream" letters being mounted on the existing roof structure is compatible with the development of the premises and surrounding area. Also, the two proposed column fascia signs are compatible with just about every building in the surrounding area.

4. Support the Official Plan objectives for the subject premises and surrounding area; - The Official Plan calls for the prohibition of roof signs likely brought on by the plethora of Third Party roof signs. This not being a new but an existing First Party roof sign should not apply to this criterion. As far as the proposed two fascia signs, yes it does support the Official Plan objectives as the type of sign that they are proposed are not prohibited.

Signage Master Plan Application Letter of Rationale- 30 Adelaide St E continued Page 3 of4

June 24, 2014

5. Not adversely affect adjacent properties; -Yes the three proposed signs will not adversely affect the adjacent properties. The proposed rooftop sign is not larger than the current sign installed over 10 years ago. The new rooftop channel letters will replace the existing neon illuminated channel letters with LED. The new rooftop sign will, based on the current by-law, comply with the turn off time of llpm and meet the new city sanctioned light output restrictions at night when it's on making the sign less bright than the current sign that pre-dates the current restrictions of time and light output. The two proposed LED illuminated fascia signs are at street level amongst other street level signs and similarly to the rooftop, they will be turned off at llpm and meet the new city sanctioned light output restrictions and they too will not adversely affect adjacent properties. Please note. all three signs. at their proposed locations. do not face directly into residential communities.

6. Will not adversely affect public safety; - Yes, the three proposed signs will not adversely affect public safety. The proposed channel letter replacement on the existing roof structure will be installed per a P.Eng of ON stamped recommendations. The existing structure will also be part of the P.Eng's non factored load calculations. The two street level fascia signs will be installed on the columns just slightly below the 2.4m clearance from grade required by the city. They currently are at 2.3m from grade. All three sign are not within 30m of a traffic light in either direction and light emission from all three proposed signs will comply with the requirements as stipulated by the Sign By-Law and thereby not affect public safety. ·

7. Not be a sign prohibited by Subsection 694-158.;- Yes, the three proposed sign types are not expressly prohibited by Subsection 695-lSB. The channel letters proposed for the West Elevation are going onto an existing roof top structure. The two proposed fascia signs on the column are not prohibited by Subsection 694-158.

8. Not alter the character of the premises or surrounding area; - Yes the three proposed signs will not alter the character of the premises or surrounding area as the Channell etters proposed are replacing existing with a smaller over all area compared to existing sign. The two proposed fascia signs

Signage Master Plan Application Letter of Rationale- 30 Adelaide St E continued Page 4 of4

June 24, 2014

at street level are consistent with other street level signs in the surrounding area.

9. Not be, in the opinion of the decision maker, contrary to the public interest; -Yes the three proposed signs should not be contrary to the public interest as the signs proposed are common place in the downtown core and all three signs proposed do not face directly into residential communities.

Please contact me at 416-365-4115 or 647-533-5057 if you have any further questions regarding this signage. We thank you for your time and look forward to your decision.

Sincerely, Dream Unlimited Corp.

Farid Malek Director, Property Operations

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6'-0" 1,829mm

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6 3/4" 173 mm

1 1/8" 28mm

I I II 2'-0"

61 0mm

~TORON'OApplication

Signage Master PlanFolder No. Date (yyyy-mm-dd)

Project InformationStreet No. IStreet Name /Lot No. IPlan No.

3D AD €~f/h' LX. ~;-:-kDescription of Proposal: ~.

,. t

Application

Signage Master PlanApplicant Information and Declaration

First NameI,

Do hereby declare the following:

• That I am 0 the Property Owner as stated above

~owner's authorized agent.

o an officer/employee of _______ ' which is an authorized agent of the owner.

o an officer/employee of . ' which is the Property Owner's authorized agent.

• That statements contained in this application are true and made with full knowledge of all relevant matters and ofthe circumstances connected with this application.

• That the plans and specifications submitted are prepared for the sign variance(s) described and are submitted incompliance with copyright law

• That the information included in this application and in the documents filed with this application is correct.

ak;z:~~Signature

Continue on next page

The personal infonnation on this form is collected under the City of Toronto Act, 2006, s. 136(c) and Chapter 694, Signs,General, of the City of Toronto Municipal Code. The infonnation collected will be used for processing applications andcreating aggregate statistical reports, for enforcement of the City of Toronto Municipal Code Chapter 694, Signs, General,

Chapter 771, Taxation, Third Party Sign Tax, and a ny other applicable sign by-law of the City of Toronto, and forcontacting pennit holder(s) or authorized agent(s). Questions about this collection may be referred to the Manager, SignBy-law Unit, Toronto Building, 100 Queen Street West, Ground Floor, East Tower, Toronto, M5H 2N2 416-392-4235

14-0091 2013-062 of 2

Data Sheet

Signage Master PlanFolder no. Request Date (yyyy-mm-dd)

":'-UNl Z~

This data sheet forms part of an application for a Signage Master Plan under Chapter 694 of the Toronto MunicipalCode, Signs

Project InformationStreet No. Street Name Lot No.

/HJe(.c:.~r/)e:.- -s;- tC Plan No.Site. and Building DataLot Area Lot Frontage jLot Depth

SS7YI~ (00. Cj ~ m. 9/ YlI",,-No. of Building(s) on the lot Date of Construction of Building(s) if known (yyyy-mm-dd)

DIVe. -.::ri..-l4#~~ /98.0Building Height(s) No. of Storeys IBuilding(S) Gross Floor Area

(P7Pl /'7 7(P C;Z D ;:zjp-..Building Uses(s)

r.ffl eo:Site Context

Please describe the land uses, buildings and sign districts surrounding the proposal (use additional pagesif necessary)

North {)f1ic.es i2£flric...South o ;:::'/cesEast

G'\,,~rjC.R

Data Sheet

Signage Master PlanCrlterla , ,

The Signage Master Plan will be evaluated against criteria listed in Toronto Municipa[ Code Chapter 694-30AVariances required for a Signage Master Plan may be approved, where it is established that the proposed signs:

· Be[ong to a sign class permitted in the sign district where the premises is located· ln the case of a third party sign(s), be of a sign type that is permitted in the sign district, where the premises islocated· Be compatible with the development of the premises and surrounding area·Support the Official Plan objectives for the subject premises and surrounding area• Not adversely affect adjacent premises

·Not adversely affect public safety -• Not be a sign prohibited by 694-15El

·Not alter the character of the premises or surrounding area·Not be, in the opinion of the decision maker, contrary to the public interest

Please provide a rational to support this proposal, including references to the City of Toronto Official Plan and/or anyother Area Plans or studies that have been completed (use additional pages if necessary.)

JP{V6~ l~ LJo ~/41.tA r5:(}t~yc.&.....

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14-0091 2013-082 of 3

Data Sheet

Signage Master PlanSign Information~

Sign Face DimensionsSign Height Professional

Sign No. Sign Type Method of Copy Display Length Width Sign Depth (From Grade Sign Weight Illumination Design

(Vertical (Horizontal Area (m2)(Metres) in Metres) (Kg) (Yes/No) Required

in Metres) in Metres)(Yes/No)

RODF 70f ~,ISL£.I{(;,e)

I. e::;n:J..-r-j ,- 1~.;25Dti '}. . if rf:i-"A 70.bSj) lJ.N'1 y~r;; ye.-S-"",r""",-- .••.. 7{;;(,... ~'2.53 •• N" 1..13$ 6.;7. P,'~(,A-12- ~~ "'377h-jc I, &.9,.. •

dream~ August 22, 2014

City of Toronto Sign By-Law Unit 100 Queen Street West Toronto, ON M5H 2N2

Attn: Mr. Robert Bader, Supervisor, Sign By-Law Unit

Re: 30 Ade laide Street East - Signage Master Plan Application- Roof Sign Variance Request

Dear Mr. Bader:

This letter is an addendum to our letter dated June 24, 2014 that presents the justification for the proposed master plan application incorporating one roof sign and two column signs on the podium of the existing office building . We would like to further describe the intent of the proposed roof sign replacement and detail its installation.

It is confirmed that there is an existing west facing roof sign that is legal non-conforming with a type face that reads "Dundee" as illustrated on the left below. In May of 2014, Dundee Realty Corporation re-branded the company, and now goes by the name "Dream" (an acronym for Dundee Real Estate and Asset Management). It is Dream's intent to replace the type face of the existing Dundee sign with our new logo as illustrated on the right below. We wish to re-use the existing infrastructure (framing , structural bracing, electrical connections, etc.) to mount the new type face on the roof. We intend for the sign to be the same width, depth, length and in the exact same position as the current sign . For all intents and purposes, this is not a new sign, it is a new sign-face.

State Street Financial Centre

30 Ade laide St. E, Ste 1600

Toronto, ON, M5C 3H1

info@dream.ca

dream.ca

As in the Sign By-Law amended by By-Law No. 1112-2013, first party roof signs are permitted if included in a signage master plan. As previously mentioned, we wish to reutilize the infrastructure to mount the sign on the roof. This is lieu of mounting it to the mechanical penthouse. As depicted in the illustration below, the sign projects from the mechanical penthouse by approximately 1.5 metres.

In order to mount the sign on the penthouse, a great deal of effort would be required in order to design and fabricate the framing of the sign, design and construct structural bracing of the rear of the mechanical penthouse wall, relocate the electrical equipment. Because of the wind, snow and structural loads that would result from this placement of the sign and to insure that the sign is properly mounted, the cost is quite prohibitive and not feasible. Preliminary cost estimates from the sign contractor for design, fabrication, installation of the sign against the mechanical penthouse are in excess of $100,000.

We believe that whether mounted on the roof with the existing infrastructure, or mounted on the face of the mechanical penthouse, there is no discernable difference from the aesthetic of the existing sign. The perceived depth of the sign against the mechanical penthouse when viewed from afar is nil. For these reasons in addition to those described in our letter of June 24, 2014, we request approval of the signage master plan and the variance to permit the roof sign with the new Dream Logo.

We appreciate your consideration of our request, please do not hesitate to contact me with any questions or if you require any additional information .

Sinc7~~ Dre~li ·t

Don Manlapaz, M Director of Planning a

Building

Sign Bylaw Unit

Ann Borooah Chief Building Official and Executive Director

Toronto City Hall, Ground Floor, East Tower

100 Queen Street West

Toronto, Ontario M5H 2N2

Tel: (416) 392-8000

Fax: (416) 696-3676

E-mail: signbylawunit@toronto.ca

Mailed on: Thursday September 4, 2014

NOTICE OF DECISION

SIGN VARIANCE APPLICATION

FIRST PARTY SIGN PROPOSAL (Chapter 694 – Signs, General, ARTICLE V, City of Toronto Municipal Code)

File No.: FP-14-00097 Sign District: CR-Commercial

IBMS File No.: 14-181782 Ward: Toronto Centre-Rosedale (28)

Property Owner(s): Dundee Realty Corp.

Applicant: Pattison Sign Group c/o Dominic Rotundo

Property Address: 30 Adelaide Street East

Legal Description: PLAN 8A LOTS 5 TO 7 PLAN 285E BLK B & PT BLKS A & C PT OF

THE LANE(CLOSED BY-LAW 19704)RP 64R15592 PARTS 1&2

Notice was given and consideration of an application was made by the Chief Building Official on

Thursday September 4, 2014 as required by Chapter 694, Signs, General, of the City of Toronto

Municipal Code.

PURPOSE OF THE APPLICATION:

In conjunction with a real estate corporation located on the premises, proposal to permit the erection

and display as part of a signage master plan, one illuminated roof sign displaying static copy,

located along the westerly facing building elevation. The proposed roof sign is to be 15.25 metres in

width by 2.76 metres in length. The proposal also includes two illuminated wall signs, each

displaying static copy, each located along the northerly facing exterior columns. The proposed wall

signs are each to be 0.61 metres in width, 1.83 metres in length and at a height of 4.12 metres.

REQUESTED VARIANCE(S):

SECTION REQUIREMENT PROPOSAL

694-21D Sign type is not permitted in a CR-Commercial Residential sign district.

The proposed sign type is a roof sign.

694-21D(5)(c)

The total sign face area of all wall signs erected at the first storey shall not exceed 20 percent of the area of the wall at the first storey at which the signs are erected.

Each of the proposed wall signs are to be 44.4 percent of the area of the wall at the first storey at which the signs are erected.

IT WAS THE DECISION OF THE CHIEF BUILDING OFFICIAL THAT:

The Sign Variance Application is REFUSED

It is the decision of the Chief Building Official to refuse this first party sign variance application for the

following reasons:

The proposal:

Belongs to a sign class permitted in the sign district where the premises is located;

Is not a third party sign;

Is not compatible with the development of the premises and surrounding area;

Does not support the Official Plan objectives for the subject premises and surrounding area;

Will adversely affect adjacent premises;

Will not adversely affect public safety;

Is not a sign expressly prohibited by §694-15B of Chapter 694;

Does alter the character of the premises or surrounding area; and

Is, in the opinion of the Chief Building Official, not contrary to the public interest.

(Original signed)______________

V. Ann Borooah

Chief Building Official and Executive Director

Toronto Building

DATE DECISION MAILED ON: Thursday September 4, 2014

LAST DAY TO APPEAL THE DECISION OF THE CHIEF BUILDING OFFICIAL TO THE

SIGN VARIANCE COMMITTEE: Monday September 29, 2014

APPEALING THE CHIEF BUILDING OFFICIAL’S DECISION:

Any person who receives notice of the Chief Building Official’s decision may appeal the decision of the

Chief Building Official to the Sign Variance Committee, by filing the notice of appeal in the form and

manner approved by the Chief Building Official and paying the non-refundable fee prescribed in

Chapter 441, Fees and Charges, within 20 days of service of the notice of decision.

Please note that a decision of the Sign Variance Committee, in the case of a decision to refuse to grant a

variance, is final and binding on the date the decision was issued; and in the case of a decision to grant a

variance or to grant a variance with conditions, the decision is final and binding 21 days after the date

the decision was issued unless an application to consider is filed by the ward councillor in accordance

with Subsection 694-30S of the City of Toronto Municipal Code.

Appeal forms and other information are available at the address described above.

For more information, please telephone or fax our office, send us an e-mail or visit our website:

www.toronto.ca/signbylawunit.com

http://www.toronto.ca/signbylawunit.com