elizabeth kyi wednesday, november 30, 2016 3:56:25 pm sb13.1 … · 2016. 12. 1. · jb 2016-10-25...

From: Elizabeth Kyi To: sbc Subject: Meeting 13, SB13.1 Communications Date: Wednesday, November 30, 2016 3:56:25 PM Attachments: image001.png

image002.png image003.png image004.png image005.png image006.png image007.png SB13.1 2001, 2010, 2016 Design renderings.pdf SB13.1 Applicant"s 9 criteria.pdf SB13.1 DYBIA support.pdf SB13.1 HPS Staff Report in support.pdf

Hi there,

I would like to submit the attached as communication to item SB13.1 at the Sign Variance

Committee meeting on December 6th, 2016. Contents are as follows: 1) Design drawings of the existing signage, signage approved by an amendment in 2010 but

which has not been built, and the current proposal 2) Applicant’s 9 criteria justification 3) A letter and email of support for the application from the Downtown Yonge BIA 4) A supportive Staff Report from Heritage Preservation Services which is being heard on

December 7th

Thank you,

Elizabeth Kyi Business Development Coordinator T 647 725 9721 C 416 333 7240 102-204 King Street E Toronto, ON M5A 1J7

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2 2 5 , N o r m a n M o n t r é a lQuébec Canada H8R 1A 3

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HARD ROCK CAFE - BILLBOARD STREET VIEW - OPTION “B” DRAWING NO. B-3279 YONGE STREE T, TORONTO, ONTARIO

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THE DESIGN AND DRAWINGS REMAIN THE PROPERT Y OFENSEICOM INC. AND ARE PROTECTED BY LAW. THEY MAY NOTBE ALTERED, ISSUED, OR REPRODUCED WITHOUT EXPRESSEDWRIT TEN CONSENT FROM ENSEICOM INC. A L L D O C U M E N T S TO B E R E T U R N E D T O E N S E I C O M ATCOMPLETION OF WORK. CONTRACTOR TO SITE VERIFY ALLDE TA IL S A ND D IMENSIONS A ND REPORT A N Y A ND A LLD I S C R E PA N C I E S T O E N S E I C O M B E F O RE C O M M E N C I N G W I T H T H AT REL AT ED P ORT ION OF T HE WORK .ONLY SIGNED, SE A L ED A ND S TA MPED DOCUMENTS A RE TO BEUSE D FOR CONS T RUC T ION P URP OSE S .

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NORTH FACADE / DUNDAS SQUARE · Scale: 1/16" = 1'-0"

TOP VIEW · NORTH FACADE / DUNDAS SQUARE TOP VIEW · YONGE STREET

WEST FACADE / YONGE STREET · Scale: 1/16" = 1'-0"

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51'-9 5/ 8" - D ig i t a l Screen 86'-2" - D i g i t a l S c r e e n w i t h c u r v e d c o rn e r

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THE DESIGN AND DRAWINGS REMAIN THE PROPERT Y OFENSEICOM INC. AND ARE PROTECTED BY LAW. THEY MAY NOTBE ALTERED, ISSUED, OR REPRODUCED WITHOUT EXPRESSEDWRIT TEN CONSENT FROM ENSEICOM INC. A L L D O C U M E N T S TO B E R E T U R N E D T O E N S E I C O M ATCOMPLETION OF WORK. CONTRACTOR TO SITE VERIFY ALLDE TA IL S A ND D IMENSIONS A ND REPORT A N Y A ND A LLD I S C R E PA N C I E S T O E N S E I C O M B E F O RE C O M M E N C I N G W I T H T H AT REL AT ED P ORT ION OF T HE WORK .ONLY SIGNED, SE A L ED A ND S TA MPED DOCUMENTS A RE TO BEUSE D FOR CONS T RUC T ION P URP OSE S .

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August 19th, 2016

Ind.

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Digital screen

Digital board withrounded corner

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Hard Rock Rationale (page 2 of Sign Variance Data Sheet) 694-30A(1): Belong to a sign class permitted in the sign district where the premises is located; In July 2016, Council expanded the boundary of the Dundas Square Special Sign District on recommendations from Staff to include the property located at 279-283 Yonge Street within the Special Sign District boundaries. Third party signs are permitted in this district, and therefore this criteria is satisfied.

694-30A(2): In the case of a third party sign, be of a sign type that is permitted in the sign district, where the premises is located; As per the Sign By-law, Chapter 694 of the Toronto Municipal Code, Schedule C, Subsection 4 approved by Council in July 2015 (By-law No. 767-2016), the lands municipally known in the year 2016 as 279-283 Yonge Street may contain one third party roof sign containing no more than five sign faces. The application before you proposes one third party roof sign containing 4 sign faces with a lower elevation than the approved 2010 site-specific amendment (By-law No. 1069-2010), and therefore falls within the by-law provisions for this property located within the Dundas Square Special Sign District. This application requests variances to allow for a new proposed signage design that will result in a total size reduction of 139.53 m2 from the approved 2010 design. This application also requests that three sign faces contain electronic moving copy and one sign face contains electronic static copy, which is permitted in the DS-SSD and consistent with signs in the surrounding area.

2010 Approved Design 2016 Proposed Design

Total Size (m2) 610.33 470.8

694-30A(3): Be compatible with the development of the premises and surrounding area; Yonge-Dundas Square is an iconic destination within Toronto designated as a public space and event venue. The spectacular signage in the area, guided by the Signage Vision and regulated by the Dundas Square Special Sign District, has created a vibrant and unique sense of place in the Square rivalling global landmarks such as Times Square and Piccadilly Circus. The proposed signage is designed to maintain and enhance this sense of place with state of the art technology and innovative design that respects the architecture of the building and surrounding area. Development of the Premises: This signage design is subject to a Signage Proposal Review / Heritage Impact Assessment dated January 27, 2008 (as revised October 5, 2009 and June 15 2010) submitted to Heritage Preservation Services by ERA Architects Inc. (the “HIA”). This HIA has been amended to reflect the current proposal, and the most recent version is being submitted to Heritage Preservation Services on November 14, 2016. As outlined in the amended HIA, and as echoed by Heritage Preservation Services, the revised signage design in this application, is an improvement over the 2010 approved design (By-law No. 1069-2010). With installation of this proposed signage design, Cieslok will have restoration work completed to the heritage aspects of the building which will involve exposing and restoring terra cotta on the Northwest corner of the building in accordance with the Heritage Impact Assessment. Cieslok will also be

implementing a lighting plan, detailed in Section 11.0 of the Heritage Impact Assessment, that will make heritage attributes of the building more visible at night. Development of the Surrounding Area: Surrounding Yonge-Dundas Square, there have been multiple recent developments to add new digital displays containing electronic moving copy:

- Two 4,050 Sq. Ft. digital displays located at 1 Dundas Street West (CF Toronto Eaton Centre Media Tower)

- One 5,820 Sq. Ft. digital display located at 306 Dundas (Atrium on Bay Media Tower) - One 2,205 Sq. Ft. North facing digital display located on 10 Dundas Street East - One digital roof sign located at 259 Victoria St (Rogers City TV building) with a maximum

permitted size of 689 Sq. Ft. - Two first party H&M digital screens located on the Northeast corner of the CF Toronto Eaton

Centre The proposed design would be consistent in size, design, and type of copy with the other developments taking place around the Square. This proposed design would provide updated technology and innovative design to the property, creating visual coherence with the surrounding area. Bright Lights – Big City In 2006 the Downtown Yonge BIA (DYBIA), at the request of the City of Toronto, commissioned a study conducted by The Planning Partnership and completed in March 2009 titled: Bright Lights - Big City, A Signage Vision for the Downtown Yonge Strip. This vision was designed in consultation with the City to provide “recommendations to the DYBIA and the City of Toronto on an approach to guiding and assessing applications for large-format signage which can balance the interests of the BIA membership with broader district and city urban design objectives.” City Council adopted this vision in principle in April 2009. Section 2: Context states,

“Initially associated with local businesses, bold large-format signage have historically been a defining characteristic of the area. Not only does this spectacular approach to signage contribute to the area’s draw as one of the city’s pre-eminent shopping and tourist destinations, it is also the source of the area’s distinct ‘sense of place’.”

The existing sign on the building has been contributing to the Square’s draw and sense of place since it’s erection in 2001. Now, emerging technology and the age of the existing signage has made it necessary to upgrade the sign’s technology. Recent large format digital sign installations in the immediate area, including recent installation of two 90’hX45’w digital screens on CF Toronto Eaton Centre, one 60’hX97’w digital screen on the Atrium on Bay Media Tower, two H&M first party digital screens on the CF Toronto Eaton Centre, have made it pertinent that signage on this property be updated in keeping with the spectacular signage in the surrounding area. Downtown Yonge BIA We support the Downtown Yonge BIA by using the digital medium to create impactful events in the Square by live streaming video on the existing Hard Rock Café digital screen for events such as Illuminite, the Canada Day Living Flag, Buskerfest, and Remembrance Day. The fully digital design being proposed with this application will increase support for the DYBIA on a broader scale. As outlined in the letter of support provided by Mark Garner, Executive Director and Chief

Staffing Officer of the DYBIA, and follow up email communication attached to this application, the DYBIA is in full support of this proposal. 694-30A(4): Support the Official Plan objectives for the subject premises and surrounding area; As part of the Downtown designation within the Official Plan, this area is described as “The Heart of Toronto”. Section 2.2.1 states that “A Dynamic downtown is critical to the health of a city”, and characterizes the area by its concentration, intensity and interaction of a myriad of different activities and its “synergy that fosters innovation, creativity and an atmosphere of success”. With the proposed signage, Cieslok aims to support the Official Plan objectives for the Downtown area. More specifically, we feel the improved signage will assist in promoting creativity and innovation for arts and culture and enhancing specialty retail and entertainment districts as important tourist destinations as outlined in Policies 2.b) and 2.c) on page 17 of the Official Plan. It is Cieslok’s belief that this signage design will enhance Yonge-Dundas Square’s status as a global landmark with state of the art technology. Yonge-Dundas Square is considered the Heart of the City in the Downtown area, and with this technology, we can amplify and elevate events hosted in the Square to create a strong sense of place. Yonge-Dundas Square is one of the city’s most important tourist destinations, and with high quality signage that respects local architecture, Cieslok aims to bring YDS in line with global destinations such as Times Square or Piccadilly Circus. In addition to contributing to Yonge-Dundas Square’s strong sense of place, digital signage provides an unparalleled opportunity to raise awareness for the local arts community in Toronto. We support charitable organizations for the arts such as Toronto Arts and Tangled Arts by using the digital medium to offer exposure to emerging local artists on a large scale. Digital technology allows local artists to display public art in new and innovative ways, increasing exposure to the artist free of charge. As referenced in 694-30A (4) the proposal will meet all the requirements of the HIA, consistent with the Official Plan in section 3.1.5. 694-30A(5): Not adversely affect adjacent premises; The City’s goal for this area, based on the Signage Vision, is to create a Bright Lights Big City feel in the area and a strong sense of place when people visit Yonge-Dundas Square. Since this proposed sign falls within the Dundas-Square Special Sign District, the one area of Downtown suited for large-format signage, it will be consistent with adjacent premises which also contain large format signs and will therefore not adversely affect neighbouring properties but only mirror its surroundings. In addition to this, the sign will be serviced from the rear and accessible from the building’s roof, meaning there will be no impact to the public space or neighbouring properties during sign maintenance or service. 9 and 21 Dundas Square are adjacent properties which have been identified by Heritage Preservation Services as having heritage attributes. The Signage Proposal Review / Heritage Impact Assessment dated January 27, 2008 (as revised October 5, 2009 and June 15 2010) and amended for this proposal November 14 2016 confirms that, “The proposed signage will not be contact, nor obstruct, nor otherwise affect the heritage attributes of 9 Dundas Square or 21 Dundas Square” (p. 21).

694-30A(6): Not adversely affect public safety, including traffic and pedestrian safety; Given that a signage display of a similar size and nature already exists on the building, there will be no impact on public safety as a result of this proposal. Conversion of the sign copy to fully electronic will provide the ability to change sign copy remotely and therefore eliminate on-site installations and associated overhead work requiring street closures, street permits and paid duty officers. Pedestrian Safety The sign is located above the rooftop of the building, is not accessible to the public, and does not overhang the public space. In addition to this, the proposed digital screen is entirely serviced from the rear of the sign, meaning service technicians will perform maintenance from the rooftop of the building behind the sign and will not interfere with the sidewalk or roadway. Traffic Safety Many studies have been conducted on the impact of outdoor signage on traffic safety, including those referenced in a report to the City of Toronto during their illuminated and electronic sign study in 2013. The general consensus has been that there is no statistically significant correlation between outdoor signage and traffic accidents. 694-30A(7): Not be a sign prohibited by Toronto Municipal Code Chapter 694-15B; The proposed sign is not prohibited by Toronto Municipal Code Chapter 694-15B as the aforementioned expressly prohibits the following:

1. A sign erected on a tree or a fence; This is a roof sign and therefore not erected on a tree or fence.

2. A roof sign, except a first party roof sign included in a Signage Master Plan consisting solely or first party signs, or roof sign located in the Dundas Square Special Sign District; This roof sign is located in the Dundas Square Special Sign District and is therefore

not prohibited. 3. A sign erected on a parked vehicle or trailer where the primary purpose of the vehicle or

trailer is the display of the sign; The sign is not located on a parked vehicle or trailer.

4. A sign erected on a vehicular, railway or pedestrian bridge; The sign is not located on a vehicular, railway or pedestrian bridge.

5. A sign which obstructs or interferes in any way with the use of any fire escape, fire exit, door, flue, air intake, exhaust, or required parking space or window, but shall not include a window sign permitted by this chapter; This sign does not obstruct or interfere with any of the aforementioned items.

6. A sign which interferes with any electrical or telephone wires or associated supports; The sign does not interfere with any electrical or telephone wires or associated

supports. 7. A sign emitting sound or odour;

The sign does not emit sound or odour. 8. A sign discharging any gas, liquid, or solid;

The sign does not discharge any gas, liquid, or solid.

9. A sign containing interactive copy; The proposed sign would contain electronic copy.

10. An electronic roof sign, except a first party electronic roof sign included in a Signage Master Plan consisting solely of first party signs, or an electronic roof sign located in the Dundas Square Special Sign District. This electronic roof sign is located in the Dundas Square Special Sign District and is

therefore not prohibited.

694-30A(8): Not alter the character of the premises or surrounding area; Character of the Premises This signage design is a revision to a previous design, approved in 2010, for a signage display that is much larger and more intrusive than what is currently being proposed. We are now scaling back the size and height of the display with this design to update the existing signage with a design that respects the heritage building and offers the Square, innovative, state of the art signage. It also diminishes shadowing of the Square that would surely occur under the 2010 Amendment. The amendment to the Heritage Impact Assessment dated November 14th, 2016 confirms this design improvement by stating,

“The revised signage design is an improvement in the following ways: it is reduced in size; it reflects the shape of the building; and completes the existing street wall along Yonge Street and Dundas Square.”

As per the email from Crystal Leung dated November 7, 2016 and attached to this application, “HPS is supportive of the revised design”. Through the HIA requirements, we intend to improve the heritage characteristics of the building by revealing and restoring the terra cotta surrounding the first party signage in the first bays on the Northerly façade and Westerly façade of the building and implementing a lighting plan that emphasizes heritage attributes by highlighting the lines of the building. Character of the Surrounding Area The proposed signage will not alter the character of the surrounding area. 279 Yonge Street falls within the Dundas Square Special Sign District where large-format signage is appropriate and permitted. This application is in line with the guidelines outlined in Bright Lights – Big City: A Signage Vision for the Downtown Yonge Strip. The following points are strengths and opportunities provided by large format signage, as they are outlined on page 11 of the Signage Vision, along with how this proposal supports and fulfills those strengths and opportunities:

“A clearly defined area with vibrant signage already exists and can be reinforced without raising significant concerns about compatibility.”

o This area of the City is deemed the Heart of the City, where large format signage is a defining characteristic of the area. The recent digital developments in signage surrounding the Square, including those on the CF Toronto Eaton Centre, Atrium on Bay Media Tower, 10 Dundas East, and more, demonstrate that the future of signage in the Square is digital. By upgrading the 15-year old signage on this property with a well-received design a lot lower in elevation than the 2010 approved amendment, we will bring the property up to date with surrounding developments.

“High quality signage that is well designed and well placed can reinforce the identity of the area as a pre-eminent shopping destination and unique tourist attraction.”

o With this signage design we will be updating and upgrading with new and state of the art technology to ensure this signage display is of the highest quality. It is our goal to reinforce the identity of the Square as a global landmark and an important destination for Torontonians and tourists alike.

“Façades and Heritage Buildings can be significantly improved as a result of the potential revenue generated from large-format signage.”

o As part of this proposal and the HIA requirements associated with it, Cieslok will be performing improvements to the heritage attributes of the building at our own expense, including the reveal and restoration of terra cotta and implementation of a lighting plan to enhance heritage attributes at night. The new revised design will also be more compatible with the building in contrast with the design that was approved in 2010. This sentiment has been expressed by multiple entities including Heritage Preservation Services and the Downtown Yonge BIA.

“Consistent parameters for design of signage within a defined framework can improve the visual coherence of the area and enhance the pedestrian experience.”

o There are many other signage displays of a similar nature in the immediate surrounding area, which are being updated to new technology to improve the appearance of the Square. This proposed design will bring the signage up to date with other improvements being made around the Square to create visual coherence. Digital content and technology creates innovative and engaging display opportunities that enhance the pedestrian experience.

“Ensuring an appropriate relationship between First–party and Third-party signage can ensure the health of both sectors.”

o This application, in accordance with the HIA, proposes to improve the first party signage on the building, to make it more compatible with the building’s heritage attributes. Additionally, the new design is visually compatible with other impactful first party displays in the area such as the H&M digital first party displays on the CF Toronto Eaton Centre.

“The integration of public art in a unique way that is tailored to the signage character of the area can serve to further enhance the area’s appeal for local shoppers and tourists.”

o It is Cieslok’s priority to use our digital display to integrate public art in a way that supports Toronto local artists and organizations evident through our partnerships with organizations such as Toronto Arts, Tangled Arts, and the DYBIA.

694-30A(9): Not be, in the opinion of the decision maker, contrary to the public interest; The proposed sign will not be contrary to the public interest for the following reasons:

The location of this sign was recently included in the Dundas-Square Special Sign District, where

this type and class of sign is permitted, meaning that Council agreed that this property is

suitable for large format signage.

The proposed design is consistent with recent developments to other signage around the

Square. The proposed design also reduces the scale of the design proposed and improved in

2010 and will involve improvements to the heritage elements of the building as outlined in the

HIA and corresponding addendum.

The proposed signage will contribute to Yonge-Dundas Square’s sense of place and draw as one

of the city’s premier shopping and tourist destinations as outlined in the Signage Vision for the

Downtown Yonge Strip.

The signage supports the goals of the Official Plan for the Downtown area by promoting an

environment of creativity and innovation for arts and culture through our promotion of local

artists and supporting and enhancing Yonge-Dundas Square as an important regional and tourist

destination by amplifying events on the big screen.

The sign will be serviced from the rear ensuring no impact on pedestrian safety or adjacent

premises.

Alterations - 279-283 Yonge St Page 1 of 14

REPORT FOR ACTION

Hard Rock Café Sign, Alterations to a Designated Heritage Property 279-283 Yonge Street Date: November 24, 2016 To: Toronto Preservation Board Toronto and East York Community Council From: Chief Planner and Executive Director, City Planning Division Wards: Ward 27 - Toronto Centre - Rosedale

SUMMARY This report recommends that City Council approve the proposed alterations to the heritage property at 279-283 Yonge Street subject to the applicant satisfying certain conservation related conditions as well as obtaining compliance with Chapter 694, Signs, General, of the City of Toronto Municipal Code. The application proposes to erect large format third party signs on the roof of the building. The existing roof signs will be replaced with four digital LED sign faces atop the north, west and portion of the south elevation of the existing building. The building itself is located at the south-easterly corner of Dundas Square and Yonge Street, framing the southern boundary of Yonge-Dundas Square. The subject property is located within the boundaries of the Yonge-Dundas Special Sign District and the partially Council endorsed “Signage Vision for the Downtown Yonge Strip."


RECOMMENDATIONS The Chief Planner and Executive Director, City Planning Division recommends that: 1. City Council approve the alterations to the heritage property at 279-283 Yonge Street, in accordance with Section 33 of the Ontario Heritage Act, to allow for construction of roof signs on the lands known municipally in the year 2016 as 279-283 Yonge Street, with such alterations substantially in accordance with plans and drawings dated November 10, 2016, prepared by Enseicom Inc., date-stamped received by the City Planning Division November 14, 2016, and on file with the Senior Manager, Heritage Preservation Services; and the Heritage Impact Assessment (HIA), prepared by ERA Architects Inc., dated January 27, 2008 revised November 14, 2016, date-stamped received by the City Planning Division on November 15, 2016, and on file with the Senior Manager, Heritage Preservation Services, all subject to and in accordance with a Conservation Plan satisfactory to the Senior Manager, Heritage Preservation Services and subject to the following additional conditions:

a. That prior to the issuance of any permit for all or any part of the property at 279-283 Yonge Street, including a heritage permit or a building permit, but excluding permits for repairs and maintenance and usual and minor works for the existing heritage building as are acceptable to the Senior Manager, Heritage Preservation Services the owner shall:

1. Provide full sign permit drawings, including notes and specifications for the conservation and protective measures keyed to the approved Conservation Plan provided in the HIA from the Chief Planner and Executive Director, City Planning Division, including a description of materials and finishes, to be prepared by the applicant and a qualified heritage consultant to the satisfaction of the Senior Manager, Heritage Preservation Services; 2. Provide a Letter of Credit, including provision for upwards indexing, in a form and amount and from a bank satisfactory to the Senior Manager, Heritage Preservation Services to secure all work included in the approved Conservation Plan; 3. Provide an Interpretation Plan for the subject property, to the satisfaction of the Senior Manager, Heritage Preservation Services and thereafter shall implement such Plan to the satisfaction of the Senior Manager, Heritage Preservation Services; 4. Provide a Lighting Plan that describes how the heritage property will be sensitively illuminated to enhance its heritage character to the satisfaction of the Senior Manager, Heritage Preservation Services and thereafter shall implement such Plan to the satisfaction of the Senior Manager Heritage Preservation Services.


b. That prior to the release of the Letter of Credit required in recommendation 1.a.2. in the report (November 15, 2016) from the Chief Planner and Executive Director, City Planning Division the owner shall:

1. Provide a letter of substantial completion prepared and signed by a qualified heritage consultant confirming that the required conservation work has been completed in accordance with the Conservation Plan, Lighting Plan and Interpretation Plan and that an appropriate standard of conservation has been maintained, all to the satisfaction of the Senior Manager, Heritage Preservation Services;

2. Such approval be conditional on the owner obtaining the necessary compliance with Chapter 694, Signs, General, of the City of Toronto Municipal Code.

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

DECISION HISTORY The Childs Restaurant and Offices building (now Hard Rock Café), built in 1918, was placed on the City’s Inventory of Heritage Properties (now the Heritage Register) in 1990 and designated under Part IV of the Ontario Heritage Act on November 8, 2001. City Council at its meeting of January 30, 31 and February 1, 2001 adopted Downtown Community Council Report No. 1, Clause No. 3, and established specific signage permissions for the property at 279-283 Yonge Street. The accompanying site-specific sign by-law (No. 2001-0049 permitted a comprehensive signage program for the property at 279-283 Yonge Street to be implemented under Chapter 297, Signs, of the former City of Toronto Municipal Code. City Council at its meeting of April 29, 30, 2009 approved the adoption, in principle, of portions of the Downtown Yonge Business Improvement Area (DYBIA)’s “Signage Vision for the Downtown Yonge Strip.” http://www.toronto.ca/legdocs/mmis/2009/te/bgrd/backgroundfile-20298.pdf City Council on November 30, December 1, 2, 4 and 7, 2009, approved Chapter 694, Signs, General, which reflected the principles of the Signage Vision and established two special sign districts to reflect the special character and issues of the area. New Sign Regulation and Revenue Strategy: http://www.toronto.ca/legdocs/mmis/2009/pg/bgrd/backgroundfile-24387.pdf New Sign Regulation and Revenue Strategy: Additional Considerations: http://www.toronto.ca/legdocs/mmis/2009/cc/bgrd/backgroundfile-25449.pdf

http://www.toronto.ca/legdocs/mmis/2009/te/bgrd/backgroundfile-20298.pdf

http://www.toronto.ca/legdocs/mmis/2009/pg/bgrd/backgroundfile-24387.pdf

http://www.toronto.ca/legdocs/mmis/2009/cc/bgrd/backgroundfile-25449.pdf


City Council at its meeting of August 25, 26 and 27, 2010 adopted Alterations to a Designated Heritage Property at 279-283 Yonge Street, to replace the existing rooftop signs with new rooftop signs: http://www.toronto.ca/legdocs/mmis/2010/pg/bgrd/backgroundfile-32743.pdf

ISSUE BACKGROUND This report addresses a revised application to erect taller roof signs than the existing rooftop signs on the Childs Restaurant and Offices building. The Downtown Yonge Business Improvement Area (DYBIA) commissioned a report regarding large format signage in a section of their BIA in 2006. The report, titled “A Signage Vision for the Downtown Yonge Strip, March 2009” (Signage Vision), was finalized in 2009. City Council approved the adoption, in principle, of portions of the Signage Vision, and requested the Chief Building Official in consultation with the Chief Planner and Executive Director to develop provisions for signage in the Downtown Yonge Strip as part of what was adopted as Chapter 694, Signs, General. Roof signs are generally prohibited under Chapter 694, Signs, General, however, the subject property is located within the Yonge-Dundas Special Sign District, where Chapter 694, permits the erection and display of certain roof signs. Roof signs and third party signs are prohibited on all heritage properties. Chapter 694, permits the continued reliance on the specific forms of roof top signage on 279-283 Yonge Street, previously permitted by City Council, including the site-specific signage standards requested by the owner of the heritage property and expressly permitted by City Council under City of Toronto By-law No. 2001-0049. The Signage Vision contains guidelines for the minimization of adverse effects for heritage buildings in the Yonge-Dundas Special Sign District. These include: ensuring heritage elements or materials are not obstructed; ensuring installation is not damaging to heritage elements; differentiating between new and historic components; addressing the architectural elements of the façade and allowing a visual break between the sign and the host building. At its meeting of August 25, 26 and 27, 2010, City Council approved a proposal for new rooftop third party signs on this property that exceeded the signage permissions for the property and site-specific amendments to Chapter 694. The proposal would have replaced the existing roof signs with five new sign faces, each of various dimensions and each utilizing various methods of sign copy display, along with an architectural light column. As part of the proposal, existing sign panels on the second floor at the northwest corner of the building were to be removed so that the building's terracotta could be repaired and the hidden window openings revealed. The 2010 Council approved proposal was never implemented and this current proposal is a revision to the previously approved proposal.

Heritage Value The Childs Restaurant and Office building (now Hard Rock Café), was built as part of a New York based restaurant chain. The building was completed in two phases in 1918,



according to the designs of New York architect, John Chorley Westervelt. The building housed the restaurant and offices on the ground level with facilities for billiards and bowling above. The property was placed on the City’s Inventory of Heritage Properties (now the Heritage Register) in 1990 and was designated under Part IV of the Ontario Heritage Act on November 8, 2001. The property at 279-283 Yonge Street is located on the south edge of Yonge-Dundas Square on historic Toronto’s “Main Street” in a busy commercial shopping area. The building faces north onto the Square and west onto Yonge Street. Rising three storeys under a flat roof, Child’s Restaurant is constructed of steel and brick and is clad with white-glazed terra cotta on the north and west façades. The north façade extends seven bays on Dundas Square and the west façade extends three bays on Yonge Street. The walls are divided by terra cotta piers and panelled decorative friezes. The building is architecturally significant for its terra cotta cladding and classical detailing. It is contextually significant for its prominent location on the corner anchoring a row of commercial buildings to the south including the designated John Bugg Store, 275-277 Yonge Street, immediately adjacent to the south. It is also significant for its relationship to the neighbouring designated heritage properties to the east, the Hermant Buildings at 19 and 21 Dundas Square.

Current Proposal The current proposal is similar to the 2010 Council approved proposal. It would see four sign faces erected atop the north, west and portion of the south elevation of the building. Each sign face is separated by metal posts that form part of the signage framing and each post aligns with the vertical orders of the building. A 1m separation is introduced between the bottom of the signs and top of the existing building. A curving sign wraps around the northwest corner and extends along the north elevation. The height of the proposed signs are as follows:

Zoning By-Law Existing 2010 Council Approved Proposed

North Elevation 30m 18m and 21m

22m (excludes curved portion) 21.5m

West Elevation 28m 18.5m and 21m

33.5m (includes curved portion) 21.5m

South Elevation 28m* 18.5m 28m 21.5m

*30m if setback within a 60 degree plane over 28m The Heritage Impact Assessment (HIA) prepared for the proposal, undertaken by ERA Architects, provides a conservation plan with an updated condition report, signage strategy, reversibility strategy, lighting strategy, and recommendations for heritage interpretation for the property. All strategies and conservation plan remains unchanged from the 2010 approved proposal.


COMMENTS Heritage Preservation Services (HPS) has reviewed the HIA prepared by ERA Architects Inc. for alterations to the heritage property at 279-283 Yonge Street. The HIA finds that the proposed alterations will have minimal impact on the described heritage attributes of the property and will in part be mitigated through the proposed Conservation Plan. While in most instances third party signs are not appropriate for heritage properties, HPS staff feel that the proposed application improves upon the 2010 Council approved proposal and better meets the intent of the Council endorsed Signage Vision guidelines pertaining to heritage properties. The overall design is simplified so that only metal posts that form part of the sign frame extends below the sign panels. The posts are placed so that it aligns with the columns of the heritage building which is recommended in the Signage Vision. The proposed roof signs are reduced in height from the approved design and are now within the height restrictions for the street wall as prescribed in the Zoning By-Law. The metal lattice in the previous proposal is eliminated to provide a 1m separation between the bottom of roof signs and top of the existing building for greater visual separation between the two structures. The façades of the heritage building will not be obscured by the new signage and the building will remain a prominent feature on the corner. The exterior will be improved by the removal of large second floor wall panels, currently holding the Hard Rock illuminated wall signs at the northwest corner. The panels will be removed and the glazed terra cotta and windows once again revealed. The HIA includes a conservation plan and an updated condition assessment for the exterior. As a condition of approval, staff are recommending the completion and implementation of a conservation plan, interpretation plan, and heritage lighting plan. Required conservation work includes repairs and cleaning of the terra cotta cladding, as well some brick repointing. The HIA also addresses impacts to adjacent properties. The proposed south facing sign will be slightly higher than an existing similar roof-top sign on 275 Yonge Street but within the 28 meter height limit for the area. The adjacent buildings at 19 and 21 Dundas Square are separated from the proposed signs by a laneway and while views of the two buildings from Yonge Street will be affected, the buildings face onto Dundas Square and views from that vantage point should not be affected.


CONCLUSION HPS staff have reviewed the proposed alterations and related conservation work identified in the HIA for the heritage property at 279-283 Yonge Street. Staff feel that the revised design improves upon the previous Council approved proposal and is appropriate within the context of the Yonge-Dundas Special Sign District area.

CONTACT Sherry Pedersen, Program Manager Heritage Preservation Services Tel: 416-338-1089; Fax: 416-392-1973 E-mail: [email protected]

SIGNATURE _______________________________ Jennifer Keesmaat, MES, MCIP, RPP Chief Planner and Executive Director City Planning Division

ATTACHMENTS Attachment No. 1 – Location Map Attachment No. 2 – Signage Vision Area Attachment No. 3 – Existing Signage Attachment No. 4 – 2010 Council Approved Proposal Attachment No. 5 – Current Proposal Attachment No. 6 – 2010 City Council Approved West and North Elevations Attachment No. 7 – Proposed West and North Elevations

mailto:[email protected]


LOCATION MAP – 279-283 YONGE ST. ATTACHMENT NO. 1

The arrow marks the location of the site. This location map is for information purposes only; the exact boundaries of the property are not shown.


SIGNAGE VISION AREA ATTACHMENT NO. 2

Signage Vision Area, within BIA area, 279 Yonge St. is marked, from ERA HIA report


EXISTING SIGNAGE– 279-283 YONGE ST. ATTACHMENT NO. 3


2010 CITY COUNCIL APPROVED PROPOSAL ATTACHMENT NO. 4 – 279-283 YONGE ST.


CURRENT PROPOSAL ATTACHMENT NO.5 – 279-283 YONGE ST.


2010 CITY COUNCIL APPROVED WEST ATTACHMENT NO.6 AND NORTH ELEVATIONS – 279-283 YONGE ST


PROPOSED WEST AND NORTH ATTACHMENT NO.7 ELEVATIONS – 279-283 YONGE ST.

53T51T50T48T47T46T45T44T43T42T41T40T39T38T36T35T34T33T32T31T30T29T28T27T26T25T24T22T21T20T18T17T16T15T14T13T12T11T10T9T8T7T6T5T4T3T2T1T0THeritage Value

53T51T50T48T47T46T45T44T43T42T41T40T39T38T36T35T34T33T32T31T30T29T28T27T26T25T24T22T21T20T18T17T16T15T14T13T12T11T10T9T8T7T6T5T4T3T2T1T0TCurrent Proposal

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Digital billboard

M. Soutière

August 19th, 2016

Ind.

M. Racine

Digital board with rounded corner

No stubs & south post

Screen divider added on west facade

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Digital board with rounded corner

South side Digital board

QT 14-0026

D 7076-8.2-R5

J 8565

Cieslok-Hard Rock Structure

Toronto, ON

Digital billboard

M. Soutière

August 19th, 2016

Ind.

M. Racine

11 JB 2016-10-17

22 JB 2016-11-*10

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THE DESIGN AND DRAWINGS REMAIN THE PROPERT Y OF ENSEICOM INC. AND ARE PROTECTED BY LAW. THEY MAY NOT BE ALTERED, ISSUED, OR REPRODUCED WITHOUT EXPRESSED WRIT TEN CONSENT FROM ENSEICOM INC. A L L D O C U M E N T S TO B E R E T U R N E D T O E N S E I C O M AT COMPLETION OF WORK. CONTRACTOR TO SITE VERIFY ALL DE TA IL S A ND DIMENSIONS A ND REPORT A N Y A ND A LL D I S C R E PA N C I E S T O E N S E I C O M B E F O RE C O M M E N C I N G W I T H T H AT REL AT ED P ORT ION OF T HE WORK . ONLY SIGNED, SE A L ED A ND S TA MPED DOCUMENTS A RE TO BE USE D FOR CONS T RUC T ION P URP OSE S .

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2 2 5 , N o r m a n M o n t r é a l Québec C anada H8R 1A 3

Hard Rock Rationale (page 2 of Sign Variance Data Sheet)

694-30A(1): Belong to a sign class permitted in the sign district where the premises is located;

In July 2016, Council expanded the boundary of the Dundas Square Special Sign District on recommendations from Staff to include the property located at 279-283 Yonge Street within the Special Sign District boundaries. Third party signs are permitted in this district, and therefore this criteria is satisfied.

694-30A(2): In the case of a third party sign, be of a sign type that is permitted in the sign district, where the premises is located;

As per the Sign By-law, Chapter 694 of the Toronto Municipal Code, Schedule C, Subsection 4 approved by Council in July 2015 (By-law No. 767-2016), the lands municipally known in the year 2016 as 279-283 Yonge Street may contain one third party roof sign containing no more than five sign faces. The application before you proposes one third party roof sign containing 4 sign faces with a lower elevation than the approved 2010 site-specific amendment (By-law No. 1069-2010), and therefore falls within the by-law provisions for this property located within the Dundas Square Special Sign District.

This application requests variances to allow for a new proposed signage design that will result in a total size reduction of 139.53 m2 from the approved 2010 design. This application also requests that three sign faces contain electronic moving copy and one sign face contains electronic static copy, which is permitted in the DS-SSD and consistent with signs in the surrounding area.

2010 Approved Design 2016 Proposed Design

Total Size (m2) 610.33 470.8

694-30A(3): Be compatible with the development of the premises and surrounding area;

Yonge-Dundas Square is an iconic destination within Toronto designated as a public space and event venue. The spectacular signage in the area, guided by the Signage Vision and regulated by the Dundas Square Special Sign District, has created a vibrant and unique sense of place in the Square rivalling global landmarks such as Times Square and Piccadilly Circus. The proposed signage is designed to maintain and enhance this sense of place with state of the art technology and innovative design that respects the architecture of the building and surrounding area.

Development of the Premises: This signage design is subject to a Signage Proposal Review / Heritage Impact Assessment dated January 27, 2008 (as revised October 5, 2009 and June 15 2010) submitted to Heritage Preservation Services by ERA Architects Inc. (the “HIA”). This HIA has been amended to reflect the current proposal, and the most recent version is being submitted to Heritage Preservation Services on November 14, 2016. As outlined in the amended HIA, and as echoed by Heritage Preservation Services, the revised signage design in this application, is an improvement over the 2010 approved design (By-law No. 1069-2010).

With installation of this proposed signage design, Cieslok will have restoration work completed to the heritage aspects of the building which will involve exposing and restoring terra cotta on the Northwest corner of the building in accordance with the Heritage Impact Assessment. Cieslok will also be

implementing a lighting plan, detailed in Section 11.0 of the Heritage Impact Assessment, that will make heritage attributes of the building more visible at night.

Development of the Surrounding Area: Surrounding Yonge-Dundas Square, there have been multiple recent developments to add new digital

displays containing electronic moving copy:

- Two 4,050 Sq. Ft. digital displays located at 1 Dundas Street West (CF Toronto Eaton Centre Media Tower)

- One 5,820 Sq. Ft. digital display located at 306 Dundas (Atrium on Bay Media Tower) - One 2,205 Sq. Ft. North facing digital display located on 10 Dundas Street East - One digital roof sign located at 259 Victoria St (Rogers City TV building) with a maximum

permitted size of 689 Sq. Ft. - Two first party H&M digital screens located on the Northeast corner of the CF Toronto Eaton

Centre The proposed design would be consistent in size, design, and type of copy with the other developments taking place around the Square. This proposed design would provide updated technology and innovative design to the property, creating visual coherence with the surrounding area.

Bright Lights – Big City In 2006 the Downtown Yonge BIA (DYBIA), at the request of the City of Toronto, commissioned a study conducted by The Planning Partnership and completed in March 2009 titled: Bright Lights - Big City, A Signage Vision for the Downtown Yonge Strip. This vision was designed in consultation with the City to provide “recommendations to the DYBIA and the City of Toronto on an approach to guiding and assessing applications for large-format signage which can balance the interests of the BIA membership with broader district and city urban design objectives.” City Council adopted this vision in principle in April 2009.

Section 2: Context states, ͜͞ΣΊχΊ̯ΜΜϴ ̯ννΪ̽Ί̯χ͇͋ ϮΊχ· ΜΪ̯̽Μ ̼ϢνΊΣ͋νses, bold large-format signage have historically been a defining characteristic of the area. Not only does this spectacular approach to νΊͽΣ̯ͽ͋ ̽ΪΣχιΊ̼Ϣχ͋ χΪ χ·͋ ̯ι̯͋͛ν ͇ι̯Ϯ ̯ν ΪΣ͋ Ϊ͕ χ·͋ ̽Ίχϴ͛ν ζι͋-eminent shopping and tourist destinations, it is also the νΪϢι̽͋ Ϊ͕ χ·͋ ̯ι̯͋͛ν ͇ΊνχΊΣ̽χ ·ν͋Σν͋ Ϊ͕ ζΜ̯̽͋͛΅͟

The existing sign on the building has been contributing to the Square’s draw and sense of place since it’s erection in 2001. Now, emerging technology and the age of the existing signage has made it necessary to upgrade the sign’s technology. Recent large format digital sign installations in the immediate area, including recent installation of two 90’hX45’w digital screens on �F Toronto Eaton Centre, one 60’hX97’w digital screen on the !trium on �ay Media Tower, two H&M first party digital screens on the CF Toronto Eaton Centre, have made it pertinent that signage on this property be updated in keeping with the spectacular signage in the surrounding area.

Downtown Yonge BIA We support the Downtown Yonge BIA by using the digital medium to create impactful events in the Square by live streaming video on the existing Hard Rock Café digital screen for events such as Illuminite, the Canada Day Living Flag, Buskerfest, and Remembrance Day. The fully digital design being proposed with this application will increase support for the DYBIA on a broader scale. As outlined in the letter of support provided by Mark Garner, Executive Director and Chief

Staffing Officer of the DYBIA, and follow up email communication attached to this application, the DYBIA is in full support of this proposal.

694-30A(4): Support the Official Plan objectives for the subject premises and surrounding area;

As part of the Downtown designation within the Official Plan, this area is described as “The Heart of Toronto”. Section 2.2.1 states that “! Dynamic downtown is critical to the health of a city”, and characterizes the area by its concentration, intensity and interaction of a myriad of different activities and its “synergy that fosters innovation, creativity and an atmosphere of success”.

With the proposed signage, Cieslok aims to support the Official Plan objectives for the Downtown area. More specifically, we feel the improved signage will assist in promoting creativity and innovation for arts and culture and enhancing specialty retail and entertainment districts as important tourist destinations as outlined in Policies 2.b) and 2.c) on page 17 of the Official Plan.

It is �ieslok’s belief that this signage design will enhance Yonge-Dundas Square’s status as a global landmark with state of the art technology. Yonge-Dundas Square is considered the Heart of the City in the Downtown area, and with this technology, we can amplify and elevate events hosted in the Square to create a strong sense of place. Yonge-Dundas Square is one of the city’s most important tourist destinations, and with high quality signage that respects local architecture, Cieslok aims to bring YDS in line with global destinations such as Times Square or Piccadilly Circus.

In addition to contributing to Yonge-Dundas Square’s strong sense of place, digital signage provides an unparalleled opportunity to raise awareness for the local arts community in Toronto. We support charitable organizations for the arts such as Toronto Arts and Tangled Arts by using the digital medium to offer exposure to emerging local artists on a large scale. Digital technology allows local artists to display public art in new and innovative ways, increasing exposure to the artist free of charge.

As referenced in 694-30A (4) the proposal will meet all the requirements of the HIA, consistent with the Official Plan in section 3.1.5.

694-30A(5): Not adversely affect adjacent premises;

The �ity’s goal for this area, based on the Signage Vision, is to create a �right Lights �ig �ity feel in the area and a strong sense of place when people visit Yonge-Dundas Square. Since this proposed sign falls within the Dundas-Square Special Sign District, the one area of Downtown suited for large-format signage, it will be consistent with adjacent premises which also contain large format signs and will therefore not adversely affect neighbouring properties but only mirror its surroundings.

In addition to this, the sign will be serviced from the rear and accessible from the building’s roof, meaning there will be no impact to the public space or neighbouring properties during sign maintenance or service.

9 and 21 Dundas Square are adjacent properties which have been identified by Heritage Preservation Services as having heritage attributes. The Signage Proposal Review / Heritage Impact Assessment dated January 27, 2008 (as revised October 5, 2009 and June 15 2010) and amended for this proposal November 14 2016 confirms that, “The proposed signage will not be contact, nor obstruct, nor otherwise affect the heritage attributes of 9 Dundas Square or 21 Dundas Square” (p. 21).

694-30A(6): Not adversely affect public safety, including traffic and pedestrian safety;

Given that a signage display of a similar size and nature already exists on the building, there will be no impact on public safety as a result of this proposal. Conversion of the sign copy to fully electronic will provide the ability to change sign copy remotely and therefore eliminate on-site installations and associated overhead work requiring street closures, street permits and paid duty officers.

Pedestrian Safety The sign is located above the rooftop of the building, is not accessible to the public, and does not overhang the public space. In addition to this, the proposed digital screen is entirely serviced from the rear of the sign, meaning service technicians will perform maintenance from the rooftop of the building behind the sign and will not interfere with the sidewalk or roadway.

Traffic Safety Many studies have been conducted on the impact of outdoor signage on traffic safety, including those referenced in a report to the City of Toronto during their illuminated and electronic sign study in 2013. The general consensus has been that there is no statistically significant correlation between outdoor signage and traffic accidents.

694-30A(7): Not be a sign prohibited by Toronto Municipal Code Chapter 694-15B;

The proposed sign is not prohibited by Toronto Municipal Code Chapter 694-15B as the aforementioned expressly prohibits the following:

1. A sign erected on a tree or a fence; This is a roof sign and therefore not erected on a tree or fence.

2. A roof sign, except a first party roof sign included in a Signage Master Plan consisting solely or first party signs, or roof sign located in the Dundas Square Special Sign District; This roof sign is located in the Dundas Square Special Sign District and is therefore

not prohibited. 3. A sign erected on a parked vehicle or trailer where the primary purpose of the vehicle or

trailer is the display of the sign; The sign is not located on a parked vehicle or trailer.

4. A sign erected on a vehicular, railway or pedestrian bridge; The sign is not located on a vehicular, railway or pedestrian bridge.

5. A sign which obstructs or interferes in any way with the use of any fire escape, fire exit, door, flue, air intake, exhaust, or required parking space or window, but shall not include a window sign permitted by this chapter; This sign does not obstruct or interfere with any of the aforementioned items.

6. A sign which interferes with any electrical or telephone wires or associated supports; The sign does not interfere with any electrical or telephone wires or associated

supports. 7. A sign emitting sound or odour;

The sign does not emit sound or odour. 8. A sign discharging any gas, liquid, or solid;

The sign does not discharge any gas, liquid, or solid.

9. A sign containing interactive copy; The proposed sign would contain electronic copy.

10. An electronic roof sign, except a first party electronic roof sign included in a Signage Master Plan consisting solely of first party signs, or an electronic roof sign located in the Dundas Square Special Sign District. This electronic roof sign is located in the Dundas Square Special Sign District and is

therefore not prohibited.

694-30A(8): Not alter the character of the premises or surrounding area;

Character of the Premises This signage design is a revision to a previous design, approved in 2010, for a signage display that is much larger and more intrusive than what is currently being proposed. We are now scaling back the size and height of the display with this design to update the existing signage with a design that respects the heritage building and offers the Square, innovative, state of the art signage. It also diminishes shadowing of the Square that would surely occur under the 2010 Amendment. The amendment to the Heritage Impact Assessment dated November 14th, 2016 confirms this design improvement by stating,

͞Α·͋ ι͋ϭΊν͇͋ νΊͽΣ̯ͽ͋ ͇͋νΊͽΣ Ίν ̯Σ ΊζιΪϭ͋͋Σχ ΊΣ χ·͋ ͕ΪΜΜΪϮΊΣͽ Ϯ̯ϴν΄ Ίχ Ίν ι͇͋Ϣ͇̽͋ ΊΣ size; it reflects the shape of the building; and completes the existing street wall along ΧΪΣͽ͋ χι͋͋χ ̯Σ͇ DϢΣ͇̯ν θϢ̯ι͋΅͟

As per the email from Crystal Leung dated November 7, 2016 and attached to this application, “HPS is supportive of the revised design”.

Through the HIA requirements, we intend to improve the heritage characteristics of the building by revealing and restoring the terra cotta surrounding the first party signage in the first bays on the Northerly façade and Westerly façade of the building and implementing a lighting plan that emphasizes heritage attributes by highlighting the lines of the building.

Character of the Surrounding Area The proposed signage will not alter the character of the surrounding area. 279 Yonge Street falls within the Dundas Square Special Sign District where large-format signage is appropriate and permitted. This application is in line with the guidelines outlined in Bright Lights – Big City: A Signage Vision for the Downtown Yonge Strip.

The following points are strengths and opportunities provided by large format signage, as they are outlined on page 11 of the Signage Vision, along with how this proposal supports and fulfills those strengths and opportunities:

͞A clearly defined area with vibrant signage already exists and can be reinforced without raising significant concerns about compatibility.͟

o This area of the City is deemed the Heart of the City, where large format signage is a defining characteristic of the area. The recent digital developments in signage surrounding the Square, including those on the CF Toronto Eaton Centre, Atrium on Bay Media Tower, 10 Dundas East, and more, demonstrate that the future of signage in the Square is digital. By upgrading the 15-year old signage on this property with a well-received design a lot lower in elevation than the 2010 approved amendment, we will bring the property up to date with surrounding developments.

͞High quality signage that is well designed and well placed can reinforce the identity of the area as a pre-eminent shopping destination and unique tourist attraction.͟


o With this signage design we will be updating and upgrading with new and state of the art technology to ensure this signage display is of the highest quality. It is our goal to reinforce the identity of the Square as a global landmark and an important destination for Torontonians and tourists alike.

͞Façades and Heritage Buildings can be significantly improved as a result of the potential revenue generated from large-format signage.͟

o As part of this proposal and the HIA requirements associated with it, Cieslok will be performing improvements to the heritage attributes of the building at our own expense, including the reveal and restoration of terra cotta and implementation of a lighting plan to enhance heritage attributes at night. The new revised design will also be more compatible with the building in contrast with the design that was approved in 2010. This sentiment has been expressed by multiple entities including Heritage Preservation Services and the Downtown Yonge BIA.

͞Consistent parameters for design of signage within a defined framework can improve the visual coherence of the area and enhance the pedestrian experience.͟

o There are many other signage displays of a similar nature in the immediate surrounding area, which are being updated to new technology to improve the appearance of the Square. This proposed design will bring the signage up to date with other improvements being made around the Square to create visual coherence. Digital content and technology creates innovative and engaging display opportunities that enhance the pedestrian experience.

͞Ensuring an appropriate relationship between First–party and Third-party signage can ensure the health of both sectors.͟

o This application, in accordance with the HIA, proposes to improve the first party signage on the building, to make it more compatible with the building’s heritage attributes. Additionally, the new design is visually compatible with other impactful first party displays in the area such as the H&M digital first party displays on the CF Toronto Eaton Centre.

͞The integration of public art in a unique way that is tailored to the signage character Ϊ͕ χ·͋ ̯ι̯͋ ̯̽Σ ν͋ιϭ͋ χΪ ͕Ϣιχ·͋ι ͋Σ·̯Σ̽͋ χ·͋ ̯ι̯͋͛ν ̯ζζ̯͋Μ ͕Ϊι ΜΪ̯̽Μ ν·Ϊζζ͋ιν ̯Σ͇ tourists.͟

o It is �ieslok’s priority to use our digital display to integrate public art in a way that supports Toronto local artists and organizations evident through our partnerships with organizations such as Toronto Arts, Tangled Arts, and the DYBIA.

694-30A(9): Not be, in the opinion of the decision maker, contrary to the public interest;

The proposed sign will not be contrary to the public interest for the following reasons:

The location of this sign was recently included in the Dundas-Square Special Sign District, where this type and class of sign is permitted, meaning that Council agreed that this property is

suitable for large format signage.

The proposed design is consistent with recent developments to other signage around the Square. The proposed design also reduces the scale of the design proposed and improved in

2010 and will involve improvements to the heritage elements of the building as outlined in the

HIA and corresponding addendum.

The proposed signage will contribute to Yonge-Dundas Square’s sense of place and draw as one of the city’s premier shopping and tourist destinations as outlined in the Signage Vision for the

Downtown Yonge Strip.

The signage supports the goals of the Official Plan for the Downtown area by promoting an environment of creativity and innovation for arts and culture through our promotion of local

artists and supporting and enhancing Yonge-Dundas Square as an important regional and tourist

destination by amplifying events on the big screen.

The sign will be serviced from the rear ensuring no impact on pedestrian safety or adjacent premises.

REPORT FOR ACTION

Hard Rock Café Sign, Alterations to a Designated Heritage Property 279-283 Yonge Street

Date: November 24, 2016 To: Toronto Preservation Board

Toronto and East York Community Council

From: Chief Planner and Executive Director, City Planning Division Wards: Ward 27 - Toronto Centre - Rosedale

SUMMARY

This report recommends that City Council approve the proposed alterations to the heritage property at 279-283 Yonge Street subject to the applicant satisfying certain conservation related conditions as well as obtaining compliance with Chapter 694, Signs, General, of the City of Toronto Municipal Code.

The application proposes to erect large format third party signs on the roof of the building. The existing roof signs will be replaced with four digital LED sign faces atop the north, west and portion of the south elevation of the existing building. The building itself is located at the south-easterly corner of Dundas Square and Yonge Street, framing the southern boundary of Yonge-Dundas Square. The subject property is located within the boundaries of the Yonge-Dundas Special Sign District and the partially Council endorsed “Signage Vision for the Downtown Yonge Strip."


RECOMMENDATIONS

The Chief Planner and Executive Director, City Planning Division recommends that:

1. City Council approve the alterations to the heritage property at 279-283 Yonge Street, in accordance with Section 33 of the Ontario Heritage Act, to allow for construction of roof signs on the lands known municipally in the year 2016 as 279-283 Yonge Street, with such alterations substantially in accordance with plans and drawings dated November 10, 2016, prepared by Enseicom Inc., date-stamped received by the City Planning Division November 14, 2016, and on file with the Senior Manager, Heritage Preservation Services; and the Heritage Impact Assessment (HIA), prepared by ERA Architects Inc., dated January 27, 2008 revised November 14, 2016, date-stamped received by the City Planning Division on November 15, 2016, and on file with the Senior Manager, Heritage Preservation Services, all subject to and in accordance with a Conservation Plan satisfactory to the Senior Manager, Heritage Preservation Services and subject to the following additional conditions:

a. That prior to the issuance of any permit for all or any part of the property at 279-283 Yonge Street, including a heritage permit or a building permit, but excluding permits for repairs and maintenance and usual and minor works for the existing heritage building as are acceptable to the Senior Manager, Heritage Preservation Services the owner shall:

1. Provide full sign permit drawings, including notes and specifications for the conservation and protective measures keyed to the approved Conservation Plan provided in the HIA from the Chief Planner and Executive Director, City Planning Division, including a description of materials and finishes, to be prepared by the applicant and a qualified heritage consultant to the satisfaction of the Senior Manager, Heritage Preservation Services;

2. Provide a Letter of Credit, including provision for upwards indexing, in a form and amount and from a bank satisfactory to the Senior Manager, Heritage Preservation Services to secure all work included in the approved Conservation Plan;

3. Provide an Interpretation Plan for the subject property, to the satisfaction of the Senior Manager, Heritage Preservation Services and thereafter shall implement such Plan to the satisfaction of the Senior Manager, Heritage Preservation Services;

4. Provide a Lighting Plan that describes how the heritage property will be sensitively illuminated to enhance its heritage character to the satisfaction of the Senior Manager, Heritage Preservation Services and thereafter shall implement such Plan to the satisfaction of the Senior Manager Heritage Preservation Services.


b. That prior to the release of the Letter of Credit required in recommendation 1.a.2. in the report (November 15, 2016) from the Chief Planner and Executive Director, City Planning Division the owner shall:

1. Provide a letter of substantial completion prepared and signed by a qualified heritage consultant confirming that the required conservation work has been completed in accordance with the Conservation Plan, Lighting Plan and Interpretation Plan and that an appropriate standard of conservation has been maintained, all to the satisfaction of the Senior Manager, Heritage Preservation Services;

2. Such approval be conditional on the owner obtaining the necessary compliance with Chapter 694, Signs, General, of the City of Toronto Municipal Code.

FINANCIAL IMPACT

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

DECISION HISTORY

The Childs Restaurant and Offices building (now Hard Rock Café), built in 1918, was placed on the City’s Inventory of Heritage Properties (now the Heritage Register) in 1990 and designated under Part IV of the Ontario Heritage Act on November 8, 2001.

City Council at its meeting of January 30, 31 and February 1, 2001 adopted Downtown Community Council Report No. 1, Clause No. 3, and established specific signage permissions for the property at 279-283 Yonge Street. The accompanying site-specific sign by-law (No. 2001-0049 permitted a comprehensive signage program for the property at 279-283 Yonge Street to be implemented under Chapter 297, Signs, of the former City of Toronto Municipal Code.

City Council at its meeting of April 29, 30, 2009 approved the adoption, in principle, of portions of the Downtown Yonge Business Improvement Area (DYBIA)’s “Signage Vision for the Downtown Yonge Strip.” http://www.toronto.ca/legdocs/mmis/2009/te/bgrd/backgroundfile-20298.pdf

City Council on November 30, December 1, 2, 4 and 7, 2009, approved Chapter 694, Signs, General, which reflected the principles of the Signage Vision and established two special sign districts to reflect the special character and issues of the area.

New Sign Regulation and Revenue Strategy: http://www.toronto.ca/legdocs/mmis/2009/pg/bgrd/backgroundfile-24387.pdf

New Sign Regulation and Revenue Strategy: Additional Considerations: http://www.toronto.ca/legdocs/mmis/2009/cc/bgrd/backgroundfile-25449.pdf


http://www.toronto.ca/legdocs/mmis/2009/te/bgrd/backgroundfile-20298.pdfhttp://www.toronto.ca/legdocs/mmis/2009/pg/bgrd/backgroundfile-24387.pdfhttp://www.toronto.ca/legdocs/mmis/2009/cc/bgrd/backgroundfile-25449.pdf

City Council at its meeting of August 25, 26 and 27, 2010 adopted Alterations to a Designated Heritage Property at 279-283 Yonge Street, to replace the existing rooftop signs with new rooftop signs: http://www.toronto.ca/legdocs/mmis/2010/pg/bgrd/backgroundfile-32743.pdf

ISSUE BACKGROUND

This report addresses a revised application to erect taller roof signs than the existing rooftop signs on the Childs Restaurant and Offices building. The Downtown Yonge Business Improvement Area (DYBIA) commissioned a report regarding large format signage in a section of their BIA in 2006. The report, titled “A Signage Vision for the Downtown Yonge Strip, March 2009” (Signage Vision), was finalized in 2009. City Council approved the adoption, in principle, of portions of the Signage Vision, and requested the Chief Building Official in consultation with the Chief Planner and Executive Director to develop provisions for signage in the Downtown Yonge Strip as part of what was adopted as Chapter 694, Signs, General.

Roof signs are generally prohibited under Chapter 694, Signs, General, however, the subject property is located within the Yonge-Dundas Special Sign District, where Chapter 694, permits the erection and display of certain roof signs. Roof signs and third party signs are prohibited on all heritage properties. Chapter 694, permits the continued reliance on the specific forms of roof top signage on 279-283 Yonge Street, previously permitted by City Council, including the site-specific signage standards requested by the owner of the heritage property and expressly permitted by City Council under City of Toronto By-law No. 2001-0049.

The Signage Vision contains guidelines for the minimization of adverse effects for heritage buildings in the Yonge-Dundas Special Sign District. These include: ensuring heritage elements or materials are not obstructed; ensuring installation is not damaging to heritage elements; differentiating between new and historic components; addressing the architectural elements of the façade and allowing a visual break between the sign and the host building.

At its meeting of August 25, 26 and 27, 2010, City Council approved a proposal for new rooftop third party signs on this property that exceeded the signage permissions for the property and site-specific amendments to Chapter 694. The proposal would have replaced the existing roof signs with five new sign faces, each of various dimensions and each utilizing various methods of sign copy display, along with an architectural light column. As part of the proposal, existing sign panels on the second floor at the northwest corner of the building were to be removed so that the building's terracotta could be repaired and the hidden window openings revealed. The 2010 Council approved proposal was never implemented and this current proposal is a revision to the previously approved proposal.

Heritage Value The Childs Restaurant and Office building (now Hard Rock Café), was built as part of a New York based restaurant chain. The building was completed in two phases in 1918,



according to the designs of New York architect, John Chorley Westervelt. The building housed the restaurant and offices on the ground level with facilities for billiards and bowling above. The property was placed on the City’s Inventory of Heritage Properties (now the Heritage Register) in 1990 and was designated under Part IV of the Ontario Heritage Act on November 8, 2001. The property at 279-283 Yonge Street is located on the south edge of Yonge-Dundas Square on historic Toronto’s “Main Street” in a busy commercial shopping area. The building faces north onto the Square and west onto Yonge Street.

Rising three storeys under a flat roof, Child’s Restaurant is constructed of steel and brick and is clad with white-glazed terra cotta on the north and west façades. The north façade extends seven bays on Dundas Square and the west façade extends three bays on Yonge Street. The walls are divided by terra cotta piers and panelled decorative friezes. The building is architecturally significant for its terra cotta cladding and classical detailing. It is contextually significant for its prominent location on the corner anchoring a row of commercial buildings to the south including the designated John Bugg Store, 275-277 Yonge Street, immediately adjacent to the south. It is also significant for its relationship to the neighbouring designated heritage properties to the east, the Hermant Buildings at 19 and 21 Dundas Square.

Current Proposal The current proposal is similar to the 2010 Council approved proposal. It would see four sign faces erected atop the north, west and portion of the south elevation of the building. Each sign face is separated by metal posts that form part of the signage framing and each post aligns with the vertical orders of the building. A 1m separation is introduced between the bottom of the signs and top of the existing building. A curving sign wraps around the northwest corner and extends along the north elevation. The height of the proposed signs are as follows:

Zoning By-Law Existing 2010 Council Approved

Proposed

North Elevation

30m 18m and 21m 22m (excludes curved portion)

21.5m

West Elevation

28m 18.5m and 21m 33.5m (includes curved portion)

21.5m

South Elevation

28m* 18.5m 28m 21.5m

*30m if setback within a 60 degree plane over 28m

The Heritage Impact Assessment (HIA) prepared for the proposal, undertaken by ERA Architects, provides a conservation plan with an updated condition report, signage strategy, reversibility strategy, lighting strategy, and recommendations for heritage interpretation for the property. All strategies and conservation plan remains unchanged from the 2010 approved proposal.


COMMENTS

Heritage Preservation Services (HPS) has reviewed the HIA prepared by ERA Architects Inc. for alterations to the heritage property at 279-283 Yonge Street. The HIA finds that the proposed alterations will have minimal impact on the described heritage attributes of the property and will in part be mitigated through the proposed Conservation Plan. While in most instances third party signs are not appropriate for heritage properties, HPS staff feel that the proposed application improves upon the 2010 Council approved proposal and better meets the intent of the Council endorsed Signage Vision guidelines pertaining to heritage properties.

The overall design is simplified so that only metal posts that form part of the sign frame extends below the sign panels. The posts are placed so that it aligns with the columns of the heritage building which is recommended in the Signage Vision. The proposed roof signs are reduced in height from the approved design and are now within the height restrictions for the street wall as prescribed in the Zoning By-Law. The metal lattice in the previous proposal is eliminated to provide a 1m separation between the bottom of roof signs and top of the existing building for greater visual separation between the two structures.

The façades of the heritage building will not be obscured by the new signage and the building will remain a prominent feature on the corner. The exterior will be improved by the removal of large second floor wall panels, currently holding the Hard Rock illuminated wall signs at the northwest corner. The panels will be removed and the glazed terra cotta and windows once again revealed. The HIA includes a conservation plan and an updated condition assessment for the exterior. As a condition of approval, staff are recommending the completion and implementation of a conservation plan, interpretation plan, and heritage lighting plan. Required conservation work includes repairs and cleaning of the terra cotta cladding, as well some brick repointing.

The HIA also addresses impacts to adjacent properties. The proposed south facing sign will be slightly higher than an existing similar roof-top sign on 275 Yonge Street but within the 28 meter height limit for the area. The adjacent buildings at 19 and 21 Dundas Square are separated from the proposed signs by a laneway and while views of the two buildings from Yonge Street will be affected, the buildings face onto Dundas Square and views from that vantage point should not be affected.


_______________________________

CONCLUSION

HPS staff have reviewed the proposed alterations and related conservation work identified in the HIA for the heritage property at 279-283 Yonge Street. Staff feel that the revised design improves upon the previous Council approved proposal and is appropriate within the context of the Yonge-Dundas Special Sign District area.

CONTACT

Sherry Pedersen, Program Manager Heritage Preservation Services Tel: 416-338-1089; Fax: 416-392-1973 E-mail: [email protected]

SIGNATURE

Jennifer Keesmaat, MES, MCIP, RPP Chief Planner and Executive Director City Planning Division

ATTACHMENTS

Attachment No. 1 – Location Map Attachment No. 2 – Signage Vision Area Attachment No. 3 – Existing Signage Attachment No. 4 – 2010 Council Approved Proposal Attachment No. 5 – Current Proposal Attachment No. 6 – 2010 City Council Approved West and North Elevations Attachment No. 7 – Proposed West and North Elevations



LOCATION MAP – 279-283 YONGE ST. ATTACHMENT NO. 1

The arrow marks the location of the site.

This location map is for information purposes only; the exact boundaries of the property are not shown.


SIGNAGE VISION AREA ATTACHMENT NO. 2

Signage Vision Area, within BIA area, 279 Yonge St. is marked, from ERA HIA report


EXISTING SIGNAGE– 279-283 YONGE ST. ATTACHMENT NO. 3


2010 CITY COUNCIL APPROVED PROPOSAL ATTACHMENT NO. 4 – 279-283 YONGE ST.


CURRENT PROPOSAL ATTACHMENT NO.5 – 279-283 YONGE ST.


2010 CITY COUNCIL APPROVED WEST ATTACHMENT NO.6 AND NORTH ELEVATIONS – 279-283 YONGE ST


PROPOSED WEST AND NORTH ATTACHMENT NO.7 ELEVATIONS – 279-283 YONGE ST.


13.2-FP-6097 Yonge Street-Com 1-KyiSB13.1.1 2001, 2010, 2016 Design renderingsA-3C-3 full

SB13.1.1 Applicant's 9 criteriaSB13.1.1 DYBIA supportSB13.1.1 HPS Staff Report in support53T51T50T48T47T46T45T44T43T42T41T40T39T38T36T35T34T33T32T31T30T29T28T27T26T25T24T22T21T20T18T17T16T15T14T13T12T11T10T9T8T7T6T5T4T3T2T1T0THeritage Value53T51T50T48T47T46T45T44T43T42T41T40T39T38T36T35T34T33T32T31T30T29T28T27T26T25T24T22T21T20T18T17T16T15T14T13T12T11T10T9T8T7T6T5T4T3T2T1T0TCurrent Proposal

elizabeth kyi wednesday, november 30, 2016 3:56:25 pm sb13.1 … · 2016. 12. 1. · jb 2016-10-25...

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