Fast Signs – One First Party Sign Variance – 10-21 Four Seasons Place 1

STAFF REPORT ACTION REQUIRED

Appeal by Fast Signs of the Decision of the Chief Building Official for One Variance Respecting a Proposed First Party Wall Sign – 10-21 Four Seasons Place Date: January 18, 2013

Ward: Ward 3 – Etobicoke Centre

File No.: TP-12-00134

IBMS File No.: 12-245112

PURPOSE OF THE APPEAL

To appeal the decision of the Chief Building Official which refused a variance to Chapter 694, Signs, General to allow Fast Signs to obtain a permit for the erection and display of one illuminated wall sign (expressed as a logo or corporate symbol). The sign is proposed to be located on the west facing parapet wall of the existing office building located on the premises. The proposed wall sign is to display static copy and be 4.47 metres wide by 1.29 metres long, at a height of approximately 54.0 metres.

In accordance with the original decision of the Chief Building Official, rendered on October 23, 2012, this report recommends that the requested variance from Chapter 694 be refused as it does not meet the criteria established in §694-30A of Chapter 694.

Figure 1: 10-21 Four Seasons Place - Sign District Map Excerpt

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REQUESTED VARIANCES

Table 1 – Summary of Requested Variances

RECOMMENDATIONS

The Chief Building Official and Executive Director, Toronto Building, recommends that:

1. The Sign Variance Committee refuse the variance requested from the requirement of §694-21D(4)(d) to allow the issuance of a sign permit authorizing the erection and display of one wall sign at the westerly-facing uppermost parapet wall of the building, in addition to other existing uppermost storey signs, whereas the proposed sign is not identical in sign copy.

SITE CONTEXT AND SIGN ATTRIBUTES:

Table 2 – Summary of Area Surrounding 10-21 Four Seasons Place

Table 3 – Summary of Proposed Sign Attributes

Section Requirement Proposal

694-21D(4)(d) A wall sign displaying the logo or corporate symbol of a business located on the premises provided each sign shall display identical sign copy.

The proposed wall sign does not display identical copy.

Sign District Designation of Property: CR-Commercial Residential

District Designations of Surrounding Properties:

North East South West

"R" sign district "R" sign district "CR" sign district "CR" sign district

Land Uses and Attributes of Surrounding Properties: North South East West

Burnhamthorpe Adult Learning Centre

Single-family residential

Hwy. 427 ramp; single-storey food retailer Highway 427

Sign Type: Wall

Sign Copy Type: Static Sign Copy Type Permitted? Yes

Sign Orientation: West

Sign Dimensions (width x length): 4.47 metres x 1.29 metres

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COMMENTS

Chapter 694 was enacted to assist in facilitating aesthetic improvements to the City and improving the quality and character of the streets and the public realm. As such, discouraging sign clutter, which detracts from the physical and visual character of the public realm, is one of the main objectives of Chapter 694.

While recognizing the need for businesses to identify themselves, the regulations in Chapter 694 permit first party identification signs located on the top storey of a building, such as the sign proposed in this application. However, in order to address concerns of sign clutter, Chapter 694 requires that all signs located at the top storey of the building display identical sign copy.

Criteria Established by §694-30A of Chapter 694:

In order to review, consider and make recommendations on sign variance applications, criteria to evaluate an application for a variance is provided in Chapter 694. §694-30A states that an application for a variance from the provisions of Chapter 694 may only be granted where it is established that the proposed sign meets each of these criteria.

Table 4 below reviews this signage proposal against the criteria listed in §694-30A.

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Table 4 – Review of Sign Proposal Against Established Criteria in §694-30A

Chapter 694 Reference Established Criteria

Meets Criteria? (Yes/No)

Comments

694-30 A(1) Is warranted based on physical circumstances applicable to the property or premises

No

The applicant advises a larger sign removed, from the same location as the sign being proposed provides an electrical power source in place for the new sign. The applicant has also advised one of the deciding factors in the purchasing the property was the visual exposure to the 427 Highway. These factors are not related to the variance being applied for, as the variance is related to sign copy, not the ability to display a sign. Staff cannot determine that the variance sought is warranted based on the physical circumstances applicable to the property or premises.

694-30 A(2) Is consistent with the architecture of the building or development of the property No

Although the subject building appears to be designed to accommodate the proposed sign type, it currently has two signs on the south and north elevations displaying identical content. The proposed sign is not consistent with the signs located on the premises.

694-30 A(3) Is consistent with buildings and other features of properties or premises within 120 metres of the location of the proposed sign

No

A second multi-storey office building exist approximately 50 metres to the south-west of the property is displaying similar signage which is identical on the building faces where it is displayed. The proposed sign would not be consistent with the signage displayed on the adjacent office building.

694-30 A(4) Will not alter the essential character of the area No

The subject building has two existing signs on the south and north elevations displaying identical content. As well, the adjacent building on the premises has two existing signs on the south and west facing elevations displaying identical copy. To introduce the proposed sign which is not displaying identical copy to the other signs on the subject building may alter the essential character of the area.

694-30 A(5) Will not adversely affect adjacent properties Yes Residential and other sensitive land uses are not within immediate proximity of the subject property. The proposed sign is not expected to adversely affect adjacent properties.

694-30 A(6) Will not adversely affect public safety Yes

The proposed first party wall sign will require both a Building Permit and a Sign Permit to be erected. The proposed sign faces vehicular traffic travelling along Highway 427; the applicant has obtained the necessary approvals for the proposed sign from the Ministry of Transportation.

694-30 A(7) Is, in the opinion of the decision maker, not contrary to the public interest No

The regulations in Chapter 694 serve to reduce sign clutter and enhance the public streetscape by maintaining consistency when it comes to signs. Granting the variances in this application and allowing the erection and display of the proposed sign will only maintain and enhance the current sign clutter at the subject and surrounding premises.

694-30 A(8) Is of a sign class or a sign type that is permitted in the sign district where the premises is located

Yes Staff has confirmed the subject property is located within a CR-Commercial Residential sign district where first party wall signs (expressed as logos or corporate symbols) are permitted.

694-30 A(9) Is not expressly prohibited by §694-15B Yes Staff have confirmed that the proposed sign is not expressly prohibited by §694-15B of Chapter 694, Signs, General, of the City of Toronto Municipal Code.

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CONCLUSION

In consideration of the variance requested to obtain one variance to §694-21 D (4)(d), of Chapter 694, Signs, General, required to allow the erection and display of one illuminated wall sign (expressed as a logo or corporate symbol) on the parapet wall that will not display identical copy as the other parapet wall signs; it has not been established that the proposal is in compliance with all of the criteria established in §694-30A. Therefore, it is recommended that the Sign Variance Committee refuse the requested variance.

CONTACT

Robert Bader Supervisor, Sign By-law Unit Tel: (416) 392-4113 E-mail: rbader@toronto.ca

SIGNATURE

_______________________________ Ted Van Vliet Manager, Sign By-law Unit

ATTACHMENTS

1. Applicant’s Original Submission Package

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ATTACHMENT 1: APPLICANT'S ORIGINAL SUBMISSION PACKAGE

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