Application for Five Variances, Each Subject to Three Conditions, Respecting One Third Party Electronic Ground Sign - 10 Morse Street

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The decision

2025-09-12 · Sign Variance Committee · referred

As filed

The Sign Variance Committee: 1. Adjourned this matter to the November 28, 2025 meeting of the Sign Variance Committee, on the condition that the Sign Variance Committee refer this matter to the Chief Building Official and Executive Director, Toronto Building for the purposes of reviewing a revised proposal from the Applicant in support of the Application for Five Variances, Each Subject to Three Conditions, Respecting

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One Third Party Electronic Ground Sign - 10 Morse Street for the purpose of preparing a supplementary report responding to, and transmitting to the Sign Variance Committee, a revised proposal of the Applicant; and to report back to the November 28, 2025 meeting of the Sign Variance Committee.

On the agenda

As the city filed it

Zelinka Priamo Ltd (the "Applicant") has made an application for three variances, each subject to three conditions, required to allow the Chief Building Official ("CBO") to issue a sign permit for one third party electronic ground sign with two sign faces, displaying electronic static copy (the "Proposed Sign") at 10 Morse Street (the "Subject Premises"). The Proposed Sign would be located along the southern frontage of the Subject Premises, perpendicular to, and viewed by traffic travelling eastbound and westbound along Lake Shore Boulevard East.

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The Proposed Sign would have a maximum height of 8.0 metres from grade and is proposed to contain two sign faces in a back-to-back configuration, each measuring 3.05 metres by 10.70 metres, with sign face area of 32.65 square metres. To allow the CBO to issue a sign permit, the Proposed Sign requires variances to sections 694-22D, 694-22E, 694-25C(2)(a), 694-25C(2)(f) and 694-25C(2)(h) of the Sign By-law, each variance would be subject to three conditions. The Proposed Sign, required variances, and conditions are further described in Attachment 1 to this report. After reviewing the Applicant's submissions and the additional information provided by City staff, the CBO has determined that there are not sufficient reasons to conclude that the eight required criteria in §694-30A of the Sign By-law have been established with respect to the four variances, each subject to three conditions, as described further in Attachment 1.

Staff recommended

The Chief Building Official and Executive Director, Toronto Building, recommends that: 1. The Sign Variance Committee refuse to grant the requested variances to sections 694-22D, 694-22E, 694-25C(2)(a), 694-25C(2)(f) and 694-25C(2)(h), each subject to three conditions, required to allow for the issuance of a permit respecting the erection and display of the Proposed Sign, as further described in Attachment 1 to this report.

On the record

The item as the City filed it