Councillors approved one digital billboard on the Gardiner Expressway at Christie's Bakery while they denied another near Royal York Road.
The decision at Etobicoke York Community Council Tuesday, Jan. 12 precedes the introduction of tough new rules governing billboards that comes into effect in April.City staff opposed both variance requests.Some councillors' vote to trump the sign bylaws - existing and future - drew sharp criticism from Etobicoke Centre Councillor Doug Holyday.Holyday opposes the signs."The reason to restrict the signs is because it could cause distraction and a serious accident that could cost someone their life," Holyday said, citing the safety warnings of city staff. "These signs are worth a small fortune each. We shouldn't rush in to make money for people. We should be concerned with people's safety."Other councillors argued against infringing on businesses' free enterprise."It's a very vibrant, job-creating industry," argued York West Councillor Giorgio Mammoliti. "I'd hate to see us sending the message we don't want to do business with you anymore."City staff repeatedly issued safety warnings in sign variance reports in recent months, and argued against what it called a "proliferation" of billboards along the Gardiner.Councillors voted 5 to 4 to deny an application to convert a Queen Elizabeth Boulevard business' existing third party tri-vision rooftop billboard (a moving display that switches between three advertisements in timed increments) to an electronic digital LED sign that would cycle every six to 10 seconds. Sylvia Aiello, who co-owns the business with Dr. Wallace John Whistance-Smith, said the denied request would result in the pair shutting down their business and moving elsewhere.Previous requests of the business partners for a higher, bigger billboard have also been denied."As much as the Gardiner is a sought-out location, an 'iconic' location, advertisers say they're looking for large superbillboards or, in the last year, new digital LED billboards," Aiello told councillors, adding the pair has been without a billboard advertiser since September. Area Etobicoke-Lakeshore (Ward 5) Councillor Peter Milczyn was unmoved.Milczyn steadfastly opposes third-party signs, as well as newer LED digital video signs."It's unfair to have changing digital images a number of times a minute flooding into the bedrooms and front rooms of homes in close proximity when the application does not meet either the current or the new bylaw," Milczyn argued.Minutes later, councillors voted 6 to 4 in favour of another sign.Kraft Canada requested a sign variance to allow it to erect a double faced, third party sign on Lake Shore Boulevard West at Park Lawn Road.The new sign proposed is nearly 300 times the height permitted, and 55 metres from the Gardiner. The city's bylaw prohibits third party signs within 400 metres of any provincial highway."If you support a sign anywhere on the Gardiner, you should do it here," argued former councillor Chris Korwin-Kuczynski, a consultant for Kraft Canada. "You've approved these things. All we're asking for is fairness."Last June, councillors voted 5 to 2 to approve four billboards bordering the south side of the Gardiner in Etobicoke.A motion by Etobicoke-Lakeshore (Ward 6) Councillor Mark Grimes to the Kraft sign application to the city's director of building and deputy chief building official for consideration after the new harmonized bylaw takes effect in April failed in a tie vote.A supporter of signs, Grimes warned the Christie's sign could impact owners of the future South Beach condos, and others planned for the area.