From: Murray Goldkind [mailto:[email protected]] SB27.2.1 Sent: September-11-18 1:52 PM To: signbylawunit <[email protected]> Subject: Notice Of Objection September 11, 2018 Sign Variance Committee Toronto City Hall, Committee Room #2 100 Queen Street West Toronto ON M5H 2N2 RE – 4560 Dufferin Street Dear Committee, I represent 1465382 Ontario Inc. which is situated at 991-1025 Finch Avenue West, and 4548A Dufferin Street, just steps from the intersection of Dufferin and Finch and across the street from the application for the sign variance. The intersection of Dufferin and Finch is one the most traveled in the City of Toronto and Canada and the entrance into the DUKE Heights Business Improvement Area. The sign variance will perpetuate uses on the premise that are incompatible with the City’s Official Plan and will not encourage investment in the area or employment growth. The sign variance would have a detrimental effect on the local businesses and I am opposed to the application. The corner is a significant entryway into the area and the sign variance would be counter productive and distractive to the larger goals the City has for intersections of this magnitude: 1. The sign variance does not support the Official Plan objectives for the subject premise and surrounding area, because it does encourage employment growth or future development. a. This is an employment district and the sign perpetuates a low employment use at a key intersection for the district 2. The sign variance is incompatible with the development of the premises and surrounding area. a. The intersection is one of the busiest intersection in Canada. A sign at this location would be counterproductive to the development of the premise. 3. The sign variance will adversely affect adjacent businesses at this very important intersection. a. In order to improve the business climate in the area, the businesses have voted to tax themselves through a BIA levy to provide the tools necessary to promote economic growth in the community. b. The DUKE Heights BIA has been working to improve the urban landscape of the area through various beautification efforts including new streetscaping, coordinated signage at gateway entry points and enhancements for pedestrians and cyclists in the area. A sign at this location would block several ongoing beautification and urban realm improvement projects for this area. c. The proposed signage defies at least 7 of the 9 criteria for the variance and is contrary to everything that the local BIA is trying to achieve in the area. For the above-mentioned reasons, we are opposed to this application as it would represent a negative effect on our businesses in the area. Sincerely, Murray Goldkind Per: 1465382 Ontario Inc. Tel 416 739-7200 Fax 416 739-9367 email: [email protected] web: www.suttongroupadmiral.com Toronto's Largest Sutton Group Office Smart People Make Smart Moves! .