DATE:
September 22, 2014
TO:
Chair and Members
Committee of the Whole – Operations & Administration
FROM:
Gregory Dworak, General Manager, Community Services
1.0
TYPE OF REPORT
2.0
TOPIC
REPORT NO. CD2014-169
CONSENT ITEM [ ]
ITEM FOR CONSIDERATION [ x ]
Proposed Alterations to a Designated Building Under the Ontario Heritage Act
70 Market Street
3.0
RECOMMENDATION
THAT the request made under Section 42 of the Ontario Heritage Act to alter a
designated property at 70 Market Street, BE APPROVED in accordance with the
details described in Application HA-08-14, which was deemed complete on September
4, 2014, with said alterations being the installation of a three signs on the existing
building and on the condition that channel lighting or push through lighting methods be
used.
4.0
PURPOSE
A request has been received to seek Council’s consent to alter a property designated
under the Ontario Heritage Act. The proposed alteration includes the erection of three
signs on the penthouse level of 70 Market Street, one on the front façade, one on the
north elevation and one on the west elevation. 70 Market Street is located in the
Victoria Park Square Heritage Conservation District.
Report No. CD2014-169
September 22, 2014
5.0
Page 2
BACKGROUND
In July of 1991, by By-law No. 119-91, the City of Brantford approved the Victoria Park
Square Heritage Conservation District. The subject property, 70 Market Street, is
located within this district (See Location Map attached as Appendix “A”). As a result
of the heritage designation, Section 42 of the Ontario Heritage Act requires that written
consent be granted by City of Brantford Council for any alterations to the property or
building(s) situated on the property, located within the District.
The building on the subject property was built in 1964-1967 and represents a modern
infill in the Heritage District. The Victoria Park Square Heritage Conservation District
Plan identifies that while constructed in a more modern style than the surrounding
buildings, attempts were made to maintain some harmony between this building and
neighbouring buildings through the use of false, fluted columns on the façade to mimic
the Ionic column similar to the Canadian Foresters Building to the north of the subject
property. It is important to ensure that new signage does not negatively impact the
surrounding properties and remains appropriate for the building on the subject
property.
The proposed signs will be located on the penthouse level of the front façade, and the
north and west elevations (See Appendix “B”). The sign will measure approximately
1.88 m (6’2”) by 1.68 m (5’6”). Furthermore, the lighting will be “channel” lighting or
“push through” lighting, that will only illuminate the typography on the sign rather than
the sign in its entirety.
6.0
CORPORATE POLICY CONTEXT
6.1 STRATEGIC PLAN CONTEXT
Goal No. 2 and Goal No. 3 in Brantford's Community Strategic Plan state:
2.) High Quality of Life and Caring for all citizens.
 Brantford citizens and visitors will enjoy a full range of well-supported
and maintained arts, heritage, culture, sports and recreational facilities
and programs.
3.) Managed Growth & Environmental Leadership
 Brantford’s built heritage will be protected and enhanced
Report No. CD2014-169
September 22, 2014
Page 3
The heritage designation of properties and districts that are historically or
architecturally significant within the community ensures the preservation and
respectful management of these properties for the residents of Brantford and its
visitors. Designation publicly recognizes and promotes awareness of heritage
properties. The designation of individual properties and heritage conservation districts
under the Ontario Heritage Act is one tool that a municipality can use to protect
heritage properties.
The consideration of a request to approve signage that is consistent with the
guidelines for signs in the Victoria Park Square Heritage District is considered to be
consistent with the goals of the City’s strategic plan.
7.0
INPUT FROM OTHER SOURCES
Consideration of the proposed heritage alterations was scheduled for the September
16, 2014 Heritage Committee meeting. At the Heritage Committee meeting, the
Committee recommended that the applicant use “channel” or “push through” lighting.
The applicant expressed that he had no concerns with this recommendation. The
Heritage Committee passed the following resolution:
“THAT it be recommended to Council that alterations to a designated property at
70 Market Street BE APPROVED in accordance with the details described in
Application HA-07-14, which was deemed complete on September 4, 2014 on the
condition that “channel” or “push through” lighting methods be used.”
The Building Department confirmed that a sign permit will be required for these signs.
8.0
ANALYSIS
By passing By-law 119-91, which created the Victoria Park Square Heritage
Conservation District, the City formally acknowledged the architectural and historical
value of the District providing the District protection under the regulations of the
Ontario Heritage Act. When considering alterations (including signage) to properties in
a District, such as that proposed at 70 Market Street, Section 42 of the Ontario
Heritage Act requires that Council grant written approval for the alteration in
compliance with the design guidelines as established in the relevant heritage
conservation district study or plan. Furthermore, the City of Brantford has guidelines
for signage specific to the Victoria Park Square Heritage Conservation District that
must be considered during the review process.
Report No. CD2014-169
September 22, 2014
Page 4
The Heritage Committee and staff have evaluated the proposed signage and offer the
following comments. Typically, back-lit signs located in Heritage Conservation Districts
are discouraged in accordance with the sign guidelines for Victoria Park Square
Heritage Conservation District. Furthermore, the applicant has requested that the
signs exceed the maximum signage area permitted in the sign guidelines for
commercial buildings. Given the international style of architecture displayed by this
building, the Heritage Committee agreed that the typical forms of lighting for signs
such as gooseneck lighting would not be appropriate. The Heritage Committee
suggested that the applicant use a form of “channel” or “push through” lighting.
Instead of being back-lit, “channel” and “push through” lighting will allow for only the
white “TD” portion of the logo to be visible at night. The Heritage Committee has
allowed this form of lighting on other heritage buildings on a case by case basis as
deemed appropriate. Given the architectural style and the placement of these signs,
the Heritage Committee and staff are of the opinion that this form of lighting in the
locations proposed is appropriate. The applicant expressed that they have no
concerns using either “channel” or “push through” lighting as they have used this form
of lighting on other stores across Canada. With respect to the surface area of the
proposed signs, the Heritage Committee and staff have no concerns that the
maximum signage area as recommended in the sign guidelines will be exceeded, as
the signs will be located sufficiently far from the pedestrian level so as the size of the
signs proposed will have minimal visual impact.
9.0
FINANCIAL IMPLICATIONS
There are no financial implications to the municipality with respect to approving the
proposed alteration under the Ontario Heritage Act.
10.0
CONCLUSION
Upon assessment of the proposed signs at 70 Market Street, the Heritage Committee
and staff are satisfied that the proposed signage is appropriate for this property and
will not negatively affect the neighbouring properties in the District. As such, staff
recommend that Council approve the alterations in accordance with Section 42 of the
Ontario Heritage Act.
Report No. CD2014-169
September 22, 2014
Page 5
_______________________________
Chelsey Tyers,
Policy Planner, Policy Planning
Community Services
________________________________
Chris Bell, MCIP, RPP
Manager, Policy Planning
Community Services
________________________________
Paul Moore, MCIP, RPP
Director of Planning
Community Services
_______________________________
Gregory Dworak, MCIP, RPP
General Manager
Community Services
attach.
Appendix “A” – Location Map
Appendix “B” – Proposed Sign Details
In adopting this report, is a by-law or agreement required? If so, it should be referenced in the recommendation section.
By-law required
[
] yes
[X] no
Agreement(s) or other documents to be signed by Mayor and/or City Clerk
[
] yes
[X] no
Is the necessary by-law or agreement being sent concurrently to Council?
[
] yes
[X] no
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September 22, 2014
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Appendix“A”
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Appendix “B”
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