DEVELOPMENT SERVICES COMMITTEE
	TO:	Mayor and Members of Council
	FROM:	Jim Baird, Commissioner of Development Services Valerie Shuttleworth, Director of Planning & Urban Design
	PREPARED BY:	Markham Centre Team Richard Kendall, Senior Project Co-ordinator, extension 6588
	DATE OF MEETING:	2004-June-28
	SUBJECT:	Enhanced Hoarding Programme

RECOMMENDATION:

That the report dated June 28, 2004, entitled “Enhanced Hoarding Programme” be received;

That lifestyle imaging and wordmark messaging be endorsed for use on enhanced construction hoarding as set out in this report;

That Council endorse the Guidelines for Hoarding Signs, including the submission of a Sign Uniformity Plan, outlined in this report as the basis for permitting signage on hoarding;

That staff be directed to draft a Hoarding Agreement for execution by developers who wish to participate in the enhanced hoarding programme;

And that a public meeting be held to discuss the amendments to the Sign By-law (attached as Figure 3) to introduce signs on hoarding, as addressed in this report.

PURPOSE:

The purpose of this report is to seek Council’s endorsement for an enhanced hoarding programme, which includes additional site identification in concert with Public Information Signage.

BACKGROUND:

Staff have been working with developers within Markham Centre to incorporate the Markham Centre logo and various associated Markham Centre messages into marketing of their developments, and into their sales trailers/offices. This is intended to help define the Markham Centre area, identify developments as Markham Centre projects, and to co-ordinate the look and visual impact of hoarding programmes in the area. The on-going need to identify and communicate ‘Markham Centre’ within the community, has been identified as part of the Markham Centre Communications Strategy.

One method which has been identified to achieve greater awareness of Markham Centre, help define its boundaries, identify coming features and high-light significant development approvals is through the use of construction hoarding erected by builders. Depending on the type of construction proposed, hoarding could be in place for up to two years, and this represents an important opportunity to identify a site as a Markham Centre project and introduce a common element, theme or other message, which would help promote the Markham Centre vision. Working with the development community is a way to communicate unified, key messages about the vision, benefits and vibrant urban lifestyle opportunities within the centre.

Staff presented proposed hoarding details, colour palette, and examples of lifestyle and Markham Centre messages to the May 18^th, meeting of the Markham Centre Steering Committee. At that meeting, the committee endorsed the enhanced hoarding detail, with ivory (tan) as the primary colour for the hoarding accented by a black band across the top. The committee also directed that staff give additional consideration to the types of messages to be included as the Markham Centre component of the hoarding programme and report on recommendations for changes to the sign by-law.

DISCUSSION:

Markham Centre boundaries and messages can be communicated

The first opportunity to incorporate Markham Centre messaging and lifestyle images is with the recent installation of the hoarding for the Tridel/Dorsay project along portions of Cox Boulevard, Town Centre Boulevard and Highway #7. Tridel’s hoarding programme encompasses a significant length of frontage on these streets and combining their site signage, with the Markham Centre logo and other site identification and lifestyle images would serve a dual purpose of relieving long unbroken expanse of 8 foot (2.4 metre) high panels and enhancing the Markham Centre identity and recognition within the community. As the Markham Centre logo and related messaging are considered Public Information Signage they are not regulated under the Sign By-law.

Hoarding Detail and colour identified, developers consulted

Tridel has installed hoarding which, when completed, would represent a higher standard of construction, including a covered arcade above the sidewalk adjacent to Town Centre Boulevard. The intent of the enhanced programme is to ensure good quality hoarding, a uniform height to the panels with a gradual transition resulting from changes to grade, and provide a consistent look and feel to hoarding throughout Markham Centre. This programme includes vertical members, anchored in concrete piers, and a detail across the top of the hoarding finished in a darker colour would help to further define the hoarding. An approximate 0.9 metre wide (3 foot) band across the front of the arcade will provide an exclusive location for Markham centre messaging with opportunities to incorporate larger lifestyle messaging (refer to Figure 1).

Staff, together with development representatives, selected a neutral, tan background colour for the hoarding which would provide high visibility for the Markham Centre logos but also serve individual builder needs, when it comes to combining other project-related signage in accordance with the sign by-law. The top of the hoarding would be finished in a contrasting colour such as black.

In addition to the logo, examples of Markham Centre messaging could include phrases such as ‘Another project in Markham Centre….our new Downtown’, or bullet points from the series of presentations which staff have prepared: ‘A place for all’, ‘A community integrated with nature’, ‘A vibrant centre’, ‘A sense of place’, ‘A walkable downtown’ or ‘An accessible centre’. A map outlining the boundaries of Markham Centre could be oriented towards pedestrians walking next to the hoarding. Including the website address is another option for the Markham Centre component of the hoarding. The Markham Centre messages would be provided by the individual participating developers.

This programme has also been discussed with representatives of Tridel, the Remington Group and Liberty Development Corporation, all of which are supportive of including this elevated level of Markham Centre messaging within their hoarding programmes.

Hoarding and site identification signs require changes to the Sign By-law

The second component of the programme involves lifestyle messages and images, consistent with the mixed-use, urban vision for Markham Centre, and additional site identification on the hoarding.

The Sign By-law clearly articulates the Town’s interests in regulating signs to ensure that they:

(a) Are appropriate in size, number, and location to the type of activity or use to which they pertain.

(b) Provide the public with reasonable and appropriate means to locate and identify facilities, businesses, and services without difficulty and confusion.

(c) Are compatible with their surroundings.

(d) Protect, preserve, and enhance the aesthetic qualities and visual character of the Town of Markham.

(e) Are consistent with the Town’s urban design and heritage objectives.

(f) Do not create a distraction or safety hazard for pedestrians or motorists.

(g) Minimize possible adverse effects on nearby public and private property.

(h) Regulate signs while impairing the public’s right to expression as little as possible and proportionately to the purpose of the By-law.

In reviewing hoarding signage incorporating lifestyle imaging a number of matters were identified relative to the purpose and intent of the sign by-law. These matters include the size and frequency of signage on hoarding, the Town’s ability to regulate content of signs and to restrict an enhanced hoarding programme to Markham Centre only.

Size and spacing requirements

With respect to the purpose and intent of the Sign By-law, staff suggest that hoarding signage be limited in size to 0.25 square metres (2.7 square feet) of sign area per linear metre of street frontage, to a maximum of not more than 18 square metres (197 square feet) in area. With respect to a separation distance, 1 lifestyle sign per 30metres (98 feet) frontage, is proposed, subject to area requirements discussed above. Furthermore, such signs could only be located on continuous lengths of hoarding 100 metres (328 feet) or greater, with no signage other than Public Information Signs located between Hoarding signs. Hoarding signs should not be illuminated or project above the height of the hoarding.

This would allow the long expanse of hoarding to be broken up by intervals of Markham Centre or other Public Information Signs combined with lifestyle images and site identification. Hoarding signage could only be introduced in concert with the enhanced hoarding programme as discussed in this report. It is further recommended that the proposed site identification signage should be an adjunct to the hoarding/lifestyle messaging, and should therefore represent not more than 25% of the total area of the additional signage.

Better quality of construction hoarding provided

One advantage of the hoarding sign programme is that hoarding would be in place on a temporary basis (typically, no more than two years) and would have limited impact on the surroundings, with no long term adverse effect on adjacent properties. Since the hoarding would be in place, regardless of whether additional signage was incorporated into the design, the enhanced hoarding programme would provide for a better quality of construction and finish to the hoarding, and thereby enhance its aesthetic quality, support urban design objectives and provide the Town with an opportunity to achieve greater awareness and introduce key lifestyle messages in communities such as Markham Centre.

Hoarding Sign programme should apply across the Town

Based on staff discussions and the intent of the Sign By-law, it was determined that the hoarding programme should not be exclusive to Markham Centre, but should apply in other areas of the Town.

The ability to regulate the messaging on the hoarding is not provided for under the applicable legislation. While the specific Markham Centre messaging component of the hoarding programme is not an issue under the Sign By-law, the lifestyle imaging would have to be addressed under a separate agreement. In this regard staff have been crafting a Hoarding Agreement, similar to Sales Trailer Agreements, already in effect across the Town. The Hoarding Agreement could be executed in conjunction with the site plan approval process and would include a Sign Uniformity Plan, as currently provided for in the Sign By-law. The Sign Uniformity Plan requires drawings and specifications showing all wall signs on a premise detailing the type, character, height and design of signs in relation to architectural features. A component of the proposed amendment to the Sign By-law includes adding a reference to hoarding signs under the Sign Uniformity Provisions.

Staff also propose to introduce the following definition of a Hoarding Sign into the Sign By-law, to promote urban living and related project identification:

“Hoarding Sign” means a temporary, non-illuminated sign associated with the development of property which promotes urban living and advertises or identifies the development of the property on which the sign is located.”

The proposed amendments to the Sign By-law as discussed, combined with the enhanced hoarding detail and the following recommended Guidelines for Hoarding Signs, are intended to provide a mechanism to introduce lifestyle and other public information messaging such as those identified for Markham Centre, while at the same time providing for an up-graded level of finish to hoarding associated with development projects and additional site identification.

GUIDELINES FOR HOARDING SIGNS

• Hoarding signage shall be limited in size to 0.25 square metres of sign area per linear metre of street frontage, to a maximum of not more than 18 square metres (197 square feet) in area.
• 1 Hoarding sign per 30m frontage, subject to area requirements discussed above.
• Hoarding signs can only be located on continuous lengths of hoarding, on a street frontage, 100 metres or greater.
• No signage other than Public Information Signs can be located between Hoarding signs.
• Public Information Signs must form an integral component of the Hoarding sign programme.
• Hoarding signs shall not project above the height of the hoarding.
• Hoarding signs shall not be illuminated.
• Hoarding signs can only be erected on hoarding constructed in accordance with an approved and enhanced hoarding detail, including vertical members, anchored in concrete piers, covered arcades above sidewalks, a uniform height to the panels with a gradual transition resulting from changes to grade, a neutral, consistent background colour for the hoarding and a detail across the top of the hoarding finished in a darker colour (as approved by the Town).
• Hoarding Signs must comply with an approved Sign Uniformity Plan.
• Hoarding signs must be approved pursuant to an executed Site Plan Agreement or Subdivision Agreement.
• A Hoarding Agreement, between the proponent and the Town must be executed.

FINANCIAL CONSIDERATIONS:
There are no financial implications for the Town in this report.

ENVIRONMENTAL CONSIDERATIONS:

There are no environmental implications for the Town in this report.

ACCESSIBILITY CONSIDERATIONS:

There are no accessibility considerations in this report.

ENGAGE 21^ST CONSIDERATIONS:

The proposal aligns with the following key Town of Markham Corporate Goals: Managed Growth and Quality Community.

BUSINESS UNITS CONSULTED AND AFFECTED:

Discussions with Building and Legal staff regarding proposed hoarding signs are addressed in this report.

CONCLUSION:

Staff recommend that the Guidelines for Hoarding Signs be endorsed, and that a public meeting be held to discuss the proposed amendments to the Sign By-law.

ATTACHMENTS:

Figures 1 & 2 – Examples of Hoarding Signage

Figure 3 – Draft Amendment to the Sign By-law

Valerie Shuttleworth, M.C.I.P., R.P.P. Director of Planning & Urban Design

Jim Baird, M.C.I.P., R.P.P. Commissioner of Development Services

Q\Development\Planning\Teams\Markham Centre\Coordinator\Enhanced Hoarding Programme Report