A report recommending that the city spend more than $400,000 over the next two years on maintaining the iconic 3D Toronto sign at Nathan Phillips Square and building a new mobile version has been referred back to staff for further consideration.
In the report that was before the economic development committee today, staff outline the costs of maintaining the Toronto sign through 2017 and building a mobile ‘T.O.’ sign in time for Canada’s 150th birthday celebrations that summer.
According to the report, the total cost of maintaining the current sign this year is pegged at $100,000.
That cost includes $45,000 to install vinyl wraps that are intended to protect the LED lights in the sign and a one-time cost of $18,000 to synchronize the lighting of the sign with the lighting of city hall and the fountain at Nathan Phillips Square.
As well, the report recommends that the city spend $50,000 on hiring a temporary staff member to oversee the maintenance of the sign and to help with the development and implantation of the new mobile ‘T.O.’ sign.
The cost of constructing the mobile sign, meanwhile, is estimated to be $100,000. An additional $100,000 in annual funding would then be required to cover the transportation of the sign to festivals and events throughout the city.
All told, the cost of maintaining the current sign and building the new ‘T.O’ sign would be $421,700 over the next two years.
“I think we have to find some way to maintain the sign but whether or not $400,000 is really the number is a question that needs to be asked,” Coun. John Campbell told CP24 on Wednesday morning. “For one, I do not support hiring more staff to keep the sign. Certainly the economic development department has lots of people and can figure out a way to maintain the sign.”
The ‘Toronto’ sign was installed prior to the Pan American Games and was initially supposed to be a temporary fixture; however city officials decided to keep the sign in place in light of its popularity with residents and tourists alike.
The sign in its current form isn’t likely to last forever, though, and staff say that an interdivisional working group must be established to look into the possible creation of a permanent sign.
Discussing the issue with CP24 on Wednesday, Coun. Norm Kelly said the city should prioritize ensuring there is a permanent 3D ‘Toronto’ sign at Nathan Phillips Square and forget about the mobile sign for now.
“For me the sign that counts is the sign in front of city hall. That has become part of Toronto’s brand. The mobile sign is an add-on; you don’t need it. Let’s keep the sign out front, ditch he mobile sign and we will cut the costs in half. That is a pretty darn good deal in my eyes.”
Staff are expected to report back to the economic development committee on October 24.
The life-span of the current sign is estimated at three to five years.
