Illegal in Etobicoke: Along the 401, Third Party Signs Are Operating Under First Party Permits
The 401 is the busiest highway in North America and is enormously valuable billboard space. The Ministry of Transportation prohibits third party signs along the 401 but doesn’t enforce the law for various reasons. For the time being, we have to rely on municipal enforcement to take action against these signs.
Most billboards along the 401 have municipal first party permits and are unlawfully running third party copy. No billboards on the 401 operate with nameplates but it’s not to difficult to find out which company is operating the sign.
Even for first party purposes, many of the signs still require variances for one reason or another. Over the past 15 years, ad companies have applied for variances for first party signs then have erected third party copy on those signs.
In fact, every single time a variance for a first party 10′X20′ (18.58 square metre) sign along the 401 has been obtained, third party copy was illegally erected on the sign. 10′X20′ is the standard size for a billboard and an application for a 10′X20′ first party sign should be a red flag to staff. Today we take a look at three third party10′X20′ Highway 401 billboards in Rexdale that obtained City Council approval for first party use.
32 Stoffel Drive – Astral 10′ X 20′ Ground Sign on First Party Permit
In March 2004, Kuljit Sahliwal of 878617 Ontario Limited applied for a variance to erect a first party 10′ X 20′ sign at this location. The Etobicoke Sign Variance Advisory Committee, which has since been disbanded, recommended against the variance. 878617 then appealed to Toronto West Community Council which overturned the decision of the Advisory Committee and granted a variance for a first party sign. City Councillors were apparently not suspicious that Astral Media’s director of Real Estate, Leroy Cassanova made a deputation in favor of the sign:
The sign, of course, has been operating third party copy since the day it was built.
36 Stoffel Drive – CBS 10′ X 20′ Ground Sign on First Party Permit
Nine months after the variance was granted for 32 Stoffel, CBS Outdoor applied for a variance to erect a similar first party sign on the property next door. As you can see, like the sign next door, it is being used for third party purposes. The official documents don’t have CBS Outdoor’s name on them and state that the variance was being applied for by Mr Sergio Dalbo of #565991 Ontario Ltd., the property owner:
But CBS Outdoor was behind this application and is operating this bad boy. While the sign has no nameplate, we know CBS is operating the sign because CBS is the only outdoor advertising company that uses this type of illumination control device.
2 Ronson Drive – Pattison 10′ X 20′ Ground Sign on First Party Permit
That photo was taken from the Kipling Ave 401 overpass. The 401 is located below the bridge on which the photo was taken. 2 Ronson Drive is the home of the Route 401 Diner. The sign is advertising an SUV, which makes it third party use.
In December 2001, the property owner applied for and obtained a variance for a first party sign pursuant to a recommendation from the Etobicoke Sign Variance Advisory Committee. The application was made by Dan Contogiannis of 1444715 Ontario Inc., but Pattison Outdoor was behind the application. Pattison Outdoor isn’t shy about it anymore:
On that satellite map, you can see the VEE billboard on the south end of the building.
CBS, Astral Media and Pattison know that building inspectors in Etobicoke turn a blind eye to third party copy on first party signs. The law has simply gone unenforced. This is about to change and it’s going to cost these fuckers millions.
We have about 100 signs to add to our map and file complaints about, including these.
Read Lady Bird’s Lost Legacy in the New York Times today.
