City staff will take more time to review a report recommending ways to maintain and manage the 3D ‘Toronto’ sign at Nathan Phillips Square.
The report, which was before the Economic Development Committee today, was referred back to city staff on Wednesday afternoon for further study.
The report outlines several recommendations on how the city can upkeep, brand and expand the landmark ‘Toronto’ sign. It also suggests that the city approve a temporary staff position, slated for six months, at a cost of $50,000.
If the suggestions are approved, it would require the city spend close to $400,000 over the next two years.
“A temporary staff resource is required to develop, implement and project-manage all elements of the 3D TORONTO Sign animation / engagement tactics, the Commemorative Lighting program, the development of a process to establish a more permanent solution and the new proposed mobile T.O. sign and touring program,” the report reads.
The report goes on to address a motion tabled by Coun. Norm Kelly earlier this year which suggested the city purchase an additional mobile sign that reads either “The 6”, “T Dot” or “T.O.”
City staff previously called “T Dot” a “dated term” and warned the committee against using terms that “run risk of becoming irrelevant,” such as “The 6.”
According to the report, “T.O.” is the more feasible option as it’s the “most common colloquial term for the city” and would be “cost effective and mobile” due to it being only two letters.
Physical maintenance work, security measures and public engagement and branding strategies are also recommended.
The current sign costs $20,700 in maintenance, $18,000 in lighting and synchronization with city hall lighting and $45,000 for vinyl wraps to keep the structure weatherproofed.
The total cost for the sign this year is pegged at $100,000.
“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 report also indicates that the Economic Development and Culture Division is in the process of designating the Toronto sign an official mark for the city.
The sign, which was installed last summer for the Pan American Games, has a life span of there-to-five years and will eventually need to be refurbished or replaced.
The Economic Development Committee is expected to discuss the report at city hall sometime today.
