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National Post
(The article refers to Scarborough city council. Never knew that Scarborough is no longer part of the megacity. I guess you can learn something new everyday from reading the Post.)
Link to article
Signage exemption makes room for English
James Cowan, National Post
Published: Wednesday, February 14, 2007
Scarborough city councillors yesterday approved an exception to local bylaws to enable a new mall to post its sign in a second language--English.
Splendid China Square, on Steeles Avenue East near Kennedy Road, currently boasts two signs bearing its name in Chinese. Its owners want to install English signs as well, but bylaws limit the size and number of signs that can be affixed to commercial buildings. With the second language added, the mall will exceed its sign size quota by 24 square metres. Nonetheless, Scarborough city council yesterday voted 8-1 in favour of making an exception for the mall.
Mike Del Grande, who represents the ward containing the mall, said residents who do not speak Chinese currently feel intimidated about shopping at a mall without English signage. "People see these cultural markets and they say they don't feel invited, they don't know what they sell, 'I don't feel comfortable,' " he said. He said the two sets of signs will send a message that the mall is "inviting everyone."
Bruce McMinn, co-owner of the property, said the bylaw exemption was required to make both languages legible.
"I could have accommodated 100% of the lettering under the bylaw, but the signs would have just been a blur when you drove past," Mr. McMinn said.
The mall, which will officially open this weekend, is located at the epicentre of a burgeoning Chinese community. Situated in a ward where more residents speak Chinese as their mother tongue than English, Splendid China Square is also next door to the Pacific Mall, Canada's largest mall geared toward Chinese patrons.
The Asian community is so predominant in the area that many businesses only have signs in Chinese, Mr. McMinn noted. He cited the Market Village, a shopping centre across the street from his own development.
"You would have no idea what Market Village offered unless you were a sinophile, because the language it uses is Chinese," Mr. McMinn said.
He said he and his partners always wanted to have bilingual signs but ordered and installed the Chinese-language ones first because they took longer to manufacture. Having both Chinese and English signs will allow the mall to appeal to patrons beyond the immediate community, Mr. McMinn said.
"We are interested in attracting the broadest possible base," he told the councillors. "It is true that probably 80% of the ward is Chinese culturally, but we would be foolish to discount the other 80% of the City of Toronto."
Several councillors warned issues with multilingual signs may soon become more common. Councillor Brian Ashton argued size restrictions may be currently forcing other ethnic businesses to post signs without English on them. "It is just their language and no other because they use up whatever allowance they have," he said, adding later, "Toronto brags about its diversity, but we have yet to contemplate how to reflect our shared culture."
Only councillor Ron Moeser opposed granting Splendid China Square an exemption, arguing it may set a precedent for other businesses.
"We establish bylaws for a reason," he said. "The impact on our community that signage has is one we must tread very carefully with."
(The article refers to Scarborough city council. Never knew that Scarborough is no longer part of the megacity. I guess you can learn something new everyday from reading the Post.)
Link to article
Signage exemption makes room for English
James Cowan, National Post
Published: Wednesday, February 14, 2007
Scarborough city councillors yesterday approved an exception to local bylaws to enable a new mall to post its sign in a second language--English.
Splendid China Square, on Steeles Avenue East near Kennedy Road, currently boasts two signs bearing its name in Chinese. Its owners want to install English signs as well, but bylaws limit the size and number of signs that can be affixed to commercial buildings. With the second language added, the mall will exceed its sign size quota by 24 square metres. Nonetheless, Scarborough city council yesterday voted 8-1 in favour of making an exception for the mall.
Mike Del Grande, who represents the ward containing the mall, said residents who do not speak Chinese currently feel intimidated about shopping at a mall without English signage. "People see these cultural markets and they say they don't feel invited, they don't know what they sell, 'I don't feel comfortable,' " he said. He said the two sets of signs will send a message that the mall is "inviting everyone."
Bruce McMinn, co-owner of the property, said the bylaw exemption was required to make both languages legible.
"I could have accommodated 100% of the lettering under the bylaw, but the signs would have just been a blur when you drove past," Mr. McMinn said.
The mall, which will officially open this weekend, is located at the epicentre of a burgeoning Chinese community. Situated in a ward where more residents speak Chinese as their mother tongue than English, Splendid China Square is also next door to the Pacific Mall, Canada's largest mall geared toward Chinese patrons.
The Asian community is so predominant in the area that many businesses only have signs in Chinese, Mr. McMinn noted. He cited the Market Village, a shopping centre across the street from his own development.
"You would have no idea what Market Village offered unless you were a sinophile, because the language it uses is Chinese," Mr. McMinn said.
He said he and his partners always wanted to have bilingual signs but ordered and installed the Chinese-language ones first because they took longer to manufacture. Having both Chinese and English signs will allow the mall to appeal to patrons beyond the immediate community, Mr. McMinn said.
"We are interested in attracting the broadest possible base," he told the councillors. "It is true that probably 80% of the ward is Chinese culturally, but we would be foolish to discount the other 80% of the City of Toronto."
Several councillors warned issues with multilingual signs may soon become more common. Councillor Brian Ashton argued size restrictions may be currently forcing other ethnic businesses to post signs without English on them. "It is just their language and no other because they use up whatever allowance they have," he said, adding later, "Toronto brags about its diversity, but we have yet to contemplate how to reflect our shared culture."
Only councillor Ron Moeser opposed granting Splendid China Square an exemption, arguing it may set a precedent for other businesses.
"We establish bylaws for a reason," he said. "The impact on our community that signage has is one we must tread very carefully with."
