TOWNSHIP OF ESQUIMALT STAFF REPORT
MEETING DATE: September 8, 2025 Report No. DEV-25-037
TO: Council
FROM: Kirsten Dafoe, Planner II and Bill Brown, Director of Development Services
SUBJECT: Development Variance Permit Application - 301-503 Park Place
RECOMMENDATION:
Recommendation
That Council deny Development Variance Permit No. DVP00168.
Body
EXECUTIVE SUMMARY:
The applicant proposes to install three window signs for a new dental clinic, which are to be located on third-storey windows at 301-503 Park Place. To allow these signs’ placement, the variances to the Sign Regulation Bylaw, 1996, No. 2252 as outlined in the “Purpose of Application” section of this staff report are required. The development variance permit is required before a Sign Permit can be issued for the installation of the signs.
The variances requested are to allow Window Signs above the second storey and to increase the maximum size for the proposed Window Signs.
Staff recommends that Council deny the requested variances because of the aesthetic impact on the Esquimalt Town Square and because the intended wayfinding function of the proposed signs can be accommodated through other options requiring fewer variances or eliminating the need entirely.
Evaluation of the development variance permit should focus on an assessment of the variances requested.
BACKGROUND:
Relevant Policy:
Official Community Plan Bylaw, 2018, No. 2922
Zoning Bylaw, 1992, No. 2050
Sign Regulation Bylaw, 1996, No. 2252
Development Application Procedures and Fees Bylaw, 2012, No. 2791
Local Government Act
Purpose of Application
The applicant proposes to install three window signs for a new dental office, which are to be located on third-storey windows at 301-503 Park Place. The applicant notes that the location of the signs is important for patient visibility and wayfinding due to the third-floor location of the dental clinic. The three proposed third-storey window signs are comprised of black lettering and black linework for the circular emblem. Other than these markings the remainder of the windows are proposed to be left transparent. To allow the proposed window signs, the applicant is requesting the following variances to the Sign Regulation Bylaw, 1996, No. 2252:
• Section 9.18.2(a), Window Signs - Location and Placement: to allow Window Signs to be located above the second storey of a building.
• Section 9.18.3, Window Signs - Sign Area: to increase the area of a window occupied by a Window Sign from 25% to 37.5%.
The development variance permit is required before a Sign Permit can be issued for the installation of the signs.
Application Timeline:
July 18, 2025 – Application Submitted
August 19, 2025 – Advisory Planning Commission
Context:
Applicant: Michael Lowe, Aragon Esquimalt TC Properties Ltd.
Owner: Aragon Esquimalt TC Properties Ltd. (BC1068481)
OCP Present Land Use Designation: Esquimalt Town Square
OCP Proposed Land Use Designation: Esquimalt Town Square
Zone Designation: Comprehensive Development District No. 99 [CD No. 99]
Existing Land Use: Commercial Mixed-Use, Institutional & Public Facilities
Surrounding Land Uses:
• North: Commercial Mixed-Use
• South: Multiple-Family Residential
• East: Institutional & Public Facilities (Municipal Hall, Victoria Police)
• West: Institutional & Public Facilities (Public Safety Building, under construction)
Referral Comments:
The application was circulated to Building Inspection, Engineering Services, and Economic Development. No concerns with the proposed window signs were identified by Building Inspection or Engineering Services.
Economic Development:
Economic Development staff have provided an alternate outlook to the Development Services analysis presented later in this staff report, commenting that supporting this application would signal that the Township welcomes and protects responsible investment in our mixed-use urban core. Further comments include:
• The absence of a ground-level or pylon sign on the property eliminates typical wayfinding options.
• The proposed signage is discreet, transparent, and in keeping with a professional tone, improving the patient and visitor experience without detracting from the public realm.
• Visible, branded signage supports real-world discovery when digital leads to physical visits. In urban areas, people walk, explore, or are referred by other businesses and visual cues trigger awareness and memory. Without signage, an upper-storey business is essentially invisible unless sought out intentionally.
• The proposed sign design approach maintains the high design standards of the Town Square and does not introduce visual clutter or brightness impacts.
With the above considerations, Economic Development staff would recommend approval of the Development Variance Permit application with conditions to:
a) require signage to consist solely of text - business name and/or professional designation; and
b) limit sign elements to monochrome or neutral tones.
Additionally, Economic Development staff recommend that the Township initiates a review of the Sign Regulation Bylaw to:
• Consider introducing signage provisions for upper-storey tenants in mixed-use developments
• Clarify whether logos and brand marks are considered part of the "business name"
• Consider introducing tiered flexibility for sign coverage percentages based on context and zoning
Committee Comments:
Advisory Design Commission:
The Commission’s comments included the following:
• That the sign’s design clashes with the architectural style of the building rather than complimenting it.
• That the sign is not appropriate for the Town Square location.
• That the perception of precedent could lead to other businesses making similar proposals, and the aesthetic could be further degraded over time.
• That other options exist that could accomplish the desired wayfinding function.
The Advisory Planning Commission recommends to Council to deny the Development Variance Permit application to authorize the proposed third-floor window signs at 301-503 Park Place, with the variances outlined in the "Purpose of Application" section of staff report no. APC-25-016 because it would significantly detract from the character of the building and may set a precedent for other businesses. Carried Unanimously.
ANALYSIS:
OCP Analysis:
The new dental clinic use is consistent with the OCP Designation of Esquimalt Town Square, and the proposed window signs are intended to support this use. Signs are exempt from the requirement for a Development Permit.
OCP Section 6.3 Esquimalt Town Centre states an objective to foster the creation of an Esquimalt Town Centre that successfully integrates commercial, institutional, and residential activity. Policies of this section identify the Town Square as an area where particular attention should be given to ensuring a high quality of design. Supporting policies in this section relevant to the proposed signs include:
• Encourage a range of retail stores, services, professional offices, community services, recreation, institutional, educational, and arts / cultural uses that encourage activity throughout the day and evening.
• Encourage high quality development that supports and reinforces Esquimalt Town Centre as the main commercial, civic and recreational service centre. Designs are encouraged which incorporate a pedestrian orientation and include such features as sidewalk cafes, attractive landscaping, public art and other amenities.
Sign Regulation Analysis:
The purpose of the Sign Regulation Bylaw is, among other things, to maintain and enhance the aesthetic environment and the Municipality’s ability to attract and retain sources of economic development and growth. It also serves to enable the fair and consistent enforcement of Sign regulations. The proposed signs are consistent with the Sign Regulation Bylaw’s requirements for Window Signs for the purposes, of number of signs, sign area, copy area, and illumination. Window signs are not permitted above the second storey of a building.
The previous staff report to the Advisory Planning Commission (APC-25-016) also noted that the only signs allowed above the first storey of a building are those limited to identifying a business name and/or professional designation. It has been subsequently determined that the regulation seeks to ensure that any signage above the first floor includes the business name or professional affiliation, not that its content should be limited to those elements. As such, the proposal does not require any variance to section 9.18.2(b).
Though the applicant notes in their variance rationale letter [Appendix C], that the design will not negatively impact the surrounding environment or aesthetic, Development Services staff agree with the members of the Advisory Planning Commission that the proposed window signs would inappropriately impact the aesthetic of the Esquimalt Town Square due to their design and size.
To address the Sign Regulation Bylaw’s balancing of aesthetic enhancement and economic development, it is noted that there are other options to facilitate the intended wayfinding function without requiring variances. Such options could include a free-standing pylon sign in the Town Square, or the use of interior signage designed to be viewed from inside the building only. The latter option would be exempt from the requirement for a Sign Permit.
OPTIONS:
1. That Council deny Development Variance Permit No. DVP00168
2. That Council approve Development Variance Permit No. DVP00168 to authorize the proposed third-floor window signs at 301-503 Park Place, with the variances outlined in the “Purpose of Application” section of staff report no. DEV-25-037.
3. That Council postpone consideration of Development Variance Permit No. DVP00168 pending receipt of additional information.
COUNCIL PRIORITY:
Diversified & Thriving Economy
FINANCIAL IMPACT:
There are no financial implications associated with the proposal.
COMMUNICATIONS/ENGAGEMENT:
As this is a Development Variance Permit application, notices were mailed to owners and tenants of properties within 50 meters of the subject property on August 22, 2025.
TIMELINES & NEXT STEPS:
Should Council approve Development Variance Permit No. DVP00168, the applicant can proceed to a Sign Permit application
REPORT REVIEWED BY:
1. Bill Brown, Director of Development Services, Reviewed
2. Ian Irvine, Director of Finance, Reviewed
3. Deb Hopkins, Director of Corporate Services, Reviewed
4. Dan Horan, Chief Administrative Officer, Concurrence
LIST OF ATTACHMENTS:
1. Appendix A: DVP00168
2. Appendix B: Aerial Map
3. Appendix C: Applicant’s Variance Rationale Letter
4. Appendix D: Sign Specifications and Elevation Drawings
5. Appendix E: Staff Presentation