REQUEST FOR DECISION
MEETING DATE: August 19, 2025 Report No. APC-25-016
TO: Advisory Planning Commission
FROM: Kirsten Dafoe, Planner II and Bill Brown, Director of Development Services
SUBJECT: Development Variance Permit Application - 301-503 Park Place
RECOMMENDATION:
Recommendation
That the Advisory Planning Commission recommends to Council to approve, approve with conditions, or 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.
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, to allow Window Signs with content other than the name of the business above the first storey, and to increase the maximum size for the proposed Window Signs.
Consideration of this application should focus on the appropriateness of the signs for the location, impacts on public realm and pedestrian experience, and consistency with the overall direction contained within the Official Community Plan
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
Advisory Planning Commission Bylaw, 2012, No. 2792
Local Government Act
Purpose of Application
The applicant proposes to install three window signs for a 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. 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 9.18.2(b), Window Signs - Location and Placement: to allow Window Signs other than signs limited to identifying the name of a business, including the professional designation, above the first 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
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.
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. 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 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, and the only signs allowed above the first storey of a building are those limited to identifying a business name and/or professional designation.
The proposed third-storey window signs include the business name but also include a circular emblem depicting a stylized mountain range and tooth. The signage is 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. In their variance rationale letter [Appendix B], the applicant notes that the design will not negatively impact the surrounding environment or aesthetic.
OPTIONS:
1. That the Advisory Planning Commission recommends to Council to approve 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, including reasons for the recommendation.
2. That the Advisory Planning Commission recommends to Council to approve with conditions 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, including reasons for the recommendation.
3. That 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, including reasons for the recommendation.
COUNCIL PRIORITY:
Diversified & Thriving Economy
REPORT REVIEWED BY:
1. James Davison, Manager of Planning, Reviewed
2. Bill Brown, Director of Development, Reviewed
3. Victoria McKean, Committee Coordinator, Concurrence
LIST OF ATTACHMENTS:
1. Appendix A: Aerial Map
2. Appendix B: Applicant’s Variance Rationale Letter
3. Appendix C: Signage Drawings and Specifications