Jumbo video screens part of Yonge-Dundas Square $3.8M makeover

A proposed $3.8-million upgrade upgrade to Yonge-Dundas Square includes state of the art video screens that the city could use to broadcast a range of programming including live sporting events.

"This could be a game changer for the city," Taylor Raths, general manager of Yonge-Dundas Square said in an interview.

While there are privately-owned video walls in Toronto, Raths said the city has none that it controls on public property. There are similar screens in public squares in Brampton and Mississauga.

"What they don't have is the busiest intersection in the country," Raths said.

Mayor John Tory's executive committee gave the signs the green light Thursday, but not before hearing concerns from a number of people, including representatives of other businesses who fear their signs would be blocked.

Paul Seaman, an executive with the advertising firm Clear Channel, criticized theperceived double standard.

"The city would not approve a private-sector sign that intentionally blocks other signs. And it should be consistent in its approach," Seamen told the committee.

Representatives from the Eaton Centre and 10 Dundas East also voiced concerns about how the signs would change the square.

Dan Starnino, who represents the Astral Out of Home signage company, warned that the screens the largest of which would be 34 square metres in area wouldn't survive the wind inYonge-Dundas and could "snap off."

Jeremy Kramer, who is part of the team designing the signs, dismissed that idea, saying his engineers have no "structural concerns" for the project.

Bye bye Bird's Nest?

One potential use for the screens could be to show major sporting events.

For the past two seasons, the city has paid to rent temporary video screens and installed them at Nathan Phillips Square for Toronto Blue Jays playoff games.

Raths said as long as broadcast rights can be negotiated, the proposed Yonge-Dundas screens could be easily used for professional sports or World Cup soccer games.

"We will have the technology in place and we will be able to turn around a request like that in the blink of an eye."

Some of the proposed screens would only be capable of displaying static images, while others will be able to show video.

No cost to city

If approved, the upgrade the square's first since it was built will be paid for by OutfrontMedia, which will enter a 10-year lease with the city.

The city's current contract with an existing company handling Yonge-Dundas signage is set to expire.

Some of the screens would be used for advertising and the city would receive a percentage of the revenue.

A staff reportpresented to the executive committee projects the city would receive an estimated $7.287 million in revenue.

'Premier outdoor event venue'

The report said that many concerts and other events held at Yonge-Dundas Square require the installation of temporary digital screens an additional expense for the city or for the clients who rent the square.

Raths said, for example, it costs $6,000 for a screen used at a free summer movie screening event held in the square.

The proposed permanent screens would improve what Raths calls "one of Canada's premier outdoor venues."

Outside of events, the screens could be used to for broadcasting news or public service messages.

The report said the screens will also be synchronized and able to project large digital artworks.