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Council will consider rebuild of ‘iconic’ Toronto sign

It could be done for the new year.

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File photo via Wikimedia.

It may be an unofficial requirement of every Torontonian’s social media, but the “iconic” Toronto sign in Nathan Phillips Square may be replaced by a more permanent version.

The sign was first constructed as a temporary structure but it remained due to its landmark status. Since 2015, it has cost the city $400,000 in maintenance.

Municipal staff are next week submitting a request for proposal to look into getting a brand new and “more durable” sign to replace the current, worn out edition.

City spokesperson Brad Ross told The Star that the cost of the refresh has not yet been determined, a number that will come after the request is approved, but that “it’ll definitely be worth it”.

Tourism Toronto ranks it among the top three most visited attractions in the city and some 122 million social media impressions were tracked within the first six months of its existence.

“It is consistently ranked as one of the most instagrammable spots in the city,” tourism executive Andrew Weir told The Star. City planners are more and more often seeking “instagrammable” features in their design.

As for how long it will take to get the sign up and ready to go for thousands of phone cameras, staff said that they aim to have the new sign installed by the end of the year ahead of the New Year’s celebrations. ■

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