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As part of the ‘Riverside BIA: 40 Years, 40 Stories’ series, we’re sharing the story of the re-naming of the Queen Broadview Village BIA to Riverside BIA. Our thanks go to local historian, author and former BIA Chair Ron Fletcher for sharing anecdotes from the time of the renaming and contributions from local writer Aarti Sharma.  

It was with great pride when our BIA, named Queen Broadview Village Business Improvement Area since its formation in 1980, proclaimed in its summer 2004 newsletter (yes, printed and hand-delivered!):

“In March of this year, the BIA Board of management received responses to the name change questionnaire supporting the change to Riverside from Queen Broadview Village in a two to one majority.” 

This announcement marked both the end and the beginning of a process to revitalize the area.

A hydro pole banner from the 1980s from the Queen Broadview Village BIA (renamed to Riverside BIA in 2004)

What’s In a Name?

As local historian, author and former BIA Chair Ron Fletcher shared:

“When Stan Jones and I acquired a storefront on Queen Street East in the 1990s, the heritage buildings in the area with their rich red brick patina were very appealing. At the time it was the ‘Queen Broadview Village BIA’ and was one of the very few original business areas in the city that still had an ensemble of old buildings, some by notable architects. Several still had the old tin ceilings.”

“Until 1884, the area was known as Riverside, an unincorporated village with marching bands, sports teams, etc that made it a small but vital community. In that year (1884), a vote was held: should they incorporate, as the village of Parkdale had, or join the city? Toronto promised to build wooden sidewalks to end the muddy street and put in sewers. The City won the day.”

“In our newbie enthusiasm, Stan and I thought the historic name of Riverside might add a fresh appeal – what’s old could be new again. We proposed the idea to the Queen Broadview Village’s Board of Directors, and to our surprise, not only was the idea accepted, but we were elected to the board.”

So, alongside the announcement of the welcoming of the filming of “Cinderella Man” (a historic happening to say the least!), the news of the name change topped the BIA’s newsletter in summer 2004, along with upcoming work by a marketing firm (UP Inc) to help parlay that change into new branding and street presence.

The announcement in the Queen Broadview Village Newsletter (Summer 2004) of their official name change to Riverside BIA

With the Re-Naming Came a Re-Branding!

The work of renaming was followed by the work of rebranding to bring “an appeal of a compelling destination— an area worth visiting, spending time in and worthy of revisiting”, according to discussions of the Board of management at the time.

With these goals in mind, the BIA set out, with the support of a ‘City of Toronto’s Commercial Research Grant’ to contract a professional marketing firm called UP Inc, to develop and launch a marketing and advertising campaign.

Taking the Board through an exercise for re-branding, the UP Inc team interviewed members and came up with image associations to ‘Riverside’ which conveyed the history but also the meaning of the area, as the area runs along the Don River as well as as a part of South Riverdale, a then already well-known area incorporating the historic Riverside and Leslieville communities. The word ‘District’ was adjoined to ‘Riverside’ as ‘District’ has a historic connotation and it also conveyed a destination (like the nearby popular Distillery District).

Early Riverside District BIA branding was born:

An early rendering of the area’s new name and brand to Riverside District Business Improvement Area in 2004

Since that time the Riverside BIA brand and look on the street and online has certainly evolved with the times (to become and award-winning!…but that’s another story 😉

The Riverside BIA brand today (since 2018) seen on the street with vibrant blues, purples and pinks on hydro pole wraps along Queen Street East, Toronto

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

FIND THE SERIES HERE AS WE SHARE NEW STORIES EACH WEEK

DO YOU HAVE A STORY OF THE RIVERSIDE BIA? SUBMIT YOUR STORY

As part of the ‘Riverside BIA: 40 Years, 40 Stories’ series, we’re putting a spotlight on a long-time Riverside BIA member and community pillar Baird MacGregor Insurance Brokers LP. Behind their impressive facade there is a bustling team and lots of personality and community-oriented action taking place and we’re pleased to help share their story.

President and CEO of Baird MacGregor Philomena Comerford with her son Dylan Luft, a Baird MacGregor Broker and Senior Account Executive (photo credit- Fuze Reps, Arash Moellemi)

Originally formed in 1979, Baird MacGregor Insurance Brokers LP eventually relocated from downtown Toronto and purchased their Riverside building at 825 Queen Street East in 1988. The company has over 40 years of history supporting individuals and the community. At the helm of the company is President and CEO Philomena Comerford, a woman with an outstanding career and a proven leader who is equally compassionate about her employees as she is about her clients. 

Like the eclectic Riverside community itself, Baird MacGregor has grown to include some unique features. For example, the second floor of the firm’s office – the 100 year-old building at 825 Queen Street East – includes a 1950s-themed diner complete with leather booths, a jukebox and lunch counter. The diner serves as employee lunchroom and venue. Furthermore, the brokerage is 85 members strong, with many long-time employees who now have the opportunity to have their children work alongside them. In fact, an example of this familial workplace relationship is Philomena Comerford herself and her son Dylan Luft.

Philomena shared more about the firm’s long- time ties to Riverside and what the company stands for.

Baird MacGregor President & CEO Philomena Comerford (centre) with local Councillor Paula Fletcher and Riverside BIA Chair Mitch Korman at their facade improvement project ribbon-cutting on October 19, 2017

The Baird MacGregor Team and guests at the 2017 Ribbon-cutting for Baird MacGregor’s new facade unveiling, Riverside BIA, Toronto

 (Q &A) with Riverside BIA and Philomena Comerford:

Tell us what you’d like the neighborhood to know about your company. 

Baird MacGregors Insurance Brokers LP are not the traditional insurance broker. The firm has a long track record of success through caring for its clients, strong family ties and taking the time to have fun. Employees at Baird MacGregor have to be people persons. This is furthermore exemplified in Baird MacGregor’s long tradition of giving, whether it is to clothing drives, Interval House or the Fred Victor Centre, or the Riverside BIA’s annual holiday cheer event Light Up Riverside. It’s all about giving back, a virtue that Baird MacGregor values very deeply. 

You’ve been in this neighborhood for nearly 30 years – what’s made your firm stay here in Riverside?

As an east-ender myself, much like many of the associates at the firm, Riverside has always felt like home and from the start it suited the firm’s ‘outside of the box’ character. Originally, Riverside was a rougher neighbourhood but we saw its potential as a place that was changing for the better and we were right. Today, Riverside is a vibrant, colorful and artistic neighborhood that has an eclectic feel to it. It’s a bit of an oasis outside of the city. The area is convenient considering its closeness to downtown and major  highways so it was not a difficult choice to settle here.  Finally, we have invested a lot in the neighbourhood, and in 2015 our building (825 Queen Street East) turned 100 years old –  it has become an important part of our identity. 

Sketch of Baird MacGregor’s offices by CEO Philomena Comerford, who is also an artist, 1989.

What is a fun fact people may not know about Baird MacGregor Insurance LP?

One of the more unknown parts of our firm is the 1950s-themed diner as well as the gym on our second floor. Also, our building has a long history – it turned 100 years old in 2015. One neat addition is our Art Deco front door, designed and installed by my brothers (Comerford Architectural).

Sneak peak of the 1950s style diner in Baird MacGregor’s building, Riverside, Toronto

Art Deco front door by Comerford Architectural

What is your favourite part about the work that you do?

The relationships we build with clients, that is: supporting people in times of need, being of value to them, and earning their trust. The feeling of helping others is unmatched, and being able to do that must be part of your DNA in order to work here.

FIND THE SERIES HERE AS WE SHARE NEW STORIES EACH WEEK 

DO YOU HAVE A STORY OF THE RIVERSIDE BIA? SUBMIT YOUR STORY

As part of the ‘Riverside BIA: 40 Years, 40 Stories’ series we’re putting a spotlight on former BIA member and community-builders extraordinaire Dale and Patrick from macFAB. This blog was originally shared in March 2018 and is being reshared in July 2021 as part of our 40th anniversary story series!

Thanks to former Riverside BIA Executive Directors Anjuli Solanki and Perry Lupyrypa for contributing this Guest Blog (originally published in March 2018):

While macFAB made its final exit to new digs on Bayview Ave some years ago in 2018, we’re looking back to recognize the many contributions owners Dale Sonier and Patrick Kennedy have made to the Riverside BIA community over the years – from the Riverside Bridge Lighting, to the Riverside Magazine.

A flagship store in Riverside for close to 10 years, macFAB left a lasting legacy in the area.

macFab Store in Toronto’s Riverside neighbourhood at 755 Queen E in 2011 (Google Streetview)

In 2010, Dale and Patrick recognized the potential of Toronto’s Queen St East and moved their well-established Queen St West macFAB Fabrics retail shop to  734 Queen Street East as macFAB Sews, and a year later, they launched macFAB Home at 755 Queen St E.  Committed to being a part of the community, Dale and Patrick joined the Riverside BIA Board of Directors in 2011. In this role they advocated to beautify Riverside’s streetscape through funding from the City of Toronto pilot for tree pits in Riverside. The project was piloted on one block in 2012 and expanded by 2014 to include the entire Riverside BIA.

Although both Patrick and Dale were actively representing both of their separate macFAB businesses for the first two years on the board, Dale became the key representative for the remaining 5 years and was a key champion for changes in the area.

Dale Sonier, Owner of macFAB inside the then MacFab location at 755 Queen Street East in 2015

The Riverside Western Gateway Project  2012- 2015

In 2012, the BIA held a long term strategic planning session. Seeing the opportunity of the Pam Am Games in 2015,  Patrick declared that with the Pan Am Games Athlete’s Village being located in neighbouring Corktown, that “the eyes of the world” would be on the Riverside’s western gateway.  This inspired a 3-year branding and beautification plan for Riverside’s Western gateway through a high impact bridge lighting and public art way-finding initiative.  This project has become an iconic symbol of Riverside and entry point to Toronto’s East End.

Also in 2012, Dale was instrumental in extending the Riverside BIA boundaries to include the Queen St Viaduct, recognizing that it would be prudent for the BIA to officially include the bridge and ancillary properties as the BIA was embarking on the Riverside Gateway Bridge project.  As one of the area’s biggest advocates Dale knew that, while transformative, this project would be expensive. From 2012 through to 2015, Dale helped the Riverside BIA continue 12 months of planters and season streetscape decorations, while delivering almost $100,000 of streetscape cost savings by sourcing the shrubbery and decorating the planters rather than out-sourcing this work.

Over the three years it took to realize the project, both Dale and Patrick invested considerable time and energy meeting with artists, city planners, lighting and electrical specialists.  They were able to work with the project steering committee (composed of Riverside BIA members, The City, artist Eldon Garnet, and project installers) to include the installation to maintain a more dynamic colour pallet, rather than plain white.

Riverside Gateway Bridge Lighting Project, completed in 2015, Photo credit: Ford Thurston 

Riverside’s First Mural 2012-2013

In 2012, higher impact re-branding efforts were made to reflect the area’s name change from Queen Broadview Village BIA to Riverside District BIA (which had become official several years prior). A relic to the area’s former name Queen Broadview Village was still present and highly visible on the west side of then Jilly’s Adult Entertainment (now The Broadview Hotel).

Riverside BIA Board Chair Mitch Korman made the initial contact with the management of Jilly’s to replace the Queen Broadview Village sign with a Welcome to Riverside Mural, designed by local artist Jessie Durham and to be painted by another local artist Melissa Luk.  At the time, Jilly’s owners agreed to the installation.

In early 2013, the BIA was awarded a city of Toronto Mural Grant for the Welcome to Riverside Mural.  Artist Melissa Luk needed space over the summer to draw and paint ten 4″ x 8″ wooden panels which would then be installed on the side of Jilly’s. Dale and macFAB generously provided an artist’s workshop for over 6 weeks, clearing away some valuable storage space to enable the BIA to realize this important branding initiative.  Dale accompanied the BIA staff to a pre-installation meeting with Jilly’s owners – only to learn there was a wrinkle in a plan. The BIA learned that the owner planned to have a 20′ x 8′ sign, with a large exotic dancer silhouette alongside the Welcome to Riverside mural.  As a result the mural was delayed until a more appropriate wall could be found to accommodate the mural’s dimensions. Dale, with his effervescent and persuasive personality, reached out to Harry Lazarous, owner of 742 Queen East, and he agreed to host the mural just one week before the grant installation deadline expired.

‘Welcome to Riverside Mural’ at 742 Queen St E (the mural is now located on the wall of 651 Queen St E)

Riverside Office Space 2013-2017

In 2013 a developer had taken possession of the three properties immediately west of  macFAB Home. Knowing that it could take a significant amount of time for them to develop their plans, Dale was presented with the opportunity to manage these sites and keep the streetscape active, expanding macFAB into two locations. Rather than renting the third space out, he offered it to the Riverside BIA at a far below market rate value for four years. Prior to this, the Riverside BIA maintained a small cubicle at the back of the former Hangman’s Gallery of the Artists’ Network of Riverdale (then located at 756 Queen St E, the address has ever since been home to the Irish Design House). This new expanded office space at 765 Queen St East enabled the Riverside BIA to dramatically increase its branding and programming impact to both members and the broader public, as well as  host additional staff and volunteers.

In 2014, the Artists’ Network had to leave their long time gallery space.  Dale offered up the space next door to the BIA office at 765 Queen St E.  By supporting this non-profit artist organization that hosts the annual Riverdale Art Walk (which has taken place annually for over 20 years), Dale supported a critical part of the Riverside community. Both the Riverside BIA and the Artists’ Network maintained this office space as home for 4 years.

Riverside Magazine 2013- Present

When it came to the Riverside BIA, Dale always thought big.  Having spent time in the city’s west end, Dale would bring copies of the glossy King West magazine as a model for what the Riverside BIA should strive to launch. Riverside BIA Chair Mitch Korman further advocated the launch of the Riverside Magazine in 2013. In order to support the initiative, Dale committed to purchase the back cover (the most costly and valued ad space) and supported the advertising outreach – selling enough advertising to cover print costs and distribute 5000 copies.  With Dale’s continued support in 2014 the Riverside Magazine expanded distribution and  hosted the Magazine’s 2014  launch party at macFAB.  The magazine continued to expand to 15,000 copies distribution until 2019 as an important promotional and informational tool for Riverside.

Riverside Magazine Volume 3 Cover Page (2015)

Dale and Patrick and macFab are as strong today as ever, and the Riverside BIA is proud to look back and recognize their incredible contributions as important movers and shakers in Toronto’s Riverside.

The ‘Riverside BIA 40 Years, 40 Stories’ Series is part of how we’re celebrating the 40th anniversary of this incredible neighbourhood of community-builders.

FIND THE SERIES HERE AS WE SHARE NEW STORIES

DO YOU HAVE A STORY OF THE RIVERSIDE BIA? SUBMIT YOUR STORY