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Miss World Canada 2019 delegates from coast-to-coast who will be vying for the crown this Saturday night. They posed in front of the Toronto sign at Nathan Phillips Square on Wednesday July 24, 2019. Jack Boland/Toronto Sun/Postmedia NetworkPhoto by Jack Boland /Jack Boland/Toronto Sun
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The City of Toronto is sprucing up the “iconic” Toronto Sign that city-goers flock to at Nathan Phillips Square.
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The giant sign was only supposed to have a short lifespan of a few weeks, but in wild response to its popularity it was spared demolition for years.
The sign garnered over 122 million social media impressions in its first six months and is ranked one of the most “instagrammable” spots for selfies in Toronto.
“I don’t think anyone could imagine Nathan Phillips Square without the Toronto Sign now,” Mayor John Tory said in a statement released Thursday. “The sign may have started as a temporary fixture but it has become a Toronto icon, beloved by residents and tourists alike. I’m confident the new and improved sign will continue to be a great attraction in the heart of our city that helps us recognize our major victories, significant days of citywide importance, and even moments of tragedy.”
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The cash-strapped city is using reserve funds for the new identical sign.
The city over the past four years has repeatedly spent money on ongoing repairs and enhancements because the temporary sign was not built to be durable
The additions of the maple leaf for Canada’s 150th birthday (installed in 2017) and the medicine wheel (installed in 2018 to honour National Indigenous Peoples Day) will be included in the new sign.
The shiny new sign will be erected at the end of 2019 in time to ring in the New Year.
The city is also welcoming philanthropic contributions to “enhance the features of the sign.”
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