Residents see red after failure of “local store” marketing program marring the yellow of avenue Roncesvalles

The failure of a “boutique local” marketing plan turned Roncesvalles into a yellow, slippery road.

On the night of Wednesday, December 1, the Roncesvalles Village Business Improvement Zone (ZAC), as part of its “There’s No Place Like Roncy” holiday shopping campaign, painted a golden path resembling the Wizard of Oz on the sidewalk of Roncesvalles Avenue, south of Rue Dundas Ouest.

However, with the rainy weather, the water soluble paint that was used is now disappearing. It’s spread out on all sidewalks, makes puddles look like lemonade, and is found all over people’s shoes, boots, clothes, the tires of their strollers and bikes.

Victoria Meyerink and her dog Amelia cruised through a yellow mess on Roncevaux Avenue while shopping on the morning of Thursday, November 2. -Victoria Meyerink photo

Area resident Victoria Meyerink’s rescue puppy Amelia now has golden paws and a yellow belly.

“I’m going to give him a bath and I hope he comes out,” she said.

Meyerink lives right next to Roncesvalles. She was out with her white dog on Thursday morning running for some groceries.

“Everyone follows this painting everywhere. … I just think it’s a half-baked idea. It’s good that (the trade association) wanted to do something special on the street, but they should have checked the weather forecast first, ”she said.

“It’s definitely a hot yellow mess. … We just had snow. I’m not really sure what they were thinking. It’s just ridiculous.

And now on social media, many residents are seeing red.

who thought painting a mile of sidewalk yellow was a good idea and then forgot to check the weather? is it a local gadget that has turned against him? #boutiquelocal #public spaces #roncevaux #roncesvallesBIA #toronto #topoli

Scott Barker, who also lives in the area, contacted the BIA to complain.

In an email, the trade association informed him that the sidewalk paint was “non-toxic, safe and City of Toronto approved for sidewalk use.”

The BIA blamed the wet weather for the mess.

“The rain, which is of course out of our control, has unfortunately played a role here, and we have crews currently working on cleaning up any paint that has started to leak out of the intended path,” they wrote.

“We assure you that this project is being developed with our community in mind, and we are taking all necessary measures to create something special for the neighborhood, despite some weather effects.

The BIA of the village of Roncesvalles also stated that the objective of this project was “to bring a creative and artistic approach to the exploration of our neighborhood this holiday season, bringing to life a bright and colorful journey that everyone can follow throughout their holiday shopping. We know how important it is that we all continue to shop and support local businesses here in Roncevaux as we continue to recover from the impact of the pandemic. “

The BIA also suggested that Barker clean the paint with a rag or brush with lukewarm water and, if necessary, mix in a little detergent.

In an email, Maria-Paula Galia, who handles public relations for the BIA, said the plan is to complete the project and reveal it in full on the morning of Saturday, December 4.

“In a perfect world, dry weather conditions would have allowed the team to paint the entire two-kilometer stretch of the sidewalk in one stroke, but this was not possible and small portions of the sidewalk were painted each day. this week. We regret that the rainy weather conditions caused the paint to bleed this morning, but our cleaning crew worked diligently to clean the sidewalk all day. The whole project on Saturday morning, “she wrote . We have requested a comment from the ZAC of the village of Roncesvalles, but we have not yet received a response.

The BIA also tweeted earlier today about the situation and advised people not to worry.

Thank you for registering. The rain kicks in here, but the cleaning crews are there to take care of it. The paint is non-toxic and harmless.