The Canadian National Newspaper: Toronto: What's in a neighbourhood's name?

City councilor seeks to re-package troubled Jane and Finch area by branding it 'University Heights'

Jane and Finch, an area all too often associated with stories of gang violence, is taking steps to re-invent its image and dispel some of the misconceptions that surround the intersection.

In an attempt to revitalize the area, Toronto City Councilor Anthony Peruzza has rolled out new banners to be displayed throughout the community. Some of the banners have the moniker "University Heights," in an effort to cast off the local stigma associated with the name "Jane and Finch," and to redefine the area by showcasing its favorable attractions. "The area has been called Jane and Finch, and [the name] has all come from the media," said Tom Rakocevic, Assistant to Councilor Peruzza.

A recent article in the Toronto Star labelled the campaign as a "re-branding" of Jane and Finch, taking the focus away from the area's reputation and instead promoting landmarks like Black Creek Pioneer Village and York University. In this spirit, the banners feature the outline of both a farmer, a nod to the area's agricultural roots, and a student, pointing to the community's proximity to York University.

The banners, which cost $50,000, were funded by York University and hang from telephone poles in the area. Along with the signage, Peruzza's plans also include beautification initiatives, and talks of subway expansion.

"We're letting people know this is all a part of University Heights; there are so many wonderful things here. The community is so much more than the name," said Rakocevic. "It's about breaking the stigma."

However, the re-branding project has met with skepticism from the local community. Comments following articles in both The Star and the popular Toronto website BlogTO.com reveal that residents and non-residents alike find that the project falls short of lasting change. Critics have pointed out that attractions like York are on the outskirts of the area, and are not truly representative of the ward.

Aesthetics aside, many believe the project to be a misappropriation of funds which would be better spent on community outreach. It has also been said that the project does not directly address, or even begin to solve, the problems -- including poverty and lack of affordable housing - that are constant concerns for community.

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