Jane-Finch to be Re-Branded as University Heights

  • Posted by Eugene
  • Filed in City
  • September 29, 2007

20070929_JaneandFinch.JPG
The area surrounding the Jane and Finch intersection frequently gets pointed out as an example of a violent, crime-ridden neighbourhood in Toronto. In an effort to help change that image, community leaders in the area have decided to re-brand the area as University Heights.

Actually, Jane and Finch already sits on the western edge of an area called York University Heights, a section of North York that includes York University. While York U is close by, it's not usually associated with the infamous intersection that sits in the largest concentration of criminal gangs in Canada.

To start the re-branding, a Tour de University Heights bike road race has been scheduled for today. The event, announced as Toronto's first official road race in 20 years, was organized by the city, the police and Councillor Anthony Perruzza. Donors like Canadian Tire have given 110 bikes and helmets to kids in the area for the
event.

I used to live two blocks away from the infamous North York intersection and the area was always rough. I got mugged once and crack addicts hung out in my roach-infested apartment building. On the other hand, the area continues to try to better itself and even won a Caring Community award in 1998.

Okay, so I'm not planning on moving back to Jane and Finch (even if it's called University Heights) anytime soon, but despite its problems the area has a huge diversity of cultures, even for Toronto, living in a functioning, relatively normal suburban neighbourhood that you could never say is boring.

As for the University Heights re-branding, that could be a bit of a challenge. While living there, I had no idea I was technically in an area called York University Heights. Locations with less crime in the area, like York U and Black Creek Village, may as well be in another city. I doubt changing the name will reduce crime but trying to associate the intersection with other safer areas of the the neighbourhood won't hurt.

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Lipstick on a pig.

Posted by: Thom Richav at September 29, 2007 4:07 PM

Terrible. Just terrible.

Posted by: Matt at September 29, 2007 4:16 PM

Yep, a name change should sort everything. You can almost see the leafy avenues, the storied edifices of higher learning, all granite and brick, the fresh-faced student and tweed-jacketed professors.
University Heights? It takes a few more letters to write it in the police blotters than Jane & Finch, i suppose.

Posted by: Snailspace at September 29, 2007 11:19 PM

So did they use a starter's pistol to begin the race?

Posted by: Markus at September 30, 2007 11:06 PM

Sure setting up a bike race in a neighbourhood known for getting your bike stolen, BRILLIANT!!!

Posted by: Tom at October 2, 2007 1:18 PM

Are you people joking me? Changing the name wont bring any difference to whats going on out there. It isnt as bad as you think it is. Just because the T.V. constantly reports on the crimes and problems happening in the area. Everyone believes what they hear on the news but Ive lived in Jane and Finch for 17 years of my life. Im still standing tall and strong. Just because you see it one way doesnt mean everyone believes it. It shouldnt be the people outside of the area picking what should happen, it should be the people within the area because who are you to say what goes on? You dont even know what's going on while your at home and doing other things qith your life. There may be things that go on that are bad but maybe there is also good things happening that you dont even know about. How ,uch of the time do you see "Jane and Finch..." and hear something good following it, its almost never. I know theres good things going on but its never reported so who are you to say anything if you dont know what is going on.

Posted by: anonymus at October 2, 2007 9:04 PM

What the hell, Do you guys think that changed the name of Jane & Finch will really change the hood? Not even close. Jane & Finch will always be Jane & Finch no matter what you people try doing. We will always grow up as we are and we won't change out ways just because of some stupid name. JaneandFinch.com is trying there best to show the world that Jane & Finch is more then just dangerous crimes and gangs. Try this for once.. Ask the students at Westview, At Oakdale, At Brookview, At Shoreham, At Yorkwoods & see what " WE " have to say.. You`ll just get the same answer.. NO! Because no one wants a stupid name like University of whatever..

Posted by: Jocelyn at October 5, 2007 1:24 PM

That's just idiotic. I know the people think it's better, but I mean c'mon. If they look at it again they'd realize how much it wouldn't make a difference. I think it would make it worse. Associating the areas that are "safer" with Jane & Finch? I'm not saying Jane & Finch is bad; I lived there for a while and it feels like any other area. Even though many get shot, it still has the same things other neighbourhood has. The quality of the life of the people in Jane & Finch should be the same, but instead it if even worse than other areas just because of more violence. A name change wont do anything at all. A change of laws will be the only way.. and perhaps, if people stopped associating themselves as a bad person because they live in Jane & Finch.

Posted by: Jason at October 9, 2007 9:56 PM

Yeah, it IS as bad as people think it is. The fact that you're still alive doesn't mean it's safe ... 95% of soldiers in Iraq stay alive, too, does that mean it's safe over there?

People don't get shot in a normal neighbourhood, period. If it happens, it's once every 15 years, not 15 weeks.

Posted by: david at October 10, 2007 1:08 PM

Agreed. Lipstick on a pig.
Re-Branding Jane & Finch is not going to change the problems that the area has, which is gang violence.

This is just pulling carpet over the real problems.

Das Brain

Posted by: Das Brain at October 18, 2007 4:13 PM

I am from the community of Jane and Finch. The stereotype the community is labelled with does not reflect its realities. York University is nothing like the Jane and Finch Jane community. They look different, they feel different they are completely seperate of one-another mainly because the University has sectioned itself off from Jane and Finch. There is only one TTC bus that travels through Jane and Finch and enters York University about 5 times per day only during rush hour. There are only two points of entry which lead into York U from Jane and Finch. The first - Shoreham Dr. where you must first cross a bridge over a river and creek. The second - Sentinel Rd. where you must first walk through a complex housing project to reach the University. Students of York U who reside in the Jane and Finch area are forced to take two buses to the University because of the boarders surrounding the University. Jane and Finch cannot be called Universtiy Heights because York University has little or nothing to do with the community. If York University were to redirect a little more money to support the community there would be much welcomed change in the neighbourhood.

Posted by: Mateen K. at January 4, 2008 3:04 PM

How the hell are they gonna change the name because of all the crime that is happening. You can accuse something on its name because it is not gonna make a whole bigg different. and If it does get change its still going to be known as it is now. Well the government is really extra like...i grew up in jane and finch and you guys are gonna change it because of the crime. If you go and change a rich neighborhood in to Jane and Finch its still going to be the same just to let you guys know and i hope you understand that it doesnt make a bloodclot difference.

Posted by: SUCK my d*** at June 9, 2008 5:33 PM

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