While my original comment likely shows my lack of expertise in this field here, it is the architect that presents their client with the vision first. Though I can imagine, it's like oft showing an elephant it's food before it consumes it...and we get whatever comes out its back end as the final product. >.<
First is the developer saying to their planning consultant and the architects "this is the property we're thinking of buying, what can we reasonably build on it?". The planners and architects (including heritage specialists if there are existing buildings on the site) all look at current zoning, recent rezonings nearby, and the latest edicts from the Provincial Gov't re: what the City is being directed to accept, and the consultant team then proposes massing schemes to the developer, who then responds with "find ways to get 23% more GFA into the plan". After a wash, rinse, repeat cycle, the plan gets shown to the City, who tell them how, even in their wildest dreams, this is insane for 48 reasons, so tweaks are made, the City is still dubious about the tweaked plan, but the revised scheme is floated to Residents Associations in the area, half of whose members fake an injury on the field like the developer just kicked them in the shins and the RA will never be able to walk properly again, then one more insignificant tweak is made, and it's that scheme that gets formally submitted to the City for approval. Following the City's review and more public feedback, but before Planning writes up a final report, the developer, sick of waiting for a resolution, appeals the lack of a decision to the Ontario Land Tribunal. With a date for a hearing set for sometime over a year away, the developer calls the City's planner and local Councillor again and says "the clock is ticking" and they all start talking again, and over the course of months the development team tackle the City's concerns to a degree, while the City's lawyers tell the planning staff that they'll never get these 8 requests if this ends up in a full hearing at the OLT, so back off a bit, and then the developer and planning staff arrive at a settlement that they send to Council for approval in advance of the OLT hearing date for the OLT to rubber stamp. Once the developer has the rubber stamp, they go back to the architect and say "this took so long, we can no longer afford this plan, find a way to deliver it for 15% less to cover inflation, and then another 9% less on top of that because we are the developer and we are in the driver's seat, us, we are, we always are."
That's how it works, with several details omitted, including numerous expense account dinners.
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