The controversial renaming of Toronto's Dundas subway station to TMU station comes with a previously hidden $400,000 price tag for map updates alone, according to internal TTC documents obtained by the Toronto Sun.
Political Pressure Behind the Renaming
Internal emails reveal the station renaming was a priority for Mayor Olivia Chow and TTC Chair Jamaal Myers, despite the substantial costs and lack of formal board direction. The decision was made during a May meeting of the TTC board as part of a sweeping partnership with Toronto Metropolitan University.
Josh Colle, the TTC's chief strategy and customer experience officer, expressed significant discomfort with the process. In November 2024, Colle wrote to TTC interim CEO Greg Percy that this has been a very contentious issue for board members and city council, but the mayor and chair were aligned on moving forward.
Hidden Costs and Budget Concerns
Chris Ronson of City Hall's transportation services division alerted the TTC in April that changing the station name would require $400,000 worth of map updates that hadn't been budgeted for. This contradicts a December 2023 council decision stating there should be no net impact on the city's budget from station name changes.
When Colle first learned about the map costs, his initial reaction was disbelief, writing Oh come on to strategic adviser Hayley Waldman. The following day, his tone shifted to concern, stating We need to address this and questioning why many changes couldn't be implemented during natural replacement schedules.
Confidential Partnership Details
The specifics of the TMU partnership remain largely secret, with freedom-of-information requests yielding heavily redacted documents. TTC spokesman Stuart Green confirmed that TMU is fully covering the renaming costs with no additional funds required from the TTC, though he wouldn't confirm the total amount.
Internal estimates for the renaming varied widely, ranging from about $780,000 to as much as $2.2 million for both Dundas and Dundas West stations. Emails suggest costs might be reduced by using temporary signage rather than permanent sandblasted tile installations.
Colle's emails indicate the initiative could open the TTC to fair questions and criticism, particularly since the renaming appears to contravene the TTC's own new naming policy. The documents reveal ongoing tension between political priorities and fiscal responsibility in one of Toronto's most visible public transit changes.
