Costco Wholesale Canada Ltd. is urging local residents to voice their support for a proposed store and gas station in Thorncliffe Park.

The designated location at 42-46 Overlea Blvd., the site of the former Coca-Cola Canada headquarters, which was built in 1964, would be the retailer’s fourth in Toronto.

Whether anticipating pushback by residents concerned about the rise of big-box outlets in the city, or from architectural experts wanting the three-story office building preserved as a heritage site, Costco is going on the offensive.

In a mailing to its members, senior vice-president Pierre Riel wrote: “It is a fact of life that individuals who oppose projects tend to make their objections known, while those in favour do not express their views. As we pursue municipal planning approvals, we need you to show your support for a new Costco warehouse and gas station to City of Toronto planning staff and council members.”

In May, city council adopted a city planning report recommending “the property be included on the City of Toronto Inventory of Heritage Properties for its cultural values.”

A supporting letter from Geoff Kettel, chair of the North York Community Preservation Panel, said the main building was designed by “the well-regarded Toronto architectural firm Mathers and Haldenby, and is widely regarded as an excellent example of mid-century Modernist architecture in Toronto.” The panel also wants the property’s magnolia trees protected.

Costco is requesting a zoning bylaw amendment for the site that would see demolition of the office building and bottling plant.

Coca-Cola moved its headquarters downtown earlier this year. The bottling and distribution operation moved to Brampton more than a decade ago.

A community consultation meeting was scheduled for Thursday evening.

Abbas Kolia, president of the Thorncliffe Park Residents Association, was planning to attend.

Given the high unemployment among the 3,500 residents it represents, the association supports Costco because “they can bring jobs to the community; that is our biggest concern,” said Kolia.

He has heard the project could generate up to 150 full-time jobs and 100 part-time jobs for qualified people in the surrounding postal codes.

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