Item 9A DemonstrationDemonstration
Please demonstrate that the following conditions are applicable to the requested sign variance:
1. That a literal enforcement of the sign regulation will create an unnecessary hardship or practical
difficulty on the applicant.
1. Adherence to the all of the requirements of the City's sign regulation limits
substantively the visibility and readability of our sign from Southlake Boulevard. Customer's will
have difficulty finding our location and we will likely miss sales from customer's trying to find
Starpower's location. We will be unable to maintain our marketing identity and strategies,
thereby creating hardship for Starpower.
2. The signage under current regulation would look awkward next to the co -tenant,
Thomasville who received variance. Thomasville's letters are 42" tall and current sign
regulations would look awkward next to the Thomasville sign thereby degrading and devaluing
the site.
3. The logo elements and arc surrounding our sign cause it to technically rise above the
allowed height (if only for a thin detail and a short section). Our company has spent millions of
dollars promoting this logo and altering the logo would cause brand confusion and questioning,
devaluing of our logo and its brand statement along with potential loss of customers as they
don't recognize an adjusted logo.
2. That the situation causing the unnecessary hardship or practical difficulty is unique to the affected
property and is not self imposed.
The property and signage size existed prior to Starpower's tenancy. The co -tenancy and existing
signage make it impractical to follow the existing regulation. Moreover, the visibility creates a
particular obstacle from Southlake Boulevard, the property's vast majority of traffic and identity.
Starpower's logo and brand identity are key to its success.
3. That the variance will not injure and will be wholly compatible with the use and permitted
development of adjacent properties.
Following existing sign regulation would actually be injurious to the current and surrounding
developments IF current regulation were to be followed. Signage and logo's appearing both
adjacent and nearby are far larger than the proposed variance. Any smaller would not only put
applicant at a disadvantage from a visibility perspective, it would look awkward and out of place.
The sign proposed is consistent with the look, feel and architecture of the area. The requested
variance will only enhance the appearance and stature of the area.
4. That the variance will be in harmony with the spirit and purpose of the sign ordinance.
While Starpower's logo is widely known in DFW, it is also nationally known in the consumer
electronics industry for upscale consumer electronics. In its 21 years, the logo has been used
numerous occasions to represent luxury retailing that rather than the harsh logos traditionally
used in consumer electronics and appliance industries. The logo itself represents an upscale
look. Its thin letters and elegant arc offer a soft approach to retailing as compared to the harsh
"thick" logos that are used in other applications. While its thin arc and logo element exceed the
regulation, its tasteful design and minimal letter thickness create an elegant and soft approach
that will only enhance the retailing in the area. By keeping the letter size within 25% of the
Thomasville (adjacent) logo, the letters still have presence and compare nicely. Any smaller and
the logo would look awkward and actually diminish the spirit of the sign ordinance. This look
promotes the upscale nature of the City of Southlake.
Revised: January 2016