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Item 9B CITU OF S0UTHLA1<.,,,,E Department of Planning & Development Services STAFF REPORT November 29, 2016 CASE NO: MSP16-007 PROJECT: Master Sign Plan for Cambria Suites EXECUTIVE SUMMARY: Fillmore Hospitality is requesting approval of a Master Sign Plan for the new Cambria Suites hotel located at 2104 E. State Highway 114, Southlake, TX. REQUEST: The new Cambria Suites hotel is located in the Kimball Park development which sits on the north side of the westbound East State Highway 114 frontage road and connects to the east on North Kimball Avenue. The proposed Master Sign Plan includes sign regulations for two (2) upper story attached signs (south and east elevations). Sign Ordinance No. 704, as amended, prohibits upper story signage unless approved as part of a master sign plan or variance. The proposed signs exceed the maximum letter height criteria. The proposed signs are channel cut letters with a sign face color described as Honey as shown in the exhibit; when illuminated at night, the letters show as white and the dot above the `i' as red. The details of the request are as follows: Sign Description Details Current 704-1 regulations South Elevation South elevation is approximately 650 feet from Upper story signs SH 114 frontage road require Master Sign Plan • Maximum letter height or variance approval ®- J11H I I Hd I I HH It I requested is approximately Maximum letter height El Ell 51 '/2 inches for the `i' and allowed is 42 inches 48 inches for the remaining Maximum sign area letters allowed is 156 square • The total sign area is feet 24-59M* approximately 100 square . Total sign width allowed _ feet is 25 feet (to meet � ����'� The total sign width is middle 75% placement) approximately 24 '/2 feet . Individually-mounted • Channel cut letters with channel letters must be internal illumination; letters illuminate as white at night; white, ivory, black, grey, and the dot above the `i' as beige or similar neutral red. colors. • Sign face color described as Honey— PMS131 Case No. MSP16-007 Sign Description Details Current 704-1 regulations East Elevation • East elevation is approximately 480 feet from . Upper story signs 8311K VENEER `4; -orK Kimball Avenue require Master Sign Plan • Maximum letter height or variance approval ❑ - -- requested is approximately • Maximum letter height 051 1/2 inches for the `i' and allowed is 24 inches El48 inches for the remaining . Maximum sign area — _ letters allowed is 180 square • The total sign area is feet approximately 100 square . Total sign width allowed 24-$ feet is 25 feet (to meet The total sign width is middle 75% placement) AMBRF approximately 24 Y2 feet • Individually-mounted • Channel cut letters with channel letters must be internal illumination; letters illuminate as white at night; white, ivory, black, grey, and the dot above the `i' as beige or similar neutral red colors. • Sign face color described as Honey— PMS131 Sign Board Recommendations Applicant's Response The Sign Board approved the two upper story signs as The applicant has provided the recommended presented, however, recommended the applicant alternative renderings (as shown below), however, provide City Council with alternative renderings showing respectfully request the City Council consider a maximum letter height of 42 inches for both the south approval of the original request which is a maximum and east elevations. letter height of 51'/2 inches. South Elevation I Y1 3E' ki n3 27.4718" _ MTO - 1CAMBRiA East Elevation '-�1 v,.ea .Fr.v.e �$3IGK VEcER SgleG.'.0 TR;U 1 il HH 11 1 HH 11 11 �FMI$H RGCR L6YE _ T IMISH FLLbR LIVE CAMBRiA Case No. MSP16-007 ACTION NEEDED: Consider approval of Master Sign Plan ATTACHMENTS: (A) Background Information (B) Vicinity Map Link to Presentation Link to Master Sign Plan Exhibits STAFF CONTACT: Ken Baker (748-8067) Lorrie Fletcher (748-8069) Case No. MSP16-007 BACKGROUND INFORMATION OWNER/APPLICANT: Fillmore Hospitality PROPERTY ADDRESS: 2104 East State Highway 114 HISTORY: - A Zoning Change and Concept/Site Plan (ZA12-067) from 1-1" Light Industrial District to "S-P-2" Generalized Site Plan District for Victory Lane was approved by City Council on September 4, 2012. - A Zoning Change and Concept/Site Plan (ZA13-135) from ""S-P-2" Generalized Site Plan District to "S-P-2" Generalized Site Plan District for Kimball Park was approved by City Council on March 4, 2014. - A Preliminary Plat (ZA13-136) for Kimball Park was approved by City Council on March 4, 2014. - A Final Plat for Kimball Park was approved by the Planning and Zoning Commission on May 8, 2014. - A Zoning Change and Site Plan (ZA15-032) for Kimball Park (Cambria Hotel and Suites) was approved by City Council on June 2, 2015. STRATEGIC LINK: C4 — Attract & keep top-tier businesses to drive a dynamic & sustainable economic environment SIGN BOARD: November 17, 2016; Approved (4-0) as presented, subject to the Staff Report dated November 11, 2016; noting the applicant's willingness to show an alternative version rendering of the signage at a maximum letter height of 42 inches on both the south and east elevation. STAFF COMMENTS: Sign Ordinance No. 704-1 Criteria: Table 4: Attached Signs 1. Permitted attached signs include the following: a. Reverse Channel Sign (any color letter). Back light color shall be limited to white or off white. No illumination shall have exposed bulbs whether they are LED or any other type b. Individually-mounted channel letters that comply with the following rules: • If the sign only contains words and no logo, the lettering may occupy 100 percent of the permitted area and the sign and must be white, ivory, black, grey, beige or similar neutral colors. • If the sign has lettering and a logo, the logo may only cover 20 percent of the permitted sign area and may be of any color. The letters must be white, ivory, black, grey, beige or similar neutral colors. Case No. Attachment A MSP16-007 Page 1 • If the sign consists of a logo only, the logo may cover 100 percent of the sign and use any color. 2. Each lease or tenant space shall be permitted only one attached building sign per street front with a maximum of two signs per tenant/lease space. 3. The dimensions of each of the two signs shall be based upon the street typology that the respective building fagade fronts on. 4. The distance from the edge of pavement shall be measured from the closest street which has clear visibility of the entire fagade/tenant space in question. 5. Each sign shall be located in the middle 75% of the single plane fagade or centered on an articulated surface of the building fagade. 6. Exposed neon is prohibited. 7. The maximum logo height for an attached sign may be no more than 125% of the maximum permitted letter height. DESIGN GUIDELINES- MASTER SIGN PLANS: Commercial signage is an integral part of the urban design fabric of Southlake. It is absolutely necessary and shall be deemed as a tool that helps promote the health, safety and welfare of the general public by providing guidance to both the vehicular driver and pedestrian. Due to its visual prominence and effect on the overall design character of our city, signage as part of master sign plans must be considered on the broader scale of community rather than on an individual site basis. Signage is an integral part of the visual urban streetscape and shall not be designed to visually compete with its surroundings, but rather serve to build on the quality of the traveler's and pedestrian's experience. The basis for submitting a master sign plan application should not be to have larger signs or logos permitted by ordinance but should clearly be related to the sign design goals listed below: Design Goals 1) To develop organized hierarchies of signage design types that help identify the location and size standards for individual signs without infringing on the capability of creative design. 2) To establish design criteria that promote the overall visual quality of the streetscape environment for the general public while providing reasonable and improved standards for identification of individual properties. Case No. Attachment A MSP16-007 Page 2 3) To improve the overall visual cohesive appearance of the site through signage guidelines, with strong consideration that the visual streetscape. 4) To promote a "sense of place" for the City of Southlake while promoting creative design for individual developments. 5) To promote signage as an architectural complement rather than being visually and thematically disconnected. The sign design guidelines are designed to help ensure quality signs that communicate their message in a clear fashion; however, the "guidelines" are not as strict as sign "standards." The review authority may interpret the design guidelines with some flexibility in their application to specific signs/projects, as not all design criteria may be workable or appropriate for each sign or project. In some circumstances, one guideline may be relaxed to facilitate compliance with another guideline determined by the review authority to be more important in the particular case. The overall objective is to ensure that the intent and spirit of the design guidelines are followed. City Council approval of the proposed signs does not eliminate the requirement for appropriate sign application submittals prior to the installation of signs. Please contact Seantay Carpenter at 817-748- 8215 or scarpenter(d_)ci.southlake.tx.us for sign application processing and pre-install inspections. Case No. Attachment A MSP16-007 Page 3 Vicinity Map Cambria Suites 2200 n REENS ti LN 2 �r v v ao 0 vo 5'B a 1 W -dr Af j 41.4 , S5`.•J � �i �6 o A z ,'i `v 7 rg20 t� R� LU n v, 194.0 - 19a0 V o 2100 2102 2178 2720 2150 2300 2350 114 $ 21.70 TN, 2120 2`� 270 N3 `n U J J 2140 200 Z 7. E MSP16-007 r Master Sign Plan 0 500 1.000 2.000 Feet Case No. Attachment B MSP16-007 Page 1