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