Item 9A MSP16-004 13 CIT" OF
SOUTHLAKE
Department of Planning & Development Services
STAFF REPORT
October 19, 2016
CASE NO: MSP16-004
PROJECT: Master Sign Plan for Starbucks
EXECUTIVE
SUMMARY: Hilton Displays, on behalf of Starbucks, is requesting approval of a Master Sign
Plan. The Starbucks building will be located at 2155 W. Southlake Boulevard.
REQUEST
DETAILS: The new Starbucks is located in the existing Southlake Marketplace shopping
center on the lot previously occupied by McDonalds. The applicant's initial request
included two company logo "siren" signs; one attached building sign; one awning
sign; multiple directional and drive through signs; menu and pre-menu board signs
and a business monument sign.
At the September 20, 2016 City Council meeting, the applicant tabled the request
and has submitted a revised sign package that indicates the removal of the two
logo "siren" signs and the pre-menu board sign (signs A & E). The revised packet
also shows a reduction in letter height for the east elevation attached business
sign from 16 inches to 15 inches (sign B) and an increase from a 2-inch to a 6-inch
masonry frame on the proposed directional signs (signs H & 1). Lastly, the awning
sign has been changed to read "Starbucks" instead of "Starbucks Coffee" and
increased the letter height from 12 inches to 16 inches (sign K).
Below is a summary of the discussion points during the September 20, 2016 City
Council meeting and the applicant's response:
City Council Applicant's Response
The applicant has removed the pre-menu board sign.
Menu board placements Main menu board and barista canopy are located in
drive-thru lane along the side of building towards the
rear.
Number of signs The applicant has removed the two (2) logo "siren" signs.
Size of signs The two (2) attached signs for the north and east
elevations meet size criteria.
Case No.
M S P16-004
Details regarding barista Full details regarding the proposed barista canopy have
canopy been provided. See page 9 of the revised sign package.
Below is a revised summary of the requested signs. Any sign not permitted by the
general sign ordinance is shown in red. The application for the sign variance was
submitted prior to the adoption of Sign Ordinance No. 704-I. As such, the
proposed evaluation matrix below references the regulations under Sign
Ordinance No. 704-H.
Sign Sign Type Proposed Allowed under Location
704-H
• 48 inches in height 22 'h in o
• 16 s ft in�areaAttached Logo qr north elevationiL
Sign `A' NO inch height
elevations for east a .}6, , ' )
• Internally illuminated
• 15 inch letter height i I WHY, o
Attached Building • 25.09 sf in area • 23 inch maximum
• White acrylic channel letter height f`
Sig n `B' cut letters • 27.9 sf in area
• Internally illuminated `h
• 6 feet in height • 8 feet max height -
Menu Board Sign • 22.9 sq ft in sign face • 50 sq ft max sign
D, area face area 1 �.
• 57 sq ft in sign • 72 sq ft max sign I.- °
structure area structure area
• 5 'h feet in height • 8 feet max hei ht -
Pre-Menu Boar • 6.72 sq ft in sign face ax sign
Sign `E' face arearo
• 18 sq ft in sign _
structure area structure area
DT Order Point • 93/4 feet in height
Canopy • Live video chat with No Regulations 1•�
Freestanding Barista rte, o
Sign `F' • Aluminum frame .
• 8 feet in height
• 4 'h feet sign face • 8 feet max height
height • 6 feet max sign
• 36 sq ft sign face face heightIT '
. UCKSL
COFFEE Monument Sign area (per side) • 60 sq ft max sign
DRIVE THRU>9 ,G, 6 inch masonry frame face area (per
• 8 inch address side) °
• Sign face has a • 6 inch masonry '
stucco finish over frame
aluminum • 8 inch address
• Internal illumination
Case No.
M SP16-004
• 2 'h feet in height . 3 feet max height
• 1.4 sq ft sign face
area (per side) • 4 sq ft max sign i o �
6 inch masonry frame face area (per
Directional Sign side)
Sign face has a }
H inch
stucco finish over ' fame masonry D
aluminum
• 2-sided sign • Two signs per '
• site
Internal illumination
• 2 'h feet in height
• 1.4 sq ft sign face • 3 feet max height
area (per side) . 4 sq ft max sign i '
6 inch masonry face area (per -NMI o
Directional Sign `I' frame side)
�■��■�■■�■ • Sign face has a • 6 inch masonry D
m� stucco finish over frame
aluminum . Two signs per +—
• 2-sided sign site
• Internal illumination
• 18 inch letter height 1. RUI o
• 3 inch deep No Regulations ]: k
Canopy Sign "K" illuminated channel *awning signs are /C
letter prohibited
• White acrylic ,
*Sign F order point canopy–no regulation (see notes below provided by the applicant)
NOTES:
* CANOPY IS NON-ILLUMINATED AND INTENDED
TO PROVIDE RAIN COVER WHILE ORDERING
* NO PART OF CANOPY IS ILLUMINATED AND
THERE ARE NO COMMERCIAL MESSAGES ON
THE CANOPY
* THE DISPLAY SCREEN WILL DISPLAY THE ORDER
ON ONE PART OF THE SCREEN ANDA LIVE
FEED TO THE BARRISTAON THE UPPER PORTION
* THE DISPLAY WILL BE BLACK WITHOUT ANY
ILLUMINATION WHENACUSTOMER IS NOT
ORDERING
The sign package includes a 10' x 9' clearance bar identified on page 7 of the sign package. Also, the
applicant has indicated that one of the panels on the non-conforming monument sign located on the
western boundary of the property will be utilized (p. 13 of the sign package).
ACTION NEEDED: FINAL MEMO —APPROVED WITH CONDITIONS (see page A2)
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Link to PowerPoint Presentation
Link to Proposed Sign Package
STAFF CONTACT: Dennis Killough (748-8072)
Lorrie Fletcher (748-8069)
Case No.
M SP16-004
BACKGROUND INFORMATION
APPLICANT: Hilton Displays on behalf of Starbucks
OWNER: Dunhill Partners
PROPERTY SITUATION: 2155 West Southlake Blvd.
HISTORY: Variances approved for Southlake Marketplace:
October 4, 1994; Blockbuster Video was granted variances for letter height
of 30 inches and sign area of 61.88 square feet for both the north and west
facades.
October 5, 2004; Highland Nails & Spa was granted an increase in
allowable area from 15 square feet to 24 square feet.
March 21, 2006; Ella Bella was granted an increase in allowable area from
12 square feet to 22 square feet.
June 20, 2006; Taco House was granted an increase in allowable area
from 13.37 square feet to 24.6 square feet.
August 1, 2006; Wing Stop was granted an increase in allowable area from
14.25 square feet to 25.67 square feet.
January 25, 2011; Mooyah was granted an increase in letter size from 14
inches to 30 inches as well as an increase in area from 29.6 square feet to
43.8 square feet on the north elevation (facing W. Southlake Blvd.).
Mooyah was also granted an increase in letter size from 18.5 inches to 20
inches on the west elevation (facing Davis Blvd.).
May 17, 2011, Dunkin Donuts variance request was granted noting the
following: applicant's agreement to bring the monument sign into
conformance with current city regulations; reduce the logo height to be in
equal proportion to the Dunkin Donuts lettering on the front, east and west
side of the building; the lettering to be two 15" stacked with about two
inches, similar to what was shown in the application; the cup would be
reduced to match the lettering; the individual letters would include backlit
channel lighting and remove the wording "coffee and more"; two drive-
through signs totaling 4.63 square feet each in the locations that have been
identified on the plan; elimination of window signs and awing signs; and
noting that sign variances are conditional upon the monument sign being
brought up to standard.
August 7, 2012, a sign variance application was approved for Starbucks at
125 Davis Blvd. (Boston Market) without the monument sign component
due to Davis Blvd. construction and right of way challenges. On October 2,
2012, Starbucks complied with the monument sign stipulations, however,
they ultimately did not move into that location and it currently remains
occupied by Boston Market.
Case No. Attachment A
MSP16-004 Page 1
SIGN BOARD: August 4, 2016; Approved to Table (5-0) until August 18, 2016. (Tabled at
the applicant's request in order to make changes as discussed with the
Sign Board)
August 18, 2016; Approved (4-0) subject to the staff report dated August
12, 2016; noting that directional sign `T be denied (the two attached drive-
thru signs); to reduce and scale the rendering for directional sign `H'; and
approving the 2-inch masonry frame on the small directional signs `H' and
`1'.
CITY COUNCIL: September 20, 2016; Approved to Table (6-0) to the October 4, 2016 City
Council meeting.
October 4, 2016; Approved to Table (5-0) to the October 18, 2016 City
Council meeting.
October 18, 2016; Approved on Consent (7-0) noting the applicant has
agreed to remove sign designated as "K" from the awning, and in lieu of
said sign, place a sign on the building which will be a back-lit white face
sign with letters not to exceed 18 inches in height.
THE FOLLOWING INDICATES APPROVED SIGNAGE:
Sign Sign Type Proposed Location
• 15 inch letter height
• 25.09 sf in area
Attached Building v
Sign `B' • White acrylic channel �
cut letters
• Internally illuminated ® ;
• 6 feet in height - y
Menu Board Sign 22.9 sq ft in sign face — E;
,D, area
• 57 sq ft in sign °
structure area
L7 r
DT Order Point • 93/4 feet in height
Canopy • Live video chat with
Freestanding Barista
Sign `F' • Aluminum frame
• 8 feet in height
• 4 'h feet sign face
height
a RUCKS • 36 sq ft sign face u
COFFEE. s.
Monument Sign area (per side) :
G, • 6 inch masonry frame
• 8 inch address
• Sign face has a
-----� stucco finish over '
aluminum
• Internal illumination
Case No. Attachment A
MSP16-004 Page 2
• 2 'h feet in height
• 1.4 sq ft sign face
area (per side) 'FUl I o
• Directional Sign 6 inch masonry frame '
C ��a
Directional Sign face has a o
stucco finish over
aluminum •h� '
• 2-sided sign "—
• Internal illumination
• 2 'h feet in height
• 1.4 sq ft sign face
area (per side) 1. ";; .
6 inch masonry o
frame f.
Directional Sign `I' Sign face has a D
stucco finish over 4,},� •
aluminum ,—
• 2-sided sign
• Internal illumination
• 18 inch letter height i 1. FTH Io
• Reverse channel -
f -
letter }`
Modified Sign "K" • White sign face D
• Attached to building ,,}
facade
STAFF COMMENTS: The site plan and application exhibits are attached and/or hyper-linked to
this report. City Council approval of the proposed plan does not eliminate
the requirement for appropriate sign application submittals prior to
installation of signs. Please contact Seantay Carpenter at 817-748-8215
or scarpenter(a�ci.southlake.tx.us for sign application processing and pre-
install inspections.
8.4 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
Case No. Attachment A
MSP16-004 Page 3
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.
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.
N:ICommunity DevelopmentlMEMOISignslConditional Sign PermitslMSP16-004 StarbuckslFINAL MEMO.docx
Case No. Attachment A
MSP16-004 Page 4
Vicinity Map
Starbucks
Soulh|ake Market Pace
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MSP16-004
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Case No. Attachment B
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