SB Item 6 - MSP17-004 TD AmeritradeCase No.
MSP17-004
S T A F F R E P O R T
July 28, 2017
CASE NO: MSP17-004
PROJECT: Master Sign Plan for TD Ameritrade
EXECUTIVE
SUMMARY: On behalf of TD Ameritrade, IA Interior Architects is requesting approval of a
Master Sign Plan for the new TD Ameritrade development located at 3000 TD
Ameritrade Lane, Southlake, TX.
REQUEST: The newly developed TD Ameritrade DFW Campus is generally located on the
southeast corner of SH 114 and W. Kirkwood Blvd. There are two set of exhibits
provided in your packet. Exhibit A is the proposed master sign plan. Exhibit B is a
sign plan that the applicant indicated would meet the current sign ordinance.
The proposed Master Sign Plan includes sign regulations for three (3) monument
signs (Sign Type A), one (1) upper story attached building lit sign (Sign Type B),
three (3) directional signs (Sign Type C), a directory welcome sign (Sign Type D);
one (1) building mounted address sign (Sign Type E); and one (1) parking garage
mounted address sign (Sign Type F).
Department of Planning & Development Services
Case No.
MSP17-004
The proposed Master Sign Plan details are indicated below. Staff has any
indicated in red any proposed regulations which do not adhere to the current sign
regulations.
Sign Proposed Sign Details Current 704-I
regulations
(A) Monument Sign – Main Entry
• One sign is located at the
main Entrance off of W.
Kirkwood Blvd. directly
across from T.W. King
Road (TD Ameritrade
Drive).
• The maximum height of
the sign is 6 feet (72
inches)
• The sign face area is
approximately 21 square
feet
• The sign width is
approximately 20 feet per
side.
• Maximum sign face
height is 2.8 feet
• Internally-illuminated
reverse-channel graphics
(white LED)
• One monument sign
per street front
• Maximum sign
height allowed is 6 ½
feet
• Maximum sign width
allowed is 13 feet
• Maximum sign face
area is 50 square
feet per side (100 sf
total)
• Maximum sign face
height is 4 feet
(A) Monuments Signs – Rear Entry
• Two signs located at the
drive entrances to the
parking garage entrance
off of W. Kirkwood Blvd.
• The maximum height of
the sign is 6 feet (72
inches)
• The sign width is
approximately 20 feet.
• The sign face area is
approximately 20 square
feet per side
• The sign face height is
approximately 2.6 feet
• Internally-illuminated
reverse-channel graphics
(white LED)
• One monument sign
per street front with
a maximum of 2 per
site (total of 3
monument signs
proposed on site).
• Maximum sign
height allowed is 6 ½
feet
• Maximum sign width
allowed is 13 feet
• Maximum sign face
area is 50 square
feet per side (100 sf
total)
• Maximum sign face
height is 4 feet
Case No.
MSP17-004
Sign Proposed Sign Details Current 704-I
regulations
(B) Attached Building Sign
• One upper story attached
building sign on the west
elevation facing SH 114
• Letter height 32 ½ inches
• Logo height 67 inches
• Sign area 96.65 square
feet
• Internally illuminated
• Channel letters neutral
color – light up as white at
night
• Upper story signs
require City Council
approval
• Maximum letter
height allowed is 42
inches (based on
location of freeway
lane)
• Frontage road
estimated to be
approximately 245
feet from the building
(38 inch letter
permitted/48 inch
logo)
• Maximum logo
height allowed is 52
½ inches (based on
freeway lane
location)
• Each sign must be
located within 75%
of the single façade
• Maximum sign area
allowed is 400
square feet
• Internally illuminated
channel letters must
be neutral in color
when lit
(C) Directional Signs
• Three (3) vehicular
directional signs
• Dark metal finish-no
masonry
• Sign height 3 feet
• Sign face area
approximately 2.4 to 6
square feet
• Sign structure area 9
square feet
• Non-illuminated
• Directional signs are
limited to two (2) per
site
• Directional signs that
are visible from the
right of way shall
have a minimum of 6
inches of masonry
sign structure or
material matching
the building
completely surround
the sign face.
• Maximum height
allowed is 3 feet
• Maximum sign face
area allowed is 4
square feet
• Sign structure area
10 square feet
Case No.
MSP17-004
Sign Proposed Sign Details Current 704-I
regulations
(D) Directory Sign – Welcome Sign
• One (1) Welcome to TD
Ameritrade sign
• Dark metal finish-no
masonry
• Located along TD
Ameritrade Drive
• Sign height 3 feet
• Sign face area 3.5 square
feet
• Non-illuminated
• One (1) sign per
street entrance
• Sign shall be located
along an internal
drive or street within
the development.
• A minimum of 6
inches of sign
structure must
completely surround
sign face.
• Maximum total
height 6 ½ feet
• Maximum sign face
height 4 feet
• Maximum sign
structure height 5
feet
Case No.
MSP17-004
Sign Proposed Sign Details Current 704-I
regulations
(E) and (F) Mounted Addresses
• Dark metal 24 inch
address numerals located
on south façade of the
building and south facing
façade of parking garage
• Approximately 11 ½
square feet
• 24 inches in height
• Non-illuminated
• Address signs in
excess of five (5)
square feet in area
shall be considered
attached business
signs and shall be
counted toward the
area of signage
permitted on a
building façade or
monument.
• Each sign must be
located within 75%
of the single façade
• 14” letter height is
permitted as an
attached sign
* the proposed address
numerals are located
on facades that do not
include any other
signage
ACTION NEEDED: Consider approval of Master Sign Plan
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
(C) Master Sign Plan Staff Review No. 3, dated July 22, 2017
Link to Master Sign Plan
STAFF CONTACT: Ken Baker (748-8067)
Lorrie Fletcher (748-8069)
Case No. Attachment A
MSP17-004 Page 1
BACKGROUND INFORMATION
OWNER: TD Ameritrade
APPLICANT: IA Interior Architects
PROPERTY ADDRESS: 3000 TD Ameritrade Lane
HISTORY: August 17, 1982 - The southern portion of this property was zoned "H"
Heavy Commercial under case ZA82-024 (Ordinance No. 261-35).
November 19, 1985 - The northern portion of this site was zoned "H"-
Heavy Commercial with the annexation of this portion of the property under
Ordinance No. 319.
August 4, 1987 - Inclusive of the above described areas, approximately
342 acres, bounded by T.W. King Road, W. S.H. 114, W. Dove Road and
N. White Chapel Blvd. was zoned from "H" Heavy Commercial to "PUD"
Planned Unit Development allowing "R-1" and "R-2" Retail, "O-1" and "O-
2" office and "CS" Community Service district development under case
ZA87-015 (Ordinance 334-012).
September 19, 1989 - The above described 342 acres was given "PUD"
Planned Unit Development zoning allowing "C-3" General Commercial,
"CS" Community Service development with the adoption of the Zoning
Ordinance No. 480 and the official zoning map.
October 17, 1995 - A Zoning Change and Concept Plan for NR-PUD
allowing "C-3" General Commercial, "O-2" Office, "HC" Hotel and "CS"
Community Service development under Case ZA95-074 (Ordinance 480-
180) was approved for an approximately 127 acre portion of the previously
described 342 acres, west of the alignment of the approximate alignment of
Kirkwood Boulevard; "R-PUD" Residential Planned Unit Development
allowing detached single family residential development was approved
under Case ZA95-073 (Ordinance 480-179) for approximately 199 acre
portion of the previously described 342 acres, east of the approximate
alignment of Kirkwood Boulevard.
July 20, 1999 - A Zoning Change and Concept Plan for NR-PUD
allowing a variety of non-residential uses and development to include
"High-Tech" uses, "O-2 Office", "Parking Structures", "Hotel", "Restaurant"
was approved for approximately 155 acre under Case ZA99-056
(Ordinance 480-313). The area included portions of the above described
"NR-PUD" west of the alignment of Kirkwood Boulevard and a northern
portion of the "R-PUD" area east of the alignment of Kirkwood Boulevard.
October 19, 1999 - A Preliminary Plat for Lots 1-4, Block 1, Sabre Group
Campus was approved under Case ZA99-080.
November 18, 1999 - A Final Plat for Lots 1-4, Block 1, Sabre Group
Campus was approved under case ZA99-096.
Case No. Attachment A
MSP17-004 Page 2
January 18, 2000 - A Development Plan for Sabre Group Campus was
approved under Case ZA99-090.
March 20, 2007 - A Plat Revision for Lots 1R1, 1R2, 2R, 4R1, 4R2 and
4R3, Block 1, Sabre Group Campus was approved under case ZA07-025.
September 15, 2015 - A Plat Revision for Lots 1R1R1 and 1R1R2, Block 1,
Sabre Group Campus was approved under case ZA15-085.
April 19, 2016 – A Site Plan for TD Ameritrade was approved under case
ZA16-012.
STRATEGIC LINK: C4 – Attract & keep top-tier businesses to drive a dynamic & sustainable
economic environment
STAFF COMMENTS: 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@ci.southlake.tx.us for sign application processing and pre-
install inspections.
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.
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.
Case No. Attachment A
MSP17-004 Page 3
Master Signage Plan Application
The master signage program application shall include, at a minimum, the following
to be deemed a completed application:
A master site plan showing a location of each of the proposed signage type(s).
Dimension and label the sign types and include distance measurement of the
signs location from the nearest public right-of way.
Provide signage elevations (dimensioned and labeled) indicating proposed text
areas, materials, material finishes, colors, lighting and identifiable references as to
how the signage design relates to the proposed architecture. Identify any
landscaping elements proposed.
For all signage is to be mounted on building façades, provide accurate building
elevations that show signage dimension, signage location, text areas, materials,
material finishes, colors and identifiable references as to how the signage design
relates to the proposed architecture.
If the applicant is requesting any variances from the current regulations as part of
the master sign plan, please indicate the location of the variance, what the
variance request is for and specific reason/justification for the variance and how
the variance promotes are adheres to the design goals provided.
A master sign plan application will be considered by the City Council following a
recommendation by the Sign Board. The Sign Board’s recommendation will be
forwarded to the City Council for their consideration.
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.
Case No. Attachment B
MSP17-004 Page 1
Case No. Attachment C
MSP17-004 Page 1
SIGN VARIANCE REVIEW SUMMARY
Case No.: MSP17-004 Review No.: Three Date of Review: 07/22/17
Project Name: Master Sign Plan – TD Ameritrade
APPLICANT: IA Interior Architects OWNER: TD Ameritrade
Frances Bruns Milly Butler
2001 Ross Ave #4650 4600 Alliance Gateway
Dallas, TX 75201 Ft. Worth, TX 76177
Phone: 214-740-1922 Phone: 817-490-2906
Email: f.bruns@interiorarchitects.com Email: milly.butler@tdameritrade.com
Holley Higgins – h.higgins@interiorarchitects.com
Amanda Eggleston – a.eggleston@interiorarchitects.com
CITY STAFF HAS REVIEWED THE ABOVE REFERENCED PROJECT RECEIVED BY THE CITY ON 07/21/17 AND WE
OFFER THE FOLLOWING COMMENTS. APPLICATION APPROVAL IS ULTIMATELY DETERMINED BY CITY COUNCIL. IF
YOU HAVE ANY QUESTIONS OR NEED FURTHER CLARIFICATION, PLEASE CONTACT THE APPROPRIATE STAFF
MEMBER.
Planning Review
Lorrie Fletcher
Planner
Phone: (817) 748-8069
Email:lfletcher@ci.southlake.tx.us
1. The following comments are provided regarding the proposed signs. If you are requesting any
variances from the current Sign Ordinance 704-I regulations as part of the master sign plan,
please indicate the location of the variance, what the variance request is for and specific
reason/justification for the variance and how the variance promotes or adheres to the design
goals provided on pages 3 & 4 of this report.
• The following comments will address all components of your proposed master sign plan. If
what is proposed does not meet general sign ordinance criteria, a note will be added
describing the variance.
• (A) Three monument signs are proposed. One at the main entry and two at the rear entry.
o The two entrance locations (W Kirkwood Blvd) qualify the monument signs to
follow regulation criteria under All other streets.
1 per street front with a maximum of 2 per site – a variance has been
requested to allow 3 signs; please provide justification.
The maximum allowed width for monuments off W Kirkwood Blvd. is 13
feet or 2x the allowable monument sign height – a variance has been
requested to allow signs to exceed maximum allowed width –
proposed at 20 feet. Please provide justification.
The maximum allowed square footage for the sign face is 50 square feet
(per side) or a total of 100 square feet (both sides). The maximum allowed
sign face height is 4 feet. The way the proposed monument signs are
structured, there is not a distinct “sign face” which renders the entire
surface as the “sign face” – variances have been requested to allow
signs to exceed maximum allowed sign face area – proposed at 85
square feet, and sign face height – proposed at 5 feet 4 inches.
Case No. Attachment C
MSP17-004 Page 2
• (B) The submitted plan proposes one attached building sign. The sign is located on the
west elevation facing SH 114. The sign is also placed as an upper story sign.
o The maximum letter height allowed is 42 inches. Maximum letter height proposed
at 32 ½ inches.
o The maximum logo height allowed is 52.5 inches – a variance has been
requested to allow the logo height at 67 inches.
o Maximum sign area is determined by lease space width. Proposed sign area of
96.65 square feet is consistent with ordinance criteria. (max 400 sf allowed)
o Letter / logo colors and illumination consistent with ordinance criteria.
• (C) The submitted plan proposes three directional signs; all three signs will be visible from
the right of way.
o Directional signs are required to have a minimum of 6 inches of masonry sign
structure or material matching the building completely surround the sign face. The
approved site plan elevations show approximately 12% of the building material as
metal – a variance has been requested to allow directional sign structures as
proposed (without matching masonry material used on building).
o Directional signs are limited to two per site – a variance has been requested to
allow three directional signs.
o Directional signs are allowed a maximum sign face area of 4 square feet – a
variance has been requested to allow sign face area as proposed at 9 square
feet.
• (D) The submitted plan proposes a Welcome Sign. Staff determined this sign would
qualify as a directory sign.
o Directory signs are required to have a minimum of 6 inches masonry sign structure
completely surround the sign face – a variance has been requested to allow the
directory sign structure as proposed (without matching masonry material
used on building).
• (E&F) Because the proposed building mounted address and garage mounted address
both exceed 5 square feet, they are considered as attached building signs and are
counted towards the area of signage permitted on the façade where they are located.
However, there is no other signage proposed on either facade which renders the address
“signs” exempt.
Case No. Attachment C
MSP17-004 Page 3
Informational Comments:
* Monument Signs for Businesses Standard Criteria:
* 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
6. 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.
7. 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 C
MSP17-004 Page 4
8. To improve the overall visual cohesive appearance of the site through signage
guidelines, with strong consideration that the visual streetscape.
9. To promote a “sense of place” for the City of Southlake while promoting creative
design for individual developments.
10. To promote signage as an architectural complement rather than being visually and
thematically disconnected.
Master Signage Plan Application
The master signage program application shall include, at a minimum, the following
to be deemed a completed application:
A master site plan showing a location of each of the proposed signage type(s).
Dimension and label the sign types and include distance measurement of the
signs location from the nearest public right-of way.
Provide signage elevations (dimensioned and labeled) indicating proposed text
areas, materials, material finishes, colors, lighting and identifiable references as to
how the signage design relates to the proposed architecture. Identify any
landscaping elements proposed.
For all signage is to be mounted on building façades, provide accurate building
elevations that show signage dimension, signage location, text areas, materials,
material finishes, colors and identifiable references as to how the signage design
relates to the proposed architecture.
If the applicant is requesting any variances from the current regulations as part of
the master sign plan, please indicate the location of the variance, what the
variance request is for and specific reason/justification for the variance and how
the variance promotes are adheres to the design goals provided.
A master sign plan application will be considered by the City Council following a
recommendation by the Sign Board. The Sign Board’s recommendation will be
forwarded to the City Council for their consideration.
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.