Loading...
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.