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Item 9A 13 CITY OF SOUTHLAKE Department of Planning & Development Services STAFF REPORT August 8, 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). Sign Types ® Monument Signs- Q—,k43 r r ----------- Building-Mounted Lit Logo Sign-------Q�,�rrY 1 Site Automobile DirectionalQ—*43 (D Welcome Sign--------------------------Q—,1 © Building-Mounted Address Q„ 141 9 - Q Garage-Mounted Address Q—k4 i WAN aau- - Y Case No. MSP17-004 The proposed Master Sign Plan details are indicated below. Staff has indicated in red any proposed regulations which do not adhere to the current sign regulations. Sign Proposed Sign Details Current 704-1 regulations (A) Monument Sign — Main Entry 1. One sign is located at the main Entrance off of W. Kirkwood Blvd. directly across 1. One monument sign TIM Q� 3oo — from T.W. King Road per street front (TD Ameritrade 2. Maximum sign - - ---- _-.- Drive). height allowed is 6 '/2 2. The height of the feet sign is 5 feet 4 3. Maximum sign width inches (measured allowed is 13 feet from finished grade 4. Maximum sign face at center). area is 50 square 3. The sign width is feet per side (100 sf approximately 20 total) feet per side. 5. Maximum sign face ---- 4. The sign face area is height is 4 feet approximately 21 6. Illumination may be --_ ' square feet per side. internal, backlit or Rol - 5. Maximum sign face external height is 2.8 feet 6. Internally-illuminated reverse-channel graphics (white LED) (A) Monuments Signs — Rear Entry 1. Two signs located at 1. One monument sign :1, the drive entrances per street front with parking the to SQA � p 9 a maximum of 2 per aka garage entrance off site (total of 3 lr of W. Kirkwood Blvd. monument signs - -_ ----- _- - 2. The maximum height proposed on site). of the sign is 5 feet 4 2. Maximum sign inches (measured height allowed is 6 '/2 from finished grade feet at center) 3. Maximum sign width 3. The sign width is allowed is 13 feet approximately 20 4. Maximum sign face Ila, feet. area is 50 square 4. The sign face area is feet per side (100 sf approximately 20 total) = square feet per side 5. Maximum sign face 5. The sign face height height is 4 feet is approximately 2.6 6. Illumination may be feet --- 6. Internally-illuminated internal, backlit or reverse-channel external graphics (white LED) Case No. MSP17-004 Sign Proposed Sign Details Current 704-1 regulations (B)Attached Building Sign -5 1. Upper story signs Trequire City Council Amer'trad approval 2.2. Maximum letter height allowed is 1. One upper story 40.8 inches (based attached building sign on location of on the west elevation freeway lane) facing SH 114 3. Maximum logo 2. Letter height 32 '/2 height allowed is 51 inches inches (based on 3. Logo height 67 inches freeway lane E—ple Nightfime Logo 4. Sign located outside of location which is the middle 75% by approximately 268 approximately 23 feet from the inches building) 5. Sign area 96.65 4. Each sign must be = square feet located within the 6. Internally illuminated middle 75% of the _ channel letters neutral single fagade =7 color— light up as 5. Maximum sign area _ white at night allowed is 400 E.omple Uoyfime Logo square feet 6. Internally illuminated channel letters must be neutral in color when lit (C) Directional Signs 1. Directional signs are 36"— limited to two (2) per ,fl 1/2„ fih ' 1. Three (3)vehicular site directional signs 2 Directional signs that bye. < VISITOR 2. Dark metal finish-no are visible from the 1PARKING masonry right of way shall 3. Sign height 3 feet have a minimum of 6 inches of masonry 4. Sign face area sign structure or approximately 2.4 to 6 square feet material matching 5. Sign structure area 9 the building LEFT "'G"� completely surround square feet the sign face. 6. Non-illuminated 3. Maximum height b allowed is 3 feet - * See Exhibit C for 4. Maximum sign face VISITOR alternative directional area allowed is 4 _ PARKING square feet signs per Sign Board 5. Sign structure area DELIVERIES recommendation. 10 square feet 6. Illumination not required Case No. MSP17-004 Sign Proposed Sign Details Current 704-1 regulations (D) Directory Sign —Welcome Sign 1.One (1)sign per street a entrance 36 1/_ 2.A minimum of 6 inches Welcome _ �y, of sign structure must 1.One (1)Welcome to completely surround 1 TD Ameritrade sign sign face. 2.Dark metal finish-no 3.Sign shall be located masonry along an internal drive 3.Located along TD or street within the RIG R Ameritrade Drive development. 4.Sign height 3 feet 4.Maximum total height 5.Sign face area 3.5 61/2 feet/ maximum square feet sign structure height 5 6.Non-illuminated feet. 5.Maximum sign face area 50 square feet (per side). P,on 6.Illumination not required (E) and (F) Mounted Addresses 1.Address signs in excess of five (5) square feet in area E��R shall be considered attached business signs and shall be counted toward the area of signage permitted on a building fagade or monument. Dark metal 24 inch 2.Attached business address numerals signs must be located located on south fagade within the middle 75% of the building and south of the single plane facing fagade of parking fagade. garage 3.A maximum 14 inch letter height is f 1. Approximately 11 '/2 permitted as an square feet attached sign at the f _ 2. Addresses are right proposed locations justified on the 4.I1lumination not facade required 3. 24 inches in height 4. Non-illuminated ' The proposed address _ numerals are located on facades that do not include any other signage. With the address signs being evaluated as attached building signs, the main campus bldg. has two attached bldg. signs and the parking garage has one attached building sign which are permitted by ordinance. Case No. MSP17-004 Sign Board Recommendation Applicant's Response noting the applicant's willingness at a future potential Council meeting to show alternatives to the directional The applicant has provided a supplemental signs and welcome sign that incorporate masonry document showing alternatives for the surrounds consistent with the masonry utilized on the proposed directional signs. It has been included in the meeting packet as Exhibit C. monument signs ACTION NEEDED: Consider approval of Master Sign Plan ATTACHMENTS: (A) Background Information (B) Vicinity Map Link to Presentation Link to Master Sign Plan — Exhibit A Link to Master Sign Plan "per sign ordinance" — Exhibit B Link to Directional Signage Supplemental — Exhibit C Link to Details of Request Staff Matrix STAFF CONTACT: Ken Baker (748-8067) Lorrie Fletcher (748-8069) Case No. MSP17-004 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, "0-1" and "0- 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, "0-2" 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, "0-2 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 1 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 1 R1 R1 and 1 R1 R2, 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 SIGN BOARD: August 3, 2017; Approved (7-0) as presented, subject to the Staff Report dated August 3, 2017; noting the applicant's willingness at a future potential Council meeting to show alternatives to the directional signs and welcome sign that incorporate masonry surrounds consistent with the masonry utilized on the monument signs. 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(a)ci.southlake.tx.us for sign application processing and pre- install inspections. Monument Signs for Businesses Standard Criteria: Table B:Monument signs for Businesses 1. The sign base and sign structure shall be brick,stone,or masonry material matching the front fagade of the building. The sign face shall be framed by a minimum of 5'of brick,stone,or masonry material matching the front fagade of the building. 2. Signs with changeable copy may not change more than once per day. 3. Main Streets shall not have monument signs. 4. Maximum total height is measured from the finished grade at the center of the sign. If the finished grade at the center of the sign is higher than the finished grade of the closest paved surface, then the height shall be measured from the finished grade of the closest payed surface. 5. The monument base shall be a maximum of 2 feet in height and shall be included in the calculation of total height. 6. A monument sign width cannot exceed 2 times {24 the allowable sign height 7. Illuminated,internal,backlit or externally lit address numbers are required on business monument signs and shall be located within the top 20 of the sign structure. Address numbers must be a minimum of 8 inches in height along freeways and regional boulevards and a minimum of 6 inches in height on all other streets. If the area of the address number is 5 square feet or less,the area will not count toward the maximum sign face area. B. For multi-tenant developments, the development name, if included as an integral part of the monument structure (i.e_, not a separate panel),will not count toward the maximum sign face area as long as the area of the development name does not exceed 2096 of the allowable maximum sign face area. 9. Logos shall not exceed 25%of the area of the sign panel. 10. For signs with multiple sign panels,the background color for all sign panels on the sign shall be consistent. 11. A monument tenant sign panel will be limited to one tenant name on a monument sign panel. Case No. Attachment A MSP17-004 Page 2 Table&; Montirnent Signs For Businesses Ma Xini UP? A9exiniu+n bfaxirrrum Sign .maxuMum mininfurn street TOW maximum Typaingy Number of Signs Height Height o€ width fee Area(square Number o€ Required (feet) sigh face feet] Sign Panels Setbacks Freeways 1 per eve•y c0]Fee-of nighway frontage -CO s.=.(tDta;and 2C S.H.114 K&a maximum of 12 fe=_: 1]=eet �4 s.f. r sign face 2 1" Regional Boulevards 1 Per every 500 feel of regional boulevard _ 120 s.f.(tDta l)and CC (F.IA. 1749 frontad=_with a maximum of 2 3 feet °-eet 15 ft. s.f.per sign face 12 feet and F.M. 1938 All other 1 per s:raet f•onn a with a-­ ti imum o`2 e feet 5 -CO s.`.(tota;and 50 streets ise crated G a mi---l.^l c90 feet'- inches `-eet 13 feet s- �r sign-ace 10 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. 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. Case No. Attachment A MSP17-004 Page 3 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 fagades, 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 A MSP17-004 Page 4 Vicinity Map 3000 TD Ameritrade Lane TD Ameritrade DFW Campus •rr x f - r a VL� 4 �r v a _ -_ate•- _ ti ~�R t MSP17-004 r Master Sign Plan 0 800 11,10o 3.200 Feet Case No. Attachment B MSP17-004 Page 1 Informational Comments: 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. 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 fagades, 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 Case No. Attachment C MSP17-004 Page 1 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 C MSP17-004 Page 2