Item 9BCase No.
MSP18-0005
S T A F F R E P O R T
January 29, 2019
CASE NO: MSP18-0005
PROJECT: Master Sign Plan for Ward Retail
EXECUTIVE
SUMMARY: Priority Signs and Graphics, on behalf of ATA Construction, is requesting
approval of a master sign plan under the provisions of the Sign Ordinance No.
704, as amended, to allow three (3) attached building signs to be located on
two tenant lease spaces (2 on west façade and 1 on south façade). The Ward
Retail building is located at 1500 N. Kimball Avenue, Southlake, Texas.
REQUEST
DETAILS: The Ward Retail building is located on the southwest corner of the intersection
of W. Dove Road and N. Kimball Avenue.
The proposed Master Sign Plan (MSP) includes sign regulations for three (3)
attached building signs two (2) on the west façade, 1st floor and one (1) on the
south elevation 1st floor). There is one (1) existing on the south elevation of the
building. The proposed Master Sign Plan details are indicated below.
Sign Type Proposed Sign Details Current 704-I Regulations Proposed Location
Attached Building Sign
Internal Drive
North and West
Elevations
• 3 signs total (2 on west
elevation and 1 on
south elevation)
• 2-inch depth reverse
14-inch channel letters
mounted flush to the
building
• Non-illuminated
• 26 s.f. in area max.
• Tenant is limited to the
square footage allowed
by the tenant lease
space
• All other requirements
apply of the Sign
Ordinance as amended
• Max letter height allowed
is 14 inches for internal
drives
• Max. logo 125% of max.
letter ht. is 17.5 in.
• Max area allowed is 100
s.f. for internal drives.
Allowable sign area:
• west façade right sign
allowable sign area is
20 sf
• west façade left sign
allowable sign area is
37.2 sf
• south façade left sign
allowable area is 42 sf
• One attached sign
allowed per street front
with a maximum of two
signs per tenant lease
space.
South Elevation - 1 sign
West Elevation - 2 signs
Department of Planning & Development Services
Case No.
MSP18-0005
ACTION NEEDED: Consider Master Sign Plan approval
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Link to PowerPoint Presentation
Link to Plans
STAFF CONTACT: Ken Baker (817)748-8067
Patty Moos (817)748-8269
Case No. Attachment A
MSP18-0005 Page 1
BACKGROUND INFORMATION
APPLICANT: Priority Signs and Graphics
PROPERTY SITUATION: 1500 N. Kimball Avenue, Southlake, Texas.
LEGAL DESCRIPTION: Lot 34, F. Throop No. 1511 Addition
CURRENT ZONING: “C1” Neighborhood Commercial District
HISTORY: June 20, 1972; City Council rezoned the property from “AG” Agricultural
District to “L” Light Commercial District.
September 19, 1989; City Council placed “C-1” zoning on the property
with the adoption of Zoning Ordinance No. 480.
April 20, 2004; City Council approved a Specific Use Permit was
approved by City Council to allow a snow-cone stand for the months of
April through August. (ZA04-014)
March 15, 2005: City Council approved a Specific Use Permit l to allow
a snow-cone stand for a period of two years. (ZA05-003)
March 6, 2007; City Council approved a Specific Use Permit to allow a
snow-cone stand for a period of three years. (ZA07- 020)
February 2, 2010; City Council approved a Specific Use Permit to allow
a snow-cone stand for a period of three years. (ZA09-072)
On January 27, 2012, demolition permits were issued for the previous
one story brick and metal commercial building (1299 E Dove Road) and
one story brick building (1500 N Kimball Avenue). The buildings were
utilized by a variety of businesses, including an office, cleaners, a video
store, and a salon.
August 31, 2012; a plat was filed for lot 34, F. Throop Addition No. 1511
(record #D212214780) (ZA12-010)
June 12, 2013; City Council approved a Specific Use Permit to allow a
snow-cone stand for a period of three years on (ZA13-006)
January 19, 2016; City Council approved a site plan; noting the
applicant’s willingness to comply with articulation requirements under
the Residential Adjacency Overlay regulations, and noting that approval
is subject to the staff report dated December 30, 2015 and Site Plan
Review Summary No. 2 dated December 30, 2015, and specifically
approving both variances for driveway separation and tree preservation.
(ZA15-136)
September 12, 2017; a commercial building permit was issued for the
Ward Retail Building.
Case No. Attachment A
MSP18-0005 Page 2
December 4, 2018; City Council approved a sign variance to the allow
the upper story 2nd floor sign to be placed lower on the building 1st floor
level; and the applicant will work with staff to come back with a master
sign plan the entire building (no other signs will be permitted without the
master signs plan in place). (SV18-0008)
SIGN BOARD: January 17, 2019; Approved (5-0) granting the master sign plan subject
to the Staff Report dated January 11, 2019 and noting two stipulations;
one, that the tenant must have frontage where the sign is located and
the second one being, no more than one tenant sign on each side of the
building.
STAFF COMMENTS: City Council approval of the request does not eliminate the requirement
for an appropriate sign application submittal prior to sign installation.
Please contact Seantay Carpenter for sign application processing and
pre-install inspection. Seantay can be reached at 817-748-8215 or
scarpenter@ci.southlake.tx.us.
DESIGN GUIDELINES:
8.4.9 Multistory Buildings
a. For multistory corporate offices and hotels, signs should be limited
to monument signs and possibly a single façade sign of
appropriate scale and size that identifies the name of the major
tenant or building.
b. For multistory commercial buildings, upper story signs should be
limited to tenants that have a minimum of 25 feet of horizontal
building frontage.
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.
Case No. Attachment A
MSP18-0005 Page 3
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.
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,
Case No. Attachment A
MSP18-0005 Page 4
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.
N:\Community Development\MEMO\Signs\2018\0005 - MSP – Ward Retail
Case No. Attachment B
MSP18-0005 Page 1