Item 9B - MSP17-002 Final MemoCase No.
MSP17-002
S T A F F R E P O R T
September 7, 2017 Final Memo
CASE NO: MSP17-002
PROJECT: Master Sign Plan for Baylor Scott and White – USPI Southlake Medical
Office Building
EXECUTIVE
SUMMARY: 3d Signs and Graphics, on behalf of the owner, Tower Road Real Estate, is
requesting approval of a Master Sign Plan for Baylor Scott and White – USPI
Southlake Medical Office Building located at 925 E. Southlake Blvd. for the
following: Off-site main monument sign (Sign 1A) located on E. Southlake Blvd.; a
secondary monument sign (Sign 1B) on Tower Blvd.; two upper story signs (Signs
2 and 3); and two first story signs (Signs 4 and 5).
REQUEST: The Baylor Scott and White – USPI Southlake Medical Office Building is located in
the Tower Plaza development on the west side of Tower Plaza Blvd. between
Zena Rucker Road and E. Southlake Blvd., west of S. Carroll Avenue. The Sign
Ordinance No. 704, as amended, prohibits upper story or off-site signage unless
approved as part of a master sign plan or variance.
At the August 3, 2017 Sign Board meeting, recommendations were made to bring
all proposed signage into compliance with sign ordinance size requirements. The
Sign Board also recommended limiting the upper story signage to two (2) and
allowed an off-site business monument sign and attached building signs to be
located on non-congruent lease space facades. Specific details of the motion
approved by the Sign Board can be found in Attachment A, page 1 of this report.
Since the Sign Board meeting, the applicant has modified the request to four
proposed attached signs by removing 4 upper story signs from the master sign
plan and proposing the relocation of an approved sign location. The applicant is
seeking to remove the upper story east tower (approved by the Sign Board) in
order to request an upper story sign on the north façade (west of the original
request location) for Touchstone Imaging within their lease space. Additional
changes include the off-site monument sign redesign and the adjusted location of
the two first floor signs to within the lease spaces.
The revised site plan showing the locations of the six (6) proposed signs:
Department of Planning & Development Services
Case No.
MSP17-002
The revised proposed Master Sign Plan includes sign regulations for Building 1
located at 925 E. Southlake Blvd. for two (2) upper story attached signs on the
north elevation, two (2) attached signs on the first floor of the east elevation, an
on-site monument sign and an off-site monument sign. The details of the revised
proposed Master Sign Plan are as follows:
• Two (2) two upper story attached signs (north elevation) – Signs 2 and 3.
Sign 2 is located on a façade wall not congruent to the tenant’s lease
space and Sign 3 is located within the tenant lease space, but is located
within the center of the upper story façade.
• Two (2) 1st floor attached signs (east elevation) – Signs 4 and 5.
• One (1) on-site business monument sign located at the entrance off of
Tower Blvd. – Sign 1B.
• One (1) off-site business monument sign located on the northern lot off of
Southlake Blvd. – Sign 1A. A letter from the property owner has been
provided and included in the meeting packet.
Sign Proposed Allowed under 704-I
Off-Site Monument Sign 1A
(SW corner of E. Southlake Blvd.at Tower Blvd.)
1. Off-site sign (Bldg. 1)
2. 8 feet total ht. (sign base
included in ht.)
3. 4 ft. 6 inch sign face ht.
4. 30.31 sq. ft. sign face
area (per side)
5. 10 ft. 8 inches sign width
6. Full 6 inch masonry
surround
7. 8 inch address numbers,
illuminated on sign panel
8. 6 sign face panels in dark
bronze face sign cabinet
9. White internal illum.
10. Sign structure is brick
and stucco matching
building masonry
1. On-site sign
2. 8 feet max. total ht. with 2
ft. ht. sign base max.
3. 6 feet max. sign face ht.
4. 60 sq. ft. max. sign face
area (per side)
5. 16 ft. max sign width
6. 6 inch masonry frame
7. 8 inch address numbers,
illuminated
8. 6 tenant panels max.
9. Illumination allowed
10. Sign structure must be
masonry and match the
front façade of the
building
Case No.
MSP17-002
Sign Proposed Allowed under 704-I
On-Site Monument Sign 1B
(Tower Blvd. entrance)
1. On-site sign
2. 6 ft. total ht. (sign base
included in ht.)
3. 3 ft. sign face ht.
4. 26 sq. ft. sign face area
(per side)
5. 11.5 ft. sign width
6. 6 inch masonry frame
7. 6 inch address numbers,
illuminated
8. 6 tenant panels on dark
bronze sign cabinet
9. Internal illumination
10. Sign base and structure
matches the building
masonry materials
1. On-site site
2. 6.5 ft. ht. max.
3. 4 ft. max sign face ht.
4. 50 sq. ft. max. sign face
area (per side)
5. 13 ft. sign width
6. 6 inch masonry frame
7. 6 inch address numbers,
illuminated
8. 6 tenant panels max.
9. Illumination allowed
10. Sign base and sign
structure shall be brick
stone or masonry material
matching the front façade
of the building
Attached Sign 2
(North elevation)
1. Upper story sign with 1st
floor lease and not located
within lease space frontage
(non-leasable common
area)
2. 22.5 ft. sign width within
75% of single plane façade
3. 20.63 and 7.81 inch letter
ht.
4. 79.39 sf total sign area
5. 47.35 inch logo height
6. 17.39 sf logo area
7. Reverse lit letters and
logo: blue channel cut
letters and logo (Blue, Teal
& Yellow)
1. Each lease or tenant space
shall be permitted only one
attached building sign per
street front and within lease
space. Upper story signs
require a Master Sign Plan
or variance.
2. 22.5 ft. allowable sign width
within 75% of single plane
façade
3. 42 inch max. letter ht.
4. 91 sf sign area based on
133 ft. lease width on 1st
floor (shown in blue). Total
sign area to fit within
allowable sign width.
5. 52.5 inch max. logo ht.
6. 18.2 sf logo area 20% of
allowable sign area
7. Reverse channel letters
may be any color with white
or off-white lighting. Logos
may use any color.
Case No.
MSP17-002
Sign Proposed Allowed under 704-I
Attached Sign 3
1. Sign is an upper story sign
and located within the
tenant lease space and
located within the façade
(not within 75% of lease
space)
2. 14.5 ft. sign width within
75% of single plane
façade
3. 21.41 and 10 inch letter ht.
4. 34.65 sf total sign area
5. 27.5 inch logo height
6. 5.58 sf logo area
7. Reverse lit letters and
logo: Black channel cut
letters and logo (Blue,
Rust & Olive)
1. Upper story signs require a
Master Sign Plan or
variance. Centered within
75% of single plane façade.
2. 39.75 ft. sign width
3. 42 inch max. letter ht.
4. 75.6 sf total sign area.
Area is determined by
lease space width and
what can fit into the middle
75% of the single plane
facade(must be located
within lease space
frontage)
5. 52.5 inch logo height
6. 15.12 sf logo area (20% of
allowable sign area)
7. Individually-mounted
channel letters must be
white, ivory, black, grey,
beige or similar neutral
colors for internal
illumination. Reverse
channel letters may be any
color with white or off-white
lighting. Logos may use
any color.
Attached Sign 4
(east elevation)
1. Located within the 75%
façade width
2. 9.86 ft. sign width
3. 9.04 and 3.42 inch letter ht.
4. 15.02 sf total sign area
5. 20.75 inch logo height
6. 2.99 sf logo area
7. Reverse lit letters and logo:
blue channel cut letters and
logo (Blue, Teal & Yellow)
1. Centered within 75% of
single plane façade
(57.42 ft. lease width)
2. 43 ft. allowable sign width
3. 16 inch max. letter ht.
4. 40.2 sf total sign area.
5. 20.75 inch logo height
6. 8 sf logo area (20% of
allowable sign area)
1. Individually-mounted
channel letters must be
white, ivory, black, grey,
beige or similar neutral
colors for internal
illumination. Reverse
channel letters may be
any color with white or off-
white lighting. Logos may
use any color.
Case No.
MSP17-002
ACTION: Approved
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Link to Presentation
Link to Master Sign Plan Exhibits
Staff Sign Matrix
STAFF CONTACT: Ken Baker 817-748-8067
Patty Moos 817-748-8263
Attached Sign 5
(east elevation)
1. Located within the tenant
lease space and within the
75% façade width
2. Sign width to be determined
per ht. of the elements so
that overall sign does not
exceed 7.14 sf.
3. 16.7 inch max letter height
within the sign area shown
4. 7.14 sf max. sign area
5. 21.75 inch max. logo ht.
6. 7.14 sf max. logo area
limited to within sign area as
shown
7. Reverse lit letters and logo
Sign 5 overall size and height above
ground should be approximately the
same visually at the pharmacy logo
located in the adjacent lease space.
1. Centered within 75% of
single plane façade (48.6
ft. lease width)
2. 38.9 ft. allowable sign
width
3. 16.7 inch max. letter ht.
4. 38.9 sf total sign area.
5. 20.9 inch logo height
6. 7.78 sf logo area (20% of
allowable sign area)
7. Individually-mounted
channel letters must be
white, ivory, black, grey,
beige or similar neutral
colors for internal
illumination. Reverse
channel letters may be any
color with white or off-white
lighting. Logos may use
any color.
Case No. Attachment A
MSP17-002 Page 1
BACKGROUND INFORMATION
APPLICANT: 3D Signs and Graphics
OWNER: Tower Road Real Estate
PROPERTY ADDRESS: 925 E. Southlake Blvd and 905 E. Southlake Blvd. (off-site sign)
HISTORY: There is no sign history for this site.
STRATEGIC LINK: C4 – Attract & keep top-tier businesses to drive a dynamic & sustainable
economic environment
STAFF COMMENTS: Listed below are City Council approved sign variances and master sign
plans for off-site monument signs and upper story signs:
February 6, 2013; City Council approved a signs variance to allow the
construction of an off-site multi-tenant monument sign for Lasercare Eye
Center, located at 1900 East State Highway 114.(SV12-022)
March 5, 2013; City Council approved a master sign plan for Forest Park
Medical Center that included approval of the upper story signs for the north
and west elevation of the main hospital building (MSP13-002).
April 16, 2013; City Council (on the consent agenda) approved an
amendment to the approved Master Sign Plan for the Forest Park Medical
Center to allow upper story signs with white letters on the north and east
elevations of the parking garage (MSP13-004)
January 21, 2014; City Council approved the motion to grant the variance
to allow the construction of an off-site monument sign for the Silver Ridge
Assisted Living Center on an unplatted property located at 2051 East
Kirkwood Boulevard. (SV14-001)
June 21, 2016; City Council approved sign regulations for four (4) attached
signs (north, east and west elevations) including two upper story signs on
the east and west elevations; a business monument sign and three (3)
temporary construction fence banners for the Granite Place development;
noting that any colors for signage must comply with Zoning Ordinance No.
480, Section 33.21, but also noting that the applicant can come directly
back to City Council with an expedited review and waived applications fees
so the City Council can consider variances as it relates to modifications to
the Master Sign Plan to accept additional colors; and noting City Council’s
approval of one tenant per monument sign panel with a max.imum of four
tenants per monument sign.
January 17, 2016; City Council (on the consent agenda) approved a sign
variance for the Southlake Professional Park to allow one (1) business
monument sign with eight (8) sign panels that serves all three (3) sites and
forgoing the ability to have any monument signage on the remaining lots
(SV16-017).
Case No. Attachment A
MSP17-002 Page 2
SIGN BOARD: August 3, 2017; Sign Board (6-1, Forman dissent) approved a motion as
presented; subject to the Staff Report dated August 03, 2017; further
subject to the following comments; with respect to off-site signs, off-site
monument sign 1A- location approved only. Sign must meet all other
ordinance criteria; attached sign 2A- location approved only (upper story
north elevation). Sign must meet all other sign ordinance criteria;
attached sign 3A- denied; attached signs 4 & 5- location approved only,
centered over east elevations entrances (not within middle 75% of
congruent lease space façade). Signs 4 & 5 must meet all other
ordinance criteria; Future tenant attached signs 3B, 3C, 3D, & 3E-
location for sign 3E approved only (east elevation) and must meet all
sign ordinance criteria. Flexible to any tenant occupying lease space
within the building at landlord’s discretion for sign 3E, and denying signs
3B, 3C, and 3D; and on-site monument sign 1B is approved as
presented (shown in compliance with ordinance).
The Sign Board member who cast a dissenting vote stated the following
reason:
Chairman Forman stated that he wanted to see renderings
before moving it forward.
CITY COUNCIL: September 5, 2017; Approved (6-0) subject to the Staff Report dated
August 29, 2017; noting that the approval of the Master Sign Plan is as
presented; specifically noting the Building I, medical office building, be
allowed to have four (4) attached signs which include the following: first,
two (2) upper story attached building signs on the north façade of the
building facing FM 1709 and matching the sign specifications presented
this evening; and secondly two (2) first story attached building signs on the
east facade facing Tower Blvd. and matching the signs specifications
presented this evening; in addition, we are allowing a maximum of two
monument signs for the entire 5.7 acre site, noting that the monument
signs will match the sign specifications presented this evening.
STAFF COMMENTS:
Sign Ordinance No. 704-I Criteria:
Table 4: Attached Signs
1. Permitted attached signs include the following:
a. Reverse Channel Sign (any color letter). Back light color
shall be limited to white or off white. No illumination shall
have exposed bulbs whether they are LED or any other type
b. Individually-mounted channel letters that comply with the
following rules:
• If the sign only contains words and no logo, the
lettering may occupy 100 percent of the permitted
area and the sign and must be white, ivory, black,
grey, beige or similar neutral colors.
• If the sign has lettering and a logo, the logo may only
cover 20 percent of the permitted sign area and may
Case No. Attachment A
MSP17-002 Page 3
be of any color. The letters must be white, ivory,
black, grey, beige or similar neutral colors.
• If the sign consists of a logo only, the logo may cover
100 percent of the sign and use any color.
2. Each lease or tenant space shall be permitted only one attached
building sign per street front with a maximum of two signs per
tenant/lease space.
3. The dimensions of each of the two signs shall be based upon the
street typology that the respective building façade fronts on.
4. The distance from the edge of pavement shall be measured from
the closest street which has clear visibility of the entire
façade/tenant space in question.
5. Each sign shall be located in the middle 75% of the single plane
façade or centered on an articulated surface of the building façade.
6. Exposed neon is prohibited.
7. The maximum logo height for an attached sign may be no more
than 125% of the maximum permitted letter height.
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.
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
MSP17-002 Page 4
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.
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.
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.
Case No. Attachment B
MSP17-002 Page 1