Item 9CCASE NO: SV20-0008
PLANNING & DEVELOPMENT
SERVICES
STAFF REPORT
May 26, 2020
PROJECT: Sign Variance for Hollywood Feed
EXECUTIVE
SUMMARY: Ezzi Signs is requesting approval of a sign variance for Hollywood Feed, under
REQUEST
DETAILS:
Case No.
SV20-0008
the provisions of the Sign Ordinance No. 704, as amended, and of the Master
Sign Plan for Shops of Southlake, to allow one existing attached building sign
and a proposed attached sign to be located on two elevations of the lease
space. The property is located at 1251 E. Southlake Blvd., Suite 315,
Southlake, Texas.
The Hollywood Feed store has relocated from 200 N. Kimball, Ste 200, in the
Southlake Corners shopping center, to 1251 E. Southlake Blvd. in the Shops of
Southlake at the southeast corner of the S. Carroll Avenue and E. Southlake
Blvd. intersection.
The sign variance request includes one existing attached building sign that was
relocated from their previous lease space that has been installed on the south
facade of the new lease space. The existing sign was conforming with the
City's Sign Ordinance at the time is was permitted and installed at their
previous location. The south fagade sign is not compliant with the Sign
Ordinance 704, as amended, as the sign is face lit, non -neutral colors (not
permitted), has a backer plate (not permitted) that does not match the building
fagade brick as required with the Shops of Southlake Master Sign Plan, and the
tag line is a internally lit cabinet sign (not permitted).The second proposed sign
on the north facade facing E. Southlake Blvd. was originally proposed to match
the south fagade sign. Since the Sign Board meeting, the applicant has revised
the sign design to be compliant with the Sign Ordinance and the Shops of
Southlake Master Sign Plan.
The details of the sign variances requested at the May 21St Sign Board are as
follows:
Sign Type
Proposed Sign Details
Current 7044
Regulations
Shops of Southlake
MSP
• Lease width: 47.75 ft.
•Sign width: 12 ft.
•Maximum sign area
• Letter ht.: 18 in. and 2 in.
• Max. sign area
allowed: NA
(per MSP)
• Sign Width: 9.33 ft.
allowed: 35.81 sq. ft.
• Max. allowable letter
•Sign Area: not applicable
Backer plate
height: 18 in.
Attached Building
per MSP
prohibited
9 Backer plate must
South Elevation
* Backer plate, brown
Cabinet signs
swatch the fa�;ade
current) installed)
(currently i)olden
yellow face lit
prohibited
brick
let
• Neutral colored
• Internally lit cabinet tag
in ally lit letter
face
lure sign golden yellow
letters can red background
Proposed Signs:
South Elevation
Since the May 21, 2020 Sign Board meeting, the applicant has indicated that the north elevation sign
will comply with the Sign Ordinance No. 704, as amended, and the Shops of Southlake Master Sign
Plan.
Case No.
SV20-0008
North Elevation (Revised for 6-2-20 CC)
Meets Sign Ordinance No. 704, as amended, and Shops of Southlake Master Sign Plan
ACTION NEEDED: Consider Sign Variance Approval
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
PowerPoint Presentation
Demonstration
Plans
Landlord Approval
STAFF CONTACT: Ken Baker (817)748-8067
Patty Moos (817)748-8269
Case No.
SV20-0008
BACKGROUND INFORMATION
APPLICANT: Ezzi Signs
PROPERTY SITUATION: 1251 E. Southlake Blvd., Southlake, Texas.
LEGAL DESCRIPTION: Lot 1 R, Block 1, Shops of Southlake Addition
CURRENT ZONING: "S -P-2" Generalize Site Plan District
HISTORY: The Conditional Sign Permit for the Shops of Southlake was approved
by City Council October 18, 2005. An amended Master Sign Plan was
approved by City Council on June 7, 2011.
City Council approved a sign variance request for Patina (Suite 315) to
allow 2 signs on each facade for the north and south facades. (SV11-
014)
SIGN BOARD: May 21, 2020; Approved (6-0) subject to the Staff Report dated May 15,
2020 with approval of the variance request for the sign the south side of
the building but not approving the variance request for the north side of
the building; and recommending the applicant take an alternative
drawing before City Council that complies with the City Ordinance..
STAFF COMMENTS: Note: Under Sign Variance SV19-0011, City Council approved an
existing sign from another property to be installed at Gateway Plaza.
The sign included red internally lit letters on a backer plate on October
1, 2019.
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
scar enter@ci.southlake.tx.us.
el
• Multistory C • •
a. For multistory corporate offices and hotels, signs should be limited
to monument signs and possibly a single fagade 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
Case No. Attachment B
SV20-0008 Page 1
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
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 sign's 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 relates to the proposed architecture.
Case No. Attachment B
SV20-0008 Page 2
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.
WCommunity DevetopmenhMEMOOgnsOgn Variance1202OW20-0008 - Hollywood Feed
Case No. Attachment B
SV20-0008 Page 3
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SV20-0008
Sign Variance
Case No. Attachment B
SV20-0008 Page 4