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Item 9BCASE NO: MSP20-0002 • STAFF REPORT June 9, 2020 PROJECT: Master Sign Plan for Delta Hotel by Marriott EXECUTIVE SUMMARY: On behalf of RREAF Southlake Property Co., LLC, Hancock Sign Co. is requesting approval of a Master Sign Plan (MSP) for the new Delta Hotel on property described as Lot 1, White Chapel 114 Southlake Center and located at 1351 N. White Chapel Blvd., Southlake, Texas. DETAILS: The new hotel is generally located at the southeast corner of E. State Hwy. 114 and N. White Chapel Blvd. On, January 17, 2017, the City Council approved a zoning change and site plan for the Delta Southlake Center which included a six -story full-service hotel on approximately 6.28 acres. The applicant is proposed two different options (A&B) for two (2) upper story attached building signs (west and east elevations); one (1) attached accent wall sign on the north elevation; and, two (2) development monument wall signs — one at the White Chapel Blvd. entrance and the other at the SH114 Frontage Rd. entrance. The attached building signs are described as white acrylic and face lit. The letters on the monuments are described as white painted aluminum with black returns and halo lit. The proposal includes accent illumination along the upper north fagade as shown in red. Upper Story Attached Monument Wall Sign Case No. MSP20-0002 Upper Story Attached - I Monument Wall Sign Iy t Vff."T First Floor i Attached Upper Story Attached Monument Wall Sign Case No. MSP20-0002 Upper Story Attached On June 4, 2020, the Sign Board unanimously recommended approval noting the staff report and approval for Sign A — Option B; Sign B — Option B; Sign C; Signs D; and, approving the proposed building border lighting in soft white with the ability to make green on occasion. The applicant has agreed to move forward with consideration following the recommendations made by the Sign Board, however (due to significant cost), is proposing the building border illumination in soft white only. The details of the requested signs shown to the Sign Board are as follows; items shown in `red' are non-compliant: Case No. MSP20-0002 Proposed Si n Brief description Simon Ordinance 704 Sign 'A' 9d",tF Upper Story - West Elevation Option A - D" 4 •Logo height - 50 ,[77 Tyr ic' p HOTEL ti inches Max letter height ^y �, —` _ • Total sign ot�dth - ' approx, 14 Y, feet • Logo height -- 00 inches • total area - 159, �.5 • Max' letter height - 30 3/8 inches s,f. ♦ Total sign width -- approx. IS feet • Total area ;161.6 0. Sign 'A' Upper Story - West Elevation Option B .. .. , • Logo height - 30 gg r 4 ^ 9 zsi D LTA C i inches • Max letter height f HOTELS 54 inches *>> • Total sign width - w � „� approx. 14 % feet • Total area -1591 • Logo height-- 54 inches s.f.' •Max letter height -- 52 /8 inches • Total sign width - approx. 13 /z feet • Total area -130.3 s'.f. Case No. MSP20-0002 Case No. MSP20-0002 Sign 'C' First Floor — North Elevation ------------ 74 - - ---------------- r-, Ii'' E LTA: HOTELS brK MARRIOTT • Signs are not 4' 4 ------- allowed to be attached to Max letter height 18 inches accent mails or — fences Total sign width — approx. 7 Y2 feet Total area — 39.2 s.f Unique signage attached to an accent wall 1_"' 3 E L H � 'r '.-= L 'T' --l- 251 Case No. MSP20-0002 Accent Lighting Upper Story North Facade TYPICAL ACCENT &WWRADDR The proposed tx illumination is considered a sign. Without , "tart specific ' regulations written, this sign 21 �� ..... �..,, �... type requires variance I approval. J t 4s i x{ sf s( e ..�� �. • North Facade border is c illuminated as shown { ACTION NEEDED: Consider Approval of Master Sign Plan ATTACHMENTS: (A) Background Information (B) Vicinity Map • Presentation • Narrative • Proposed Signs • Comparison Worksheet STAFF CONTACT: Dennis Killough (748-8072) Lorrie Fletcher (748-8069) Case No. MSP20-0002 BACKGROUND INFORMATION APPLICANT: Hancock Sign Co. OWNER: RREAF Southlake Property Co., LLC PROPERTY SITUATION: 1351 N. White Chapel Blvd. HISTORY: The property was annexed into the City in 1957 and given the "AG" Agricultural Zoning District designation. - A Final Plat for Chivers Addition (ZA79-008), which includes the majority of the property, was approved March 6, 1979. Zoning on the property at that time was "L" Light Industrial. The property was given the "LI" Light Industrial zoning designation with the adoption of Ordinance No. 261 and the official Zoning Map in 1981, the "R2" Retail 2 zoning designation with the adoption of Zoning Ordinance No. 334 and the official Zoning Map in 1986 and the "C- 3" General Commercial District zoning designation with the adoption of the Zoning Ordinance No 480 and the official Zoning Map on September 19, 1989. - A Final Plat for Peck Addition (ZA80-023), which are the existing lots west and southwest of the hotel site adjacent to N. White Chapel Blvd., was approved August 19, 1980. Zoning on the property at that time was "A-3" One -Family District. The Peck Addition was given the "SF -1" zoning designation with the adoption of Zoning Ordinance No. 334 and the official Zoning Map in 1986 and the "SF -1A" zoning designation with the adoption of the Zoning Ordinance No 480 and the official Zoning Map on September 19, 1989, with the exception of Lot 1, which was rezoned to "0-1" Office District prior to the adoption of Ordinance No. 480. - A Zoning Change and Concept Plan for the Clariden School (ZA93-012) on Lot 1, Block A80, Peck Addition from "0-1 " Office District to "CS" Community Service District was approved May 4, 1993. The school building has been demolished. — The City Council approved a Zoning Change and Site Plan for Delta Southlake Center (ZA16-051) on January 17, 2017. SIGN BOARD: June 4, 2020; Approved (5-0) subject to the Staff Report dated May 29, 2020, specifically approving Sign A — Option B; Sign B — Option B; Sign C; Signs D; and, the proposed building border lighting in soft white and/or green. STAFF COMMENTS: City Council approval of the proposed signs does not eliminate the requirement for appropriate sign application submittal prior to the installation of the sign. Please contact Seantay Carpenter at 817-748-8215 or scarpenter@ci.southlake.tx.us for sign application processing and pre -install inspection. Case No. Attachment A MSP20-0002 Page 1 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 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 A MSP20-0002 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. N:ICommunity Development\MEMO1SignslConditional Sign PermitslMSP20-0002 -Delta Hotel by MarriottlSign BoardMSB Item x.docx Case No. Attachment A MSP20-0002 Page 3 X111 E 250 CT141 ,IEA 121 1340 4 32 0 1131�0 305 07. O C4 a�cY R H A KID qT O Rl CV "VOM, W794 7 061ta Hotel 440 E MSP20-0002 Master Sign Plan 0 0 405 81 D 1,620 Feet Case No. Attachment B MSP20-0002 Page 1 nr 440 E MSP20-0002 Master Sign Plan 0 0 405 81 D 1,620 Feet Case No. Attachment B MSP20-0002 Page 1