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SB Item 5Case No. SV20-0008 S T A F F R E P O R T May 15, 2020 CASE NO: SV20-0008 PROJECT: Sign Variance for Hollywood Feed EXECUTIVE SUMMARY: Ezzi Signs is requesting approval of a sign variance for Hollywood Feed, under 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. REQUEST DETAILS: 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 second proposed sign is to be placed on the north façade facing E. Southlake Blvd. The signs are not compliant with the Sign Ordinance 704, as amended, as both signs are face lit, non-neutral colors (not permitted), have a backer plate (not permitted) that does not match the building façade brick as required with the Shops of Southlake Master Sign Plan, and the tag line is a internally lit cabinet sign (not permitted). Sign Type Proposed Sign Details Current 704-J Regulations Shops of Southlake MSP Attached Building South Elevation (currently installed) • Lease width: 47.75 ft. • Letter ht.: 18 in. and 2 in. (per MSP) • Sign Width: 9.33 ft. • Sign Area: not applicable per MSP • Backer plate: brown • Golden yellow face lit letters • Internally lit cabinet tag line sign-golden yellow letters on red background • Sign width: 12 ft. • Max. sign area allowed: 35.81 sq. ft. • Backer plate prohibited • Cabinet signs prohibited • Neutral colored internally lit letter face • Maximum sign area allowed: NA • Max. allowable letter height: 18 in. • Backer plate must match the façade brick Case No. SV20-0008 Proposed Signs: South Elevation North Elevation ACTION NEEDED: Consider Sign Variance Approval ATTACHMENTS: (A) Background Information (B) Vicinity Map PowerPoint Presentation Demonstration Plans Landlord Approval STAFF CONTACT: Dennis Killough (817)748-8072 Patty Moos (817)748-8269 Attached Building North Elevation • Lease width: 47.75 ft. • Letter ht.: 18 in. and 2 in. (per MSP) • Sign Width: 9.33 ft. • Sign Area: not applicable per MSP • Backer plate: brown • Golden yellow face lit letters • Internally lit cabinet tag line sign-golden yellow letters on red background • Sign width: 15.57 ft. • Max. sign area allowed: 35.81 sq. ft. • Backer plate prohibited • Cabinet signs prohibited • Neutral colored internally lit letter face • Maximum sign area allowed: NA • Max. allowable letter height: 18 in. • Backer plate must match the façade brick Case No. Attachment B SV20-0008 Page 1 BACKGROUND INFORMATION APPLICANT: Ezzi Signs PROPERTY SITUATION: 1251 E. Southlake Blvd., Southlake, Texas. LEGAL DESCRIPTION: Lot 1R, 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) 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 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. Case No. Attachment B SV20-0008 Page 2 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 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 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. Case No. Attachment B SV20-0008 Page 3 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:\Community Development\MEMO\Signs\Sign Variance\2020\SV20-0008 - Hollywood Feed Case No. Attachment B SV20-0008 Page 4