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.
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Case No. Attachment B
SV20-0008 Page 4