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M E M O R A N D U M
May 15, 2020
To: Sign Board
From: Ken Baker, Senior Director of Planning & Development Services
Subject: Work Session: Retail Properties of America Inc. (RPAI) proposed
amendments to the Southlake Town Square Master Sign Plan
Action
Requested: The purpose of this work session item is to review and discuss the draft for
the proposed Southlake Town Square Master Sign Plan and provide staff
and RPAI direction regarding the next steps.
Background
Information: Southlake Town Square is a pedestrian friendly development with a
vibrant retail, restaurant and office environment designed in a manner
where it has become a true public place that brings together the
community and generates a premium for its tenants. It serves as the heart
and economic engine of the City and the long-term success of Town
Square is of the upmost importance.
The nature and future of the retail, restaurant and office environment is
everchanging and those environments that can adjust quickly to changing
market and demographic conditions will be the most successful in the
future.
As such the City and RPAI have been working on the development of
new sign regulations for Town Square that creates flexibility in the
provision of signage, storefront appearance and lighting to address the
rapidly evolving unique retail, restaurants and office demands.
In your packet you will find the initial draft of the proposed sign
regulations. Because the document is very comprehensive and
introduces several new signage concepts, the staff believes that it
would be beneficial for the Sign Board to have a work session to review
the document and provide comments prior to placing the item on your
agenda for consideration.
The staff will provide an overview of the document and request feedback
from the Sign Board of the proposed Master Sign Plan. Representatives
from RPAI will also be at the meeting to provide input and answer
questions.
Sign Board Meeting | May 21, 2020
Page 2 of 3
Purpose: Retail Properties of America, Inc. (RPAI) wishes to modernize the master
sign plan governing Southlake Town Square to create flexibility in the
provision of signage to address the rapidly evolving, unique retail demands
associated with a pedestrian-oriented, mixed-use environment. The
purpose and Intent section of the draft master sign plan ordinance provided
by RPAI notes the goal to modernize while also protecting the distinct
architectural character of Town Square through the encouragement of
excellent architectural design that is responsible and responsive to the
individual context of the development.
RPAI provided the following as their inspiration for the proposed
amendments:
• Aging shopping centers face increasing competition and challenges;
• Shopping precincts and district areas play an important role in
communities as a means [of] creating a sense of place and gathering;
• Amendment recommendations, as warranted, are to allow for
creativity and flexibility in order to facilitate an opportunity to reposition
and continue the development of Southlake Town Square.
There are currently four (4) separately adopted master sign plan packages
for Southlake Town Square:
• Phase I
• Grand Avenue
• Block 10
• Block 22
In addition to these sign packages for these different blocks within Town
Square, individual tenants may also request a sign variance or master sign
plan. Examples of conditional sign permits include Del Frisco, Granite,
Trader Joe’s, Moxie’s, L Makeup Institute, etc.
A driving force associated with the RPAI request is the establishment of set
parameters clearly defined that give staff the ability to administratively
approve permits, rather than taking each request through the legislative
process. The trends in retail and changing landscape of experiential retail
necessitate that RPAI request variances to accommodate their tenants.
Next Steps: Provide staff and RPAI direction with next steps for the proposed master
sign plan for moving forward:
1) Send a formal proposal through the legislative process which would
include additional staff review, a meeting of the Sign Board, and a City
Council meeting for final approval.
2) Other direction as provided by the Sign Board.
Staff
Recommendation: RPAI has brought a revised draft of the proposed master sign plan for
Southlake Town Square for staff review. Based upon this preliminary
Sign Board Meeting | May 21, 2020
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review staff recommends moving forward for discussion in gaining
feedback and guidance by the Sign Board in getting a formal proposal
ready for consideration by City Council.
Attachments: Proposed draft for comprehensive master sign plan regulations for
Southlake Town Square
Staff Contact: Ken Baker – (817) 748-8067
Lorrie Fletcher – (817) 748-8069