SB Item 4 - Memo
City of Southlake Values:
Integrity ♦ Innovation ♦ Accountability ♦ Commitment to Excellence ♦ Teamwork
M E M O R A N D U M
May 29, 2020
To: Sign Board
From: Ken Baker, Senior Director of Planning & Development Services
Subject: MSP20-0001; Retail Properties of America Inc. (RPAI) proposed
amendments to the Southlake Town Square Master Sign Plan
Action
Requested: The purpose of this item is to review, discuss and make recommendation(s)
to the City Council regarding the proposed amendments to the Southlake
Town Square Master Sign Plan.
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 proposed master sign plan as well as a
document that combines all current regulations governing the non-
residential phases of Southlake Town Square.
The staff will provide an overview of the proposed Master Sign Plan.
Representatives from RPAI will also be at the meeting to provide input and
answer questions. Staff recommended changes to the ordinance to
address the applicants and sign boards comments at the May 21st work
session are shown in red lettering.
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
Sign Board Meeting | June 4, 2020
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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.
Strategic Link: C3 – Provide attractive & unique spaces for enjoyment of personal interests
C4 – Attract & keep top-tier businesses to drive a dynamic & sustainable
economic environment
Citizen Input/
Board Review: On May 21, 2020, the Sign Board held a work session to discuss this item.
On May 26, 2020, this item was presented for discussion at SPIN
Staff
Recommendation: Staff has reviewed the proposed document and provided
recommendations highlighted in red for consideration.
Attachments: Proposed comprehensive master sign plan regulations for Southlake Town
Square and current master sign plan regulations for all non-residential
phases of Southlake Town Square.
Sign Board Meeting | June 4, 2020
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Staff Contact: Ken Baker – (817) 748-8067
Lorrie Fletcher – (817) 748-8069