SB Item 5Case No.
MSP20-0002
S T A F F R E P O R T
May 29, 2020
CASE NO: MSP20-0002
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 façade as shown in red.
Monument Wall Sign
Monument Wall Sign
Upper Story Attached
Upper Story
Attached
First Floor
Attached
Case No.
MSP20-0002
The details of the requested signs are as follows; items shown in ‘red’ are non-compliant:
Proposed Sign Brief Description Sign Ordinance 704
Sign ‘A’
Upper Story – West Elevation
Option A
• Logo height – 60 inches
• Max letter height – 36 3/8 inches
• Total sign width – approx. 15
feet
• Total area – 161.6 s.f.
• Logo height - 30
inches
• Max letter height –
24 inches
• Total sign width –
approx. 14 ½ feet
• Total area – 159.2
s.f.
Sign ‘A’
Upper Story – West Elevation
Option B
• Logo height – 54 inches
• Max letter height – 32 7/8 inches
• Total sign width – approx. 13 ½
feet
• Total area – 130.3 s.f.
• Logo height - 30
inches
• Max letter height –
24 inches
• Total sign width –
approx. 14 ½ feet
• Total area – 159.2
s.f.
Case No.
MSP20-0002
Proposed Sign Brief Description Sign Ordinance
704
Sign ‘B’
Upper Story – East Elevation
Option A
• Logo height – 60 inches
• Max letter height – 36 3/8 inches
• Total sign width – approx. 15 feet
• Total area – 161.6 s.f.
• Logo height –
17.5 inches
• Max letter
height – 14
inches
• Total sign width
– approx. 19 ½
feet
• Total area –
159.2 s.f.
Sign ‘B’
Upper Story – East Elevation
Option B
• Logo height – 54 inches
• Max letter height – 32 7/8 inches
• Total sign width – approx. 13 ½
feet
• Total area – 130.3 s.f.
• Logo height –
17.5 inches
• Max letter
height – 14
inches
• Total sign width
– approx. 19 ½
feet
• Total area –
159.2 s.f.
Sign ‘C’
First Floor – North Elevation
• Max letter height – 18 inches
• Total sign width – approx. 7 ½
feet
• Total area – 39.2 s.f.
• Unique signage attached to an
accent wall
• Signs are not
allowed to be
attached to
accent walls or
fences
Case No.
MSP20-0002
Proposed Sign Brief Description Sign Ordinance
704
Sign ‘D’
Monument Wall Signs
• One sign off White Chapel
Blvd. and one sign off
SH114 Frontage Rd.
• Approx. sign face area – 17
s.f.
• Allowable sign height for
White Chapel is 6 ½ feet
and the allowable sign
height for SH114 is 12 feet
• One per every
500 of frontage
with a max of
two (2)
• 50 s.f. sign face
area allowed
for White
Chapel
• 80 s.f. sign face
area allowed
for SH114
• Sign cannot
have a width
that is more
than 2X
allowable
height
Accent Lighting
Upper Story North Facade
• North Façade border is
illuminated as shown
• The proposed
illumination is
considered a
sign. Without
specific
regulations
written, this sign
type requires
variance
approval.
ACTION NEEDED: Consider Approval of Master Sign Plan
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
• Presentation
• Signage Packet
Case No.
MSP20-0002
STAFF CONTACT: Dennis Killough (748-8072)
Lorrie Fletcher (748-8069)
Case No. Attachment A
MSP20-0002 Page 1
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 “O-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 “O-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.
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.
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
Case No. Attachment A
MSP20-0002 Page 2
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
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 A
MSP20-0002 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\Conditional Sign Permits\MSP20-0002 - Delta Hotel by Marriott\Sign Board\SB Item x.docx
Case No. Attachment B
MSP20-0002 Page 1