Item 6 - MSP20-0005 Westin
Case No.
MSP20-0005
S T A F F R E P O R T
July 31, 2020
CASE NO: MSP20-0005
PROJECT: Master Sign Plan for Westin Hotel Southlake
EXECUTIVE
SUMMARY: Chandler Signs, on behalf of SRH Hospitality Southlake Realty, LLC, requesting a
Master Sign Plan for the Westin Hotel Southlake development, located at 1200 E.
SH 114, Southlake, Texas.
DETAILS: The new Westin Hotel is generally located on the northwest corner of westbound
SH 114 frontage road and Grace Lane; directly west of the Gateway Church
campus.
The proposed Master Sign Plan (MSP) includes sign regulations for two (2) attached
building signs (B2 and B3 are location options), up to eight (8) directional signs, two
(2) monument signs and accent lighting on the building.
The proposed Master Sign Plan details are indicated below. The items that are have
been crossed out were presented at previously as MSP18-0004. The items shown
in red indicate proposed regulations which do not adhere to the current sign
regulations:
Sign Type Proposed Sign Details Current 704-J
Regulations Proposed Location
Attached Building Sign – B1
(east façade entrance)
Proposed Upper Story
Proposed over east entrance
• Upper story sign 14.25-
feet ht.
• Illuminated channel
letter showing black
during the day and
white at night
• Reverse lit 3-inch black
faced channel letter with
white LEDs
• 72 inch 36-inch max
letter height
• 169 s.f. 42.3 sf in area
• If B1 and B2 are both
installed as shown, a
total of two attached
building signs would
front Grace Ln.
• Upper story signs
require City Council
approval
• Internally illuminated
channel letters must
be neutral in color
when lit
• Max letter height
allowed is 24 inches
• Max area allowed is
200 s.f.
• One attached sign
allowed per street
front with a total of
two on the building.
Department of Planning & Development Services
Case No.
MSP20-0005
Sign Type Proposed Sign Details Current 704-J
Regulations Proposed Location
Attached Building Sign – B2
(east façade)
• Upper story sign
• Illuminated channel letter
showing black during the
day and white at night.
• Reverse lit 3-inch black
faced channel letter with
white LEDs
• 72-inch max letter height
• 169 s.f. in area
• If B1 and B2 are both
installed as shown, a
total of two attached
building signs would front
Grace Ln.
• Left justified
• Upper story signs
require City Council
approval
• Internally illuminated
channel letters must
be neutral in color
when lit
• Max letter height
allowed is 16 inches
• Max area allowed is
200 s.f.
• One attached sign
allowed per street
front with a total of
two on the building.
• Middle 75% of façade
Attached Building Sign – B3
(west façade)
• Upper story sign
• Illuminated channel
letter showing black
during the day and
white at night.
• 48-inch 60-inch max
letter height
• 75 s.f. 117 s.f. in area
• Left justified
• Upper story signs
require City Council
approval
• Internally illuminated
channel letters must
be neutral in color
when lit
• Max letter height
allowed is 14 inches
• Max area allowed is
100 s.f.
• Middle 75% of façade
Attached Building Sign – B4
(south façade)
• Upper story sign
• Illuminated channel
letter showing black
during the day and
white at night.
• 48-inch 60-inch max
letter height
• 75 s.f. 117 s.f. in area
• Left justified
• Upper story signs
require City Council
approval
• Internally illuminated
channel letters must
be neutral in color
when lit
• Max letter height
allowed is 14 inches
• Max area allowed is
100 s.f.
• Middle 75% of façade
Case No.
MSP20-0005
Sign Type Proposed Sign Details Current 704-J
Regulations Proposed Location
Monument Sign – M1
Previously proposed:
Proposed:
• Total sign height is 6 feet.
• Sign face is 5 ft. 4 in.
• Sign face area is 66 s.f.
• Sign structure is
fabricated aluminum
cabinet Sign structure is
stone matching the
building
• White LED back lit
illumination
• Setback requirements will
be met
• Address numerals not
located within the top
20% of the sign structure
• Max total height: 6 ½
feet
• Max sign face ht: 4 ft.
• Max sign face area:
50 s.f. per side
• The sign structure
shall be brick, stone
or masonry material
matching the front
façade of the building
and the sign face
shall be framed by a
minimum of 6-in. of
brick, stone or
masonry material
matching the front
façade of the
building.
• Illumination: internal,
backlit or external
• A minimum setback
of 10 ft. from the
property line
• 6-inch illuminated
address numerals
located within the top
20% of the sign
structure
Monument Sign – M2
Previously Proposed
Proposed
• Total sign height is 6 feet.
• Sign face height is 2 feet
• Sign face area is
approximately 20 s.f.
• Sign structure is stone
matching the building
• Reverse channel letters
illumination
• Setback requirements will
be met
• 8-inch illuminated address
numerals located within
the top 20% of the sign
structure
• Max total height
allowed is 12 ft.
• Max sign face height
is 4 ft.
• Max sign face area
allowed is 50 s.f. per
side
• The sign structure
shall be brick, stone
or masonry material
matching the front
façade of the building
and the sign face
shall be framed by a
minimum of 6-in. of
brick, stone or
masonry material
matching the front
façade of the bldg.
• Illumination may be
internal, backlit or
external
• A minimum setback
of 15 ft. from the
property line along
SH 114 and 10 ft.
from the property line
along Grace Lane.
• 8-inch illuminated
address numerals
located within the top
20% of the sign
Case No.
MSP20-0005
structure
Sign Type Proposed Sign Details Current 704-J
Regulations Proposed Location
Directional Signs – P1, P4-P5
*All signs are same material and size,
however, some are not visible from
the right of way and some are not
double-sided. Please see sign
package for specific details.
• Proposing up to 9 8
directional signs; 3
double-sided, 2 3-sided
cubes, 1 employee
entrance, and 2 single-
sided post signs
Double-sided:
• Total sign height is 5 feet
8 inches
• Sign face area is
approximately 20 s.f.
• Sign structure area is
approximately 20 s.f.
• Sign structure is
fabricated aluminum
• Sign text is white reflective
vinyl, however, optional
ground mounted light
proposed.
• Directional signs are
limited to 2 per site
• Max height allowed is
3 feet
• Max sign face area
allowed is 4 s.f.
• Max sign structure
area is 10 s.f.
• Directional signs that
are visible from the
right of way shall
have a minimum of 6
inches of masonry
sign structure or
material matching the
building completely
surround the sign
face. (P1, P5, and P4
are all visible from
the ROW)
• Illumination not
required
Directional Signs P2 and P3
Cube Signs
• Proposing up to 9 8
directional signs; 3
double-sided, 2 3-sided
cubes, 1 employee
entrance, and 2 single-
sided post signs
Cube Sign
• Total sign height is 5 feet
8 inches
• Sign face area is
approximately 20 s.f. on
each side
• Sign structure area is
approximately 20 s.f.
• Sign structure is
fabricated aluminum
• Sign text is white
reflective vinyl, however,
optional ground mounted
light proposed
• Directional signs are
limited to 2 per site
• Max height allowed is
3 feet
• Max sign face area
allowed is 4 s.f.
• Max sign structure
area allowed is 10 s.f.
• Directional signs that
are visible from the
right of way shall
have a minimum of 6
inches of masonry
sign structure or
material matching the
building completely
surround the sign
face. (P2, and P3
may be visible from
the ROW)
• Illumination not
required
Case No.
MSP20-0005
Sign Type Proposed Sign Details Current 704-J
Regulations Proposed Location
Directional Signs P6 and P7
Valet Parking Sign
Self-Parking Sign
• Proposing up to 9 8
directional signs; 3
double-sided, 2 3-sided
cubes, 1 employee
entrance, and 2 single-
sided post signs
Single sided post sign:
• Total sign height is 5 feet
6 inches with 3-in. x 3-in.
aluminum post
• Sign face area is
approximately 6 s.f.
• Sign structure is
screened fabricated
aluminum panel fastened
to a 3-inch square
painted post
Not Permitted without
approval by City Council
Directional Sign – P8
Employee Entrance Sign –
• Proposing up to 9 8
directional signs; 3
double-sided, 2 3-sided
cubes, 1 employee
entrance, and 2 single-
sided post signs
• 18-in. x 18-in, 2.56 s.f.
area, painted aluminum
plate with white lettering
attached to building
• Directional signs are
limited to 2 per site
• Max height allowed
is 3 feet
• Max sign face area
allowed is 4 s.f.
Location to be determined
Address numerals – B4
• Back lit illuminated
attached building
address numerals that
measure approximately 2
s.f.
• Located on the south
facade
• Address signs in
excess of five (5)
square feet in area
shall be considered
attached business
signs and shall be
counted toward the
area of signage
permitted on a
building façade or
monument.
Case No.
MSP20-0005
Accent Lighting Effect:
Previously Proposed
New Proposed Exterior Lighting
ACTION NEEDED: Consider Approval of the Master Sign Plan Request
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
(C) Master Sign Plan Review Summary No. 1, dated July 31, 2020
STAFF CONTACT: Dennis Killough 817-748-8072
Patty Moos 817-748-8269
The proposed accent lighting on the building is
considered a “sign” and requires City Council
approval.
Lighting on south end 3 sides of façade and
above the east façade center entrance
Case No. Attachment A
MSP20-0005 Page 1
BACKGROUND INFORMATION
APPLICANT: Chandler Signs
OWNER: SRH Hospitality Southlake Realty, LLC
PROPERTY SITUATION: 1200 E. SH 114, Southlake, Texas
HISTORY: On June 17, 1997 the City Council approved a Zoning Change and
Concept Plan for “NR-PUD” Non-Residential Planned Unit
Development District under Planning Case ZA96-132 (Ordinance No.
480-222).
On August 21, 2007 the City Council approved a Preliminary Plat
for the Gateway Church campus under Planning Case ZA05-113.
On August 21, 2007 the City Council approved a Zoning Change
and Concept Plan for the Gateway Church campus from “NR-PUD”
Non-Residential Planned Unit Development District to “NR-PUD”
Non-Residential Planned Unit Development District with religious
institutions as the primary use under Planning Case ZA05-112
(Ordinance No. 480-222a).
On May 8, 2008 the Planning & Zoning Commission approved a
Final Plat under Planning Case ZA08-029.
On April 1, 2014, the City Council approved a Zoning Change and
Concept Plan for the Westin Hotel from “NR-PUD” Non-Residential
Planned Unit Development District to “S-P-1” Detailed Site Plan
District with “HC” Hotel District Uses under Planning Case ZA14-006
(Ordinance No. 480-660).
On May 3, 2016, the City Council approved a Zoning Change and
Site Plan for the Westin Hotel amending the previously approved S-
P-1 Detailed Site Plan under Planning Case ZA16-022 (Ordinance
No. 480-714).
November 8, 2018; Tabled (4-0) to the January 3, 3019 Sign Board
meeting. The following is a summary of the discussion held during
the meeting. Jay Jambor and Richard Williams were present as the
applicants:
• The proposed sign package was for maximum possible
amounts regarding letter heights and quantities; signs could
possibly be reduced once construction is completed… early
in the process.
• SB wanted to see the largest attached sign at the entrance
side. Sign B1 should be considered at a maximum 54 inches
in letter height.
• SB stated the applicant should consider a 48-inch maximum
letter height for signs B2 and both location options for B3;
however, limiting these signs to only one (1).
Case No. Attachment A
MSP20-0005 Page 2
• There was no issue with the proposed signs being upper
story.
• For monument sign M1 – stick with ordinance criteria. Dress
sign up to match the M2 monument sign. No address OK.
• Consider limiting the directional signs to a quantity of seven
(7). Proposed structure is OK, however, would like to see the
addition of a masonry base and the proposed height reduced.
• Sign B4 was not discussed in detail. (building address – not
likely any issues)
• The accent lighting was well received as long as it was not
“flashy.”
STAFF COMMENTS: City Council approval of the proposed plan does not eliminate the
requirement for appropriate sign permit application. Please contact
Seantay Carpenter at 817-748-8215 or
scarpenter@ci.southlake.tx.us for sign permit application
processing.
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.
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.
Case No. Attachment A
MSP20-0005 Page 3
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 signs
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.
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\MSP20-0005- Westin Hotel
Case No. Attachment B
MSP20-0005 Page 1
Case No. Attachment C
MSP20-0005 Page 1
MASTER SIGN PLAN REVIEW SUMMARY
Case No.: MSP20-0005 Review No.: One Date of Review: 7/31/20
Project Name: Master Sign Plan – Westin Hotel Southlake
APPLICANT: Chandler Signs OWNER: SRH Hospitality Southlake Realty LLC
Terri Brown Jay Jambor
14201 Sovereign Rd. 16800 Westgrove, Ste 100
Ft. Worth, TX 76155 Addison, TX 75001
Phone: 214-902-2000 Phone: 214-265-8686
Email: tbrown@chandlersigns.com Email:
CITY STAFF HAS REVIEWED THE ABOVE REFERENCED PROJECT RECEIVED BY THE CITY ON 6/29/20 AND WE
OFFER THE FOLLOWING COMMENTS. APPLICATION APPROVAL IS ULTIMATELY DETERMINED BY CITY COUNCIL. IF
YOU HAVE ANY QUESTIONS OR NEED FURTHER CLARIFICATION, PLEASE CONTACT THE APPROPRIATE STAFF
MEMBER.
Planning Review
Patty Moos
Planner
Phone: (817) 748-8269
Email:pmoos@ci.southlake.tx.us
1. The following outlines what is allowed for the attached building signs by general sign ordinance:
a. Sign B1would be allowed a maximum letter height of 24 inches. It appears that placement,
area and illumination are consistent with what is allowed.
b. Sign B2 would be allowed a maximum letter height of 16 inches. Having both signs B1
and B2 would exceed the allowed “one sign per street front” regulation. It appears that
sign B2 is left justified so does not comply with placement as “within the middle 75% of the
single plane façade” requirement.
c. Sign B3 would be allowed a maximum letter height of 24 inches. It also appears to be right
justified in placement. The maximum sign area allowed appears to be approximately 44.2
s.f.
d. Sign B3 (on sheet 2) would be allowed a maximum letter height of 14 inches. It also
appears to be right justified in placement. The maximum sign area allowed appears to be
approximately 100 s.f.
e. All upper story signs and building lighting effects require City Council approval.
2. Sign M2 is required 15-feet from the property line along SH 114 ROW and 10-feet from the property
line along Grace Lane. The M1 sign would also require a 10-foot setback. Please ensure proposed
monument signs meet sight triangle criteria.
a. The following outlines what is allowed for the monument signs by general sign ordinance:
i. The M2 sign appears to be compliant with exception to the location of the sign meets
setback criteria as described above.
ii. The M1 sign meets the monument sign masonry criteria for material matching the
building completely surrounding the sign face.
3. The following outlines what is allowed for the directional wayfinding signs by general sign
ordinance:
a. Directional signs are limited to two (2) per site. Up to 8 are proposed
Case No. Attachment C
MSP20-0005 Page 2
b. Directional signs that are visible from the right of way shall have a minimum of 6 inches of
masonry sign structure or material matching the building completely surround the sign
face. Signs P1, P4 and P3
c. Maximum height allowed is 3 feet. All signs proposed at total height of 5’ 8”
d. Maximum sign face area allowed is 4 s.f. All signs indicate a sign face area of
approximately 20 s.f. on each side.
e. Maximum sign structure area allowed is 10 s.f. All double-sided signs indicate a sign
structure area of approximately 20 s.f. and the cube signs indicate a sign structure of 20
s.f. per side ( 3 sides).
Informational Comments:
* 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.
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
6. 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.
7. 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.
8. To improve the overall visual cohesive appearance of the site through signage
guidelines, with strong consideration that the visual streetscape.
9. To promote a “sense of place” for the City of Southlake while promoting creative
design for individual developments.
10. 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).
Case No. Attachment C
MSP20-0005 Page 3
Dimension and label the sign types and include distance measurement of the signs
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.
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.