Item 9CCase No.
MSP20-0005
S T A F F R E P O R T
August 11, 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 a proposal for six (6) attached
building signs (4 “Westin” signs, an address number sign and a “Westin” entrance
wall plaque sign, all identified as sign types B1 through 6), eight (8) directional or
informational signs (identified as sign types P1 through P8), two (2) monument signs
(identified as sign types M1 and M2), and accent lighting on the building (applicant
requesting the ability to change light colors for seasonal or special occasion colored
lighting-rending included in the sign package).
The proposed Master Sign Plan details are indicated below. 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 over east entrance
• 14’ 10” off the ground
• Letter height 3’ 6” for
“W” – 2’ 4” for other
letters
• Reverse lit 3-inch
black faced channel
letter with white LEDs
• 42.3 sf in area
• If B1, B2, and B6 are
installed as shown, a
total of three attached
building signs would
front Grace Ln.
• Max letter height
allowed is 16
inches from Grace
• 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
• Reverse lit 3-inch
black faced channel
letter with white LEDs
• 72-inch max letter
height
• If B1, B2, and B6 are
installed as shown, a
total of three 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 measured
from Grace Ln.
• 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.
• 60-inch max letter
height
• 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 24
inches measured
from SH114
• 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.
• 60-inch max letter
height
• 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 24
inches measured
from SH114
• 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
Proposed:
• Total sign height is 6 feet.
• Sign face is 5 ft. 4 in.
• Sign face area is 66 s.f.
• 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
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
structure
Case No.
MSP20-0005
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 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 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 (operational) Signs P6
and P7
Valet Parking Sign
Self-Parking Sign
• Proposing up to 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 (operational) – P8
Employee Entrance Sign –
• Proposing up to 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 – B5
• 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.
Entrance Wall Plaque Sign -B6
• 12” x 30” stainless steel
plaque mounted on glass
at entrance
• If B1, B2, and B6 are
installed as shown, a
total of three attached
building signs would front
Grace Ln.
• One attached sign
allowed per street
front with a total of
two on the building.
Case No.
MSP20-0005
Proposed Exterior Lighting
At the August 6, 2020 Sign Board meeting, the applicant requested that in addition to the
proposed white accent lighting, that seasonal or special occasion colored lighting be
considered with the master sign plan request.
ACTION NEEDED: Consider Approval of the Master Sign Plan Request
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Narrative
Plans
Westin Hotel Signs and Hotel Sign Comparison
Presentation
STAFF CONTACT: Ken Baker 817-748-8067
Patty Moos 817-748-8269
Lighting on south end 3 sides of façade and
above the east façade center entrance.
Color will change during special occasions
and events.
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.”
SIGN BOARD: August 6, 2020; Approved (6-0) subject to the Staff Report dated July
31, 2020; and noting the following limitations:
• with respect to the attached building signs, the applicant will
choose between either B3 or B4, but not both;
• with respect to the monument signs (M1 and M2), noting the
applicant and the staff willingness to get together with the Fire
Department and inform the City Council of their preference on
the address location and whether it is on the sign at all; (The
Fire Department’s preference is to place the address at the
top of the monument);
• with respect to the directional signs (P6 and P7), noting the
applicant’s willingness to provide City Council with different
options, besides or in addition to a pole sign, with regard to
the heights of the pole sign or different options of the signs,
depending on the landscaping or 6-inch above landscaping;
• with respect to the lighting, noting the applicant’s desire and
the recommendation for an approval of white lighting
predominately and switching it out to specific colors on
special or unique occasions, but excluding flashing or
pulsating lights.
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
Case No. Attachment A
MSP20-0005 Page 3
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 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
Case No. Attachment A
MSP20-0005 Page 4
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