Item 9ACase No.
MSP20-0004
S T A F F R E P O R T
October 13, 2020
CASE NO: MSP20-0004
PROJECT: Master Sign Plan Amendment for Watermere at Southlake
EXECUTIVE
SUMMARY: On behalf of DSL Tenant, Priority Signs and Graphics is requesting approval of an
amendment to the Watermere Master Sign Plan (MSP) on properties described as
Lots 3 and 4R1, Block 1, Watermere at Southlake Addition and located at 101 and
201 Watermere Drive, Southlake, Texas.
DETAILS: The Discovery Village at Watermere facilities are generally located at the southeast
corner of E. Southlake Blvd. at Watermere Drive.
On March 20,2007, the City Council approved a Master Sign Plan (SP07-075) for
Watermere for the primary entry feature, subdivision and identification monument
signs, address signs, traffic signs, and directional signs. Currently, the applicant is
seeking a revision to the Master Sign Plan to change the design and size of the two
existing monument signs located at the Discovery Village at Watermere buildings.
Since the August 6, 2020 Sign Board meeting the applicant tabled the item at the
August 18, 2020 City Council meeting to revise the monument sign design in
consideration of the Sign Board meeting comments.
Case No.
MSP20-0004
The details of the requested monument signs are as follows:
Proposed
Sign Sign Board (8-6-20) City Council
(10-20-20) Watermere MSP Sign Ordinance 704
Sign ‘A’
Monument
101 Watermere
Drive
• Sign Ht.: 4’-2”
• Sign Width: 10.9’
• Sign Face Ht.: 3.17’
• Total Sign Face Area:
20.11 sf
• Total Sign Structure
Area: 43.34 sf
• Logo Area: 3.8 sf
• Base Ht.: 6”
• Masonry surround: 6”
min.
• Setback from Street:
10’
• Non-illuminated
• 1 monument sign per
street with max. 200’
apart
• 6” address numbers
on the top 20% of the
sign
• Sign Ht.: 4’-2”
• Sign Width: 10.9 ‘
• Sign Face Ht.: 38”
• Total Sign Face Area:
19.5 sf
• Total Sign Structure
Area: 45.5 sf
• Logo Area: 5 sf
• Base Ht.: 6”
• Masonry surround: 6”
min.
• Setback from Street:
10’
• Non-illuminated
• 1 monument sign per
street with max. 200’
apart
• 6” address numbers
on the top 20% of the
sign
• Sign Ht.: 5’
• Sign Width: 12’
• Total Sign
Structure Area:
60 sf
• Sign Ht.: 6’-6”
• Sign Width: 13’
• Sign Face Ht.: 4’
• Total Sign Face Area: 50
sf per sign face
• Total Sign Structure
Area: NA
• Logo Area: 25% of sign
panel area (5 sf
allowed)
• Base Ht.: 24” max.
• Masonry surround: 6”
min.
• Setback from Street: 10’
• 1 monument sign per
street with max. 200’
apart
• 6” address numbers on
the top 20% of the sign
Case No.
MSP20-0004
ACTION NEEDED: Consider Approval of Master Sign Plan Amendment
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
• Presentation
• Signage Packet
STAFF CONTACT: Ken Baker (817-748-8067)
Patty Moos (817-748-8269)
Proposed Sign Brief Description City Council
(10-20-20)
Watermere MSP Sign Ordinance 704
Sign ‘B’
Monument
201 Watermere
Drive
• Sign Ht.: 4’-2”
• Sign Width: 12.75’
• Sign Face Ht.: 3.17’
• Total Sign Face Area:
20.11 sf
• Total Sign Structure
Area: 53.04 sf
• Logo Area: 3.4 sf
• Base Ht.: 6”
• Masonry surround: 6”
min.
• Setback from Street:
235’
• Illuminated
(external))
• 1 monument sign per
street with max. 200’
apart
• 6” address numbers
on the top 20% of the
sign
• Sign Ht.: 4’-2”
• Sign Width: 12.75’
• Sign Face Ht.: 38”
• Total Sign Face Area:
19.5 sf
• Total Sign Structure
Area: 53.12 sf
• Logo Area: 5 sf
• Base Ht.: 6”
• Masonry surround: 6”
min.
• Setback from Street:
235’
• Illuminated
(external))
• 1 monument sign per
street with max. 200’
apart
• 6” address numbers
on the top 20% of the
sign
• Sign Ht.: 5’
• Sign Width: 12’
• Total Sign
Structure
Area: 60 sf
• Sign Ht.: 6’-6”
• Sign Width: 13’
• Sign Face Ht.: 4’
• Total Sign Face Area: 50
sf per sign face
• Total Sign Structure
Area: NA
• Logo Area: 25% of sign
panel area (5 sf
allowed)
• Base Ht.: 24” max.
• Masonry surround: 6”
min.
• Setback from Street: 10’
• 1 monument sign per
street with max. 200’
apart
• 6” address numbers on
the top 20% of the sign
Case No. Attachment A
MSP20-0004 Page 1
BACKGROUND INFORMATION
APPLICANT: Priority Signs and Graphics
OWNER: DSL Tenant
PROPERTY SITUATION: 101 and 201 Watermere Drive, Southlake, TX
HISTORY: July 7, 1998; City Council approved a zoning and concept plan 1998.
November 17, 1998; a site plan was approved for the project on November
17, 1998.
June 17, 1999; a final plat was approved by the Planning and Zoning
Commission.
June 2002; City Council approved a zoning amendment and concept plan
modifying the S-P-2 zoning.
January 17, 2006; City Council approved a zoning change and concept plan
for “Watermark at Southlake” (Case ZA05-124) and it’s associated a
Preliminary Plat (Case ZA05-144) on January 17, 2006.
September 19, 2006; City Council a zoning change and site plan for
Watermere. (ZA06-107)
SIGN BOARD: August 6, 2020; Approved (6-0) subject to the Staff Report dated July 31,
2020; and also noting the recommendation to City Council that everything
below “at Southlake” in blue is removed from the sign.
CITY COUNCIL: August 18, 2020, the City Council approved (6-0), on the Consent Agenda,
a request by the applicant to table the item to the September 15, 2020 City
Council meeting.
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
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
MSP20-0004 Page 2
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.
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
MSP20-0004 Page 3
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.
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Case No. Attachment B
MSP20-0004 Page 1