SB Item 5Case No.
MSP20-0006
S T A F F R E P O R T
December 31, 2020
CASE NO: MSP20-0006
PROJECT: Master Sign Plan Amendment for the 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) Amendment for the 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 hotel is generally located at the southeast corner of E. State Hwy. 114 and N.
White Chapel Blvd. intersection.
On June 16, 2020, City Council approved a Master Sign Plan for the Delta Hotel for
two (2) upper story attached building signs (west and east elevations); one (1)
attached accent wall sign on the north elevation; two (2) development monument
wall signs – one at the White Chapel Blvd. entrance and the other at the SH114
Frontage Rd. entrance; and approved the building border lighting in soft white. Since
the master sign plan approval, the applicant is requesting approval of one (1) first
floor attached sign for the Sky Creek restaurant that was not presented at the
previous master sign plan request. The sign will be located on the first floor façade
of the exterior entrance to the restaurant.
Monument Wall Sign
Monument Wall Sign
Upper Story Attached
Upper Story
Attached
First Floor
Attached
Restaurant
First Floor
Case No.
MSP20-0006
The details of the approved signs from MSP20-0002 and the proposed exterior
restaurant sign:
Approved Master Sign Plan MSP20-0002:
Approved Sign Brief Description Sign Ordinance 704
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 sf
• Logo height - 30
inches
• Max letter height –
24 inches
• Total sign width –
approx. 14 ½ feet
• Total area – 159.2
sf
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 sf
• Logo height – 17.5
inches
• Max letter height –
14 inches
• Total sign width –
approx. 19 ½ feet
• Total area – 159.2
sf
Sign ‘C’
First Floor – North Elevation
• Max letter height – 18 inches
• Total sign width – approx. 7 ½
feet
• Total area – 39.2 sf
• Unique signage attached to an
accent wall
• Signs are not
allowed to be
attached to accent
walls or fences
Case No.
MSP20-0006
Approved Sign Brief Description Sign Ordinance 704
Sign ‘E1 & E2’
Monument Wall Signs
• One sign off White Chapel Blvd. and
one sign off SH114 Frontage Rd.
• Approx. sign face area – 17 sf
• 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 sf sign face area
allowed for White
Chapel
• 80 sf 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.
MSP20-0006 Master Sign Plan Amendment:
Proposed Restaurant Sign Brief Description Sign Ordinance 704
Sign ‘D’ First Floor – North Elevation
• First floor attached sign on the north
elevation
• Centered over entrance (not in the
75% of the façade)
• 1st story
• White acrylic and face lit
• 16-inch and 6.5-inch letters
• 34 sf
• One attached sign
allowed per street
front with a total of
two on the building.
(A total of 4 signs
on the building with
this sign).
• Sign not centered
within the 75% of
the façade.
Case No.
MSP20-0006
ACTION NEEDED: Consider Approval of Master Sign Plan Amendment
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Presentation
Narrative
Plans
Comparison Worksheet
STAFF CONTACT: Dennis Killough 817-748-8072
Patty Moos 817-748-8069
Case No. Attachment A
MSP20-0006 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.
May 4, 1993; A Zoning Change and Concept Plan for the Clariden School
on Lot 1, Block A80, Peck Addition from “O-1” Office District to “CS”
Community Service District was approved. The school building has been
demolished. (ZA93-012)
January 17, 2017; The City Council approved a Zoning Change and Site
Plan for Delta Southlake Center. (ZA16-051)
June 16, 2020; City Council approved a Master Sign Plan for the Delta Hotel
on the Consent Agenda approving Sign A- Option B; Sign B – Option B; Sign
C and Sign D; and approving the building border lighting in soft white. City
Council also included an option for the border to allow green lighting on
occasion, but applicant had requested to only allow the soft white lighting
due to the significant cost.
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.
Case No. Attachment A
MSP20-0006 Page 2
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.
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
Case No. Attachment A
MSP20-0006 Page 3
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\MSP20-0006 - Delta Hotel Amendment
Case No. Attachment B
MSP20-0006 Page 1