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Item 9B - Staff ReportCITY OF SOUTHLAKE Department of Planning & Development Services STAFF REPORT September 27, 2022 CASE NO: MSP22-0003 PROJECT: Master Sign Plan for West Elm EXECUTIVE SUMMARY: Hancock Sign Company is requesting approval of a Master Sign Plan for West Elm located at 1001 E. Southlake Blvd., Suite 80, Southlake, Texas. REQUEST: The West Elm store, currently under construction, is located in the Southlake Park Village development on the southeast corner of Tower Plaza Blvd. and E. Southlake Blvd. West Elm is occupying approximately one-half of the former Fresh Market grocery store space. The proposed Master Sign Plan proposes to allow four (4) building attached signs and three restricted parking signs. More specifically the request is as follows: • Two (2) attached signs, one each on the north and east elevations; • One (1) attached awning sign on the west elevation; • One (1) building blade sign on the north elevation; • Three (3) restricted parking signs on the east parking lot adjacent to the store entrance. The signage plan set in the report includes specific information on each of the proposed signs including location, type, number and size. In addition, the signage plan in the packet includes information on window signs and building directional signs. The use of these two sign types (window and directional) are permitted by ordinance and not under consideration as part of this Master Sign Plan application. Specification on these two sign types (window and directional) are provided for informational purposes only. Signs specifically for Fresh Market grocery store were approved as part of the original master Sign Plan for Park Village. The Master Sign Plan for Park Village establishes permitted sign regulations based on a building's size and location. The attached Sign Comparison Table compares the proposed West Elm signs to approved Fresh Market signage, the Park Village Master Sign Plan regulations, and the regulations in the City Sign Ordinance 704-J. ACTION NEEDED: Consider approval of Master Sign Plan ATTACHMENTS: (A) Background Information (B) Vicinity Map Case No. MSP22-0003 Sign Comparison Sign Table Presentation Narrative Plans STAFF CONTACT: Ken Baker 817-748-8067 Dennis Killough 817-748-8072 Case No. MSP22-0003 BACKGROUND INFORMATION APPLICANT: Hancock Sign Company OWNER: Excel Southlake I LP PROPERTY ADDRESS: 1001 E. Southlake Blvd., Suite 80, Southlake STRATEGIC LINK: C4 — Attract & keep top -tier businesses to drive a dynamic & sustainable economic environment HISTORY: August 19, 2014; City Council approved the Master Sign Plan for Park Village. (MSP14-002) April 21, 2015; City Council approved a request for an amendment to the Master Sign Plan for Park Village to reduce the size of the Park Village Tower Feature. (MSP15-001) June 16, 2015; City Council approved a sign variance request for Modmarket to allow for attached fascia signs to exceed maximum sign area, letter and logo height; to include a cabinet tagline sign; and, to allow the logo to be duel lit (halo and internally illuminated). (SV15-004) November 3, 2015; City Council approved sign variance requests for Gloria's Latin Cuisine to allow signage with unique illumination and tag line. (SV15- 007) January 19, 2016; City Council approved sign variance request for The Juice Bar noting a 24" J and all other letters not to exceed 18". (SV15-010) September 20, 2016; City Council denied a sign variance request for The Pretty Kitty. (SV16-013) May 8, 2017; following a denial from the Sign Board on May 4, 2017, ShopCore Properties withdrew their application to amend the Park Village Master Sign Plan. The proposed amendment to the Master Sign Plan for Park Village was to allow the addition of two (2) awareness signs and six (6) promotional sign holders. The amendment also proposed to remove the specific criteria approved for The Fresh Market and set that tenant space under the general sign criteria for Rim Buildings that are >_20,000 square feet. The remainder of the approved Master Sign Plan was not proposed to change. December 5, 2017; City Council denied Eye Works a variance to the permitted letter height. The east fagade (Al) allows for a maximum letter height of 24 inches and the south fagade (A2) allows for a maximum letter height of 18 inches. The applicant is requesting a variance to allow the south fagade the same letter height as the east in order to look balanced (SV17- 016). Case No. Attachment A MSP22-0003 Page 1 SIGN BOARD: Approved (4-0); acknowledging approval of the east and west elevations, as submitted; however, aligning the north elevation sign with the Master Sign Plan for that area and reducing the restricted parking sign to comply with the Sign Ordinance. STAFF COMMENTS: The applicant has agreed to revise the plans per the Sign Board's recommendation. City Council approval of the proposed plan does not eliminate the requirement for appropriate sign application submittals prior to installation of signs. Please contact Seantay Carpenter at 817-748-8215 or scarpenter(aDci.south lake.tx.us for sign application processing and pre -install inspections. Sign Ordinance No. 704, as amended: Table 4: Attached Signs 1. Permitted attached signs include the following: a. Reverse Channel Sign (any color letter). Back light color shall be limited to white or off white. No illumination shall have exposed bulbs whether they are LED or any other type b. Individually -mounted channel letters that comply with the following rules: • If the sign only contains words and no logo, the lettering may occupy 100 percent of the permitted area and the sign and must be white, ivory, black, grey, beige or similar neutral colors. • If the sign has lettering and a logo, the logo may only cover 20 percent of the permitted sign area and may be of any color. The letters must be white, ivory, black, grey, beige or similar neutral colors. • If the sign consists of a logo only, the logo may cover 100 percent of the sign and use any color. 2. Each lease or tenant space shall be permitted only one attached building sign per street front with a maximum of two signs per tenant/lease space. 3. The dimensions of each of the two signs shall be based upon the street typology that the respective building fagade fronts on. 4. The distance from the edge of pavement shall be measured from the closest street which has clear visibility of the entire facade/tenant space in question. 5. Each sign shall be located in the middle 75% of the single plane facade or centered on an articulated surface of the building facade. 6. Exposed neon is prohibited. 7. The maximum logo height for an attached sign may be no more than 125% of the maximum permitted letter height. 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 Case No. Attachment A MSP22-0003 Page 2 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. 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. City Council approval of the proposed signs does not eliminate the requirement for appropriate sign application submittals prior to the installation of signs. Please contact Seantay Carpenter at 817-748-8215 or scarpenter(a.ci.south lake.tx.us for sign application processing and pre -install inspections. Case No. Attachment A MSP22-0003 Page 3 Case No. Attachment B MSP22-0003 Page 1 West Elm Sign Comparison Table Sign Proposed (West Elm) The Fresh Market MSP Park Village Rim/End Cap 11,337 sf Allowed under 704-J Attached Sign 001 • Attached sign • Attached sign east facade • Attached sign • Attached Sign (East elevation, interior drive) • Sign located within the 75% • Sign located within 75% of single • Sign location within 75% of single • Sign located within 75% of single of the single facade plane. facade plane facade plane facade plane Proposed Sign Location: • Letter height: 4.1 ft. • Letter height: 36 in. (3 ft.) -east • Max. letter ht.: 36 in. (3 ft.) • Max. letter height: 14 in. ©�0 . Logo ht. 125% of max. fascia sign . Logo ht. 125% of max. fascia • Sign width: 22.67 ft. • Sign width: 46 ft. (east) sign ^ Max. sign width: 75% of facade (.75 x . Max. sign width: 24.75 ft. • Total sign area: 93 sf • Sign area: 138 sf 34 ft: 25.5 ft.) • Max. sign area: allowable letter ht. x . Max. sign area: 43.4 sf Elevation • Internally lit white acrylic • Individually -mounted internally 75% of facade (3 x .75 x 34 ft.: 77 sf) faced letters illuminated green faced channel letters • All rim fascia signs can be halo lit or face lit . Individually -mounted channel letters must be white, ivory, black, grey, beige or similar neutral colors for internal illumination. • No. of signs: 3 attached on • 2 signs attached signs end -cap lease spaces - no No. of signs: 3 attached on end -cap Each lease space shall be more than 3 signs per 1 lease spaces.- no more than 3 signs permitted only 1 attached building Sign fagade.(does not include the pedestrian blade sign) per 1 fagade.(does not include the pedestrian blade sign) sign per street frontage with a maximum of 2 per lease space. �p (� Attached Sign 002 . Attached awning sign No additional attached signs . Attached awning sign • Attached awning sign (West elevation- E. Southlake Blvd) . Sign located in the middle 75% • Sign location within 75% of single . Sign located within 75% of single Proposed Sign Location: = 7 of the single facade plane. • Letter height: 4.1 ft. facade plane • Max. letter ht.: 36 in. (3 ft.) facade plane • Max. letter height: 16 in. �m • Sign width: 22.67 ft. • Max. sign width: 75% of fagade(.75 x • Max. sign width:25.63 ft. n� • Total sign area: 93 sf 42 ft.: 31.5 ft.) . Max. sign area: allowable letter ht. x • Max. sign area: 44.5 sf ® 75% of facade (3 x .75 x 42: 94.5 sf) . Internally lit white acrylic faced . All rim fascia signs can be halo lit or • Individually -mounted channel Elevation letters face lit letters must be white, ivory, black, grey, beige or similar neutral - - _- - - - If a tenant's awning sign is greater than 14 in. tall or 25 sf in size, it shall colors for internal illumination. be counted as a fascia for the elevation in which it is located and shall be counted the tenant's max allowed number of signs Sign • No. of signs: 3 attached on end -cap lease spaces.- no more than 3 signs per 1 fagade.(does not include the pedestrian blade sign) West Elm Sign Comparison Table Sign Proposed (West Elm) The Fresh Market MSP Park Village Rim/End Cap 11,337 sf Allowed under 704-J Attached Sign 003 • Attached sign • Attached sign north facade • Attached sign • Attached sign (North elevation, Tower Plaza) • Sign located in the middle 75% • Sign located within 75% of single • Sign location within 75% of single • Sign located within 75% of single of the single facade plane. facade plane facade plane facade plane Proposed Sign Location: • Letter height: 4 1 ft. 36in (3 ft.) • Letter height: 30 in. . Max. letter ht.: 36 in. (3 ft.) • Max. letter height: 16 in. Plans to be revised per Sign • Logo ht. 125% of max. fascia sign ©� Board recommendation • Max. sign width: 75% of facade (.75 x • Max. sign width:157.5 ft. y • Sign width: 22.67 ft. • Sign width: 38 ft. 67.42 ft.) • Total sign area: 50 sf • Sign area: 95.83 sf • Max. sign area: allowable letter ht. x • Max. sign area: 47.2 sf 75% of facade (3 x .75 x 67.42 ft.:151.6 sf) Elevation ® . All rim fascia signs can be halo lit or • Individually -mounted channel • Internally lit white acrylic faced • Individually -mounted internally face lit letters must be white, ivory, black, letters illuminated green faced channel grey, beige or similar neutral colors letters for internal illumination. • No. of signs: 3 attached on end -cap • Each lease space shall be • No. of signs: 3 attached on • 2 signs attached signs lease spaces.- no more than 3 signs permitted only 1 attached building Sign end -cap lease spaces.- no per 1 fagade.(does not include the sign per street frontage with a " M more than 3 signs per 1 pedestrian blade sign) maximum of 2 per lease space facade.(does not include theT..:.. blade sign) pedestrian .� Attached Sign 005 • Building Blade Sign No additional attached signs • Building Blade Sign Building Blade sign permitted on (North elevation- E. Southlake Blvd) • Letter height: 8.25 in. • Letter height: 18 in. Main St. (Town Square) and • Sign height: 6.5 ft. • Sign width: 4 ft. including mounting internal streets/drives and internal Proposed Sign Location: 0 0.,,.,:.. ...,. o • Sign width: 2 ft. bracket pedestrian ways. ©m • Total sign area: 13 sf • Total sign area: 12 sf • 8 sf total; 4 sf per sign face .H • 1 building blade sign • No. of signs: 3 attached on end -cap • 1 per lease space for Main St. in lease spaces.- no more than 3 signs addition to 2 attached signs per 1 facade.(does not include the allowed per lease space. One per Elevation pedestrian blade sign) lease space in lieu of 1 attached sign for internal streets/drives, and -__.___________ _ _ = internal/pedestrian way 4 Sign West Elm Sign Comparison Table Sign Proposed (West Elm) The Fresh Market MSP Park Village Rim/End Cap 11,337 sf Allowed under 704-J Restricted Parking Signs • Total signs: 3 signs Sign type not specified Sign type not specified in MSP Temporary parking restricted 009, 010, 011 signs 1 per 25 parking spaces, but 3 parking spaces not less than 2 per tenant • Sign face width: 12 in. Proposed Sign Location: • Sign face ht.: 18 in. • Sign face area: 1.5 sf each Sign face area: 2 sf • Pole ht. 5 ft. • Overall sign ht.: 5 ft. 6 aft. Overall sign ht.: 5 ft. Plans to be revised per Sign Board recommendation . Sign Face: QI�nL White Sign Face: White Sign • Copy: White Black Copy: Black Deliveries, Customer Service • Total signs: 3 signs Sign type not specified Sign type not specified in MSP Proposed sign is exempt from the and Customer Pick-up Signs Sign Ordinance regulations under (west rear delivery area) Section 5.3.1 Exemptions 008 and 014 • Sign face width: 8 in. • Sign face ht.: 10 in. Proposed Sign Location: . Sign face area:.56 sf each Sign face: 2 sf Elevation Sign