Item 9 - Staff ReportCase No.
MSP23-0002
S T A F F R E P O R T
July 28, 2023
CASE NO: MSP23-0002
PROJECT: Master Sign Plan for Charles Schwab
EXECUTIVE
SUMMARY: On behalf of Charles Schwab, Willow Creek Signs is requesting approval of a Master
Sign Plan for the Charles Schwab Campus (formerly TD Ameritrade) located at 3000
Schwab Lane (formerly 3000 TD Ameritrade Lane).
REQUEST: A Master Sign Plan was approved for TD Ameritrade in August 2017. Willow Creek
Signs is requesting to update the Master Sign Plan to reflect the change to Charles
Schwab. This request includes refacing existing monument and directional signs as
well as replacing the attached building sign.
Department of Planning & Development Services
Case No.
MSP23-0002
The proposed Master Sign Plan details are indicated below, with a comparison showing existing sign
regulations and sign ordinance regulations. Staff has indicated in red any proposed regulations which
do not adhere to the sign ordinance.
Existing Sign Details Proposed Sign Details Current 704 Regulations
Attached Building Sign (S1)
1. One upper story attached building
sign on the west elevation facing SH
114
2. Letter height: 32 ½ in.
3. Logo height: 67 in.
4. Sign placement: left justified
5. Sign area 96.65 s.f.
6. Internally illuminated channel letters
neutral color – light up as white at
night
1. One upper story attached
building sign on the west
elevation facing SH 114
2. Letter height: 60.5 in. (letters
“h” and “l”; most letters 36 in.)
3. Logo height: NA
4. Sign placement: left justified
5. Sign area 135 s.f.
6. Internally illuminated channel
letters neutral color – light up
as white at night
1. Upper story signs require
City Council approval
2. Maximum letter height
allowed is 40.8 in. (based on
location of freeway lane)
3. Maximum logo height: 51 in.
4. Sign placement: within the
middle 75% of the single
plane façade
5. Maximum sign area: 400 s.f.
6. Internally illuminated
channel letters must be
neutral in color when lit
Case No.
MSP23-0002
Existing Sign Details Proposed Sign Details Current 704 Regulations
Monument Sign – Main Entry (S2)
1. One sign located at the main
Entrance off of W. Kirkwood Blvd.
directly across from T.W. King
Road. (Total of 3 monument signs
on site.)
2. Sign height: 5 ft. 4 in. (measured
from finished grade at center).
3. Sign width: 20 ft.
4. Sign face area: 21 s.f. per side
5. Sign face height: 2.8 ft
6. Internally-illuminated reverse-
channel graphics (white LED)
1. One sign located at the main
Entrance off of W. Kirkwood
Blvd. directly across from T.W.
King Road. (Total of 3
monument signs on site.)
2. Sign height: 5 ft. 4 in.
(measured from finished grade
at center).
3. Sign width: 20 ft.
4. Sign face area: 36.5 s.f. per
side
5. Sign face height: 2.25 ft
6. Internally-illuminated reverse-
channel graphics (white LED)
1. One monument sign per
street front; two signs
maximum per site.
2. Maximum sign height: 6 ft.
6 in.
3. Maximum sign width: 13 ft.
4. Maximum sign face area:
50 s.f. per side
5. Maximum sign face height:
4 ft.
6. Illumination may be
internal, backlit or external
Case No.
MSP23-0002
Existing Sign Details Proposed Sign Details Current 704 Regulations
Monuments Signs – Rear Entry (S3
and S4 – Two Signs)
1. Two signs located at the drive
entrances to the parking garage
entrance off of W. Kirkwood Blvd.
(total of 3 monument signs on site)
2. Maximum sign height: 5 ft. 4 in.
(measured from finished grade at
center)
3. Sign width: 20 ft.
4. Sign face area: 20 s.f. per side
5. Sign face height: 2.6 feet
6. Internally-illuminated reverse-channel
graphics (white LED)
1. Two signs located at the drive
entrances to the parking
garage entrance off of W.
Kirkwood Blvd. (total of 3
monument signs on site)
2. Maximum sign height: 5 ft. 4 in.
(measured from finished grade
at center)
3. Sign width: 20 ft.
4. Sign face area: 36.5 s.f. per
side
5. Sign face height: 2.25 ft
6. Internally-illuminated reverse-
channel graphics (white LED)
1. One monument sign per
street; 2 signs maximum per
site
2. Maximum sign height: 6 ft. 6
in.
3. Maximum sign width: 13 ft.
4. Maximum sign face area: 50
s.f. per side
5. Maximum sign face height: 4
ft.
6. Illumination may be internal,
backlit or external
Case No.
MSP23-0002
Existing Sign Details Proposed Sign Details Current 704 Regulations
Directional Signs (S5, S6, S7, S11,
S12 – Five Signs)
1. Five (5) directional signs
2. Sign structure material: dark metal
finish-no masonry
3. Sign height: Up to 3 ft.
4. Sign face area: 9 s.f.
5. Sign structure area: 9 s.f.
6. Non-illuminated
1. Five (5) directional signs
2. Sign structure material: dark
metal finish-no masonry
3. Sign height: Up to 3 ft.
4. Sign face area: 9 s.f.
5. Sign structure area: 9 s.f.
6. Non-illuminated
1. Limited to two (2) per site
2. Sign structure material:
minimum of 6 inches of
masonry or material
matching the building
surrounding the sign face
(for signs visible from
ROW)
3. Maximum sign height: 3 ft.
4. Maximum sign face area: 4
s.f.
5. Maximum sign structure
area: 10 s.f.
6. Illumination not required
Case No.
MSP23-0002
Existing Sign Details Proposed Sign Details Current 704 Regulations
Directory (Welcome) Sign (S10)
1. One (1) welcome sign
2. Sign structure: dark metal finish; 2.75
in. surrounding sign face
3. Located along internal drive
4. Sign height: 3 ft.
5. Sign face area 3.5 s.f.
6. Non-illuminated
1. One (1) welcome sign
2. Sign structure: dark metal
finish; 2.75 in. surrounding sign
face
3. Located along internal drive
4. Sign height: 3 ft.
5. Sign face area 6 s.f.
6. Non-illuminated
1. One (1) directory sign per
street entrance
2. Sign structure: minimum of 6
in. of sign structure
surrounding sign face
3. Located along internal drive
4. Maximum total height: 6 ft. 6
in./ maximum sign structure
height: 5 ft.
5. Maximum sign face area: 50
s.f.
6. Illumination not required
Case No.
MSP23-0002
Existing Sign Details Proposed Sign Details Current 704 Regulations
Mounted Addresses
Dark metal 24-inch address numerals
located on south façade of the building
and south facing façade of parking
garage
1. Sign area: approximately 11.5 s.f.
2. Sign placement: right justified
3. Letter height: 24 in.
4. Non-illuminated
(No changes proposed)
1. Sign area: approximately 11.5
s.f.
2. Sign placement: right justified
3. Letter height: 24 in.
4. Non-illuminated
1. Sign area: 5 s.f. for address
signs; signs in excess of 5
s.f. in area are considered
attached business signs
2. Sign placement: middle
75% of the single plane
façade (attached business
sign)
3. Letter height: 14 in.
(attached business sign)
4. Illumination not required
ACTION NEEDED: Consider Master Sign Plan
ATTACHMENTS: (A) Background Information
(A) Vicinity Map
Plans
STAFF CONTACT: Jenny Crosby (817) 748-8195
Dennis Killough (817) 748-8072
Case No. Attachment A
MSP23-0002 Page 1
BACKGROUND INFORMATION
OWNER: TD Ameritrade
APPLICANT: IA Interior Architects
PROPERTY ADDRESS: 3000 TD Ameritrade Lane
HISTORY: August 17, 1982 - The southern portion of this property was zoned "H"
Heavy Commercial under case ZA82-024 (Ordinance No. 261-35).
November 19, 1985 - The northern portion of this site was zoned "H"-
Heavy Commercial with the annexation of this portion of the property under
Ordinance No. 319.
August 4, 1987 - Inclusive of the above described areas, approximately
342 acres, bounded by T.W. King Road, W. S.H. 114, W. Dove Road and
N. White Chapel Blvd. was zoned from "H" Heavy Commercial to "PUD"
Planned Unit Development allowing "R-1" and "R-2" Retail, "O-1" and "O-
2" office and "CS" Community Service district development under case
ZA87-015 (Ordinance 334-012).
September 19, 1989 - The above described 342 acres was given "PUD"
Planned Unit Development zoning allowing "C-3" General Commercial,
"CS" Community Service development with the adoption of the Zoning
Ordinance No. 480 and the official zoning map.
October 17, 1995 - A Zoning Change and Concept Plan for NR-PUD
allowing "C-3" General Commercial, "O-2" Office, "HC" Hotel and "CS"
Community Service development under Case ZA95-074 (Ordinance 480-
180) was approved for an approximately 127 acre portion of the previously
described 342 acres, west of the alignment of the approximate alignment of
Kirkwood Boulevard; "R-PUD" Residential Planned Unit Development
allowing detached single family residential development was approved
under Case ZA95-073 (Ordinance 480-179) for approximately 199 acre
portion of the previously described 342 acres, east of the approximate
alignment of Kirkwood Boulevard.
July 20, 1999 - A Zoning Change and Concept Plan for NR-PUD
allowing a variety of non-residential uses and development to include
"High-Tech" uses, "O-2 Office", "Parking Structures", "Hotel", "Restaurant"
was approved for approximately 155 acre under Case ZA99-056
(Ordinance 480-313). The area included portions of the above described
"NR-PUD" west of the alignment of Kirkwood Boulevard and a northern
portion of the "R-PUD" area east of the alignment of Kirkwood Boulevard.
October 19, 1999 - A Preliminary Plat for Lots 1-4, Block 1, Sabre Group
Campus was approved under Case ZA99-080.
November 18, 1999 - A Final Plat for Lots 1-4, Block 1, Sabre Group Campus
was approved under case ZA99-096.
Case No. Attachment A
MSP23-0002 Page 2
January 18, 2000 - A Development Plan for Sabre Group Campus was
approved under Case ZA99-090.
March 20, 2007 - A Plat Revision for Lots 1R1, 1R2, 2R, 4R1, 4R2 and 4R3,
Block 1, Sabre Group Campus was approved under case ZA07-025.
September 15, 2015 - A Plat Revision for Lots 1R1R1 and 1R1R2, Block 1,
Sabre Group Campus was approved under case ZA15-085.
April 19, 2016 – A Site Plan for TD Ameritrade was approved under case
ZA16-012.
August 15, 2017 – A Master Sign Plan for TD Ameritrade was approved
under case MSP17-0004.
SIGN BOARD:
CITY COUNCIL:
STAFF COMMENTS: 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@ci.southlake.tx.us for sign application processing and pre-install
inspections.
Case No. Attachment B
MSP23-0002 Page 1