Item 9A - Staff ReportSOUTHLAKE
PLANNING & DEVELOPMENT
SERVICES
STAFF REPORT
January 30, 2024
CASE NO: MSP24-0001
PROJECT: Master Sign Plan for the hotel originally known as Cambria located at 2104 E.
S.H. 114
EXECUTIVE
SUMMARY: On behalf of Supreme Bright Southlake LLC, Newcrestlmage is requesting approval
of a Master Sign Plan (MSP) at the existing hotel located at 2104 E. S.H. 114
Southlake, Texas.
DETAILS: The hotel is situated northwest of the intersection of Kimball Ave and S.H. 114.
Although the hotel currently operates under the name Cambria, the establishment
is undergoing a transition to become a Marriott Tribute hotel. The name of the hotel
will change to "The Southlake Hotel" beginning February 1, 2024 for an
approximately one-year period while the hotel undergoes renovations. At the
completion of the renovations, the name will change again to reflect the final
branding. The applicant intends to install two attached, permanent, building signs
bearing the designation "The Southlake Hotel" in place of the existing "Cambria"
signs until renovations are completed. The applicant is requesting approval of a sign
band area for the future attached signs for the final branding to avoid an additional
sign variance request at that time. In addition, the applicant is seeking an extension
for temporary banner signs with the designation "The Southlake Hotel" to be
displayed until the permanent "The Southlake Hotel" signs are installed.
Below is a summary of the reauested sians:
Description Details
Proposed Sign Banner (MSP24-0001) (13Y Stage)
Sign Ordinance 704
(MSP24-0001)
Banner height: 4'
Banner height: NA
Proposed sign band areas are identical for both south
and eastern elevations.
Banner width: 20'
Banner width: 30'
Banner area: 80 sq. ft.
Banner area: 80 sq. ft.
20
F
Number: One per street
Number: One per street
7 L Southlake Hotel
frontage (Two total)
frontage.
(3M PANAGRAPHICS III MATERIAL W/ DIGITALLY PRIMED BLACK COPY)
Duration: Until "The
Duration: 15 days
Southlake Hotel" permanent
signage is installed
Case No.
MSP24-0001
Proposed Sign- MSP24-001 (2"d Stage)
Proposed
MSP24-0001
Sign Ordinance No.
MSP16-007
ILambrial
704
Proposed sign band areas are identical for both south
South Elevation
South Elevation
South Elevation
and eastern elevations.
Upper story sign
Upper story sign
Upper story sign
Letter height: 35"
Letter height: 42"
Letter height: 45"
Sign width: 27'-9
Sign width: 22'-6"
Sign width: 21'-5"
15/16"
Sign Area: 156 sq.
Sign Area: 78.75
16E 1l18'� �B-03i1o'
TF
Southlake Hotel
Sign area: 81 sq. ft.
East Elevation
ft.
East Elevation
sq. ft.
East Elevation
Upper story sign
Upper story sign
Upper story sign
Letter height: 35"
Sign width: 27'-9
Letter height: 24"
Sign width: 22'-6"
Letter height: 45"
Sign width: 21'-5"
r
r ie
f i I
15/16"
Sign area: 81 sq. ft.
Sign area: 180 sq. ft.
Sign area: 78.75
sq. ft.
Night View:
Proposed Sign- MSP24-001(3rd Stage)
Proposed
MSP24-0001
Sign Ordinance No.
MSP16-007
Cambria
704
South Elevation
South Elevation
South Elevation
Proposed sign band areas are identical for both south
Upper story sign
Upper story sign
Upper story sign
and eastern elevations.
Sign height: Up to
Letter height: 42"
Letter height: 45"
48"
Sign width: Up to
Sign width: 22'-6"
Sign width: 21'-5"
Pa,l-
27'-10"
Sign area: Up to 111
Sign area: 156 sq. ft.
Sign Area: 78.75
--------siceeum-eecn �
- - _- -- ---- ------_------------_---_----_----- -- ------
TT
sq. ft.
sq. ft.
m SIGN BAND AREA
South Elevation
East Elevation
East Elevation
1--
Upper story sign
Upper story sign
Upper story sign
-----------------------------------------------
Sign height: Up to
Letter height: 24"
Letter height: 45"
48"
Sign width: Up to
Sign width: 22'-6"
Sign width: 21'-5"
27'-10"
Sign area: Up to 111
Sign area: 180 sq. ft.
Sign area: 78.75
sq. ft.
sq. ft.
Case No.
MSP24-0001
Existinq approvals for Cambria:
Sign
Description Details
(Approved by MSP16-007)
704-1 regulations
South Elevation
South elevation is approximately
650 feet from SH 114 frontage
South Elevation
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road.
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a �-6Ric1
Upper story sign
Upper story signs
_
e'
prohibited.
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Maximum letter height: 45" inches
Maximum letter
z-T
for the `i' and 42" for the remaining
height allowed is
B �'A
letters
1
Sign width: 21'-4 7/8"
Sig
Sign width: 25'
Sign area: 78.75 square feet
Maximum sign area:
180 square feet
Approving the option of a channel
cut letter that is a color that
complies with our ordinance, or a
Individually mounted
reverse halo lit sign which can be
channel letters must
any color, as allowed by ordinance.
be white, ivory,
In addition, the applicant will be
black, grey, beige or
allowed temporary banner signs
similar neutral
until their permanent signs are
colors.
installed.
Case No.
MSP24-0001
Sign
Description Details
(Approved by MSP16-007)
704-1 regulations
East Elevation
East elevation is approximately
480 feet from Kimball Avenue.
East Elevation
.; MT61 E\EER 5�1RIM
Upper story sign
Upper story signs
GAMBF7A a9 ss
prohibited.
dart ■
Maximum letter height: 45" inches
Maximum letter
for the 'i' and 42" for the remaining
height allowed is
letters
42"
ar-470-
Sign width: 21'-4 7/8"
Sign width: 25'
IT
Sign area: 78.75 square feet
Maximum sign area:
LCAB �'A
180 square feet
Approving the option of a channel
Individually mounted
cut letter that is a color that
channel letters must
complies with our ordinance, or a
be white, ivory,
reverse halo lit sign which can be
black, grey, beige,
any color, as allowed by ordinance.
or similar neutral
In addition, the applicant will be
colors.
allowed temporary banner signs
until their permanent signs are
installed.
ACTION NEEDED: Consider Approval of Master Sign Plan
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
• Presentation
• Demonstration and Plans
• Also Included: The Elmore Hotel Brand Vision Presentation
STAFF CONTACT: Jennifer Crosby (817) 748 - 8195
Peyton Sherman (817) 748 - 8269)
Case No.
MSP24-0001
BACKGROUND INFORMATION
APPLICANT: Newcrestlmages
OWNER: Supreme Bright Southlake LLC
PROPERTY SITUATION: 2104 E. SH 114
HISTORY: - A Zoning Change and Concept/Site Plan (ZA12-067) from "I-1" Light
Industrial District to "S-P-2" Generalized Site Plan District for Victory Lane
was approved by City Council on September 4, 2012.
- A Zoning Change and Concept/Site Plan (ZA13-135) from ""S-P-2"
Generalized Site Plan District to "S-P-2" Generalized Site Plan District for
Kimball Park was approved by City Council on March 4, 2014.
- A Preliminary Plat (ZA13-136) for Kimball Park was approved by City
Council on March 4, 2014.
- A Final Plat for Kimball Park was approved by the Planning and Zoning
Commission on May 8, 2014.
- A Zoning Change and Site Plan (ZA15-032) for Kimball Park (Cambria
Hotel and Suites) was approved by City Council on June 2, 2015.
- A Master Sign Plan (MSP16-007) was approved for the Cambria Suites by
City Council on December 6, 2016.
SIGN BOARD: January 18, 2024: Approved (6-0), noting approval subject to Staff report
dated January 12, 2024, noting the duration of the approval is 12 weeks,
specifically also allowing staff discretion to grant up to an additional 4 weeks
if needed at the end of that 12 weeks. (Staff note: duration applied to
banners)
CITY COUNCIL:
STAFF COMMENTS: 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.
Case No. Attachment A
MSP24-0001 Page 1
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 fagade/tenant space in
question.
5. Each sign shall be located in the middle 75% of the single plane fagade
or centered on an articulated surface of the building fagade.
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
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.
Case No. Attachment A
MSP24-0001 Page 2
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.
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 fagades, 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.
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(a)-ci.south lake.tx.us for sign application processing and pre -install
inspection.
Case No. Attachment A
MSP24-0001 Page 3
Vicinity Map
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Case No. Attachment B
MSP24-0001 Page 1