Item 6 - Staff ReportCase No.
SV24-0013
S T A F F R E P O R T
November 15, 2024
CASE NO: SV24-0013
PROJECT: Sign Variances for Markham Fine Jewelers – 101 Grand Ave
EXECUTIVE
SUMMARY: Texas Signs, Inc., on behalf of Markham Fine Jewelers, is requesting approval of
sign variances under the Southlake Town Square Master Sign Plan regulations to
allow six illuminated awnings with push-through signage for their location in
Southlake Town Square. Markham Fine Jewelers is located at 101 Grand Ave.
DETAILS: Texas Signs, Inc. is requesting variances for six illuminated awnings with push-
through signage. Two awnings are proposed for the west elevation and four awnings
are proposed for the south elevation. The Southlake Town Square Master Sign plan
only allows for non-illuminated awning signs.
At their November 07, 2024, meeting, the Sign Board made a motion to Table (5-0),
per the applicant’s request. The applicant’s original request was for the following:
two attached signs with triple stacked reverse channel letters on a backer, one
attached sign with triple stacked reverse channel letters, six push through
illuminated awning signs, and five gobo signs. Following the meeting, the applicant
revised their request and now are only seeking variance approval for the illuminated
awning signs.
Case No.
SV24-0013
Proposed Sign Type
Permitted by
Southlake Town
Square MSP
Proposed for
Markham Fine
Jewelers
West Elevation
(Two awnings)
Sign Type: Push Thru
Acrylic
Illumination: None
Letter Height: 6”
Logo Height: 12”
Sign Area: NA
Sign Type: Push Thru
Acrylic
Illumination: White
Letter Height: 6”
Logo Height: 12”
Sign Area: 11.6 SF
South Elevation
(Four awnings)
Sign Type: Push Thru
Acrylic
Illumination: None
Letter Height: 6”
Logo Height: 12”
Sign Area: NA
Sign Type: Push Thru
Acrylic
Illumination: White
Letter Height: 6”
Logo Height: 12”
Sign Area: 16.66 SF
Case No.
SV24-0013
Original Request
Proposed Sign (11/07/2024 Sign Board)
Permitted by Southlake Town
Square MSP
Permitted by Sign Ordinance
No. 704, as amended (for
comparison)
Proposed for Markham Fine
Jewelers
Wall Sign
(West Elevation)
Sign Type: Channel letter on
Backer Plate Not Permitted
Stacked: 2
Overall Letter Height: 36”
Letter Height: 24” up to 36”
Logo Height: 30”
Sign Width: NA
Sign Area: NA
Logo Area: NA
Sign Type: Channel letter on
Backer Plate Not Permitted
Stacked: NA
Overall Letter Height: NA
Letter Height: 16”
Logo Height: 20”
Sign Width: 6.9’
Sign Area: 55.6 SF
Logo Area: 11.1 SF
Sign Type: Reverse Channel on
Backer Plate
Stacked: 2
Overall Letter Height: 32“
Letter Height: 6” & 13”
Logo Height: NA
Sign Width: 8.5’
Sign Area: 34.3 SF
Logo Area: NA
Wall Sign
(South Elevation)
Sign Type: Channel letter on
Backer Plate Not Permitted
Stacked: 2
Overall Letter Height: 36”
Letter Height: 24” up to 36”
Logo Height: 30”
Sign Width: NA
Sign Area: NA
Logo Area: NA
Sign Type: Channel letter on
Backer Plate Not Permitted
Stacked: NA
Overall Letter Height: NA
Letter Height: 18
Logo Height: 22.5
Sign Width: 6.9’
Sign Area: 67.6 SF
Logo Area: 5.6 SF
Sign Type: Reverse Channel on
Back Plate
Stacked: 3
Overall Letter Height: 32”
Letter Height: 6” & 13”
Logo Height: NA
Sign Width: 8.5’
Sign Area: 34.3 SF
Logo Area: NA
Wall Sign
(East Elevation)
Sign Type: Reverse Channel
Letter
Stacked: 2
Overall Letter Height: 36”
Letter Height: 24” up to 36”
Logo Height: 30”
Sign Width: 20.1’
Sign Area: NA
Logo Area: NA
Placement – lease space or
adjacent lease space
Sign Type: Reverse Channel
Letter
Stacked: NA
Overall Letter Height: NA
Letter Height: 14”
Logo Height: 17.5”
Sign Width: 20.1’
Sign Area: 55.6 SF
Logo Area: 11.1 SF
Placement – onsite only
Sign Type: Reverse Channel
Letter
Stacked: 3
Overall Letter Height: 61”
Letter Height: 11” 12” & 25”
Logo Height: NA
Sign Width: 15’
Sign Area: 76.25 SF
Logo Area: NA
Placement – Adjacent lease
space
Case No.
SV24-0013
Proposed Sign (11/07/2024 Sign Board) Permitted by Southlake Town
Square MSP
Permitted by Sign Ordinance
No. 704, as amended (for
comparison)
Proposed for Markham Fine
Jewelers
Awning Sign
(West Elevation)
Sign Type: Push Thru Acrylic
Illumination: not permitted
Letter Height: 6”
Logo Height: 12”
Sign Area: NA
Not Permitted
Sign Type: Push Thru Acrylic
Illumination: White illumination
Letter Height: 10”
Logo Height: 12”
Sign Area: 18.26
Awning Sign
(South Elevation)
Sign Type: Push Thru Acrylic
Illumination: not permitted
Letter Height: 6”
Logo Height: 12”
Sign Area: NA
Not Permitted
Sign Type: Push Thru Acrylic
Illumination: White illumination
Letter Height: 10”
Logo Height: 12”
Sign Area: 30.21
Gobo Sign
(West Elevation)
Number of signs allowed:
ground facing – up to two per
street front per tenant
Projection Sign Area: 9 SF
Effective luminance shall not
exceed 3,500 LM during
evening (night) hours.
Projection (content) shall be
fixed and have no movement.
Illumination shall only occur
during active business hours.
Not Permitted
Number of signs: 5
Projection Total Sign Area: 32.4
SF
Omega: 3.4 SF
Breitling: 6.3 SF
TagHeuer: 5.2 SF
De Beers: 5.8 SF
Markham Fine Jewelers: 11.7
SF
Projection content: No
movement
Case No.
SV24-0013
ACTION NEEDED: Consider Approval of Requested Sign Variance
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Presentation
Demonstration
Plans
STAFF CONTACT: Seantay Carpenter (817)748-8215
Jenny Crosby (817)748-8195
Case No. Attachment A
SV24-0013 Page 1
BACKGROUND INFORMATION
APPLICANT: Texas Sign, Inc
OWNER: TOWN SQUARE VENTURES IV LP
PROPERTY SITUATION: 101 Grand Ave
LEGAL DESCRIPTION: Lot 2, Block 5R, Southlake Town Square Addition
CURRENT ZONING: “DT” Downtown District
HISTORY: November 1998; Phase I Sign Regulations adopted
March 1999; Phase II Sign Regulations adopted
November 2005; Grand Avenue Sign Regulations adopted
June 5, 2018; City Council approved two off-site development signs (one V-
shaped sign) located at the SE corner of Central Avenue and SH114 for
period ending June 30, 2020 or such time as construction is completed,
whichever comes first; allowing one wayfinding sign measuring up to 3’ x 5’
at the NW corner of Central Avenue and FM 1709 for period ending June 30,
2020 or such time as construction is completed, whichever comes first; and
allowing three temporary construction signs placed on Parkview Residences
construction fence along Central Avenue per the exhibit this evening for
period ending December 31, 2019 or such time as construction is completed,
whichever comes first. (SV18-0002)
June 16, 2020; City Council approved an amended Master Sign Plan for
Southlake Town Square. (MSP20-0001)
February 23, 2021; City Council approved a Specific Use Permit to allow a
one (1) year extension of the previously approved specific use permit for
the temporary sales facility and signage located at 351 Central Avenue;
and the specific use permit is extended to March 30, 2022. (ZA20-0069)
April 20, 2021; City Council approved a sign for one (1) existing off-site V-
shaped development sign located at E. SH 114 and Central Avenue for a
1-year period. (SV21-0002)
April 20, 2021, City Council approved a variance for Whistle Britches to allow
a mural wall sign and that is not located on the front façade entrance and
Section 6, Materials, to allow a sign material type that is not listed in the
Southlake Town Square Master Sign Plan. The applicant is proposing a
mural sign lit by 3 wall lights on the west side of the building that is an exterior
grade foil substrate applied directly to the brick wall. (SV21-0005)
June 29, 2021; City Council approved variances to Sign Ordinance No. 704,
as amended, and the Southlake Town Square (MSP) for EVO Entertainment
(former Harkins Theater building) for several attached building signs on the
northwest, northeast, southeast, and southwest elevations of the building.
Case No. Attachment A
SV24-0013 Page 2
The sign variance request includes the proposed total number of signs
(exceeding the allowable signs per building), sign size, the number of signs
on each façade, and sign types not listed in the Sign Ordinance No. 704, as
amended, and the Southlake Town Square (MSP). The proposed attached
signs are located on the existing building located at 1450 Plaza Place,
Southlake. (SV21-0012)
November 3, 2021, City Council approved a sign variance to Sign Ordinance
No. 704, as amended, and the Southlake Town Square Master Sign Plan to
allow two digital portal entry signs for T-Mobile store at Southlake Town
Square. (SV21-0020)
March 1, 2022, City Council approved a sign variance for Nike By Southlake
that included a wall mural on the south façade along with two attached
illuminated façade signs on the front and rear elevations, an illuminated
pedestrian blade sign on the south façade, illuminated window signs (lifestyle
image curtains) on the front west and the south façade, , graphic design rear
window signs (east), and an internal illuminated specialty display window
cabinet sign (internal) on the west elevation, in perpetuity, and should the
window signs change, a new sign variance will be required. (SV21-0028)
August 2, 2022, City Council tabled indefinitely a request for a mural for
Lululemon located at 233 Grand Avenue. (SV22-0007)
March 21, 2023, City Council approved a sign variance for Shack Shack to
Allow the painted mural sign on the north elevation of the building with a
larger than permitted sign area of approximately 215. 4 square as presented.
Per the Sign Board' s suggestion, applicant has signed a licensing
agreement with CISD and has revised the mural to include the dragon
(SV23-0002)
October 01, 2024, City Council approved a sign variance for Tommy Bahama
to allow a painted visual art wall mural sign on both the west, which is the
rear, and south, which is the left side of this building, and noting that we are
approving a larger mural sign than what is normally allowed. (SV24-0008)
October 01, 2024, City Council approved a sign variance for Sweet Paris
Creperie & Café to allow two green box signs with non-lit letters. Sign D with
the larger letters and Sign E, with the Southlake name added. (SV24-0010)
SIGN BOARD: November 07, 2024; Motion made to Table (5-0) at the applicant’s request
to our November 21 P&Z meeting subject to staff report dated November 01,
2024.
CITY COUNCIL:
STAFF COMMENTS: City Council approval of the request does not eliminate the requirement for
sign permit to be approved prior to sign installation. Please contact Seantay
Carpenter for sign application processing and pre-install inspection. Seantay
can be reached at 817-748-8215 or scarpenter@ci.southlake.tx.us.
Case No. Attachment B
SV24-0013 Page 1