Item 7 - Demonstration and PlansSIGN VARIANCE APPLICATION
1400 Main Street, Suite 310, Southlake, TX 76092
Phone: (817) 748-8215 Fax: (817) 748-8077
Revised January 2023 2
Demonstration
Please demonstrate that the following conditions are applicable to the requested sign variance:
1.That a literal enforcement of the sign regulation will create an unnecessary hardship or practical
difficulty on the applicant.
2.That the situation causing the unnecessary hardship or practical difficulty is unique to the affected
property and is not self imposed.
3.That the variance will not injure and will be wholly compatible with the use and permitted
development of adjacent properties.
4.That the variance will be in harmony with the spirit and purpose of the sign ordinance.
See attached PDF.
See attached PDF.
See attached PDF.
See attached PDF.
Answers To Demonstrations
That a literal enforcement of the sign regulation will create an unnecessary hardship
or practical difficulty on the applicant:
City sign criteria states that sign letters on the west elevation cannot exceed 16” in height.
We are proposing to move the existing sign on the north elevation to the west elevation.
Sign letter height of the existing sign is 24”.
The west elevation sight lines from Nolen are severely impacted by the line of trees as
shown on the west elevation drawing. Letter height of 24’ would not be seen easily, and 16”
height letters as required by code would be even more difficult to read by passing traffic.
Therefore, we are asking for a variance to allow the existing sign to be permitted, once
moved to the west elevation. Additionally, it would appear to be a waste of money to
dispose of a perfectly good sign and to manufacture and install a new one simply because
of letter height notwithstanding respect for City code.
The north elevation has a lease width of approximately 116’. According to sign criteria, our
client would be allowed to have a sign of up to 75% of such width or some 87’. However,
because the north elevation has a separate façade that does not align completely with the
horizontal face of the building, signage is limited by City Code to 75% of the approximately
26’ width of this façade. This does limit Activate to a sign approximately 19.5’ in width,
which looks small in relation to the building. We are asking for a variance to allow the sign
to be moved up to 23’. While this is some 88% of the lease width of the existing façade, it is
much smaller than 75% of the lease width which would usually apply. The sign on this
elevation is also some 329’ from East Southlake Boulevard. Activate needs this sign to be
as large as possible to maximize revenue, which ultimately is of beneflt to the City of
Southlake.
At the time this building was constructed, a State of Texas type emblem was placed at what
would generally be the sign area of the north elevation. This has caused the existing sign
“ACTIVATE” to be placed on the right side of the building, (looking outwards) which gives
the business less exposure than if the sign was place high on the center façade. We are
asking permission to remove the State of Texas Emblem so new signage can be placed on
the appropriate façade.
That the situation causing the unnecessary hardship or practical difficulty is unique to
the affected property and not self-imposed.
The hardship created by a line of trees that generally (perhaps not completely) block the
west elevation from being seen by passing cars is not self-imposed. A sign with 24” high
letters would help the situation an compared to City of Southlake sign criteria letters which
would only reach 16” in height.
The situation on the north elevation is generally caused by the existence of a State Emblem
that was placed many years ago in the center of what should have been the appropriate
sign area. This has caused the existing signage to be moved to the left of the building
(looking toward the building) in a less visible position than if it was to be placed high on the
center sign elevation. The sign cannot be placed there without moving the emblem. Given
the above, we believe the situation on both elevations (north and west) is not self-imposed.
That the variance will not injure and will be wholly compatible with the use and
permitted development of adjacent properties.
We believe the situations as described above, along with the new paint colors, will enhance
the existing property, increasing traffic and cash fiow for all businesses in this center. We
see no possibility that any other business in this development can be harmed in any way
possible by allowing the requested Variance.
That the variance will be in harmony with the spirit and purpose of the sign ordinance.
The spirit and purpose of the sign ordinance is to make sure signage for all businesses in
Southlake are “coordinated” with each other as closely as possible so the City itself can
ultimately prosper. The sign ordinance creates a sense of “teamwork” throughout the City,
which gives a clean unifled look to businesses and shopping centers that are all designed
to be somewhat different from each other. We believe the proposed changes do work in
harmony with the spirit and purpose of the existing codes.
NARRATIVE
We are requesting a variance regarding signage for the north and west elevations of the
existing building that exceed City Code by either letter height or sign width. We are also
asking for a variance to change the color of the building, unless the proposed colors do
meet code. Given the north elevation distance from East Southlake Boulevard, and the fact
that trees tend to block the view of the building from Nolen, we believe the reasons for
asking for a variance are not unreasonable. Granting the variance will give the existing
business greater visibility without changing the character of the shopping center.
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Monday, June 30, 2025 at 10:43:21Monday, June 30, 2025 at 10:43:21Monday, June 30, 2025 at 10:43:21Monday, June 30, 2025 at 10:43:21 AM Eastern Daylight TimeAM Eastern Daylight TimeAM Eastern Daylight TimeAM Eastern Daylight Time
Subject:Subject:Subject:Subject:Storefront Refresh - Activate Games
Date:Date:Date:Date:Monday, June 30, 2025 at 10:15:49 AM Eastern Daylight Time
From:From:From:From:Ben Anderson
To:To:To:To:Fred Purvis
CC:CC:CC:CC:Dylan Tighe
Attachments:Attachments:Attachments:Attachments:Southlake - Exterior Refresh.pdf
Hey Fred,
Would you be able to sign off on the exterior design changes below? We are submitting designs
to the city for review today to see if they will even allow us a variance for this work. Changes we
are seeking from the city:
Remove Lone Star
Add new larger sign to the center of the facade
Move existing sign to the side of the building
Refresh building and awnings with paint
Please send back a signed/stamped copy of this PDF if you approve.
Thank you!
--
Ben AndersonBen AndersonBen AndersonBen Anderson
ActivateActivateActivateActivate
859-327-8215 activate.games ben@activate.games
LL Approved - FEP 6/30/25
LL Approved - FEP 6/30/25
LL Approved - FEP 6/30/25
LL Approved - FEP 6/30/25
(Authorized Agent of the Owner)
6/30/25
Approved 6/30/25
Approved 6/30/25