Item 9A - Staff ReportItem 9A
SOUTHLAKE
PLANNING & DEVELOPMENT
SERVICES
STAFF REPORT
August 11, 2025
CASE NO: SV25-0008
PROJECT: Sian Variances for Hookv Entertainment
EXECUTIVE
SUMMARY: Pattison ID, on behalf of Hooky Entertainment (former EVO Entertainment), is
requesting approval of sign variances under the Southlake Town Square Master
Sign Plan regulations to allow five attached building signs for their location in
Southlake Town Square. Hooky Entertainment is located at 1450 Plaza Place.
DETAILS: Pattison ID respectfully submits this request for variances pertaining to five
proposed attached wall signs, identified as Al, A2, A3, B1, and B2. The variances
are sought to allow for deviations from the maximum permitted letter height and
overall sign area as outlined in the applicable sign regulations.
The proposed placement of the signs is as follows:
• Sign Al: to be affixed to the trellis located on the west elevation of the
building, facing Plaza Place.
• Sign A2 and B2: to be installed on the north elevation, facing E SH 114
frontage.
• Sign A3: to be installed on the west elevation of the building, facing Central
Avenue.
• Sign B1: to be attached to the south elevation of the building, facing Federal
Way.
On August 07, 2025, Sign Board meeting, the Sign Board recommended approval
(7-0), noting specifically with respect to the various elevations that we are in
agreement on Sign Al, that with regard to Sign A2 would like to see the applicant
present an alternative to City Council that is 25% smaller, with regards to A3 that
they also present an option that is 25% smaller also requesting that signs B2 and
B1 be the same size as presented meaning 208.2 sf shown for B1. Accordingly, they
will present the recommended sign board options at the City Council meeting.
Case No.
SV25-0008
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Case No.
SV25-0008
SIGN Al - West Elevations (main entrance)
406'- 4"
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Permitted by Southlake Town Square MSP
Proposed Hooky Entertainment
• Letter Height: 61 inches or 5' 1"
0 Letter Heights: 10' 10"
• Sign Area: 203 sf
0 Sign Width: 34'
• Letter Type: Open channel letters
0 Overall Sign Height: 12' 10 3/8"
illuminated with exposed light source
. Sign Area: 437.1 SF
• Number of Signs is Combination of 3 of 5
0 Number of Signs on the fagade: 1
sign types per lease space, fascia
0 5" deep open channel letters with white
proposed
LED tubing, white interior, aluminum
returns and exterior painted to Cyan
• Fascia sign attached to aluminum trellis
structure
SIGN A2 - North Elevation (SH 114)
222' - 10"
Bowging -- -
JOIN I
Permitted by Southlake Town Square MSP
Proposed Hooky Entertainment
• Letter Height: 61 inches or 5' 1"
0 Letter Heights: 10' 10"
• Sign Area: 111 sf
0 Sign Width: 34'
• Letter Type: Open channel letters
• Overall Sign Height: 12' 10 3/8"
illuminated with exposed light source
0 Sign Area: 437.1 SF
• Number of Signs is Combination of 3 of 5
• 5" deep open channel letters with white
sign types per lease space, fascia
LED tubing, white interior, aluminum
proposed
returns and exterior painted to Cyan
• Number of Signs on the fagade: 1 of 2
signs
Case No.
SV25-0008
SIGN A3 — East Elevation (Central Avenue)
406' — 4"
Permitted by Southlake Town Square MSP
• Letter Height: 61 inches or 5' 1"
• Sign Area: 203 sf
• Letter Type: Open channel letters
illuminated with exposed light source
• Number of Signs is Combination of 3 of 5
sign types per lease space, fascia proposed
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Proposed Hooky Entertainment
• Letter Heights: 10' 10"
• Sign Width: 34'
• Overall Sign Height: 12' 10 3/8"
• Sign Area: 437.1 SF
• 5" deep open channel letters with white
LED tubing, white interior, aluminum
returns and exterior painted to Cyan
• Number of sians: 1
SIGN 131 — South Elevation (Federal Way)
Permitted by Southlake Town Square MSP
• Letter Height: 61 inches or 5' 1"
• Sign Area: 111 sf
• Letter Type: Open channel letters
illuminated with exposed light source
• Number of Signs is Combination of 3 of 5
sign types per lease space, fascia proposed
Case No.
SV25-0008
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Proposed Hooky Entertainment
• Letter Height: 2' - 7" & 2' - 8 1/8"
• Sign Width: 14' - 8 1/8"
• Overall Sign Height: 14'
• Sign Area: 208.2 SF
• 5" deep open channel letters with white
LED tubing, white interior, aluminum
returns and exterior painted to Cyan
• Number of Signs: 1
SIGN B2 — North Elevation (SH 114)
222'-lti"
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Bowging
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16'-1]/6'
Permitted by Southlake Town Square MSP
Proposed Hooky Entertainment
• Letter Height: 61 inches or 5' 1"
• Letter Height: 3'- 3 1/8" & 3' - 4 1/2"
• Sign Area: 111 sf
Sign Width: 18'- 6"
• Letter Type: Open channel letters
• Overall Sign Height: 17'- 7 5/8"
illuminated with exposed light source
• Sign Area: 332.8 sf
• Number of Signs is Combination of 3 of 5
0 5" deep open channel letters with white
sign types per lease space, fascia proposed
LEDs tubing, white interior, aluminum
returns and exterior painted to Cyan
• Number of Signs: 2 of 2
Case No.
SV25-0008
EVO Entertainment and Hooky Entertainment Sign Comparison
West Elevation (main entrance)
EVO Entertainment Hooky Entertainment
• Number of Signs: 2
o EVO Entertainment
o Films, Lanes, Games
• Total Sign Area (all signs): 569 sf
• Sign Area:
o EVO Entertainment: 478 sf
o Films, Lanes, Games: 91 sf
• Overall Sign Width:
o EVO Entertainment: 32'
o Films, Lanes, Games: 38'- 3"
• Letter Height
o EVO — 1 VY
o Entertainment — 2' 7 3/4"
o Films, Lanes, Games — 2'4 5/8"
• Number of Signs: 1
o Hooky
• Sign Area - 437.1 sf
• Letter Height - 10'-10"
• Overall Sign Width - 34'
North Elevation (SH 114)
EVO Entertainment Hooky Entertainment
• Number of signs: 2
o EVO Entertainment
o Films, Lanes, Games
• Overall sign width:
o EVO Entertainment: 32'
o Films, Lanes, Games: 19'- 4"
• Total sign area (all signs): 973.4 sf
• Sign area:
o EVO Entertainment: 478 sf
o Films, Lanes, Games: 315.4 sf
• Letter height:
o EVO — 1 VY
o Entertainment — 2' 7 V
o Films, Lanes, Games — 37'
■ Stacked — 16' 3 3/4"
Case No.
SV25-0008
• Number of Signs: 2
o Hooky
o Movies, Bowling, Food, Games
• Overall sign width:
o Hooky:34'
o Movies, Bowling, Food, Games:
18'-6"
• Total sign area: 769.9 sf
• Sign area:
o Hooky: 437.1 sf
o Movies, Bowling, Food, Games:
332.8 sf
• Letter height:
o Hooky — 10'-10"
o Movies, Bowling, Food — 3' 3
1/8"
o Games — 3' 4.5"
■ Stacked — 17' 7 5/8"
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East Elevation (Central Avenue)
EVO Entertainment
Hooky Entertainment
• Number of signs: 1
0 Number of Signs: 1
o EVO Entertainment
o Hooky
• Sign Area: 478 sf
• Sign Area: 437.1 sf
• Overall Sign Width: 32'
• Overall Sign Width - 34'
• Letter Height:
. Letter Height - 10'-10"
o EVO — 11' - 3"
o Entertainment — 2'- 7 3/4"
• Two art deco features — white LED
•
South Elevation (Federal Way)
EVO Entertainment
Hooky Entertainment
• Number of signs: 1
• Number of signs: 1
o EVO Logo
o Movies, Bowling, Food, Games
• Sign Area: 181.6 sf
0 Sign Area: 208.2 sf
• Overall Sign Width: 13' - 4"
• Overall Sign Width: 14'-8 1/8"
• Logo Height: 13' - 7"
• Letter height:
• Two art deco features — white LED
o Movies, Bowling, Food — 2' 7"
o Games — 2' 8 1 /8"
■ Stacked — 14'
ACTION NEEDED: Consider Approval of Requested Sign Variances
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
Presentation
Demonstration and Plans
STAFF CONTACT: Seantay Carpenter (817) 748-8215
Jenny Crosby (817) 748-8195
Case No.
SV25-0008
BACKGROUND INFORMATION
APPLICANT: Pattison ID
OWNER: KRG GRAND AVENUE II LLC
PROPERTY SITUATION: 1450 Plaza Place
LEGAL DESCRIPTION: Lot 4, Block 14, Phase IV of the 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 fagade 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.
SV25-0008
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 fagade, 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 EVO. The approval
included the relocation of an attached building sign on the northeast
elevation (shifted north of its originally approved location), the relocation and
resizing of the previously approved media display to the east wall, and the
addition of a new media display consisting of five televisions on the
northwest patio wall. (SV21-0027)
March 1, 2022, City Council approved a sign variance for Nike By Southlake
that included a wall mural on the south facade along with two attached
illuminated fagade signs on the front and rear elevations, an illuminated
pedestrian blade sign on the south fagade, illuminated window signs (lifestyle
image curtains) on the front west and the south fagade, , 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 Shake 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 & Cafe 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)
November 19, 2024; City Council approved a sign variance for Flower Child.
The approval included 1 attached wall sign label sign A exceeding max sign
width, tagline letter due not meet 2" thickness standard as presented, noting
we are approving visual wall mural as presented on the west elevation to
Case No.
SV25-0008
exceed max sign allowed and noting we are not approving the wall mural as
presented on south elevation. (SV24-0016)
December 03, 2024; City Council approved a sign variance for Markham
Fine Jewelers. The approval included six illuminated awnings with push -
through signage. (SV24-0013)
SIGN BOARD: August 07, 2025; Approved (7-0) Subject to staff report dated August 01,
2025, noting specifically with respect to the various elevations that we are in
agreement on Sign Al, that with regard to Sign A2 would like to see the
applicant present an alternative to City Council that is 25% smaller, with
regards to A3 that they also present an option that is 25% smaller also
requesting that signs B2 and 131 be the same size as presented meaning
208.2 sf shown for 131.
CITY COUNCIL: City Council consideration of this item is scheduled to be held on August 19,
2025.
STAFF COMMENTS: City Council approval of this request does not waive the requirement to
obtain a sign permit prior to installation. All signage must be reviewed and
approved through the City's permitting process before any installation takes
place.
In accordance with City regulations, all signs must be designed by a
structural engineer licensed in the State of Texas and must bear the
appropriate professional stamp and/or seal.
Additionally, illuminated signs are subject to specific restrictions. Such signs
may not be erected or displayed within one hundred fifty (150) feet of any
single-family residentially zoned property unless the lighting is fully shielded
from view and the level of indirect light complies with the standards
established in Lighting Ordinance No. 693-13, as amended.
For assistance with the sign permit application and to schedule a pre -
installation inspection, please contact Seantay Carpenter at 817-748-8215
or via email at scarpenter(a)ci.south lake.tx.us.
Case No.
SV25-0008
Vicinity Map
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Case No.
SV25-0008