Item 4G
Department of Planning & Development Services
S T A F F R E P O R T
April 9, 2008
SP 08-079
CASE NO:
Sign Variance for Watermere at Southlake
PROJECT:
REQUEST: Fource Communications, on behalf of Watermere at Southlake, is requesting a
variance from the Sign Ordinance No. 704-C regulations for a temporary sign. The
subject property is located at the southeast corner of West Southlake Boulevard and
Watermere Drive and the address is 2807 West Southlake Boulevard. The applicant is
requesting a v-shaped development sign that exceeds the maximum sign height and
maximum sign area standards. The applicant previously had a temporary development
sign approved by City Council for this location, however the approval for that sign has
expired. The previously approved sign was 1 sided, 15 feet tall and 160 square feet in
area. The sign was positioned horizontal to Southlake Boulevard. The new proposed
sign is v-shaped (2 sided), 11 feet tall, and 128 square feet in total area. The sign will
be positioned vertical to Southlake Boulevard to offer better visibility for eastbound and
westbound traffic.
The specific variances requested are as follows:
Sign Regulation Current Regulation Previously Approved Proposed Sign
Sign
Maximum Sign 7 feet (1 sided sign) 15 feet (1 sided sign) 11 feet (2 sided sign)
Height or 5 feet (2 sided sign)
Maximum Sign 48 square feet total (1 160 square feet total (1 128 square feet total; 64
Area sided sign) or 64 square sided sign) square feet per side (2
feet total (2 sided sign) sided sign)
Duration 1 year or upon issuance of 18 months 2 years
C.O. for all buildings
ACTION NEEDED: Consider variance request.
ATTACHMENTS: (A) Background Information
(B) Vicinity Map
(C) Site Plan
(D) Previously Approved Sign and Proposed Sign
Case No.
SP 08-079
(E) Sign Variance Application
STAFF CONTACT: Ken Baker (748-8067) or Jenny Crosby (748-8195)
Case No.
SP 08-079
BACKGROUND INFORMATION
APPLICANT: Fource Communications on behalf of Watermere at Southlake
OWNER: Southlake Watermere Holding L.P.
PROPERTY SITUATION: The property address is 2807 West Southlake Boulevard.
STAFF COMMENTS: The sign criteria, site plan and application are attached to this report.
HISTORY: On April 18, 2006, City Council approved a variance to allow a development
sign with a height of 15 feet and an area of 160 square feet at this location
for a period of 18 months from installation.
N:\Community Development\MEMO\SIGNS\2008\SP08-079 Watermere Temporary Sign.doc
Case No. Attachment A
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Case No. Attachment B
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Site Plan
Case No. Attachment C
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Previously Approved Sign
Total Sign Height = 15 feet
Sign Area = 160 square feet
Case No. Attachment D
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Proposed Sign
Case No. Attachment D
SP 08-079Page 2
Case No. Attachment D
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Case No. Attachment D
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Sign Variance Application
1. That a literal enforcement of the sign regulation will create an unnecessary hardship or
practical difficulty on the applicant.
The new Southlake standard for “For Sale/Lease” sings is 3’ x 4’. At this size, there will little to no
value. With the traffic visibility problems it is vital that the sign have directional value. The
development has a very small window to market the product or direct traffic to the sales center. In
addition, because of how the development is situated, the product is not visible from the street due
to layout and the thick grove of trees.
2. That the situation causing the unnecessary hardship or practical difficulty is unique to the
affected property and is not self imposed.
The Watermere development has a setback from 1709 of 101’. The length of the setback is a
result of dedicated land for “Texas D.O.T. Easement” that fronts the development and “is” the
frontage of 1709. The sign requested will be installed at the Watermere property line. Another
hardship is the traffic flow; trees from the adjacent property and the curve of 1709 obstruct
eastbound traffic view. Westbound traffic view is hindered by a hilltop as you approach the
development. Because of the setback, the sign needs to be big enough to read and have visual
impact, as well as, being perpendicular to 1709 to create increased visibility and improve
directional value for the sales office and models. The sales force is looking for an opportunity and
special condition to assist in increasing visibility and traffic. The major factor in the unique
circumstances is a result of the more then usual setback created by the land dedicated to the
“Texas D.O.T. Easement,” as well as, due to the unique positioning of the developments frontage
on 1709. The traffic pattern has obstructed views from both eastbound and westbound traffic.
3. That the variance will not injure and will be wholly compatible with the use and permitted
development of adjacent properties.
It would be “fair” due to the unique conditions. The owner/developer has a large investment in the
development and Southlake. They are requesting the best opportunity to visually market and
direct potential buyers to the project and the sales center.
The “Texas D.O.T. Easement” has created difficulties in creating a visual presence on 1709
frontage and no other development is marketing their project and creating a directional value
element with these conditions.
4. That the variance will be in harmony with the spirit and purpose of the sign ordinance.
The request is the simplest solution to creating visual impact and directional value with a sign
perpendicular to 1709. Based on visibility (limited) of traffic flow and the 101’ setback dictated by
the “Texas D.O.T. Easement” it is the minimum of request based on these unique conditions.
Thank you for your consideration.
Case No. Attachment E
SP 08-079Page 1