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Item 4F13 CITY OF SOUTHLAI<,.E Department of Planning & Development Services STAFF REPORT August 31, 2011 CASE NO: SV11-014 PROJECT: Sign Variance for Patina Floor Design Store REQUEST: Cencor Realty, on behalf of Patina Floor Design Store, is requesting a variance to the Shops of Southlake Master Sign Plan for maximum number of attached signs. Patina Floor Design Store is located at 1251 East Southlake Boulevard, Suite 315. ACTION NEEDED Under the Shops of Southlake Master Sign Plan, one attached fascia sign is permitted on each fagade which is visible from a street or internal driveway. The applicant is requesting two attached fascia signs on the south elevation and two attached fascia signs on the north elevation. Currently, the tenant has received permits for a sign that reads "patina" on both the north and south elevations. The applicant is requesting to add a sign on each elevation that reads "floor design store". For aesthetic reasons related to the articulation of the building, the applicant prefers to separate the "patina" and "floor design store" signs rather than have one sign that reads "patina floor design store" on each elevation. Below is a summary of the requested variance: Sign Regulation Current Regulation Proposed Regulation Number of Attached 2 Total 4 Total Fascia Signs (1 per elevation) 2 on the South Elevation and 2 on the North Elevation Consider variance request. ATTACHMENTS: (A) Background Information (B) Vicinity Map (C) Lease Plan (D) Proposed Signs (E) Sign Variance Application STAFF CONTACT: Case No. SV11-014 Ken Baker (748-8067) Jenny Crosby (748-8195) BACKGROUND INFORMATION APPLICANT: Cencor Realty OWNER: Carroll/1709 Ltd PROPERTY SITUATION: The property address is 1251 East Southlake Boulevard, Suite 315. HISTORY: The Conditional Sign Permit for the Shops of Southlake was approved by City Council October 18, 2005. An amended Master Sign Plan was approved by City Council on June 7, 2011. STAFF COMMENTS: The sign drawing, site plan and application are attached to this report. COUNCIL ACTION: WCommunity DevelopmentlMEMOISignslConditional Sign PermitslShops of Southlake1SV11-014 Patina1SV11-014 Patina. docx Case No. Attachment A SV11-014 Page 1 Vicinity Map 1251 E. Southlake Blvd. CIVIC PL F- 4 MAIN ST Q LU C¢- C7 w 'i FOUNTAIN PL d U Z F.M.1709 qw 2315 i SV11-014 Sign Variance for Patina Floor Design Store N W E Q 225 45C s 900 = Feet Case No. Attachment B SV11-014 Page 1 DlA II II II I I II II II II I I II II O I I I I II II II I I I I Site Plan 44T I�II III II 4pfl� � II v Q W III m < -lu, [r�i ,� i �[ r LU J 1I i1 FIX 4 0 f •® � � II III I�t hHLF 1, I'l1 II IIIQ ve � a Central Market II II II n ' 1 ® ° I I Patina W �o _ II LLI Lwu 1 . Uil +1 C, rM 14LW] -I�t�i"I CO LL I° ° J Ea A 4 .,. (/yIL��■. CO Case No. Attachment C SV11-006 Page 1 Proposed Signs Case No. Attachment D SV11-014 Page 1 boom= 21 Awlffo- -OWN IM, -AL.'. —opr-- r4hi or Ap 1 { Case No. Attachment D SV11-014 Page 4 Sign Variance Application That a literal enforcement of the sign regulation will create an unnecessary hardship or practical difficulty on the applicant. Adhering to all of the requirements of the Master Sign Plan for the Shops of Southlake will create a hardship for the retailer to establish their market identification- Acme Brick Company is creating a new retail concept, opening three stores in DFW — at the Shops of Southlake, at Knox/McKinney in Dallas, and at the Central Market Center at Hulen1130 in Fort Worth. To establish the "Patina" brand identity, importance cannot be minimized of the name being centered over the architectural entrance to the store at the Shops of Southlake (south elevation), and centered over the brick arch/window facing Southlake Boulevard jnorth elevation). 2 That the situation causing the unnecessary hardship or practical difficulty is unique to the affected property and is not self imposed. Maintaining the design, intent and integrity of the shopping center and the installation of tenant signage is an important concept which has been discussed between the Applicant and the City Council on several occasions. With respect to the Application before Council, placing "Patina floor design store" on a single horizontal plane, as the Sign Plan for the Shops of Southlake dictates, overruns the brick pilasters framing of the architectural elements so important to the design of the shopping center. Spacing the name "Patina" and the descriptive tag for the business, "floor design store" over separateladjacent architectural elements maintains the integrity of the shopping center design. And, as noted in 1. above, "Patina" can be centered over the entrance arch on the south elevation, and over the arched main window of the north elevation on Southlake Boulevard. The Applicant understands that Council's decisions on other variance applications, whether for the Shops of Southlake or other retail centers in the City, have no precedential value on the Application herein, However it is perhaps instructive to note that the placement and spacing of tenant signage to compliment the architecture of the Shops of Southlake was discussed extensively by Council and the Applicant in conjunction with the Stir Crazy signage variance application, heard by Council on June i. That the variance will not injure and will be wholly compatible with the use and permitted development of adjacent properties. This variance will not affect adjacent properties and is compatible with other tenants within this project and Southlake Town Square. A successful restaurant will only help the adjacent properties. 4 That the variance will be in harmony with the spirit and purpose of the sign ordinance. The proposed signage is well designed, aesthetically pleasing, and in context with the building architecture, in no way could be considered "visual clutter". Effective signage is necessary for the economic viability of a retailer at this location. Case No. Attachment E SV11-014 Page 1