Loading...
Item 9A!"ITY OF S0UTHLA1<,,E Department of Planning & Development Services STAFF REPORT May 30, 2012 CASE NO: SV12 -006 PROJECT: All American Family Fitness EXECUTIVE SUMMARY: All American Family Fitness is requesting a variance to the Southlake Town Square Phase I Sign Regulations and the Sign Ordinance 704, as amended, to allow two (2) attached signs on the north and south facades that exceed maximum letter height, and to allow a small roof sign over the business entrance door. REQUEST DETAILS: All American Family Fitness is requesting three (3) signs that require variance approval. Under Sign Ordinance 704, as amended, Section 5.2.14, roof signs are prohibited. The Southlake Town Square Phase I sign regulations, Section 2.0 Maximum Letter /Logo Height, an upper story fascia sign cannot exceed ten (10) inch letter or logo height. Southlake Town Square land management has submitted support for the proposed signs. Below is a summary of the reauested variances: Proposed Sign Sign Ordinance 704 -E Southlake Town Square Phase I Regulations Sign attached to awning cover at north Non - Conforming Sign, to elevation entrance. 15'/2 inch letter height Prohibited sign be considered on a case - for "F's" by -case basis South Elevation: "F" Maximum letter height for 23'/2 inch letter height for "A" Maximum letter height is upper story fascia sign is 14 3 /4 inch letter height for 18 inches 10 inches 5 inch letter height for "All American" North Elevation: "F" Maximum letter height for 23'/2 inch letter height for "A" Maximum letter height is upper story fascia sign is 14 3 /4 inch letter height for 14 inches 10 inches 5 inch letter height for "All American" ACTION NEEDED: Consider Sign Variance Approval Case No. SV12 -006 ATTACHMENTS: (A) Background Information (B) Vicinity Map (C) Proposed Sign — LINK TO PRESENTATION (D) Sign Variance Application STAFF CONTACT: Ken Baker (748 -8067) Lorrie Fletcher (748 -8069) Case No. SV12 -006 BACKGROUND INFORMATION APPLICANT: All American Family Fitness OWNER: Inland Southwest Management PROPERTY SITUATION: 1430 East Southlake Boulevard HISTORY: STAFF COMMENTS: COUNCIL ACTION: September, 2001; permit issued for Larry North Fitness painted sign on east elevation. March 20, 2012; City Council approved painted sign on east elevation. The sign criteria, site plan and application are attached to this report. N:ICcmmunity DevelopmentWlEMOISignslConditional Sign PermitslTown Square1SV12 -006 All American Fitness21SV12 -006. CC 06- 05- 12.docx Case No. Attachment A SV12 -006 Page 1 Vicinity Map All American Family Fitness CJ) Q W O Q Q ryo T 1 31 1400 J FOUNTAIN N PL z W U 1400 150 F. M. 1709 1401 1431 1451 1471 15 SV12 -006 Sign Variance N 1430 E. Southlake Blvd. Southlake Town Square 0 S 160 320 640 Feet Case No. Attachment B SV12 -006 Page 1 Proposed Signs South elevation N n 5 "LETTERS 138.75" ANF ALL*AMERIC4N AEF cli - Lr A P fff Y /TNES a roM��P�Eo ONE SET REVERSE CHANNEL LETTERS W/ 1 /8" CLEAR LEXAN BACKS n%c� / ��zca�iN �rnox INDIVIDUALLY MOUNTED ON WALL W/ 1 'h" SPACING BETWEEN LETTERS & WALL .080 FACES, 3" -.063 RETURNS, PAINTED BLACK WALL/ ILLUMINATED W/ WHITE LEDS CUSTOMER TO 5UPPLY 1- 120W20A DEDICATED CIRCUIT FOR EACH SIGN CONNECTION UL LISTED cos \ mx SECTION /. L t 0 1'Mk-F- Case No. Attachment C SV12 -006 Page 1 sw CONCEVTUAL DRAWING w�[i.n ® iso wn e nZx��m em 4- 27 -12 p/VlryJalf© LATI%l% IIIIVLW "WFALLATWN M .?gin m a Bantu wmG x r.�nsm. Phone: 9]2 -063 -5500 Fax: 972- 463 -0466 2814 Ma1n 6t. State 300 RovAety T %)5088 rat /O�msetl BaMCaI [on0-eeora is[t t8535 PERMIT PERMIT K " =1' /. L t 0 1'Mk-F- Case No. Attachment C SV12 -006 Page 1 871/4 L L l L L FRONT ENTRANCE, ONE SET 3/8" ALUMINUM LETTERS PAINTED WHITE SECTION WALL Case No. Attachment C SV12 -006 Page 2 Sign Variance Application Demonstration 1) We feel that our position as a first floor and second floor retail business is unique to the Town Square. We are only one of the few retail business (not business offices) in the Town Square that is on the second floor. We are also one of the largest square footage holders in the Town Square. Like retail and unlike business offices, we rely on our signage as the most significant driver of our business. In my 23 years of health club experience, I have found that signage has the strongest positive impact on our business and presence in the market. 2) Signage, visibility, and awareness of our presence, has been a significant challenge for All American Family Fitness for our Southlake location. Our only visibility is on the east facing frontage. Potential customers have difficulty finding us if they are not already aware of the location. Particularly when approaching from the West headed East on 1709. Additionally, we have lost customers who could not find our entrance. Many customers are unaware of the size of our business and that we have the entire second floor. They mistakenly assume that we are a much smaller club with less equipment and fewer amenities. 3) The variance will only have a positive impact on our neighboring businesses. With increased customer traffic we will draw more potential customers to our partnering businesses. 4) We feel that the black individual lettering and the individual cut letting on the entrance awning follows the spirit of both the Town Square and City of Southlake preferences. Case No. Attachment D SV12 -006 Page 1