Item 4L13 SOUTHLAKE
CITY OF
Department of Planning & Development Services
STAFF REPORT
August 15, 2012
CASE NO: SV12 -014
PROJECT: Sign Variance for Temporary Light Pole Banner Signs in Southlake Town Square
REQUEST: On behalf of RPAI, Inc., Southlake Town Square is requesting a variance to the
Sign Ordinance No. 704 -F regulations to allow temporary light pole banner signs.
The applicant is requesting to install sixteen (16) temporary light pole banner signs
at specific locations within Southlake Town Square that will promote the upcoming
event for Fashion's Night Out. The current sign ordinance regulations prohibit this
type of sign without the approval of City Council. The proposed signs will be
erected from August 22, 2012 through the date of the event, September 6, 2012.
The applicant has indicated their intent to participate in this event annually and is
requesting a three -year approval period for the proposed signs.
Fashion's Night Out is an annual free public event held in cities across the country
and around the world. North Texas has participated in this kick -off of the fall
fashion season from inception in 2009. Southlake Town Square has participated
for the past two years with less than expected attendance. The goal for the
proposed signs is to increase promotion of this event and ultimately benefit the
local retailers.
Although the proposed signage is similar to what has been promoting Art in the
Square and Stars and Stripes in past years, this event is considered small -scale
and not subject to the Community Event Participation Policy (CEPP) or the
approval of a Specific Use Permit (1,000+ anticipated attendance). One of the
goals of the Southlake Economic Development & Tourism Strategy is to provide an
opportunity to improve visitor information access and potential for small -scale
events, like Fashion's Night Out, that can utilize existing venues for entertainment,
such as Southlake Town Square.
ACTION NEEDED: Consider sign variance request approval
ATTACHMENTS: (A)
(B)
(C)
(D)
(E)
(F)
Background Information
Vicinity Map
Sign Location Exhibit
Proposed Signs
Supporting Documents
Sign Variance Application
STAFF CONTACT: Lorrie Fletcher (748 -8069) Dennis Killough (748 -8072)
Case No. Attachment A
SV12 -014 Page 1
BACKGROUND INFORMATION
APPLICANT:
OWNER:
PROPERTY SITUATION
HISTORY:
STAFF COMMENTS:
COUNCIL ACTION:
Southlake Town Square
RPAI, Inc.
The property is described as Southlake Town Square, Southlake, Texas.
There is no history for temporary light pole banner signs outside of the
existing events sponsored or co- sponsored by the City of Southlake.
A survey was conducted of the sixteen (16) light poles identified on the
applicant's sign location exhibit to confirm existing conditions and none
of these poles are currently used for City banners or have existing
banner sign hardware. Also, it is important to note that none of the
identified light poles are currently being used for stop signs or street
name signs.
• The sign criteria, site plan and application are attached to this report.
N: ICommunityDevelopmentlMEMOISigns120121SV12 -014 FNO Southlake Twn SgW12 -014. CC 08- 21- 12.docx
Case No.
SV12 -014
Attachment A
Page 1
Vicinity Map
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Case No. Attachment B
SV12-014 Page 1
Sign Location Exhibit
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Case No. Attachment C
SV12 -014 Page 1
Similar Event Banners
Proposed Banner Sign
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SOUTHLAKE TOWN SQUARE CELEBRATES
Case No.
SV12 -014
3/"
Attachment D
Page 1
Supporting Documents
Southlake Economic Development & Tourism Strategy
system, controls tourism- related expenses, and helps ensure a strong ROI for HOT funds
expenditures.
Implementing this recommendation may require a phase -in period of 2 -3 years to provide
other City departments time to make adjustments to their budgets, identify alternative methods
of funding, and adapt staffing and event programs.
Estimated annual cost: $10,000 /event
T2.2 Art in the Square /Oktoberfest. These events are both being funded on an annual basis
after a CEPP application is submitted. The funding formula provides a 50/50 match for the
City - related expenses the event organizers incur — staffing, fees — up to $10,000. To date, no
statistically valid surveys have been completed to determine whether participants are
predominately local residents and there has been no requirement for the events to produce a
minimum number of overnight stays at the Hilton.
EDT should work with Inland to obtain sales figures for major event weekends. These figures
should protect the confidentiality of the merchants and are important for assessing the
economic impact of the events — even the City- sponsored ones. If major events appear to be
hurting sales for Town Square merchants, funding for the events should be re- evaluated. Also,
as part of the application process, the sponsors should provide a copy of their vendor
application to assure that all vendors are being reminded about the sales tax requirements.
Estimated annual cost: $10,000 /event
T2.3 Small -scale Events. Dozens of small events occur in Southlake each week. These events
are sponsored by individual merchants, the City and various organizations. Additional events
must be created for Town Square in order to maintain its appeal as a regional shopping and
overnight destination. Small, intimate events will keep the experience of visiting Southlake
new and fresh.
Developing, coordinating and producing the range of events would be a collaboration between
EDT, Inland and other partners. The events themselves are not intended to be profitable, but
they are the draw to bring people to Southlake and encourage them to stay longer. Events
could take place throughout the City, although the goal is to bring people to places where they
can, and will, spend money. Events could include:
• Geo- caching
• Restaurant weeks
• Scavenger hunts
• Sidewalk chalk competition
• Moveable murals
• First Night Southlake
• Great Conversations
• Learning opportunities
Estimated annual cost: $20,000
till 42
Case No. Attachment E
SV12 -014 Page 1
Southlake Economic development & Tourism Strategy
Tourism SWOT (Strengths, Weaknesses,
Opportunities, Threats)
Southlake's tourism SWOT was created by analyzing the marketing and destination assessments
in combination with information gained from interviews and other conversations, previous reports,
and additional research.
17 F'tr,t�f�
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Case No. Attachment E
SV12 -014 Page 2
Strengths
Opportunities
•
City leaders understand importance of
Improving visitor information access
tourism as economic development tool
Social media tools
•
Proximity to DFW and access to SH
Build upon relationships with other
114 and FM 1709
communities
•
Well - qualified /experienced EDT staff
Potential for additional small events
•
Large events are well attended
Providing diversionary shopping and
•
Southlake Town Square
dining for those attending corporate
•
Location /quality of Southlake Hilton
training and workshops
•
Healthy relationships between the
Partnerships with regional events and
Hilton, Town Square and EDT
activities
•
Number and variety of small events
•
New hotels to broaden market offerings
•
Active and involved Chamber of
Existing website can be enhanced
Commerce
Video footage and photo library have
•
Community organizations and volunteer
been created and can be leveraged
network
•
Utilize existing venues for entertainment
•
Quality customer service
•
Product can be broadened by leveraging
•
Variety of green space
existing assets - Bob Jones Nature
Center, regional historical groups
•
Safe, walkable community
•
Gateway Church is a major draw for
non - residents
Weaknesses
Threats
•
No clear, comprehensive
•
Competing shopping destinations with
message /tourism identity for the City
similar formats and product mix continue
•
Little tourism product beyond Town
to emerge in the area
Square
Overdevelopment of chain retail and
•
No visitor information facility /kiosks
restaurants
•
Tourism staff is not large enough
•
Proposed entertainment, shopping, hotel
district at DFW airport
•
No public restrooms at Town Square
•
Not diversifying tourism product beyond
•
Duration of hot, humid weather
shopping and dining
•
Quantitative analysis of events has not
.
Waiting too long and losing the
been performed
opportunity to be proactive and set the
•
Inconsistency of hours at Town Square
standard for others
•
Small number of independent
restaurants /variety of cuisines
•
No airportlarea shuttle
•
Lack of alternative space for teenagers
to hang out/ se and be seen
17 F'tr,t�f�
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Case No. Attachment E
SV12 -014 Page 2
Event Details
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CELEBRATES
Case No.
SV12 -014
Attachment E
Page 3
SOUTHLAKE TOWN SQUARE
Southlake Town Square plans will follow
the original mission of FNO to energize
the local retail economy and
fashion industry.
Fashion Group International will serve
25 the sponsor for all FNO events, to
equally represent all shopping venues,
giving them national attention and
supportWong with this new presenting
sponsorship, FGI asked me to be their
new official spokes -woman for the
Metroplex area. I am honored to serve
2s ambassador to the media on behalf of "Dallas
Celebrates FNO Presented by FGI Dallas' which includes
all cities in our community and the wonderful city of
Southlake! But the best part about my involvement is
representing the fashion experience at Southlake Town
Square; as my production company and famous show producer Doug Voisin
shipments of fall fashion at its best!
You already know this, but I love to shop in Southlake Town Square because it is one -stop shopping for my
entire family. I can hang out 211 day to shop for clothing, eat. shop for makeup. eat 2 bundt cake, shop for
my kids. get niy yogurt fix and SHOP SOME MORE! So. let me give you an insider sneak preview...
our signature lip color is natural for the show! An incredible new palette of light neutral pinks
for 211 skin tones. My crew and 1 picked fromthe Sephora Collection; No. 06 "Loveable' for its
sheer cotton candy pink. which will match our pro models eye makeup palette perfectly!
FNO events at Southlake "Gown Square (1256 Main St.. Southlake), here's what's in store:
• Events will take place from 5 - to p.m.
• A runway fashion show at 7:30pm with top professional models.
Live DI's and live entertainment will also be showcased.
• Additional special in -store events and gifts are planned.
Huge Raffles!
Southlake Town Square FNO events are free and open to the public.So loin us to meet editors. stars. models.
fashionistas and designers on September 6th as they flood stores at Southlake Town Square, across the
country and around the world for fashion's most iconic extravaganza. Here are lust a few of the Southlake
Town Square store events starting at 5pm: Check with your favorite stores to see what events they will be
hosting!
• Meet reps from David Yurman. Eileen Fisher. and Robert Graham at Malotif's
• Celebrate with Big Rich Texas stars Heidi. Connie and Pamela at The Hair Bar's pre -party styling bash.
• Sip champagne at the new Michael Kors while previewing the Fall 2 012 collection.
• Try on new beauty looks from Sti12. L2ur2 Mercier and more at the Sephora FNO Live Beauty Event
in FK Park. Stop by participating stores and register to win great packages and prizes.World Traveled
Slogger, Brandy Viorin offering fashion tips!
• And of course.... Be sure to pose for a photo on the red carpet.
Case No.
SV12 -014
Attachment E
Page 4
. will be showcasing the newest
Sign Variance Application
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.
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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.
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4. That the variance will be in harmony with the spirit and purpose of the sign ordinance.
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Case No. Attachment F
SV12 -014 Page 1