Item 9A (2)SOUTHLAKE TOWN SQUARE TRADER JOE’S SIGNAGE APPLICATION BLOCK 5R, LOT 4 CITY COUNCIL PRESENTATION December 19, 2013
TRADER JOE’S SIGN PROGRAM
The Trader Joe’s sign package submitted herein is not a typical signage application. It has been evolved by Cooper & Stebbins working with the building designer, David M. Schwarz Associates,
and Trader Joe’s to create a sign program that would be consistent with and additive to the architectural style and scale of the building, while at the same time harmonizing with Town
Square and the surrounding neighborhood.
We studied a number of precedent images and examples of fascia signs, roof signs, blade signs and other types of signs in this exercise. We also took into account prior precedent at
Southlake Town Square. Included in the exercise were different approaches to design, mounting, and lighting. Scale was also important, to take into account building length, the various
one-story and two-story elevations, and building orientation.
TRADER JOE’S SIGN PROGRAM
The signage proposed is appropriate to the scale of the building and its location, but is technically non-conforming in a number of respects. The Phase 1 Sign Regulations (the “Sign
Regulations”) do not address rules for a 2-story retail building of this scale, or for a pitched standing seam roof. However in recognition of the uniqueness of the downtown environment,
the Sign Regulations do encourage individuality of signage and provide rules to allow approval of non-conforming signs.
The Sign Package submitted here is the reflection of a thoughtful, collaborative design exercise. It is consistent with Southlake Town Square, adds to the adornment of the building,
and is an integral part of the building design. We are therefore requesting approval as submitted.
A copy of Trader Joe’s sign package is attached as Appendix A to this presentation.
ROOF SIGNS (North and South Elevations)
Roof Signs were not included in the original Sign Regulations, but were added later in the Sign Regulations for Town Square Phase 2 (Block 10). The Roof Signs proposed here are in lieu
of Fascia Signs, and are an integral part of the building and roof design.
The total sign area of a Fascia Sign (and in Block 10, a Roof Sign) allowed under the Sign Regulations is the lesser of one (1) square foot for each foot of building width facing the
street, drive or parking area, or thirty (30) sq. ft.
The Trader Joe’s building is 137 feet long, which would yield 137 sq. ft. of sign area if applying the “1 square foot for each foot of building width” rule. In the typical Phase 1 multi-tenant
building, a building of this length would have 4 to 5 retailers, each of which would have had up to 30 square feet of sign area, for a total sign area of up to 120 square feet to 150
square feet for the building as a whole. However if subject to the one tenant sign area rule, the total area of the primary building signs would be limited to 30 square feet per sign,
which would be out of scale for a building of this size.
ROOF SIGNS (North and South Elevations)
The orientation of each Roof Sign suggests different dimensions on the south side, facing the vehicular traffic of FM 1709, and the north side, facing the pedestrian oriented Town Square
downtown district. To accommodate these different orientations and fit with the building design and scale, Trader Joe’s and we are requesting variances to allow:
Roof mounted signs
On the south facing roof sign, 121 square feet of sign area for a single sign with a maximum letter height of 40 inches; and
On the north facing roof sign, 41 square feet of sign area for a single sign with a maximum letter height of 24 inches.
Note that for the south facing roof sign, the rule for multi-story buildings could apply. While this rule was written for buildings with occupancy on multiple levels, if it were deemed
to apply the total area of all signs displayed above the twenty foot (20’) height limit would be one- half (0.5) square foot for every one foot (1’) of width of building. We do not
believe that the multi-story building rule should apply in this case, and in any event would seek the same variances requested above.
FASCIA SIGN (East Elevation)
The Sign Ordinance provides that on any frontage where public access and a storefront are not provided, allowable signage on such frontage shall be limited to not more than seventy-five
percent (75%) of the area of the principal signage permitted where public access and a storefront are provided, which in this case would be twenty-two and one-half (22.5) square feet.
In the sign band provided on the east façade of the Trader Joe’s building, a 22.5 square foot sign would be out of scale. To accommodate the building design and scale, Trader Joe’s
and we are requesting variances to allow a sign area of 41 square feet in the location shown, with a maximum letter height of 24 inches.
Note that we reviewed with Trader Joe’s two types of signs for this elevation: (1) a painted “sign board,” such as is shown in the earlier elevations for the building; and (2) individually
mounted, externally illuminated letters such as shown in the precedent images included herein. Trader Joe’s elected to use the individually mounted letters illuminated by gooseneck
lights, as shown in the submittal.
BLADE SIGN
The Blade Sign proposed here is an architectural adornment to the building. A Building Blade Sign is permitted at a building corner in addition to permitted Fascia Signs, provided:
such sign is erected at a 135º angle to the building corner;
individual lettering does not exceed twelve inches (12”) in height; and
the total area of the Blade Sign does not exceed twelve (12) square feet.
The location and lettering size of the Building Blade Sign comply with the Sign Ordinance. Trader Joe’s and we are requesting variances to allow:
erection of the Blade Sign at a 90º angle (vs. the 135º angle required by the Sign Ordinance), consistent with building design and the prevailing E/W traffic pattern; and
A sign area of 16.78 square feet, in proportion to the building face on which it is located and the height at which it is proposed to be installed.
Note that since the two (2) faces of the Blade Sign proposed are placed back to back and are at no point more than two (2) feet from one another, the area of the Blade Sign shall be
taken as the area of a single face (as the 2 faces are of equal area).
LIGHTING
The Roof Signs and Blade Sign include the use of neon lighting. The Phase 1 Sign Ordinance provides that neon signs will be reviewed on an individual basis. If the neon contributes
decoratively to the environment and does not create a presence which diminishes attention to its neighbors, approval will be considered.
The use of neon here contributes to the historical precedent, the overall design intent of the building, and is additive to Town Square. Approval is requested as submitted.
APPROVAL REQUESTED
The Sign Regulations expressly allow for the possibility of non-conforming signs such as the Trader Joe’s sign package presented today. “[I]n recognition of the uniqueness of the downtown
environment, individuality of signage is encouraged. Certain signs, while not technically meeting the requirements set forth herein, will nonetheless be considered for approval on a
case-by-case basis. Such signage shall be approved if it:
Harmonizes with the structure or structures on the parcel on which it is to be applied;
Is compatible with the other signs or graphic designs on the premises;
Is suitable and appropriate to the Town Square;
Contributes to any special characteristics of the particular area in which it is to be located;
Is well designed and pleasing in appearance;
Is desirable as an urban “downtown” design characteristic;
Does not constitute a nuisance to the occupants of adjacent or contiguous property;
Is not detrimental to property values; and
Does not constitute a traffic and safety hazard because it is distracting, or is not considered obscene, lewd, indecent or otherwise offensive to public morals.
Approval of any such signage shall be subject to any conditions which in the City Council’s judgment are necessary to carry out the purposes and intent of the review standards.”
We believe that the Trader Joe’s sign package meets each and every test set forth above, and request approval as submitted, including the variances noted herein.
APPENDIX A TRADER JOE’S SIGN SUBMITTAL