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City Of DallasSign Ordinance

March 3 , 2008

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Purpose

The purpose of the briefing is to:review a number of current issues that have developed in conjunction with current regulationsdiscuss the general parameters of the sign ordinancediscuss the specific ramifications of the 1401 Main Street request.

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Current Issues and Concerns

Total amount of signage currently allowedVisual clutter produced from non-permitted signage

Off-premise advertisingLimited opportunity, yet significant possibility of revenue

generationNew technologyLED and electronic technology not fully realizedEnforcement challenges

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Recent Revisions to the CodeLast comprehensive revision was in 2004 addressed primarily detached premise signs in business zonings

Encouraged the use of monument signsDecrease the size and height of pole signsCreated expressway sign rules

Significant amendment in 2000 that amended the code to prohibit new non-premise signs

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Current Sign OrdinanceThe sign regulations are found in the zoning ordinance and govern signs on private property in the following categories

Attached premise signsDetached premise signsDetached off-premise signs (billboards)Attached off-premise signs (super graphics)

In addition, Special Provision Sign Districts can be created as a zoning overlay to establish unique regulations to suit a particular need and purpose within a designated area.

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Current Sign Ordinance

Governmental signs are not regulatedSpecial Events Permits can allow special signage for a limited time.Non-commercial messages are not defined as signs and therefore not regulated.

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Attached signagedefinitions and rules

The sign is physically attached to the building and advertises a tenant, product or service available for purchase at that location.

Generally,8 words (4” or greater) per side per tenantAny size is permissible (Business zoning)Words (less than 4”) arenot regulated

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Issues with attached signageIllegal display – electronic signs that advertise products or services not available at that locationNo specified sizeIllegal signs – number of signs utilizedVisual clutterObscuring visibility into a business presents significant public safety concerns

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Detached signagedefinitions and rules

The sign is not attached to the building, but rather is a monument sign or pole -mounted sign. The sign may only advertise tenant, products or services available for purchase at that location.Generally,

1 sign per street frontage (200 s.f. maximum size)35’ high maximum height Height/setback ratio controlsMulti-tenant signs receive additional incentives

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IssuesMessaging on video boards easy to violate rules and difficult to enforce.

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Off-premise signagedefinitions and rules

Advertise a product, service or event that is not available at that location.New billboards are prohibited (since 2000)The existing billboards are grandfathered. The rights to those billboards may be transferred to another location, if the sign is removed due to a governmental action, i.e. road widening.

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Off-premise signageSuper Graphics

Allowed through the Downtown Special Provision Sign District Allows only 6 super graphics inside the loopSunsets every 2 yearsSize

Cover 90% of the façade, between 10,000- 20,000 s.f.92% of sign must be non-textual graphic

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Issues with Super Graphics

Sunsets every 2 yearsProposal to extend to 5 years

Additional opportunities have been requested - current limit is 6

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Possible updates to the current sign regulations

Consider possible amendments for attached and detached premise signsConsider appropriateness of new technology signageExplore current limitations of compliance and enforcement tools and develop alternative solutions.

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Current regulations do not fully address new technology

Video screens & LED signsMotion is not allowed in messagingNo off-premise messages are allowed, yet difficult to monitor and enforce

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Special Provision Sign Districts SPSDs provides control over signs by altering or imposing restrictions that differ from the existing sign regulations.Currently there are 13 SPSDs

DowntownMcKinney AvenueWest EndFarmer’s Market

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Special Provision Sign DistrictsArts District (2)SouthsideDeep Ellum/Near East SideWest VillageWest Commerce/Fort Worth AvenueUptown VictoryJefferson

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Downtown SPSD

The Downtown SPSD covers the CBD inside the loopCreated in 1989New signs must conform to all regulationsNew signs must be approved by Sign District Advisory Committee (all detached signs & all attached signs > 50 s.f.)Specific location regulations

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1401 Main Street RequestCreate a new subdistrict

Allow up to three video board sign faces

Increase maximum effective area at the lower level to 150 s.f.

Allow signs to project into the r-o-w to the curb

Allow streaming videoAllow off-premise ads

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Decision points of request

Applicant request3 video boards150 s.f. effective areaAllow projection into r-o-wAllow streamingAllow off-premise advertising

Staff recommendation1 video board60 s.f. effective areaNo projectionStreaming limited to 10%Advertise premise and district activity only

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Possible changes for the Downtown SPSD

Develop appropriate locational and placement criteriaLimit total number of signs and number per blockfaceDevelop appropriate maximum sizeDetermine impact of projecting signs on vehicular trafficDetermine appropriateness of motion or streaming

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Proposed approach for sign code amendments

Council direction to the SPSD advisory committee study amendments specific to downtown SPSDCouncil direction to UDAC to study general amendments to the sign ordinance for city-wide application

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Council direction to SPSD advisory committee

Consider new technology (motion and video) signsConsider appropriate locational and placement criteria of new technology signsConsider appropriate size and numberConsider potential compliance and enforcement tools

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Council direction to UDAC

Conduct discussions with industry stakeholders to determine adequacy of current regulationsPropose possible amendments to the current regulationsStudy current limitations of compliance and enforcement tools

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Committee direction

Staff seeks direction and guidance on proceeding with possible sign regulation amendments.