Pokéworks is a Hawaiian-inspired fast casual restaurant that has grown to be one of the largest and fastest growing poke brands in the nation with locations across the country, including several locations in the Dallas-Fort Worth Metroplex. Pokéworks received SUP approval from the Town in November 2021 for a tenant space located within the Addison Plaza shopping center, which is located on the north side of Belt Line Road, 700 feet east of Marsh Lane. Pokéworks intends to open for business in Addison following the installation of project signage.
During the review of the sign permit application for this new facility, staff determined that a proposed attached wall sign facing towards Belt Line Road did not comply with the Town’s sign code requirements for letter and logo height. For building frontages within 100 – 150 feet of the street, the Town’s sign code limits attached wall sign letter/logo height to 24 inches, with up to 50 percent of the letters and logos not to exceed 25 percent of the maximum (30 inches). This sign includes a logo and 9 letters, with the 45 inch tall logo and “P” not complying with the Town’s letter and logo height standard. All other components of the proposed sign comply with Town standards.
After consideration of compliance with the Town’s sign code, Pokéworks elected to pursue a Meritorious Exception. Pokéworks is requesting an exception to exceed the maximum 30 inch letter and logo height by 19 inches for their logo and the “P” in their brand. Pokéworks is pursuing a Meritorious Exception to the sign code in accordance with the code provisions stated below:
Town of Addison Code of Ordinances, Chapter 62 (Signs)
Section 62-33. – Meritorious exceptions.
(d)(3) The council may consider appeals on the basis that such regulations and/or standards will, by reason of exceptional circumstances or surroundings, constitute a practical difficulty or unnecessary hardship or on the basis that the proposed improvement although falling under the definition of a "sign," constitutes art that makes a positive contribution to the visual environment.
Pokéworks believes this request should be approved because the scaling of their trademarked sign would result in the remainder of the cursive text on the sign to appear very small from the street. For example, If the logo and “P” were reduced from 39 inches to 30 inches, a similar reduction in scale in lower case letters would result in a typical letter height of approximately 12 inches for those elements of the sign copy. Additionally, Pokéworks believes their proposed sign is consistent in scale with other signage in the Addison Plaza shopping center.
Staff disagrees with the applicant's contention that this proposal is consistent with the prevailing size of attached sign lettering and logos in the Addison Plaza shopping center. Staff does believe that the proposed exception request is driven by the Pokéworks brand style, as enforcing the code as written would result in an awkwardly sized sign that is difficult for Belt Line Road commuters to read. The proposed request meets the “hardship” criteria of the sign code and should be approved.
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