PRESENTER: Presenter
Applicant: Mark Stuart of 24/7 Design, PLLC
Owner: Kent Black of Kent Black’s New Braunfels Holdings, LLC
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SUBJECT: Title
CS26-0375 Public hearing and consideration of a request by 24/7 Design, PLLC, on behalf of owner Kent Black’s New Braunfels Holdings LLC, to amend an Alternative Sign Plan for the property currently addressed at 936 Loop 337.
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DEPARTMENT: Neighborhood & Community Planning
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COUNCIL DISTRICTS IMPACTED: 4
BACKGROUND INFORMATION:
Case #: CS26-0375
Applicant: Mark Stuart
24/7 Design, PLLC
605 Ridgecliff Dr.
New Braunfels, TX 78130
Owner: Kent Black
Kent Black’s New Braunfels Holdings, LLC
2805 Lost Oasis Hollow
Austin, TX 78739
Staff Contact: Colton Barker
(830) 221-4274
CBarker@newbraunfels.gov
The subject property is an approximately 1.75-acre commercial site occupied by The Original Black’s BBQ, situated on the southeast corner of Loop 337 and East Common Street. The property is zoned C-1B (General Business District). Previously the site was occupied by Rudy’s BBQ on one side, and Johnny Carino’s followed by Gennaro’s on the other (back) side.
The applicant, 24/7 Design PLLC, is requesting an amendment to an existing Alternative Sign Plan that was approved by the New Braunfels Board of Adjustment on August 27, 2026. The previously approved Alternative Sign Plan authorized an American flag to exceed the maximum permitted flag area from 40-square-feet to 96-square-feet. As a condition of that approval, the existing abandoned sign pole structure on the property is required to be removed.
The sign pole structure was formerly used as a nonconforming pole sign for first Johnny Carino’s then later Gennaro’s restaurants. Following the closure of those businesses, the sign cabinet was removed; however, the pole structure remained on the site.
The proposed amendment would allow the reuse of the existing sign pole structure through the installation of a new sign cabinet advertising The Original Black’s BBQ. In addition, the applicant proposes site enhancements that include new landscaping along the property’s street frontages on Common Street and Loop 337, as well as the installation of shade trees within the existing parking area.
The proposed landscaping and parking lot tree improvements are intended to enhance the property's appearance and offset the visual impact associated with retaining the existing sign pole structure.
The alternative sign plan process is intended to:
1. allow flexibility in creating alternative signage designs to complement a development’s unique characteristics;
2. increase sign area and/or height in lieu of multiple signs that would otherwise be allowed; and/or
3. allow additional or alternative signage due to unusual constraints associated with the property.
The Board of Adjustment can consider such requests within the context of a specific location and approval may be granted without the identification of a physical hardship due to the nature of the land.
GENERAL INFORMATION:
The subject property is a single lot with the following street frontages:
Loop 337: ~298-feet
East Common Street: ~224-feet
Total Street Frontage: ~522 feet
Surrounding Zoning and Land Use:
North: C-1 and R-1 - Commercial and Residential (across East Common St)
South: C-1 and R-1 - Commercial and Residential
East: R-1 - Residential
West: C-1 - Commercial (across Loop 337)
PROPOSAL:
On August 27, 2026, the New Braunfels Board of Adjustment approved an Alternative Sign Plan request (CS26-0262) to allow a proposed American flag to exceed the maximum permitted flag area, increasing the allowable size from 40-square-feet to a maximum of 96-square feet. Approval was conditioned on the following: that only an official United States flag may exceed the maximum flag size, up to 96-square-feet; that no additional flags be permitted to be affixed to the flagpole; and that the abandoned former Johnny Carino’s/Gennaro’s sign pole structure be removed from the property.
The applicant is now requesting an amendment to the previously approved Alternative Sign Plan to remove the condition requiring the demolition of the existing sign pole structure.
The amended Alternative Sign Plan includes the following components:
1. Retention of Previously Approved Flag Allowance
a. Maintain the previously approved allowance for a 96-square-foot American flag.
b. Remove the condition requiring the removal of the abandoned former Johnny Carino’s/Gennaro’s sign pole structure.
2. Revitalization of an Existing Nonconforming Pole Sign Structure
a. The applicant proposes to reuse and improve one (1) existing freestanding nonconforming pole sign with the following characteristics:
i. Maximum sign area: 173 square feet, consisting of:
1. A new sign cabinet totaling 155 square feet; and
2. An existing arrow feature totaling 18 square feet.
ii. Maximum overall sign height: 40 feet.
iii. Setbacks of approximately:
1. 18 feet from the Common Street property line; and
2. 38 feet from the Loop 337 property line.
The proposed improvements would allow the existing sign structure to be reused for business identification and advertising for The Original Black’s BBQ while avoiding the need for construction of a new sign structure. The existing pole sign is a legal nonconforming structure that predates the current sign regulations. Under the property's C-1B (General Business District) zoning and based on its frontage along Loop 337, new pole signs are limited to a maximum sign area of 20-square-feet and a maximum height of 10 feet. As such, a new sign of similar size and height could not be constructed on the property under current regulations.
As part of the revitalization effort, the overall height of the sign would be reduced to 40 feet, consistent with the maximum height permitted for pole signs located along the IH-35 corridor. Staff finds that the proposed sign would continue to provide effective visibility while utilizing an existing structure remnant, lowering its height, and complementing the site's prominent frontage along Loop 337 and East Common Street.
3. Landscaping improvements along the property's street frontages and within the existing parking area. These improvements include:
a. Landscape enhancements along the Loop 337 and Common Street frontages;
b. New internal landscape islands within the existing parking area;
c. Installation of shade trees, ornamental trees, shrubs, and other plant materials selected from the City's approved plant list; and
d. Landscape treatments generally consistent with the standards of Chapter 144-5.3 that are typically required for new development projects.
Additional information regarding plant species, quantities, and landscape materials is provided in the Landscape Specifications Sheet included with the Alternative Sign Plan application.
The applicant states that the proposed landscaping is intended to promote the health, safety, and welfare of the community by enhancing the visual appearance of the site, supporting adjacent property values, and contributing to the overall character of the corridor. The proposed improvements would also increase pervious surface areas, helping to reduce impervious cover, improve stormwater infiltration, and minimize nonpoint-source pollutant runoff into local waterways.
To accommodate future roadway improvements along Common Street, the applicant proposes a phased implementation of the landscaping improvements adjacent to that frontage. This approach is intended to coordinate installation timing with planned projects by the City.
All landscaping proposed along Common Street as part of this Alternative Sign Plan will be located entirely on private property and outside of the existing and planned public right-of-way.
COMPREHENSIVE PLAN REFERENCE:
The request aligns with the following goals and policies of Envision New Braunfels:
• Action 1.2: Create plans for neighborhoods and transitional areas to maintain quality of life.
• Action 1.6: Incentivize infill development and redevelopment to take advantage of existing infrastructure.
• Action 3.6: Pro actively provide a regulatory environment that remains business and resident friendly.
• Action 5.17: Ensure New Braunfels remains a green city and expands its tree canopy.
• Action 7.14: Increase tree canopy for increased shade to encourage walking.
STRATEGIC PLAN REFERENCE:
☐Economic Mobility ☐Enhanced Connectivity ☒Community Identity
☐Organizational Excellence ☐Community Well-Being ☐N/A
Community Identity - take advantage of development opportunities that complement the City’s unique heritage.
Community Identity - preserve and increase green space and tree canopy, protect natural resources, and safeguard the character, integrity, and stability of neighborhoods.
Community Identity - facilitate community wide beautification and streetscape enhancement.
FISCAL IMPACT:
N/A
ANALYSIS:
Staff notes the following regarding the proposal:
Landscaping - The proposed phased landscaping along Common Street should be coordinated with the Public Works Department and must be located entirely within the property boundaries and outside of the public right-of-way. Recommendations provided by the City Arborist were incorporated into the proposal, including the use of Monterrey Oaks and mulch as landscape materials. All plant species proposed as part of the landscaping plan are identified within the City's approved plant list, Chapter 144-5.3, Appendix A.
Sign Revitalization - While pole signs exceeding the maximum dimensions permitted by the property's C-1B (General Business District) zoning and Loop 337 frontage are not allowed by right, the applicant proposes to revitalize an existing legal nonconforming pole sign structure. The proposal is generally consistent with the dimensional standards applicable to pole signs along the IH-35 corridor, where signs may be permitted up to 400 square-feet in sign area and 40 feet in height. The applicant proposes a total sign area of 173 square-feet (consisting of a 155-square-foot sign cabinet and an 18-square-foot existing arrow feature) and a maximum height of 40 feet. For comparison, when the sign structure was utilized by the former Johnny Carino's/Gennaro's restaurants, the sign stood at approximately 44 feet in overall height. The proposal would therefore reduce the height of the existing structure while allowing for its continued use as a business identification sign.
Retention of 96-Square-Foot Flag Allowance - The previously approved Alternative Sign Plan allowing an American flag to exceed the standard maximum size from 40 square feet to 96 square feet was approved by the Board of Adjustment on August 27, 2026. Approval was granted subject to the following conditions: that only an official United States flag may exceed the maximum flag size, up to 96 square feet; that no additional flags be permitted to be affixed to the flagpole; and that the abandoned former Johnny Carino's/Gennaro's sign pole structure be removed from the property. The applicant is requesting to retain the approved 96-square-foot flag allowance while improving the existing sign structure. This request is reasonable given the applicant's proposal to rehabilitate and reuse the existing pole sign. Any potential visual impacts associated with retaining the structure are further mitigated by the proposed landscaping and site beautification improvements.
Parking - The proposed landscaping plan will result in the removal of approximately 11 parking spaces, reducing the total number of spaces on-site from approximately 115 spaces to 104 spaces to accommodate new landscape islands, trees, and planting areas within the existing parking lot. While the total parking count will be reduced, the improvements will enhance the visual character of the site, increase the tree canopy as the trees mature, and provide environmental benefits through additional landscaped and pervious areas. Under the current parking regulations, restaurants are required to provide one parking space per 300 square feet of gross floor area (GFA). Based on the restaurant's approximately 13,576 square feet of GFA, a total of 45 parking spaces are required. After installation of the proposed landscaping improvements, the site will retain 104 parking spaces, which exceeds the minimum parking requirement by 59 spaces.
Recommendation
RECOMMENDATION:
Staff recommends approval of the Alternative Sign Plan with the following conditions, consistent with the intent and purpose of the Alternative Sign Plan process:
1. Only an official United States flag may exceed the maximum flag size, up to 96 square feet; and
2. No additional flags are allowed to be affixed to the flagpole; and
3. All proposed landscaping shall be maintained in a healthy and sustainable condition by the property owner and replaced as necessary to ensure its continued viability; and
4. Prior to the issuance of a sign permit for the reuse of the existing abandoned pole sign structure, a landscape plan must be approved by the City and all required landscaping shall be installed, except:
a. All landscaping along the Common Street property frontage shall be located only on the subject property, with the final installation schedule to be coordinated with the City to ensure compatibility with planned Common Street improvements. If the planned City improvements to Common Street are farther than 5 years out from the date of Alternative Sign Plan approval, the required landscaping on Common Street shall be installed with all other landscaping on site.
Staff finds that the proposed revitalization of the existing nonconforming sign structure, combined with the proposed landscaping and site beautification improvements, provides sufficient mitigation to support approval of the Alternative Sign Plan.
RESOURCE LINKS:
Chapter 106 Sign Code <https://library.municode.com/tx/new_braunfels/codes/code_of_ordinances?nodeId=PTIICOOR_CH106SI > <https://library.municode.com/tx/new_braunfels/codes/code_of_ordinances?nodeId=PTIICOOR_CH106SI%20>