PRESENTER: Presenter
Applicant/Owner: Max Caruana
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SUBJECT: Title
CS26-0301 Public hearing and consideration of a request by Pax Terra LLC, for an Alternative Sign Plan to allow a proposed freestanding monument sign structure to deviate from the established sign standards for property within the M-1 (Light Industrial District) currently addressed 710 North Walnut Avenue.
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DEPARTMENT: Neighborhood & Community Planning
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COUNCIL DISTRICTS IMPACTED: 1
BACKGROUND INFORMATION:
Case #: CS26-0301
Applicant/Owner: Max Caruana
Pax Terra LLC
1701 Laguna Lome CV
Austin, TX 78746
Staff Contact: Colton Barker, Planner
(830) 221-4274
CBarker@newbraunfels.gov
The subject property is an approximately 6.5-acre largely undeveloped site that is being designed to be developed with ~65,000-square feet of light industrial office/warehouse flex space. It is located along North Walnut Avenue, roughly 430 feet northwest of its intersection with North Academy Avenue and is zoned M-1 (Light Industrial District).
The applicant, Pax Terra LLC, is seeking approval of an Alternative Sign Plan to allow a proposed freestanding monument sign structure comprised of large freestanding block letters advertising the overall development and accompanying monument style multitenant directory that would deviate from the sign standards allowed within the M-1 Light Industrial District. The property currently contains a vacant building and an existing billboard.
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 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.
PROPOSAL:
The requested Alternative Sign Plan proposes the following:
• One monument‑style multi‑tenant sign structure, consisting of:
o Block lettering identifying the overall development
§ Sign area: approximately 112 sq. ft.
§ Sign height: 4 ft
o Monument‑style multi‑tenant “directory” sign providing visibility for businesses located deeper within the development
§ Sign area: approximately 26 sq. ft.
§ Sign height: 6 ft
o Overall sign structure specifications:
§ Maximum cumulative sign area of 138 sq. ft.
§ Maximum overall height of 8 ft (inclusive of 2 ft retaining wall to serve as sign base)
§ Minimum setback of 20.5 ft from the front property line
• Billboard removal:
o As part of the request, the applicant also proposes the future removal of the existing billboard on the site. The billboard is under contract until March 1, 2031, and the applicant has agreed to allow the lease to expire and remove the structure at that time. This commitment is offered in conjunction with the proposed sign plan.
GENERAL INFORMATION:
The subject property is a single lot with approximately 258 feet of frontage along North Walnut Avenue.
Surrounding Zoning and Land Use:
North: M-1 - Commercial Storage (abutting property); and
C-1 - Commercial and multifamily (across railroad); and
R-2 - Residential (across railroad)
South: M-1 - Commercial Auto-parts (abutting property); and
C-1 - Commercial (across North Walnut Avenue); and
R-2 - Commercial and Residential (across North Walnut Avenue)
East: PD - Mixed-Use Planned Development (Town Creek)
West: C-1 - Commercial (across North Walnut Avenue)
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 1.3: Encourage balanced and fiscally responsible land use patterns.
• Action 1.6: Incentivize infill development and redevelopment to take advantage of existing infrastructure.
• Action 2.1: Sustain community livability for all ages and economic backgrounds.
• Action 2.15: Collaborate internally (cross-department) as well as externally (with non-profit partners and other entities) to limit and reduce neighborhood crime through initiatives and programs including, but not limited to, demolition of dilapidated structures, property maintenance enforcement, reinvestment/redevelopment plans, pro-active code enforcement, property acquisition-conveyance to affordable housing non-profits, neighborhood crime watch, etc.
• Action 2.33: Encourage vertical growth and development of key areas to take advantage of infrastructure capacity, maintain the core, and discourage sprawl.
• Action 3.1: Plan for healthy jobs/ housing balance.
• Action 3.6: Pro actively provide a regulatory framework that remains business and resident friendly.
• Action 3.22: Encourage venues within walking distance of neighborhoods and schools.
STRATEGIC PLAN REFERENCE:
☒Economic Mobility ☐Enhanced Connectivity ☐Community Identity
☐Organizational Excellence ☐Community Well-Being ☐N/A
• Economic Mobility: Incentivize mixed-use developments and redevelopments in targeted locations.
FISCAL IMPACT:
Due to the site’s limited street frontage and irregular shape, adequate signage is important to maintaining the economic viability of the proposed 6.5‑acre office/warehouse development. Without clear and visible signage directing customers to businesses located deeper within the parcel, tenants may experience reduced visibility, decreased business, and overall underutilization of the site. Insufficient signage can therefore create challenging economic conditions that limit the ability of these businesses to operate successfully and contribute adequate revenue to pay for/off-set the increased city service delivery costs.
ANALYSIS:
The City’s sign code does not provide standards that adequately address the type of sign structure proposed in this Alternative Sign Plan. While the closest applicable category within Chapter 106 is a freestanding monument sign, the applicant’s design combines two elements: large freestanding block letter identification signage for the development, and a monument style multi-tenant directory sign intended to provide wayfinding for interior tenants. The code does not classify or provide parameters for freestanding block letter features, leaving the proposed sign without a precise category under existing regulations.
Monument signs in the M-1 district are limited to a 48-square-foot sign area, a 10-foot maximum height, a minimum 10-foot setback, and one sign per 300 feet of frontage. With approximately 258 feet of frontage along North Walnut Avenue, the property is allowed one monument sign at these maximums. While the directory component may qualify as a multi-tenant sign under Section 106-14(b)(7), multi-tenant signs must still conform to one of the permitted sign types. Additionally, monument signs used as multi-tenant signs serving four or more tenants may increase allowable sign area up to 64 square feet; however, even with this expanded limit, the proposed combined structure, totaling approximately 138 square feet, exceeds what would be allowed under standard monument or multi-tenant sign provisions. A low-profile pole sign could be permitted but would be restricted to 20 square feet in area and a 10-foot height, which may be insufficient for the depth and visibility challenges of this irregularly shaped site.
The total proposed sign area exceeds the maximum monument sign area permitted within the M-1 district, including the expanded allowance for multi-tenant developments. The applicant is therefore requesting flexibility through the Alternative Sign Plan process to accommodate a sign structure scaled appropriately for the site’s configuration and tenant needs.
The proposed sign would be located approximately 20.5 feet from the front property line, positioned outside an existing 15-foot utility easement and fully within private property. The sign is proposed to be mounted on top of a 2-foot retaining wall required for site drainage infrastructure. This placement reflects site engineering constraints while maintaining visibility from North Walnut Avenue.
The subject property has a deep configuration, extending roughly 1300 feet from North Walnut Avenue, with limited frontage, creating potential challenges for visibility and wayfinding. Businesses planned within the interior of the site will be set back significantly from the public right‑of‑way, making it difficult for customers to identify and access those establishments without clear, front‑oriented signage. The depth of the lot limits opportunities for internal businesses to advertise directly toward the street, and the narrow frontage restricts the effectiveness of a single standard monument sign. As a result, a more robust and intentionally designed sign structure at the front of the property could assist in adequately identifying the development and guide visitors to businesses that may not be visible from North Walnut Avenue.
As part of this request, the applicant is proposing the removal of an existing nonconforming billboard located on the site. The billboard is under contract to remain until March 1, 2031. As part of the land acquisition for the property, the applicant assumed the existing billboard ground lease. The applicant has committed to not extending the ground lease beyond its termination date and will require the removal of the billboard structure once the lease expires in 2031. This commitment has been discussed with City staff and is offered as part of the consideration for allowing the proposed signage.
Recommendation
RECOMMENDATION:
Staff recommends approval of the request. The proposed sign type is not sufficiently addressed within the City’s current sign code, and the unique constraints of the site warrant a more context‑sensitive approach. In this case, allowing additional flexibility for signage is appropriate and will help ensure the development functions effectively.
Furthermore, the proposed lease termination and removal of the existing billboard will enhance the visual character of the area parallel to the Walnut Avenue Linear Park, and support City efforts to incrementally reduce nonconforming and prohibited signage. This improvement contributes positively to overall community beautification and aligns with long‑term planning objectives.
Should the BOA approve the proposed alternative sign plan, staff recommends the following condition:
1. The existing billboard must be removed within 60 days of termination of the current lease. Failure to remove it within that timeframe will void the Alternative Sign Plan approval, revert the property to effective City sign regulations, and classify the Latitude/proposed sign as a nonconforming sign.
RESOURCE LINKS:
Chapter 106 Sign Ordinance; <<https://library.municode.com/tx/new_braunfels/codes/code_of_ordinances?nodeId=PTIICOOR_CH106SI>>