Title
Review and provide directions to staff regarding gateway monument signage options, including digital messaging capabilities, at key entry corridors and neighborhood locations.
Body
REQUESTOR:
Deputy Mayor Pro Tem Roger Neal
BACKGROUND:
As part of the City Council’s broader strategic vision to enhance community identity, improve communication with residents, and elevate the visual character of Farmers Branch, the Council has expressed interest in installing entryway monument signage at key gateways and neighborhood corridors throughout the City.
This initiative is intended to serve a dual purpose. First, to strengthen the City’s identity through cohesive, high-quality monument signage that reflects the character and branding of Farmers Branch. Second, to evaluate opportunities to incorporate digital (LED) messaging capabilities that allow the City to communicate timely, relevant information to residents, businesses, and visitors in a more dynamic and accessible manner.
In response, staff have conducted preliminary research and obtained pricing proposals for both static monument signage and electronic (LED-enabled) signage options. Proposals were provided by Logo Sign Shop, a local vendor offering comprehensive services including design, fabrication, and installation. These options allow the City to consider a range of solutions, from traditional aesthetic enhancements to integrated communication infrastructure, as part of a long-term, scalable approach to gateway and neighborhood signage.
DISCUSSION:
The proposed gateway monument signage program supports the City Council’s strategic focus on strengthening community identity while enhancing communication with residents and visitors. High-quality monument signage will create a consistent sense of arrival across key corridors and neighborhoods, while the option to incorporate digital (LED) messaging provides a practical tool for delivering timely updates on public safety, City services, and community events. This approach allows the City to complement existing communication channels and broaden outreach, particularly to individuals who may not actively engage with digital platforms.
At this stage, staff are seeking Council direction on the preferred signage approach, static, digital, or a hybrid model, as well as the desired scope and phasing of implementation across the city. Additional guidance is requested on design expectations and messaging governance to ensure consistency, neutrality, and alignment with City standards. Based on Council feedback, staff will evaluate feasible locations, refine cost estimates, and return with a structured implementation plan for consideration.
Specifications for the two types of signs are listed below:
Model 1: Monument Sign with EMC (Electronic Message Center)
• Double-sided illuminated monument sign with integrated LED display
• Overall dimensions: approximately 70” (H) x 72” (W) x 28” (D)
• EMC display: 2’ x 6’ per side (12 sq. ft. per side)
• LED panel configuration with internal controller system
• Resolution: 384 (horizontal) x 192 (vertical); pixel pitch: 4.7mm
• Aluminum cabinet structure with internal support framing
• Materials: aluminum faces with acrylic push-through lettering
• Finish: black and green gloss to match City branding
• Electrical and internet connectivity required
• Includes software and operational training
• Estimated Cost: $45,700
Model 2: Monument Sign without EMC (Static Signage)
• Double-sided illuminated monument sign (no digital display)*
• Overall dimensions: approximately 50” (H) x 72” (W) x 28” (D)
• Materials: aluminum faces with acrylic push-through lettering
• Finish: black and green gloss to match City branding
• Electrical connection required (no internet needed)
• Estimated Cost: $30,000
*EMC can be added at a future date for an additional cost.
FISCAL IMPACT:
Approximate costs range from $165,000 to $250,000, depending on the signage model, sign locations, and quantity.
DISTRICT:
Citywide
POSSIBLE COUNCIL ACTION:
N/A
ATTACHMENT(S):
1. Quote
2. Presentation