Victory Shops seeks signage update with new multi tenant signs on East Beltline Road

In a pivotal discussion at the Richardson City Council meeting on August 11, 2025, the council addressed a significant signage proposal from Victory Shops for properties located at 1617 Hundred East Beltline Road. The property owner seeks to enhance visibility by removing existing signs and installing two new multi-tenant pole signs, while also replatting the properties to comply with local zoning regulations.

Currently, the site has three signs, including a single tenant sign and a multi-tenant sign. The proposed changes involve removing these existing signs and replacing them with two new multi-tenant pole signs, each standing 20 feet tall and covering 60 square feet. This move aims to improve visibility for a new retail building that is set back over 450 feet from East Beltline Road, where current signage is obscured by adjacent structures.

The council's discussion highlighted the need for a variance to allow the installation of these signs on a site less than 10 acres, as per the city’s ordinance. The existing signage is considered outdated, and the new signs are designed to match the aesthetic of recent enhancements to the retail area.

The Sign Control Board had previously voted unanimously to approve the signage proposal, contingent upon the properties being replatted into one parcel within two years of the variance approval. The council now has the option to approve the Sign Control Board's minutes or to call for further consideration in a future meeting.

This decision is crucial not only for the visibility of the new shopping center but also for the overall development of the area, which falls within one of Richardson's special study zones. The council's next steps will determine the future of this retail space and its signage, impacting both local businesses and community aesthetics.