Denton zoning board approves Love's Travel Stops variance for larger ground sign

The Zoning Board of Adjustment of the City of Denton on Monday approved a variance allowing a Love's Travel Stops ground sign with a maximum effective area of up to 451 square feet at a fuel‑station and restaurant site on roughly 17.2 acres at the southwest corner of Barthold Road and North I‑35.

Senior Planner Mia Hines told the board that the site was developed in 2017 and later constrained when TxDOT acquired additional right of way and the city realigned adjacent roadway and utility easements. "The maximum effective area per the sign code is 250 square feet," Hines said, adding that the applicant seeks "a total sign area of about 451 square feet" to consolidate sign area that was effectively lost to the right‑of‑way changes. Hines said staff recommended approval with a condition prohibiting the installation of any additional ground signs on the property so the approved consolidation would not increase total ground‑sign clutter.

Chad Bruner, senior director of real estate for Love's Travel Stops, said the company's prior sign — which displayed fuel prices — was removed during the right‑of‑way acquisition. "We don't have a price there anymore," Bruner said. "So we're just trying to find a way to have a price there on the property, so that the vehicles traveling through here... will be able to kind of build gases [sic]." He told the board the consolidated sign was intended to reduce clutter compared with adding multiple smaller signs.

Board members questioned staff and the applicant about how many signs were lost to the acquisition, visibility from the highway, lighting impacts for nearby apartments and whether future changes to easements or replatting would undo the variance. Hines said lighting and photometric standards are not part of this variance and that wayfinding and directional signs are counted differently from ground signs. She reiterated the staff recommendation: allow the single consolidated ground sign up to 451 square feet but include a condition prohibiting additional ground signs on the property.

Members debated that recommended condition, with some expressing concern it could limit future tenants or uses on the property (for instance, a leaseholder such as a restaurant) and others saying the condition aligned with the applicant's stated goal to reduce signage clutter. After deliberation a member moved to approve the variance as presented without the staff's restrictive condition; another member seconded the motion. The board approved the variance by a show of hands, 6 in favor, 0 opposed.

The board's approval grants a variance from Chapter 33 (Signs and Advertising Devices) to allow a ground sign with an effective area up to 451 square feet; the board's action was recorded as a 6‑0 vote and will be reduced to a signed, written decision as required by the board's rules. There was no public testimony recorded in opposition. The meeting concluded after a few brief administrative items and scheduling discussion.