Sign Builder February 2023

SIGN BUILDER ILLUSTRATED

PRINTWEAR PRODUCTS: BRINGING APPAREL INTO THE SHOP

INDUSTRY TRENDS:

HIRING & RETAINING EMPLOYEES

HOW-TO COLUMNS DEPARTMENTS

32 8

By Joe Arenella

6

EDITOR’S COLUMN

Digital signage leads this month’s issue, and Editor Jeff Wooten previews how shops can get even more educated about this topic.

IN THE INDUSTRY

Large format trends that sign shops and graphics providers can embrace to drive sales, and Propelled Brands has been named a “Top 100 Game Changer.”

SIGN SHOW

The newest products and services from sign manufacturers.

SBI OPERATIONS

Jeff Wooten speaks with LED display manufacturers about how sign shops can get selected for digital sign projects.

FEATURES

LED-ING THE MESSAGES

By Jeff Wooten

Digital displays and massive billboards increase metroburb exposure.

CHECK IN TO DIGITAL

By SBI Staff

18 20 20

A unique, interactive experience takes off at Orlando Airport terminal.

SHIRTING WITH SUCCESS

By Alex Marcheschi

Apparel production can create an additional income stream and encourage existing sign customers to spend.

24 28

INDUSTRY TRENDS: HIRING & RETAINING EMPLOYEES

By Jeff Wooten

Results and analysis from our latest survey.

A DISTINCTION IN VARIANCE

By David Hickey

February 2023, Vol. 37, No. 331

Sign Builder Illustrated (ISSN 0895-0555) print, (ISSN 2161-0709) digital is published by Simmons-Boardman Publishing Corporation

Subscriptions: 402-346-4740

EXECUTIVE OFFICES

President and Chairman

Arthur J. McGinnis, Jr.

Group Publisher

Gary Lynch

1809 Capitol Avenue, Omaha, NE 68102 O ce: 212-620-7247; Cell 646-637-5206

EDITORIAL Editor

Je Wooten 323 Clifton Street, Suite #7, Greenville, NC 27858 212-620-7244

jwooten@sbpub.com

Managing Editor

Alex Marcheschi

513-490-6227 amarcheschi@sbpub.com

Contributing Writers

Joe Arenella, David Hickey, Rich Reamer

ART

Art Director

Nicole D’Antona

Graphic Designer

Hillary Coleman

PRODUCTION

Corporate Production Director

Mary Conyers

CIRCULATION

Circulation Director

Jo Ann Binz joann@qcs1989.com

ADVERTISING SALES

Sales Manager

David Harkey 212-620-7223 dharkey@sbpub.com

EDITOR’S COLUMN

BY JEFF WOOTEN

AGENDA

Note: All events listed below are subject to change. Please check show sites for the most up-todate information.

MARCH 2023

MARCH 2-4:

The Mid-South Sign Association’s Idea Exchange 2023, featuring educational seminars and tours, will be hosted by Munn Enterprises in Hattiesburg, Mississippi. (midsouthsign.org)

APRIL 2023

APRIL 12-14:

Education on Display

Exploring shop experiences with digital signage.

There is an extra focus this month on the art and implementation of digital signage—as our issue takes a look at recent exterior and interior installations along with some added bonus coverage sprinkled throughout these stories about the role sign shops played in the process.

For those shop owners still investigating these opportunities, our Operations column on page 32 (“Evolving Digital Involvement”) provides further details and suggestions from manufacturers that can help you (a.) make an informed decision about why these offerings could be a good fit for their business, and (b.) better understand what their shop should do to get more involved and offer this technology to clients or be brought onboard preexisting projects.

“Studies show that we are not retracting on [digital] but rather improving and evolving. To stay relevant, you need to provide what the people want,” says Roxanna McCoy, director of Operations at ThinkSIGN.

For shops already involved with these types of jobs, it’s imperative to continue cultivating a healthy working relationship with communities and planners— especially as some of these entities find themselves addressing this quickly evolving technology and rethinking ordinances and regulations (and creating potential roadblocks for the signage side).

Now is a good time to let you know that our magazine is going to be co-hosting

with ISA a pre-conference dynamic digital workshop devoted to this subject matter on Tuesday, April 11 (the day before ISA International Sign Expo begins). This half-day “Combatting Codes & Regulations” workshop at the Mandalay Bay Convention Center in Las Vegas will feature a mix of sign industry officials, digital signage specialists, and sign shop owners as they discuss their stories and their advice related to the planning and permitting of digital signage installs, as well as how to work with communities to come up with sensible code and regulatory solutions.

Sessions at this workshop include “‘The Secret Sauce’—How to Increase EMC Sales Volume” by Brandon Meyer, owner of Smart Signs; “The ‘States’ of Sign Code and Permitting—Local, Regional, and National” by Deacon Wardlow of Vantage LED; and “Trends: Codes and Regulations” by ISA’s David Hickey. I will also be hosting a conversation with Jeff Young of YESCO about how his company planned and implemented a recent outdoor sign project.

You can pre-register for this exciting event at signexpo.org/pre-conferenceworkshops. We look forward to seeing you there!

ISA International Sign Expo 2023, featuring everything you need to be successful in the sign, graphics, and visual communications industry, is scheduled to take place at the Mandalay Bay Convention Center in Las Vegas, Nevada. (signexpo.org)

MAY 2023

MAY 21-25:

LightFair, North America’s largest architectural and commercial lighting tradeshow and conference, will occur at the Jacob K. Javits Convention Center in New York City. Organizers have announced that this show will be transitioning to a biennial schedule after this event. (lightfair.com/new-york-2023)

JULY 2023

JULY 17-19:

think Ahead 2023, an event for Canon Solutions America production inkjet customers, takes place in Boca Raton, Florida. (www.thinkforum.com)

AUGUST 2023

AUGUST 24-26:

2023 SEGD Conference Experience

Washington DC promises four inspirational days of interactive workshops, tours, networking opportunities, case studies, and programming from renowned speakers celebrating the evolution and challenges of fifty years of experiential design. (segd.org)

JEFF WOOTEN Editor, jwooten@sbpub.com

Photo (Moody Center, Austin, TX): SNA Displays.

PROPELLED BRANDS NAMED GAME CHANGER C

LARGE FORMAT TRENDS

THIS YEAR PROMISES to be quite the year for the signage industry. With a return to prepandemic demands and changing customer needs, sign shops can win by keeping a pulse on the trends shaping the large format industry.

After taking a backseat in the pandemic, out of home (OOH) is having a renaissance. A recent survey of in-house and agency brand marketers found more than half (51 percent) plan to spend more on OOH in 2023. From billboards and bus wraps to banners and floor prints, these larger-than-life displays help brands cut through the clutter and hold attention while people are moving throughout the day.

With this knowledge, printers should merchandise case studies for OOH print capabilities and the ways in which they can help brands capture attention. This could include traditional prints, as well as exhibition displays, flags, and city light ads. Modern OOH displays often include QR codes or other unique intel that can help drive engagement and, in turn, measure impact—so use those metrics to demonstrate effectiveness.

Another important factor in OOH

displays is color vibrancy. Pantone announced its 2023 color of the year in Viva Magenta—a nod to the immersive, in-your-face feel of the metaverse. Being able to print these colors can help sign shops stay relevant and demonstrate relevancy in a crowded market. Consider upgrading to technology that can handle the nuanced tones of 2023.

The interior design market is always a good place to seek out the latest aesthetic trends, as often we see ideas bubble up into other types of design including signage. For 2023, organic and natural materials are at the top of many lists.

This may be a result of consumers and designers alike rethinking production and consumption habits. It’s a trend that sign shops can hop on by showcasing their work on unique print mediums like wood, stone, and organic cotton.

Sign shops can also merchandise sustainable operations—from automation to cut down on production time to utilizing recycled materials to opting for VOC-free inks that do not contain heavy metals. We know that this is important to many businesses as they choose vendors.

—Rich Reamer, Senior Director, Marketing, Canon U.S.A., Inc.

ARROLLTON, TEXAS— Franchise

Dictionary

Magazine recently named three Propelled Brands operations to its “Top 100 Game Changers for 2022” list—I.T. and technology repair services NerdsToGo®, semi-absentee ownership model MY SALON Suite, and relevant-to-our-industry FASTSIGNS®. This recognition highlights franchises that fill a niche, help the communities they are a part of, and provide opportunities for aspiring business owners.

Propelled Brands has experienced dramatic growth in the past two years. FASTSIGNS has now reached over 760 centers in the network, offering a variety of franchising options through co-brands and conversions.

“After a year of growth and innovation across our family of brands, we are thrilled to see that they have each been named a Game Changer,” said Mark Jameson, chief development officer at Propelled Brands. “Our results-oriented and motivating culture, ongoing support to our franchisees, and the hard work and dedication of the people behind our brands truly helps take FASTSIGNS, NerdsToGo, and MY SALON Suite to the next level.”

Photo: FASTSIGNS of Washington, D.C.

APPAREL/ PRINTWEAR

EconoRed VI Series

Dryers Cure Up to 2,700 Garments Per Hour

Vastex International's new EconoRed Series VI conveyor dryers are equipped with six infrared heaters in a single chamber for high-volume curing of plastisols, waterbased inks, discharge, and DTF adhesives. The ER-VI-30 dryer, with 15,600 watts of power and a 30-inch-wide belt, cures up to 900 garments/hr. printed with plastisol ink at 25 seconds dwell time and up to 300 garments/hr. printed with water-based inks or discharge at 70 seconds dwell time.

Model ER-VI-54, with 31,200 watts of power and a 54-inchwide belt, can accommodate two rows of garments, curing up to 1,800 garments/hr. printed with plastisol ink at 25 seconds dwell time and up to 600 garments/hr. printed with water-based inks or discharge at 70 seconds dwell time. With 46,800 watts of power and a 78-inch-wide belt, Model ER-VI-78 can cure up to 2,700 plastisol-printed garments/ hr. placed in three rows and up to 900 garments/hr. printed with water-based inks or discharge. The modular design permits users to readily add one or multiple independently controlled heating chambers and extend the conveyor belt, increasing capacity in direct proportion to each heating chamber added. (610) 625-2702; vastex.com

CNC MACHINES

It’s Automatic: New ZA6 Robot

The new ZA6 robot, now available from CNC machine supplier Tormach, Inc., is built to industrial standards, utilizing EtherCAT servo motors, harmonic gear drives, and aluminum castings. It can carry a 6kg payload through a reach of 975mm with impressive speed and repeatability. Requiring only 20A of single-phase 220VAC, it can be installed almost anywhere. The ZA6 is the only industrial robot to use easy-to-learn, powerful, easy-to-integrate Python as its programming language. With over 200,000 Python libraries available, most of the work required to connect the ZA6 to the outside world has already been done. The ZA6 is powered by PathPilot, Tormach’s awardwinning control software. PathPilot is so user-friendly that no expertise in industrial robotics is required to program the ZA6 in most applications. The ZA6 includes the robot, an electrical cabinet, a control computer, and PathPilot control software. tormach.com

VINYL/FILMS

Holographic Prism Film Added to Roland DGA’s Premium Offerings

Multi-purpose Holographic Prism Film (ESM-HOLO) from Roland DGA is a high-quality, 6-mil film that’s durable and easy to apply. ESMHOLO features a permanent adhesive and is ideal for indoor and short-term outdoor applications, such as labels, stickers and decals, packaging, P-O-P displays, window displays, signage, and more. According to the company, the shiny, eye-catching film is unbeatable for creating special occasion announcements, holiday décor, commemorative stickers, or unique labels and packaging with an upscale look. Because ESM-HOLO has outstanding durability, it can be used without lamination. Those who want additional protection, however, can use this film in combination with Roland DGA’s GuardLam gloss overlaminate film (ESM-GLGF). ESM-HOLO is available in a 15-inchby-75-foot roll size designed for use with the VersaSTUDIO BN-20 Series desktop printer/cutters, expanding the capabilities for Roland DGA’s 10,000-plus BN-20 users. This media is also offered in a 30-inch-by-75-foot roll size for use with the company’s thirty-inch and wider large format printers. rolanddga.com

Benefits

• Scaled royalty programs

• FASTSTART training on efficient procedures

• Buying power with vendors

• Respected and recognized brand

• State-of-the-art technology and training programs

• Effective local and national marketing

Benefits of Co-Branding:

• Our layouts fit into as little as 400 sq. ft. of your existing business

• It increases your average transaction with new products

• It offers a competitive advantage in your area

• Your business can grow with the help of our experienced support

HOW TO

HOW TO

BUSINESS BY JIM HINGST

PLANNING BY JOE ARENELLA

Large and in Charge

Large sign projects can be complicated and can veer off track quickly without proper planning. Just like construction planning, sign projects follow a very similar path. From the initial meeting with the client to the last sign being installed, each step is critical to a successful and profitable project.

I would like to say that every sign project I have sold went off without a hitch, but I would be lying. Over the years, though, it did become a little easier when I followed some pretty simple steps, which I will now spell out for you in the following “five stages of sign project management.”

#1. Initial Discovery: Simple Questions Can Change Everything.

Start every sign project by listening— not necessarily to what the client thinks

should happen to solve their sign needs (that can get everyone in trouble) but rather to what the client is really trying to achieve.

Do they want the biggest sign on the city skyline? Or do they want to create a sense of serenity in their retirement community development?

Once you have asked the right questions, you and your team will have an understanding of the client’s goals. Then you can start to work on solutions.

The initial discovery phase of the project can be long and complex so be sure to communicate to your client the importance of not rushing this process. If you are thorough in this first phase, you will avoid costly mistakes—as well as disappointed clients—down the line.

Start with a call or meeting with the

city planner to determine what is permissible in the code.

While this is not an exhaustive list, here are some things to consider during this meeting:

• Is what your client trying to achieve permittable?

• Will the permit require a variance?

• Are you going to need the building’s architectural drawings in order to determine the best mounting methods for your permit drawings?

• Does the sign project require sealed engineering drawings?

• Will there be street access for large cranes and lifts?

• Are there any weight restrictions when parking a crane in a street or alley way (think old city grease traps— you don’t want your crane to collapse

Illustrations: Joe Arenella.

into a sinkhole)?

• Will powerlines need to be removed?

• Are you going to need street and sidewalk closure permits?

• Will you need to hire police to direct traffic?

• Does your install team require onsite safety training?

• Will the project require an additional insurance rider?

While this might seem like a daunting list—and I am sure I probably missed an item or two—these are the types of issues that need to be determined before you can start any large sign project.

#2. Planning: Details Will Make or Break

Your Job’s Profit.

Once you are past the initial discovery phase, you are ready to start to develop a plan on how the project will actually get completed.

If you have not done so already, perform a final technical survey of the site. This should be conducted by an expe-

HOW TO

PLANNING BY JOE ARENELLA

rienced installer to ensure that the correct details can be communicated to both your design and fabrication team.

This will also result in the signs leaving the shop with correct install patterns, mounting clips, and equipment needed to install the signs. I cannot tell you how many times I have heard installers complain about incorrect mounting patterns being sent to jobsites, leaving them unable to install the signs.

Once you have these details worked out, you can gather your pricing to produce accurate quotes. Materials will need to be researched for availability and cost. Plus the labor needed to design, permit, fabricate, and install will need to be calculated, along with any other incidentals that you have discovered in the initial phase of the project.

Final designs, quotes, and timelines can now be presented to the client for approval. Please make sure you have already received a deposit for your initial discovery work and designs (approximately 10 percent of the value of the project).

When quoting large projects, never be vague. Always outline in accurate detail what the quote covers. After all, large projects often have change orders, and you do not want to fall victim to scope creep (defined as “changes, continuous, or uncontrolled growth in a project’s scope at any point after the project begins”) and get stuck with the bill.

#3. Ensuring Near-perfect Execution: Engage Your Team.

One mistake that I made as a sign shop owner was to assume that everyone involved knew what I knew about the steps needed to complete the project. I quickly learned that, every time I tried to do it all, I dropped the ball. When I was willing to make large projects a team effort, everything ran much smoother.

Host a kickoff meeting with your team to create a list of tasks and determine who will be responsible for each task. It is helpful to work backwards from the project’s due date, so you can plan the scheduling of each task.

HOW TO

BUSINESS BY JIM HINGST

When you are done with this phase of planning the project, you should have a clear picture of who is responsible for each task, which suppliers you will be using for materials or wholesaler manufacturers for signs you are outsourcing, install crew schedule, equipment needed, and budgets set.

#4. Monitoring the Project: How to Avoid 90 Percent of the Mistakes. Hold weekly team production meetings to make sure project milestones are being met.

My shop held production meetings two days per week. Monday after lunch was our big meeting for the week. Here we would go over every job, review all open tasks, and address the items and issues that were blocking jobs from moving forward. On Thursday morning, we held a shorter meeting where we again discussed any problems or blocks on projects.

While this schedule worked well for us, we also communicated in between these meetings, if any problems arose. Project managers, sales reps, and designers would always make themselves available to the fabrication and install team to clarify any questions.

From initial designs to the final sign being installed, we never lost sight of the fact that it takes the whole team to achieve success.

#5. Close the Project: Customer Satisfaction Leads to More Jobs. Once final signs are installed, it is time to close the project.

Call the client and make sure they are 100 percent satisfied with the results. Address any concerns, and if there are any punch list concerns, correct them in a timely manner.

Make sure you have a system in place to manage the final tasks and that you have stored all important project documents, designs, and photos for future reference, if needed. It is easy to get busy with the next big project and not close out jobs correctly.

Finally make sure to thank your client! Our shop always sent out the final invoice with completion photos and a “thank you” note signed by several staff people. It was a nice touch and usually helped us get paid on time.

You’ve Got This!

As you perfect your planning process and build trusted relationships with your clients, the scope of your projects may become more complex.

Do not shy away from large, complicated projects—they can be fun and profitable. Plus they allow you to build a large portfolio and create a sense of pride and accomplishment with your team.

You may feel a little uncomfortable to start, but if you stretch yourself, you and your team will watch great things happen!

Joe Arenella is the co-founder of SignTracker and the founder of the Behind the Signs facebook group and YouTube channel.

ENGAGE YOUR TEAM. ONE MISTAKE THAT I MADE AS A SIGN SHOP OWNER WAS TO ASSUME THAT EVERYONE INVOLVED KNEW WHAT I KNEW ABOUT THE STEPS NEEDED TO COMPLETE THE PROJECT.

DIGITAL SIGNAGE

BY JEFF WOOTEN

LED-ing the Messages

Bell Works Chicagoland is a new “metroburb” located directly off busy Interstate 90 in Hoffman Estates, Illinois. Its first phase of development opened this past September. The “metroburb” concept cleverly combines “metropolis” with “suburbia,” creating a destination where people work, live, shop, and eat.

The refitted 1.6 million-squarefoot campus once served as home to AT&T’s corporate headquarters, but the tech giant had vacated it in 2016.

In 2019, Inspired by Somerset Development purchased the abandoned campus with the intent of redeveloping and rebranding it as Bell Works Chicagoland. The intent here was to create a destination for businesses and culture unlike any other in the area.

One thing at the top of the developer’s mind was the post-COVID landscape and the changes it had wrought. With companies concerned about bringing employees back to the office, Inspired by Somerset Development knew it had to create unique spaces for any-size business while still allowing the opportunity for future growth.

Another big problem they faced— no one really knew about this new development project and future campus.

Simultaneous to construction, it was imperative to publicize the property to attract tenants. Since the metroburb was the first of its kind in the area and set back from the Illinois tollway, increased awareness about the campus was instrumental from the very beginning. There was a need to secure tenants, publicize the project, and provide on-campus wayfinding information.

Inspired by Somerset Development brought onboard New York-based Union Design, Chicago sign company iBrand Visual + Pryor Signage, and branding partner npz studio+ onboard to handle the different branches of this rebranding project.

Everyone agreed from the outset that digital signage would be the ideal

solution to solve their awareness challenge and accomplish Bell Works Chicagoland branding objectives.

Inspired by Somerset Development had already begun interior and exterior signage. “iBrand Visual + Pryor Signage proved to be a great partner because of their know-how and knowledge of digital signage,” says Jack Aber, COO at Inspired by Somerset Development. (Note: Aber says that two qualities he looked for when finding sign companies to handle digital installations are “experience” and “attention to detail.”)

All the companies involved selected Optec Displays to implement their visions for this project.

Seven Optec INFINITY electronic displays and large double-sided billboards have been installed—a trio of 7-foot-1-inch-by-7-foot-4-inch 10mm displays installed into monument signs at the main entrances; a pair of 3-foot2-inch-by-4-foot-2-inch 6.67mm displays placed within monument signs located at both the East North and East South entrances; and two 16mm RGB double-sided 20-by-60-foot electronic billboards that are visible along the interstate.

Permitting turned out to not be an issue as Union Design and iBrand Visual + Pryor Signage’s design and fabrication intent checked all the boxes for the Village of Hoffman Estates. “They understood the large development project and worked with Bell Works for the development covering all the campus signage,” says Eric Wiiken, partner at iBrand Visual + Pryor Signage.

Clint Bottoni, co-founder/managing director at Union Design, says that his company followed the guidelines set by the town. “These mostly had to do with setback and the height of the signs at road entrances, as well as the billboard,” he says.

When creating the signage survey, Union Design made sure to focus on creating visual impact at each entrance

Digital displays and massive billboards increase metroburb exposure.

All Photos: Optec Displays.

into the campus. They also positioned flags in different spots along the highway and drove past them from both directions to gauge visibility. “This allowed us to determine the [proper] billboard locations,” explains Wiiken.

Monument signage hosting the INFINITY displays are all-white, 1/2-inchpush-thru logos featuring the tenants’ logo with a black cabinet to provide the 100 percent contrast that makes the impact with the EMC adding color and creating action for each sign.

All monument signs were inserted into a concrete base. “An extra twelve inches raised the base to protect the bottom of the signs from being hit by the landscaping lawnmowers in the summer and be above the snow in winter,” adds Wiiken.

The billboards were installed on steel structures twenty-two feet below grade in a concrete foundation. “The steel structure rose fifty feet above ground,” says Wiiken, noting that the billboards can be seen from either east or west direction from Interstate 90.

Union Design designed and developed contentmanagement so that the on-site user can easily change and schedule content on all screens. Due to viewers seeing these signs from cars moving at highspeeds, Bottoni finds that simple promotional content on the

digital signage works best. “This means solid-color backgrounds along with very short messaging using large typefaces,” he explains.“If imagery is used, the images should be easily recognizable and not busy.”

All of the on-campus displays are engineered to withstand the wide-ranging Midwest weather conditions and integrate with Union Design’s custom content management system.

“The products are run through a litany of lab tests to ensure dust, moisture, salt and effects caused by high heat or extreme cold are addressed to safeguard all components for many years,” says Chad Engstrom, vice president of Strategic Partnerships & Development at Optec Displays.

The displays also use light sensors to control brightness by measuring the ambient light levels. Optec Displays took extra precautions with the two 20-by-60foot billboards so as to ensure maximum daytime brightness. This process included an engineer at Optec’s corporate offices in a California making adjustments remotely while on-site representatives visually verified the brightness onsite at Hoffman Estates.

“More importantly, we lowered the brightness levels for nighttime viewing, as we felt the default low-end brightness

reading was too high,” says Engstrom.

The billboards also include a hardware and software platform to remotely manage high-voltage power. This allows teams to easily reboot specific devices, such as a video player or ISP equipment, to resolve outages due to locked up equipment or improperly displayed content.

Once the displays were installed and the wireless connections set up, Union Design easily loaded the content management software system.

The ultra-bright, full-color LED displays feature rotating messages developed by npz studio+. The content is focused on leasing, Bell Works branding, tenant promotions, and event announcements. The billboards include the same content and can be seen for miles away along the highway.

Accompanying the digital signage are static graphics that do an effective job further providing branding for Bell Works Chicagoland. “Digital signage provides a way to connect the brand to the space in an innovative way while maintaining the brand’s values,” says Paola Zamudio, founder and CEO of creative firm NPZ Studio+, a creative firm with graphic designers and marketing specialists that mixes visuals to promote the Bell Works brand.

Zamudio feels it’s important for the space, the brand, and the digital message to be connected. “What we did at Bell Works Chicagoland also works for other buildings—especially office buildings that need an identity,” she says. “It’s already a beautiful building, but how do you make it cool? How do you make it special?

“I wanted to make sure there wasn’t an overload of signage and that everything was well curated in the space. At Bell Works Chicagoland, we created the brand and made sure it was consistent throughout the space and that the signs had all the right fonts, the right colors, and the right look and feel.”

Zamudio worked with the town to make sure they had the right amount of signage. “I like the ‘less is more’ approach,” she says. “We wanted to have the right amount of signage on campus, and I think it works here.”

—Some content appeared in a released case study.

The full-color LED billboards can be effectively seen from miles away along Interstate 90. Content on the displays consists of leasing, branding, and tenant promotions.

How To Navigate A Changing Sign Landscape

SBI’s new webinar series—On the Floor—is your compass to all the challenges sign shops face. Our series provides actionable steps to help your sign shop thrive amidst the expanding digital signage landscape and everyday operational challenges.

www.signshop.com/resources

INTEGRATION

BY SBI STAFF

FEATURE NAME CHECK IN TO DIGITAL

Welcome to the Moment Vault.

The letters to remember right now at Orlando International Airport are not related to terminal designations or location identifiers (MCO). Instead it’s EME, which stands for “Experiential Media Environment.”

Conceptualized by Executive Producer MRA International Group with Marcela Sardi, executive creative director at creative studio Sardi Design, this new EME welcomes travelers at the recently opened state-of-the-art South Terminal C at the busy airport.

The multimedia “Moment Vault” is the focal point of the EME at Orlando International Airport. Passengers walk through three monumental curved 2mm LED displays forming a circle and interact with its content.

The immersive real-time experience is made possible through Realmotion’s latest G32 real-time media servers and Fusion tracking technology that instantly converts a subject’s motion into digital wireframes that are integrated

into the onscreen content produced by creative studio Gentilhomme, providing delightful selfie-ready moments.

The company’s multi-GPU Fusion server uses six cameras to provide 3D marker-less tracking for up to twentyfive subjects within the confines of the Moment Vault. The real-time tracking system then transmits the data to three Realmotion G32 servers where it feeds into an Unreal Engine scene.

This setup involves A.I. and machine learning to ensure accurate people tracking through the generation of a “3D pose estimate” for each individual in the space. Each pose estimate is used to accurately place real-time virtual avatars in live digital content.

The total solution provides content creators a unique set of capabilities that enable novel, memorable interactive experiences for travelers and create positive associations with the airport and the city of Orlando.

The Moment Vault was designed and is being managed by Smart Monkeys, Inc., a Florida-based consulting firm that specializes in feature-centric technology implementations for locationbased entertainment.

“With the amazing permanent digital canvas offered in the Moment Vault, Orlando International Airport can offer

much greater visibility and opportunity to artists and content creators, while enjoying a simpler, more powerful management system,” said Smart Monkeys Design Consultant Paul Bristol. “In a custom-built environment with a semicaptive audience, these experiences can help artists gain name recognition and notoriety while providing a one-of-akind space that is instantly identifiable when shared on social media.”

The exterior of the Moment Vault is also adorned with 4mm DVLED displays, ensuring that every visitor in Terminal C can be part of the experience, even if they don’t walk through the middle of the installation.

Two additional high-tech installations make up Terminal C’s EME experience. “Windows On Orlando” comprises three adjacent panoramic screens that form a one hundred-foot-long, thirtytwo-foot-tall display, while “The Portal” presents a three-story steel sculpture in the shape of a helix featuring thirty-two custom curved screens.

All three digital display experiences display content relevant to the locale, including space launches, underwater adventures, and the story of Florida’s transformation from springs and ranchlands to the dawn of theme parks and spaceports.

A unique, interactive experience takes off at Orlando Airport terminal.

The Moment Vault enhances Terminal C.

Travelers interact with the displays.

BY ALEX MARCHESCHI

SHIRTING WITH SUCCESS

Sign shops are often involved in the opening, refurbishing, or rebranding of a business— whether it’s an accounting firm, a coffee shop, or a five-star restaurant.

New outdoor signage is needed, as are new wall decals, new wallpaper, digital displays, and so on and so forth.

However, many sign shops are losing out of additional income opportunities when it comes to one aspect of physical branding: merch and apparel.

Now more than ever, people are wearing branded apparel from their favorite businesses. Additionally corpo-

rate apparel has long been a relatively affordable way for business owners to unite their teams and bring uniformity to the workforce.

So why shouldn’t your sign customers be able to get all their physical branding materials—from the awnings to the aprons—from your shop?

“When a sign shop adds custom apparel to their product offerings, they get an additional stream of revenue for their business. This provides an extra layer of security that is good for their bottom line,” says SinaLite Vice President Brian Meshkati. “New products

Photos: Andy Sugg, ( opposite, top right ) Shutterstock.com/Max4e, ( opposite, bottom center ) Kornit Storm HD6.

Apparel production can create an additional income stream and encourage existing customers to spend more.

like custom apparel tend to attract new customers while also bringing back churned ones. It gives them one less reason to go to your competitors to get their printing done.

“Your business ends up becoming a one-stop shop to meet all your clients’ printing needs.”

And that’s exactly the goal: controlling your prices and proactively retaining customers.

“There are advantages associated when adding apparel decoration capabilities to a sign shop. Most importantly would be control. Control of the costs, process, production timeline, the quality of graphics and keeping control of your customer,” says Equipment Zone Vice President of Sales and Marketing Jay Busselle. “There are many ‘sign shops’ that are already very capable and are currently managing a wide variety of apparel production processes.”

Apparel production equipment distributors across the nation can work with sign shops to introduce a machine to your shop. Manual presses also tend to get auctioned off, especially in these “post-Covid” times, for great prices. All it takes is a quick Google search of screen printing equipment auctions in your area to start the process.

And then there are also a handful of screen printers found on YouTube (such as Lee Stuart or the team at “The Print Life”) who can help you get those squeegees going.

For newer machines, companies like ROQ.US and M&R Printing Equipment have many options when it comes to both automatic and classic manual screen printing presses.

Big printing players like Brother, Kornit Digital, and Epson offer direct-togarment (DTG) printers that can also get the job done well.

In the past, direct-to-garment meth-

ods were considered to be lower quality ways to produce custom shirts. However the technology has drastically improved, and very solid pieces can be made this way.

“Without showing my bias as to which brand, I think a production shop that is already comfortable with inkjet technology will have a shorter apparel decoration learning curve if they start out with DTG printers,” says Busselle.

Now if all that sounds a bit too intimidating, don’t fret; wholesale promotional item manufacturers like Sinalite are there to help. By partnering with them, you can use the logo files, color schemes, and mission statement of your signage customers to create anything from puzzles to tote bags.

So let’s say that you’ve decided to go forward with apparel and merch offerings for your customers. How can you encourage them to give you a shot? Or even better, how can you encourage

them to make a big commitment to custom apparel?

“It isn’t ok to merely send an email blast saying, ‘You can buy shirts from me now.’ My marketing advice would be to define your target audience of your best ten, twenty-five, or fifty existing customers and develop a theme centered around a practical business need,” says Busselle. “For example: prospecting, hiring new employees, or employee retention. Create an engaging kit with three to four items that are fun, desirable, and useful. I would design a theme with complementary graphics. I believe strongly in the power of personalization, so wherever possible, I would personalize the messaging and the apparel.

“The goal is to have the people who receive this kit be emotionally connected, genuinely surprised, and wanting to do the same thing you just did— but for their customers.”

IS G A G A open

FIND IT HERE! Wide Format. Inks and Substrates. Wrap and Vinyl. Digital Signage. Education. Networking. Community. And so much more... Whether you’re looking to grow your business or advance your career, everything you need to be successful is all in one place: ISA International Sign Expo® 2023! Join us at the Mandalay Bay Convention Center in Las Vegas, NV, April 12-14 to find latest products and solutions, learn from the experts, and HAVE FUN!

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APRIL 12–14, 2023

SIGNEXPO.ORG

LAS VEGAS, NV

FEATURE NAME

EMPLOYEE MANAGEMENT

BY AUTHOR

JEFF WOOTEN

INDUSTRY TRENDS:

HIRING AND RETAINING EMPLOYEES

Results and analysis from our latest survey.

This past December, Sign Builder Illustrated sent out a survey to select readership related to hiring practices and employee management at their sign shops. We received feedback from 160 respondents, and while there are no overwhelmingly definitive trends that can be observed (bar an answer or two), we think it is still important to share these unscientific results so you can see how your shop stacks up with others.

In fact, some of the following answers could possibly be something new you haven’t thought about that can be applied at your shop.

Photo: Shutterstock/Irina Strelnikova.

The largest amount of our respondents identified as having 2-5 employees at their shop (35 percent) followed closely by 6-14 employees (30 percent) then 15-40 employees (20.6 percent).

Large scale shops 41+ employees tabulated 7.5 percent, while one-person shops trailed at 6.8 percent.

The shops were described (in descending order) as independent, family-owned at 68.1 percent, independent, non-family-owned at 18.1 percent, and franchise at 13.8 percent.

Overwhelmingly shops identified as full-service (78.1 percent), with the next-closest category being vinyl/ graphics specialist (17.5 percent).

Meanwhile 84.3 percent of respondents said that they work with thirdparty providers to help complete jobs. A majority of them planned to continue using these resources over the next twelve months, while 5 percent indicated that they would like to cut back and bring some of this work in-house. One percent of respondents said that they were not using thirdparty resources but would like to start doing so in 2023.

Good news: More than 67 percent of survey respondents say they plan to hire more employees at their shop in the next twelve months, which brings us up to our first analysis.

Question 1. What do you feel has been your best method in attracting talented employees to your shop?

Responses appeared evenly distributed here (see opposite page), making it difficult to declare a clear number-one choice from our readers. Networking/ referrals led the pack at 28.5 percent followed by friends/family members at 19.6 percent.

Could Web have finally overtaken print (at least when it comes to hiring)? Website job board (17.7 percent) out-

performed classified ad (10.1 percent). Interestingly intern/apprenticeship tallied just 4.4 percent. Is this a lost art form at shops today? Or is the need to replace workers more urgent now?

Question 2. What types of jobs would you like to bring onboard?

Respondents were permitted to answer as many of the provided choices as they would like. It should be no surprise that Fabrication was the most sought after (71.0 percent) followed by installation (68.2 percent). Sales (56.1 percent) remains a strongly desired skill, but it feels like design (45.8 percent) should increase even more going forward, especially as shops turn to colleges and vocational schools for finding workers.

Concerningly, 17 percent indicated that they were looking to reduce the number of employees over the next twelve months. This is a response that probably deserves an expanded dive down the rabbit hole with more intense statistical breakdowns. Increasing employee cost (16 percent) and economic recession fears (14 percent) led this outlook from those answering this. Six percent of respondents indicated plans to outsource work to third parties while 2 percent said they were going to be closing up shop and leaving the industry altogether.

Question 2.

Question 3.

Next let’s take a look at how shop owners are managing their employees and see if there are any takeaways you have in common at your operations.

Question 3. What do you feel is the “most” challenging aspect to managing employees at your shop?

Internal communication led this pack of varied responses at 27.2 percent. Salary expectations finished second at 21.5 percent. Pay attention to retaining your employees (15.8 percent). Is addressing work/life balance (13.9 percent) one method to do so?

Question 4. What is your “best” solution for keeping employees happy?

It should be no surprise that competitive salary would lead the way here at 51.6 percent. One thing I’ve read in trends studies and articles is that lots of today’s younger workers ap-

Question 4.

sign industry? Well flexible schedule/vacation registered 31 percent of answers.

ists thinking about full-service?

Obviously some shops are one-person (5.7 percent), making this question

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BY DAVID HICKEY

A DISTINCTION IN VARIANCE

Avariance sounds like a simple task. Just request a dispensation from the sign code for a very good reason. Yet these can be time-consuming and tedious tasks for a busy sign company.

Take one recent case in which ISA was able to help a member company through the process. The company had been asked to restore a historic sign that no

longer conformed to the city’s code. The sign had been in place since 1957 and was a local landmark.

The sign code had obviously been updated since then, and new requirements said that the sign could not exceed fifteen feet in height. The historic sign stood twenty-two feet. The code also required an opaque background; the yellow on the historic sign could not stand.

ISA worked with the sign owner to persuade the city that the sign’s historic value merited a variance and was successful in the argument.

Saving historic signs is important, but it’s far from the only time a variance is needed.

In just the last year, we’ve helped members conclude successful variances that involved sign lighting, adding an elec-

Photo: Shutterstock.com/rightclickstudios.

The fine art of persuasion.

tronic message center to an existing pole sign, winning an administrative appeal, and increasing the height and size of a sign.

Just as there are thousands of municipalities (each with their own unique sign code) across the United States, there isn’t a fixed process to obtain variances. Every jurisdiction is different.

But ISA is in a unique position to find variance solutions, with an Advocacy team that has a combined decades of experience and that has worked with thousands of local officials in hundreds of local jurisdictions all over the country.

There isn’t much that we haven’t seen when it comes to sign regulations and the challenges in obtaining variances.

Our track record is why ISA is launching a new fee-based service to help sign companies pursue variances.

It starts with a complimentary discovery call in which we determine whether we think we can help. If we agree that it’s the right fit for both sides, ISA will handle the variance, soup to nuts working with the sign company and end-user, while the sign company is able to take care of their everyday business needs.

It starts with a free consultation over the phone, where our team will go over the key elements of your particular situation to see how we can help your sign company and your customer.

In the meantime, ISA will continue to provide complimentary one-on-one assistance to member sign companies, helping projects that have hit a permitting snag, working on technical and electrical issues to get projects completed in timely fashion, and even collaborating with local government officials to help develop reasonable and beneficial sign codes.

Our new variance service is just another way that ISA is helping sign companies create and deliver the type of signs their customers want and need so that you can protect and grow your business.

Everything You Need to Know to Manage a Successful Sign Business

To run a successful sign shop, you need to run a successful business. Sign Builder Illustrated can help. Not only do we focus on the work you do on the shop floor, but we also focus on the work you do to improve the success and wellbeing of you and your team.

www.signshop.com

David Hickey is the vice president of Government A airs at the International Sign Association. To learn more about ISA’s variance service, please email variance@signs.org

When it comes to the roles sign makers take on when it comes to digital signage projects, most times, their work is going to encompass electrical and/or installation (and for savvy shops, even sales). But what are the best ways for sign professionals to get noticed for these types of jobs?

Acquainting yourself with manufacturers is a good first step. Some admit they already feel under-utilized by shops when it comes to the sales process.

Deacon Wardlow, continuous improvement manager at Vantage LED in Ontario, California, advises, “Don’t look for vendors. Instead look for partners. The market is flooded with companies selling digital solutions. It’s easy to get a price and ‘what you need,’ but it’s also just as easy to end up with something the client will be unhappy

with in the long term.

“Digital signage is not a ‘one size fits all’ solution. Ideally a DS program delivers on client need and answers that need effectively, while allowing room to grow to answer needs that end-users might not be aware of now.”

Paul Hughes, national sales manager at ThinkSIGN, believes a majority of digital signage project opportunities for sign shops arrive via local networking and customer relationships. “Increasingly, though, leads are being shared from manufacturers,” he says.

Roxanna McCoy, director of Operations at ThinkSIGN, adds, “Many times, access relies on architects or other key employees (facilities maintenance, marketing solutions director, etc.) to pave the way for the signage on specifications. However, when a client company is searching to update their signage or in the process of resurrect-

ing their first signage, word of mouth and community involvement move the directional needle more than anything.

“When someone has a great experience, they share it with others in need of the same outcome. When someone is in the market to make a substantial financial decision for their company, they check in with others to see how the same model has served them.”

In getting small- and medium-sized businesses to commit to digital signage from you, Hughes says that before-andafter pictures of your previous work, testimonials, references, and referrals are fundamental necessities. But shops need persistence.

“Too often, we call to follow up on a project quoted, only to hear they haven’t followed up to ask. Or we hear, ‘Oh yeah, I should call them,’” he says. “Lack of following up or following a process to close the cycle is definitely a common mistake.”

Failure to demo hardware and software is also detrimental to the endusers’ understanding of what’s being proposed. “Everyone needs to be shown what is possible,” says McCoy. “Show them the possibility of communicating with the world—sending new messages daily and unlimited updates. Who would choose any less than that?”

To read more about this topic, visit www.signshop.com

“Word

mouth

community involvement move the needle [for acquiring digital sign jobs] more than anything.”

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