Sign Builder July 2022

THE HOW-TO MAGAZINE

J U LY 2022 | S I G N S H O P.CO M

SIGN BUILDER

ILLUSTRATED

SIGN MAKING IN ACTION

COMIC-CON MUSEUM:

SIGNS & GRAPHICS ON DISPLAY

SPOTLIGHT CONVERSATION: WOMEN LEADING THE INDUSTRY

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CONTENTS JULY 2022

VOL. 36

NO. 324

HOW-TO COLUMNS

12

MAKING DECISIONS

By David Hickey Reacting to the Austin v. Reagan verdict.

DEPARTMENTS

4 6

Cover Photo: Ashley Bray.

10 38 40

EDITOR’S COLUMN

Editor Jeff Wooten brings back the “Secret Word of the Day” to discuss this month’s news and stories.

IN THE INDUSTRY

Buffalo printer brings veterans’ photos to life, wide format window graphics for footwear brand, an iconic guitar sign is restored, and a Seattle healthcare clinic adopts LED video technology.

SIGN SHOW

The newest products and services from sign manufacturers.

32

SBI MARKETPLACE

Advertisements and announcements from the sign trade.

SBI OPERATIONS

Alphagraphics Owner Jeff Bittner shares solutions to three shop management challenges.

6

FEATURES

16 24

WOMEN LEADING THE INDUSTRY: FINDING YOUR VOICE

By Ashley Bray Continuing the discussion from the WLI event held at the 2022 ISA Sign Expo.

28 32 36

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COMICS ART ON DISPLAY

By Jeff Wooten San Diego’s Comic-Con Museum spotlights characters and creators with its signage.

A GREAT BIG SUCCESS STORY

By Jeff Wooten A new print shop owner with a new vision nets new profits.

BACK TO DO BUSINESS

By Ashley Bray Recapping ISA International Sign Expo 2022, including our digital signage workshop.

CREATING EFFICIENCIES IN BUSINESS

By A.J. Titus It starts with getting the right team and the right processes in place.

July 2022

Sign Builder Illustrated

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July 2022, Vol. 36, No. 324 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 88 Pine Street, 23rd Floor, New York, NY 10005 Office: 212-620-7247; Cell 646-637-5206

EDITORIAL

Editor Jeff Wooten 323 Clifton Street, Suite #7, Greenville, NC 27858 212-620-7244 jwooten@sbpub.com Managing Editor Ashley Bray 212-620-7220 abray@sbpub.com Contributing Writers Jeff Bittner, David Hickey, A.J. Titus

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

Sign Builder Illustrated is published monthly. All rights reserved. Nothing herein may be reproduced in whole or in part without written permission of the publisher. To purchase PDF files of cover and layouts or hard copy reprints, please call Gary Lynch at 212-620-7247 or e-mail glynch@sbpub.com.

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signshop.com

EDITOR’S COLUMN

AGENDA

BY JEFF WOOTEN

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

JULY 2022 JULY 27-30:

SignConnexion 2022, the MidSouth Sign Association’s annual tradeshow, will be happening in Chattanooga, Tennessee. (midsouthsign.org)

SEPTEMBER 2022 SEPTEMBER 19-21:

SBI/NSSA Northeast Conference & Expo will take place at the Providence Convention Center in Providence, Rhode Island. (signshop.com/nssa)

The Secret Word of the Issue “Back” to this month’s news and stories.

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in this activity). Many associations (including PUA) fear that a finalized bill could be rushed within the next six months. (Note: To read more about what this could mean for you, visit https://bit.ly/39qXwIR.) This is complex legislation, and it’s important to get it right—no matter how long it takes.

Back to our “Secret Word of the Day” game, we have a recap of the ISA International Sign Expo that recently came “back” to do business after a two-year pandemicrelated hiatus (p. 32). We also bring “back” conversation generated from the Women Leading the Industry event we co-hosted there with ISA (p. 24).

Speaking of women leading the industry, we also feature the story of one sign shop owner who bet on her feelings and knowhow when buying a flailing sign shop and bringing it “back” to life (p. 28). And the sign shop behind the 390 Golf rebranding project we covered last month comes “back” to discuss solutions to some management challenges (p. 40).

And in time for summer vacation, we tour the signs and graphics on display for several of the exhibits at the Comic-Con Museum in San Diego that are bringing “back” focus on several long-time comic book and pop culture creations (p. 16).

JEFF WOOTEN Editor, jwooten@sbpub.com

OCTOBER 2022 OCTOBER 19-21:

PRINTING United Expo, the most dynamic and comprehensive printing event in the world, returns as an in-person event at the Las Vegas Convention Center in Las Vegas, Nevada. (printingunited.com)

NOVEMBER 2022 NOVEMBER 1-4:

Experience the latest product and custom vehicle trends at the trade-only SEMA Show taking place at the Las Vegas Convention Center in Las Vegas, Nevada. (semashow.com)

NOVEMBER 17-19:

Photo: Shutterstock.com/Aniwhite.

I

s anyone out there old enough to remember the “Secret Word of the Day” on the You BetYour Life game show hosted by Groucho Mark? How about You Bet Your Life? Or Groucho? Or am I really dating myself with this reference? Quick recap: Anytime a contestant would say a word the producers had pre-ordained at the beginning of the show, a rubber duck would drop from the ceiling letting them know they’d won a cash prize.

With that in mind, “back” could easily act as our secret word for this month’s issue, so we had better invest in a lot of rubber ducks right now.

First off, Washington, D.C., is “back” in the sign-making discussion. With the recent SCOTUS decision in the on-premise/ off-premise Reagan v. Austin case in the books for now (p. 12), you’d expect maybe law-making matters affecting the industry would take a summer break.

However PRINTING United Alliance (PUA) has cautioned against the fast-track approval of the American Data Privacy and Protection Act and urges an extensive review of the proposal that might affect printers and graphics providers.

This was in response to the House Subcommittee on Consumer Protection and Commerce’s hearing on June 14 reviewing the newly proposed American Data Privacy and Protection Act. Right now, the goals are patchwork with some good (online safety for children) and some needing further ironing out (data collection, use, and transfer for printing companies engaging

SEPTEMBER 23-24:

Sign and graphics companies all across Canada can’t wait to get together in-person at the Sign Association of Canada (SAC)’s Sign Expo Canada in Mississauga, Ontario, Canada. (sac-ace.ca/sign-expo-canada)

Digital Signage Experience 2022, connecting the digital signage community with buyers and sellers and produced by Questex, will be co-located at the Las Vegas Convention Center with Live Design International (LDI) and XLIVE. (digitalsignageexperience.com)

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IN THE INDUSTRY

BUFFALO PRINTER

B

UFFALO, NEW YORK—Expression through photography has no limits. Imagination and ideas flow freely. While some claim print photography is dead, Mark Russell of Buffalo Canvas proves otherwise.

Russell’s shop in Buffalo, New York, printed the photos for an exhibition at the Buffalo and Erie County Public Library that focused on spreading awareness on the struggles some veterans face with PTSD. The Odyssey Project, created by photojournalist Brendan Bannon, ended up featuring photographs

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from forty-two veterans.

The outdoor exhibit had its share of challenges, including withstanding temperatures that would vary between 40°F to 65°F. Because of this, Russell needed a product with the right adhesive, that was easily removable, and that met fire safety standards with a Class A fire rating, so he turned to LexJet for answers.

In turn, LexJet recommended General Formulations GF 226HTR WallMark™, which has a unique and innovative pressure-sensitive adhesive specially formulated to be both high-tack and remov-

able (HTR). The combination of vinyl and adhesive is designed to stick aggressively to most surfaces but is specially formulated to remove cleanly for up to a year. Other qualities include: • Unique HTR adhesive is both high-tack and removable and allows for ease of installation; • Print and cut edge-to-edge with stunning image quality and superior hold; and • Safe for all spaces with its E84 Class A fire rating. signshop.com

Photos: Mark Russell, Buffalo Canvas.

BRINGS VETERANS’ PHOTOS TO LIFE

ECO FOOTPRINT FOR FOOTWEAR BRAND

L

EEDS, UK—Wide format printing and signage specialist Imageco recently used Drytac SpotOn SynTac and ViziPrint Deco + to produce a range of striking P-O-S and window graphics for world-famous footwear brand Dr. Martens at its new test-and-learn concept store on Carnaby Street in London. All of the graphics were printed using Imageco’s HP Latex 800W printer, with its ecofriendly water-based inks.

Design Agency Syn Retail had been working with Dr. Martens for some time, and when the shoe brand was seeking to create a new testand-learn store, they recommended Imageco to produce the graphics.

Armed with its deep knowledge of eco-friendly print solutions, Imageco, which holds the key ISO 14001 environmental standard, leapt at the chance to work with Dr. Martens on the sustainable brief.

“Dr. Martens loved the work and were really appreciative of our efforts,” said Imageco Managing Director Nathan Swinson-Bullough.

“The company is leading by example in how the future of more sustainable retail should look.”

The Odyssey Project exhibit was installed on a large exterior granite wall of the library. Weather conditions put the product to the test.

“It was tough with the weather; one day, it was 65 degrees, and the next, it was snowing,” said Russell. “We’ve been using different General Formulations products on other projects, so we felt confident.”

According to Russell, LexJet’s recommendations ended up being the right call, as the GF 226 HTR performed really well. “It printed beautifully, and the installation went smoothly,” says Russell. signshop.com

The exhibition was free and open to the public. In fact, the library ended up loving the project so much—and its mission of sharing the veteran’s experience and capturing their stories through the art of photography—that they extended the exhibit to run through May 31, which included Memorial Day (offering the opportunity to further pay honor to the men and women who have proudly served our country).

To see additional photos of this project, visit https://bit.ly/3NaSyOS. July 2022

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IN THE INDUSTRY LED VIDEO: HEALTHCARE CLINIC

S ICONIC GUITAR

SIGN RESTORED

S

ALT LAKE CITY, UTAH—YESCO, the 102-year-old company known for creating, repairing, and maintaining internationally recognizable signs, announces the completion of its refurbishment of the iconic guitar sign at the Hard Rock Hotel & Casino in Biloxi, Mississippi, a Bally’s Corporation property, which was originally constructed in 2005.

At the time of construction, it was the tallest Hard Rock guitar sign in the world. It survived the wrath of Hurricane Katrina largely intact. The Hard Rock Hotel & Casino was originally scheduled to open in 2005, however days before the grand opening, Hurricane Katrina destroyed the casino and damaged the resort. The property eventually opened in 2007.

YESCO’s involvement with Hard Rock guitar signs spans more than thirty years with the design, fabrication, and installation of the first Hard Rock Café guitar sign in Las Vegas, Nevada, in 1990. The guitar stood in front of the café until it was removed in 2016, after which it was restored and installed in The Neon Museum Boneyard in 2019.

The 112-foot-tall guitar is a replica of a Peavy HP Signature, and YESCO gave it a complete overhaul with re-

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placement of all lighting components, wiring, power supplies, and transformers. Approximately 6,000 linear feet of Dynamic RGB programmable LED lights are used to create various colors and light shows to coincide with special events and holidays.

The display was also completely sanded down and body work conducted to repair aging seams and panels.

The guitar was custom painted in the field to restore it to better-than-original condition. In fact, the guitar sign has survived several additional major hurricanes since it was installed in 2005.

It took YESCO approximately 4,800 man-hours to renovate and restore the guitar at the Biloxi location.

“It is a thrill to work on such an iconic monument with such a rich history,” said Jeff Young, senior vice president of YESCO. “I remember building the first guitar for the Hard Rock Café in Las Vegas, which has since been retired from its original purpose, yet remains on view to thousands of visitors to The Neon Museum annually.”

For Young, it’s especially gratifying to see the new version of the Hard Rock guitar sign come to life in such spectacular fashion in Biloxi. “[Now] it can be enjoyed by its visitors for years to come,” he says.

EATTLE, WASHINGTON— The Odessa Brown Children’s Clinic (OBCC), part of the Seattle Children’s health care network, recently added three interior LED video walls to enhance the clinic’s atmosphere and promote the hospital’s mission. The displays, which were manufactured by SNA Displays, currently feature a variety of soothing nature content.

Located in a diverse, low-income neighborhood of Seattle’s Rainier Valley, the OBCC is a donor-funded clinic whose mission is to provide holistic health care to under-served families at low or no cost.

The largest of the three screens is a lobby video wall. This BOLD™ Interior LED display with a 2.5mm pixel pitch can be seen through the 30-foot glass building façade from Martin Luther King, Jr. Way and by riders on Seattle’s light rail system.

The other two screens are BRILLIANT™ Interior LED displays that feature 1.8 mm pixel spacing—one in the waiting room of the facility’s dental hygiene center and the other in the behavioral health and rehabilitation clinic.

A/V integrator and SNA Displays channel partner Electrosonic provided installation services for the LED screens.

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SIGN SHOW LASER ENGRAVERS New AP Lazer Machine to Capitalize on the Great Resignation

CNC ROUTERS Learn the Basics of Milling 2D and 2.5D Designs The new Bantam Tools Desktop CNC Getting Started Course provides hands-on experience machining SVG files to gain experience and build confidence using the machine and its software to unlock the power of CNC machining. The course provides instruction on: how to set up a job on the Bantam Tools Desktop CNC Milling Machine; what SVGs are and how to design them; best safety, cleaning, and maintenance practices when working with the machine; and much more.

The course also comes with a Bantam Tools Desktop CNC Getting Started Course Kit, ensuring the CNC operator has everything needed to move through the course, increase confidence, and build a strong CNC foundation. It includes: Fat end mill, 1/8-inch; metal engraving bit, 1/8-inch, 80 ; ER-11 collet, 1/8-inch; dog tag (3); aluminum bar, 4-by2-by-0.125 inches; and high-strength, double-sided Nitto tape elbow (10). bantamtools.com

AP Lazer® has introduced a new entry-level laser machine, the SN2616LR. The new, patented model is armed with 60-watt CO2 laser power and a 26-by-16-inch cutting and engraving area and can engrave any object without size and weight limitations.

The new machine targets a large segment of the population who join a growing trend of startup entrepreneurs becoming part of the Great Resignation. While the customization market continues to grow in popularity, the SN2616LR provides the business owner with an entrée to a less competitive part of that market—large object customization, which includes floor engraving. With a patented open architecture and a low rider carriage cart (which moves the laser to any height with the simple push of a button), the SN2616LR can easily engrave furniture and home décor, floors and pavements, doors and windows, and wine barrels and bottles. It can also lead entrepreneurs to enter the funeral market to engrave caskets, cremation urns, granite monuments, memorial keepsakes, and pet memorial products—another fast-growing market in recent years. aplazer.com

DIGITAL PRINTING EQUIPMENT/SUPPLIES Monna Lisa 8000 Delivers Attainable Digital DTF Printing As print shops continue to look for innovative solutions for digital textile printing, Epson announces its first direct-to-fabric (DTF) printer available in North America—the Monna Lisa 8000. The culmination of over twenty years of research, development, and customer feedback, the Monna Lisa 8000 (ML-8000) combines precision engineering with advanced design to deliver the ability to print on a range of fabric types. The ML-8000 features eight, all-new 4.7-inch PrecisionCore® printheads to deliver crisp, professional quality textiles at industrial-level print speeds. Leveraging Epson’s most advanced imaging technologies, the ML-8000 accurately reproduces complex patterns, color gradations, and photographic-like detail to meet evolving trends and designer needs. The ML-8000 is available for install with either Epson GENESTA Pigment, Reactive, Acid, or Disperse ink—to best suit each customer’s need and application and provide performance printing on an array of textile options (including cotton, viscose, polyester, nylon, silk, wool, and blended fabrics). The machine features a hot-swappable ink system that holds up to 20 liters of ink per color and automatically switches from an empty ink pack to a new ink pack mid-print for uninterrupted printing. epson.com/monnalisa

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HOW TO REGULATIONS | BY DAVID HICKEY

Making Decisions

T

hat giant noise you heard back in late April was the sign, graphics, and visual communications industry breathing a collective sigh of relief. That’s when the Supreme Court of the United States issued its ruling in City of Austin,Texas v. Reagan National Advertising, upholding the key distinction between on-premises and off-premises signs. Had the ruling gone the other way, it could have threatened our industry’s very existence.

But this decision was not just a snapshot in time. Instead it was the result of years of work that led us to this moment.

One key point: Justice Stephen Breyer, in a concurring opinion, referenced the Sign Research Foundation’s Digital Signage & Traffic Safety: A Statistical Analysis, which prove that on-premises digital signs (EMCs) don’t contribute to any increase in traffic accidents. Had our industry not invested in that research a few years back, Justice Breyer would have had no scientific evidence to support his

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belief that on-premises signs should be treated differently than billboards.

That is the most tangible result of how our industry positively influenced the outcome—but it is far from alone.

The International Sign Association has long believed that there are important and legally acceptable reasons for regulatory distinctions between on- and off-premises signs. It’s something we’ve worked to help communities understand for several decades now. Our work with planners through Planning for Sign Code Success™ workshops helps local communities understand that we want to help them develop reasonable sign codes.

Our industry does not benefit when there are bad sign codes (or even no sign codes) and businesses do not benefit when there are overly restrictive sign codes. It’s a narrow line—but one that we’ve grown accustomed to walking.

It’s important to understand that Austin v. Reagan isn’t over yet.

The high court sent the case back to the 5th Circuit Court of Appeals to settle the matter—but to do so while keeping on- and off-premises distinctions intact.

Who knows what the 5th Circuit will come up with as it reconsiders its ruling?

And other rulings through the years likely will be given another look.

For example, Thomas v. Bright (which currently applies only in Tennessee, Kentucky, Michigan, and Ohio) currently prevents distinctions between on- and off-premises signs. This case likely will get another look in light of the latest SCOTUS ruling.

And then there is the need to help planners unravel what this means.

As we found in the 2015 Reed v. Town of Gilbert ruling, communities often don’t rush to change codes to comply. In fact, we’ve found that some are still grappling with Reed, which prohibited sign regulations based on content.

That has allowed ISA to work with signshop.com

Photo: Shuttertstock.com/Roschetzky Photography.

Reacting to the Austin v. Reagan Verdict.

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HOW TO REGULATIONS | BY DAVID HICKEY

thousands of planners around the country in recent years to help them develop sign codes that are effective and enforceable.

The International Sign Association and Sign Research Foundation (SRF) are updating our Reed guidance in light of the new court ruling and will soon begin sharing that with planners.

That’s one of many reasons why it’s so important to support and invest in SRF. The work this organization does on be-

half of our industry is invaluable. The International Sign Association is able to use this information to make strong arguments on everything from the economic impact of signs to safety issues.

We also can use SRF guidance to provide model sign codes or help them develop wayfinding systems. This research is not limited to ISA’s use, of course. It’s there for anyone in the industry to use as needed. It’s an investment that paid off.

Granted most sign codes don’t rise to the level of a Supreme Court case.

Most don’t have an impact beyond the county line.

The International Sign Association is there to help with those issues, too.

We work almost entirely on local sign code issues, in addition to the occasional state or federal kerfuffle, and will continue to do so.

We need your help, however, to stay on top of these issues. Please let me know as you hear of communities in your area discussing sign code changes.

We don’t need to let these become federal cases—but would rather start to work on them as early as possible.

David Hickey is vice-president of Government Affairs at the International Sign Association. Questions or comments? He can be reached at David.Hickey@signs.org.

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Learn from others in the industry to grow your business.

PUT US TO WORK FOR YOU. ISA Affiliated Associations: Arizona Sign Association California Sign Association Colorado Sign Association Illinois Sign Association Mid South Sign Association Midwest Sign Association Minnesota Sign Association Nevada Sign Association Northeast States Sign Association

Northwest Sign Council Northeast States Sign Association Sign Association of Canada Southern States Sign Association Texas Sign Association Tri State Sign Association Utah Sign Association Virginia Sign Association Wisconsin Sign Association ISA-UK, Powered by BSGA

For additional information, visit www.Signs.org/Regions, or contact ISA Membership at (703) 836-4012 or membership@signs.org.

FEATURESIGNAGE EXHIBIT NAME

BY JEFF AUTHOR WOOTEN

COMICS ART

ON DISPLAY

The Comic-Con Museum spotlights characters and creators.

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generated a sizable number of fans, but I still remember the thrill of coming across those initial comic books The writer-artist-creator of these Rocketeer stories was Dave Stevens, who, in addition to working on comic book covers and pin-ups at many comics publishing companies, also happened to be a storyboard artist for films, animation, and music videos.

Sadly Stevens passed away from Hairy Cell Leukemia back in 2008, but his original art and back issues featuring his comic book work are still highly sought after by fans and collectors today.

So when Stevens’ sister, Jennifer, recently posted in a Facebook group devoted to the artist about an exhibit dedicated to his life and artwork that was running at the Comic-Con Museum in San Diego, my excitement level really took off—both professionally and personally.

I would not only have an opportunity

to learn more about the Comic-Con Museum, but I would also be able to share with you the signage, panels, and (obviously) graphics that they are using not only for this particular exhibit, but also the other colorful ones there!

Opening Splash: The Comic-Con Museum The Comic-Con Museum is located in the Balboa Park section of San Diego, California at 2131 Pan American Plaza.

The museum is part of the San Diego Comic Convention (also famously known as Comic-Con International) and was established in 2017 in the refurbished Federal Building to aid in creating the general public’s awareness of and appreciation for comics, comics art and culture, and related popular art forms. (Note: To read more about the museum’s mission, visit their Web site at comic-con.org/museum.) In addition to the comics, film, and science fiction/ fantasy genres, the museum also showsignshop.com

All Photos: Comic-Con Museum.

A

little upfront disclosure: In addition to being editor of Sign Builder Illustrated magazine and avidly following and promoting the art of sign making, there’s another art form medium that I’m also passionate about. You see, I’ve been an avid reader and collector of comic books across many genres for at least forty-five years now.

One of the characters I happened upon back in the 1980s was The Rocketeer, a fin-helmeted, jetpackwearing hero whose stories combined pulp-era adventures and matinee serials with aviation, 1930s Los Angeles, and Bettie Page. These lavishly illustrated chapters spanned several different comic titles (and different companies) over the years.

The hero is probably best remembered by the general public as an enjoyable Walt Disney Pictures motion picture released in 1991 that has since

Entrance to the museum’s Gene Rodenberry: Sci-Fi Visionary exhibit.

cases genre TV shows, books, video games, anime, etc.

One way they do all this is through regularly rotating exhibits.

Chris Ryall, programming and exhibits consultant at the Comic-Con Museum, explains a little bit about how these exhibits are chosen. “Not only do we look for exhibits that have a unique and appealing pop-culture focus, but we also strive to feature attractions that exemplify the museum’s mission and offer a compelling backstory as well as a visually appealing presentation,” he says. “And when we can bring in exhibits that can be further enhanced by related programming that helps us present the historical importance of a given exhibit, even better.”

When it comes to signage and graphics utilized for these exhibits (as well as its overall mission), Ryall says that they avoid a “one-size-fits-all” answer. Each exhibit is unique to its subject matter. “What we look for in each exhibit is signage that enhances the visuals of the exhibit and makes a compelling and signshop.com

complementary addition to any exhibit’s art, costumes, and props,” he explains.

“Certainly bold design, informative background on each exhibit, and photographically appealing signage is our goal within every presentation we offer.”

While the Comic-Con Museum does produce some signage pieces themselves in-house, they outsource larger signage and banner reproductions to outside vendors.

Ryall says that signage and graphics are important to help the Comic-Con Museum tell the stories of creators and their creations.

“We see well designed and effective graphics and signage as an essential part of any exhibit,” he says. “Those kinds of details not only help further showcase the thought and care put into every exhibit, but they also add unique and cool visuals that can also serve as effective photo ops for attendees too.”

Ryall adds that it’s not really approached by them as a challenge to reproduce artwork for use in signage, panels, and graphics at the Comic-Con

Museum; instead it’s much more a desire. “We have a desire to ensure continuity of design within any larger exhibit and also landing on the right kind of design that will appeal to the exhibitor and the public alike,” he says.

With that in mind, let’s take a look at the signage and graphics being used for several of their current exhibits, starting with the one devoted to the aforementioned Dave Stevens.

Art for Arf’ Sake: The Dave Stevens Exhibit The current “Dave Stevens and the Rocketeer: Art for Arf’ Sake” exhibit is scheduled to run through July 31. “The Rocketeer exhibit is a celebration of its artist/creator as well as the fortieth anniversary of the Rocketeer’s launch in a comic book,” says Ryall.

This one-of-a-kind exhibit features over forty pieces of Stevens’ original comic book art, poster art, animation storyboards, and other hand-drawn pieces, as well as a room full of displays of the colorful costumes and artifacts from The Rocketeer movie and from July 2022

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“It was important to The Rocketeer Trust that manages [Stevens’] estate that the exhibit emphasize the playful spirit that Dave Stevens brought to his work,” explains Ryall. “So rather than go with a more staid exhibit title, they really loved that expression, “Art for Arf’ Sake,” which was the slogan of Dave’s own Bulldog Studios (“e. slurpus lickum”). Dave really loved his pet bulldog, and he used him not only in the Rocketeer comic and movie but also as the face of his Bulldog Studios company.”

An interpretive graphics panel used at the Dave Stevens exhibit.

WHAT WE LOOK FOR IN EACH EXHIBIT IS SIGNAGE THAT ENHANCES THE VISUALS OF THE EXHIBIT AND MAKES A COMPELLING AND COMPLEMENTARY ADDITION. throughout this talented creator’s career.

Since the pieces used for this exhibit stand out so well on their own, Ryall comments that there really wasn’t an abundance of graphics required. “We’ve added signage to each piece and have large text pieces that describe who Dave Stevens was, details of his long association with the Comic-Con organization, his work on the Rocketeer, and other descriptive highlights of his four-plus decades in the business,” says Ryall.

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The designer at the Comic-Con Museum worked with Stevens’ company logo, as well as one of the artist’s self-portraits, incorporating them throughout the signage at this museum.

One big highlight of this exhibit is the 6-by-18-foot Rocketeer/“Art for Arf’ Sake” banner that was designed using Steven’s artwork and installed outside the museum to promote this exhibit. (Note: The individual interior banners measure approximately twenty-four inches tall.)

Pep in the Step: Eight Decades of Archie Another exhibit taking place at the Comic-Con Museum is devoted to the eightieth anniversary of Archie, Jughead, Betty and Veronica, Reggie, Moose, and the rest of the gang at Riverdale. (Note: Archie Andrews, Betty Cooper, and Jughead Jones all debuted in Pep Comics #22 back in 1941.)

The “Eight Decades of Archie” exhibit displays vintage comic books, animation production materials, original art, a look at Archie around the word, and other unique memorabilia. It also has over a dozen large cover reproductions that celebrate some key moments over Archie’s eighty years. “It also features large text pieces that detail the various aspects of Archie’s long history: the love triangle, the music, and the weird and wonderful oddities from the past eight decades, the TV series, and more,” says Ryall.

There are two key pieces of signage for this exhibit, according to Ryall—(1.) a sign welcoming visitors to Archie’s town of Riverdale; and (2.) a strikingly designed sign for Pop’s Chok’lit Shoppe, the gathering place for Archie and his gang since their earliest days.

“Rather than just print these on nice vinyl, [we had these] signs fabricated with raised letters, giving added dimensionality to both the signs and the overall exhibit,” says Ryall.

Gene Rodenberry: Sci-Fi Visionary— Live Long and Prosper!

The unique “Gene Roddenberry: SciFi Visionary” exhibit is devoted to the life, career, and legacy of Rodenberry signshop.com

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Overview of the printed timeline panels used throughout the Gene Rodenberry exhibit.

(in honor of his centennial anniversary) and his globally famous creation Star Trek. Ever since first appearing on TV back in 1966, the series has evolved to movies, novels, video games, and, of course, comic books (published over the years in the United States by comic book companies Gold Key, DC, Marvel Comics, and currently IDW.) Created in collaboration with Roddenberry Entertainment and CBS, this installation features an extensive timeline of his life and career, Star Trek costumes and props, rarely seen documents and letters, a Captain’s chair for photo ops, and even a sculpted hand showing Spock’s Vulcan greeting.

There are many signs and displays used for this exhibit. “We have an entry tunnel that leads into the display that is adorned with the initial signage,” says Ryall. “Then at various points throughout the exhibit, there are wall displays and graphics that

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exemplify the inclusive world that Gene Roddenberry created when he brought Star Trek into the world.”

The exhibit also incorporates audio into its presentation as assorted audio clips from celebrities reading inspirational quotes from Gene Roddenberry can be heard throughout. “They both help set the mood but also create for attendees the kind of positive feeling that the property—and the exhibit— are intended to convey,” says Ryall.

To Be Continued...!

And there are even more exciting exhibits coming to the museum this year!

They’ve just put the finishing touches on a new exhibit celebrating the sixtieth anniversary of one of writer Stan Lee and artist Steve Ditko’s greatest creations, Spider-Man (who first appeared in Amazing Fantasy #15). This colorful exhibit made its debut on July 1 and will run until January 1.

Although Ryall couldn’t reveal too much about the details about it at press time (“they were under wraps,” or ‘under webs’ anyway), he did indicate that the exhibit would be an immersive showcase of many parts of the Spider-verse. “And certainly interesting signage will be a big part of that exhibit,” he says.

Another upcoming exhibit will showcase author Ernest Hemingway’s long presence in comics. “From adaptations of his novels to the more unique cameos and appearances in comic books throughout the past five decades, Hemingway’s presence in comics has been considerable and the art drawn by some of the top artists in comics,” says Ryall, “but it’s also something that not too many people are aware of. So it’ll be great to be able to use the display to both showcase but also inform people about this lesser-known corner of the comicbook universe.”

The Comic-Con Museum is open five days a week (Wednesday through Sunday) and will be expanding its hours after its July grand opening.

Even with magazine articles such as this and online information and photos about the museum, Ryall says the best way to experience everything going on is in person.

“The exhibits, full of colorful characters and stunning original art pieces and props, along with text descriptors and other enhancements, reward that up close and personal visit,” he remarks. “We also offer a growing slate of programmatic extensions in the form of live discussions about an exhibit’s impact, special movie screenings, and classroom activities for kids.”

Ryall promises the proverbial “much more to come” to keep an eye out on, which will more than likely equate to even more colorful signs and graphics in action!

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September 19-21, 2022

Rhode Island Convention Center Providence, RI

Prepare Your Sign Shop for Success Learn how to increase your sign shop’s sales and profits through strong business management, improving operational efficiency, and expanding product offerings.

SBI and NSSA have collaborated to create a program designed to help both sign shop owners and employees navigate a rapidly changing industry landscape, an unstable economic outlook, and the influx of non-sign companies offering signage services.

PLUS: A large exhibit hall will showcase digital and flatbed printers, laminators, CNC routers, engravers, LED Displays, channel letter benders, service trucks and many more—everything you need to serve existing clients and attract new clients.

Learn More www.signshop.com/nssa

EXHIBIT SALES: David Harkey T: 973.563.0109 E: dharkey@sbpub.com EVENT INQUIRIES: conferences@sbpub.com ASSOCIATION INQUIRIES: Tricia Smack • tricia.smack@nssasign.org

TOP 5 REASONS TO ATTEND: 1 • Spend time building your business instead of just working in it.

2 • Streamline your workflow by maximizing your shop layout and production methods.

• Learn how to combat the labor shortage with better hiring and employee retention practices.

4 • Expand your profits with proven sales strategies and methods to break into new markets.

• Walk away armed with all the tools you need to become a better business owner.

SPEAKERS INCLUDE: Ten Axioms for Business Growth & Improved Profits

Lawrence A. Girouard

The Business Avionix Company

Valuing Your Sign Designs

William Galligan Wayfinder Collaborative

Pricing Workshop: Bring Your P&L!

Paul Tripp

Classic Signs, Inc.

VIEW OUR EXHIBITORS AT www.signshop.com/nssa

SPOTLIGHT: WLI FEATURE NAME

BY ASHLEY AUTHORBRAY

WOMEN LEADING THE INDUSTRY:

FINDING YOUR VOICE

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Continuing the discussion from the WLI event at the 2022 ISA Sign Expo.

F

Photos: ISA.

ollowing an exciting inaugural event at the 2019 ISA Sign Expo, Women Leading the Industry (WLI), an initiative launched by the International Sign Association in partnership with SBI, returned to the 2022 ISA International Sign Expo with a session focusing on effective approaches to business communication and leadership development.

The event kicked off with a panel that included Mandy Wisner, Southern Signs; Stacey Brown, Signarama - Silver Spring; John Yarger, North American Signs; and Lori Anderson, president & CEO of ISA with SBI Managing Editor Ashley Bray moderating.

Keynote Speaker Alexia Vernon of Step Into Your Moxie then led a session on finding your voice and using it to induce change and action.

The event wrapped up with a table activity inviting attendees to role-play a situation in which they are asking for something—using the newfound phrases, words, and subjects learned from Alexia.

Takeaways From The Event Include: • Imposter syndrome is defined as the internal experience of believing that you are not as competent as others perceive you to be.

• Despite a person’s title or successes, most everyone has dealt with imposter syndrome at one point in their careers.

• Ways to combat imposter syndrome include: journaling, identifying the negative thoughts and labeling them, remembering examples of times when you were competent and effective, etc.

• It’s important for male coworkers and bosses to ensure that women have a voice—especially in areas where they are the expert or the lead.

• When using your voice to produce change, you will be more effective if you focus on making your argument persuasive to the person you are trying to convince. Speak

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AMANDA KING PEOPLE AND CULTURE LEADER Poblocki Sign Company

to personal motivators like money and time and use words/phrases like “accelerate/increase,” “ease,” and “what I want for you is” to lead people to take action.

“The energy in the room was infectious,” says SBI Managing Editor Ashley Bray. “It’s so important to take time to discuss topics, like communicating effectively, that don’t typically get a lot of attention. I think everyone walked away with a new tool, idea, or a renewed sense of confidence for how to best communicate in the workplace and everyday life.”

SBI wanted to keep the conversation going, so we asked women across the sign industry for their thoughts on imposter syndrome, effective communication, and more.

LORI ANDERSON PRESIDENT/CEO ISA What did you take away from the 2022 WLI event at the ISA Sign Expo?

Each WLI event highlights the need for women to come together—with male allies—to discuss the unique circumstances women experience in the workplace. With the numerous challenges facing today’s workforce, it is important for sign and graphics companies to be welcoming spaces that provide exciting career opportunities for all. The more we learn how our language or actions can help or hinder the industry from being perceived as a welcoming environment, the better we all will be.

Coming together at the 2022 ISA International Sign Expo reinforced how sharing our individual experiences can help us better embrace gender, cultural, and ethnic diversity and become stronger as a result.

Do you have any advice for speaking up at work?

You are your best advocate, and your voice will never be heard unless you speak up. There will be many uncomfortable or difficult conversations throughout your career, but the more you prepare and practice, the easier it will get. Whether it’s expressing a personal opinion or a topic you’ve researched, remember that you are the smartest person in the room on that subject.

If you will be presenting, lean on someone you trust to give you feedback or take a video of yourself to see how you do. When I get nervous, my Midwestern accent gets ten times stronger. Learn to embrace your quirks—knowing that my accent is the probably the worst thing that’s going to happen actually puts me at ease.

Take time to build relationships with people; it’s significantly easier to connect with someone when you can relate to them as a person. Each person has their own way of handling different situations, so it helps to know your audience, especially when determining the right approach for certain conversations. For example, if the person you want to speak with needs their coffee first thing in the morning, then set up the discussion for mid-morning or later in the day.

MANDY WISNER VICE PRESIDENT Southern Signs, Inc. Have you experienced imposter syndrome in your career?

How do you deal with it?

I think we all have faced imposter July 2022

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syndrome even before we knew the phrase. Back in the day, we said, “fake it ’til you make it.” We need to rethink this.

It all comes down to confidence in yourself and your ability to do the job you have been assigned. The best way to overcome this is by educating yourself. Whether it’s researching, self-help books, YouTube, etc.—it’s never been easier to have knowledge at our fingertips. Knowledge is power.

TABITHA BOWEN CLIENT SERVICE SPECIALIST All-Right Sign Any advice or tips for speaking up at work?

I once told a mentor that I felt people/ customers didn’t take me seriously in this industry. He asked me a few follow-up questions, which led us to conclude I was more inward focused and was only concerned about what they thought of me. I was engrossed in how they perceived me. I was living in my own head and worried only about myself.

From that conversation, I learned a few things: I need to stop focusing on myself and how uncomfortable I feel.

Rather I need to focus on the audience/customer. Ask thoughtful questions, understand their perspectives, and find out their pain points. I may not know everything, but I need to believe that I am an expert in my own right—no one else has my unique experiences and background. I deserve to be heard because my thoughts have value. Finally, I need to educate myself on the topic at hand or the industry.

Knowledge is key.

STACEY BROWN CHIEF IMAGE BUILDER Signarama Silver Spring Have you experienced imposter syndrome in your career?

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How do you deal with it?

I am used to being the only—or one of the only—over my lifetime, so over time, I have developed my formula for the times when I might second guess myself: 1. Acknowledge that my feelings are valid but don’t stay there. Feelings are not facts. The facts are that I am capable and deserve everything that is coming my way.

2. If I have a gap in terms of knowledge, etc., I seek out ways to improve while recognizing that everyone else has gaps too. This competence will help create confidence.

3. I keep a running list of my accomplishments or challenges I have overcome with a focus on what I did and what impact it had. When in doubt, I know I have what it takes and do it again.

4. I create a tribe of support. I surround myself with people who provide support, guidance, and most importantly—the truth!

MARY LOU GOEHRUNG OWNER Hunt Graphics, Inc., d/b/a Signs By Tomorrow – Rockville, Maryland Do you have any advice for speaking up at work?

Self-confidence is the best attribute any person can have in any business.

Believing in yourself has nothing to do with gender. Speaking up for yourself, speaking up for what is right, [and] speaking up for needed changes should be your number-one priority always.

When I started in the sign industry in 1992, there were few women for sure.

I always felt like one of the sign gang at meetings, conventions, and trade shows. I was always welcomed, included, and definitely respected. Now I am revered for my accomplishments.

I never experienced any resistance or hesitancy for using my services from potential clients. I believe it all circles back to building, having, and showing self-confidence. There is no need for labeling and dividing ever, anywhere.

VERONICA D’SILVA PRESIDENT Allegra Marketing Print Mail – Toronto What are some of the top communication challenges you have encountered? How have you overcome them?

I use a collaborative approach to problem solving on projects—it has helped my team find creative and efficient solutions in our workplace. I am confident in the services and products we offer, and I am very capable of producing a high-quality product. We leverage our expertise to communicate with our clients and team—that helps us overcome any communication challenges.

SHARON RAYNER OWNER Minuteman Press Houston, Texas Do you have any advice for other women-owned sign and print shops when it comes to encountering hesitancy or resistance from potential clients?

Be the best business in your community. I have no doubt that we are the best in Houston, and our clients list proves this. New customers call us because of our reputation. They do not care about who owns the business; they care about results. I’ve always worked in male-dominant industries, [and] I’ve never been afraid to give my opinion or perspective, if I believe that it will add to the conversation, the project, or the business. signshop.com

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.

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FEATURE WIDE FORMAT NAME

BY JEFF AUTHOR WOOTEN

A GREAT

BIG

SUCCESS STORY

Vinyl wall mural.

P

icking up the pieces of someone else’s struggling sign business is never an easy process. But that was the situation Nichole Loati found herself in ten years ago when the owner of Great Big Graphics in Morristown, Vermont asked if she’d be interested in buying her company.

Great Big Graphics had been a very successful company for twenty-five years before the then-owner bought it. But mismanagement cost it (no pun intended) big time. “In the five years since, the shop had undergone several restructurings, lost 75 percent of its staff, and even 28

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lost the building that the company had owned,” explains Loati.

The timing of this offer was interesting. Loati has always been “very artistic.” In fact, she had been either making temporary signs, planning ad campaigns, and doing publicity for various employers ever since she was fourteen.

But when she met with the owner, Loati was unemployed for the first time in her life and raising three toddlers as a single mom. She had started her own home-based marketing company but was barely making ends meet. “I like to think she thought me qualified and hav-

ing the right personality,” says Loati.

Loati realized that she had the talents to turn this floundering business around and make it even better. “I ended up cashing in my retirement and mortgaging my house, because I had a feeling about the place,” she says.

Her feeling has really paid off, as four years of ownership later, Loati has more than doubled the size of the business and grown profits significantly (with 2021 being their highest grossing year yet)!

“We now have three full-time employees and two vehicle bays capable of holding vehicles up to sixty feet long signshop.com

All Photos: Great Big Graphics.

A new owner with a new vision nets new profits.

and fourteen feet high,” says Loati.

“Northern Vermont experiences long, cold winters, which often limits the types of projects other graphics companies can take on. Our large, heated space enables us to work on vehicle projects of any size year round.”

Another reason for this financial turnaround is that the company has welcomed bringing new offerings onboard.

When Loati purchased Great Big Graphics, it sold graphic design and simple vehicle graphics. Today they’ve expanded their service portfolio to include full vehicle wraps, laser engraving, and CNC carving.

The company’s dedicated investment in new equipment has really paid off.

Loati inherited older inkjets and plotters when she took over. Her first major purchase was a Roland DG fifty-fourinch printer/cutter. Three years ago, she added a Roland DG TrueVIS VG2-540 with orange ink, as well as a Roland DG CAMM-1 GR-540 cutter.

Doing so has allowed her shop to extend the length they could comfortably print in-shop from four or five feet to thirty feet. “The issue then became where to put the print to dry and cure,” says Loati. “We’ve since mounted hanging brackets high on the walls in our (thankfully) huge industrial space and can hang up to three, thirty-foot panels of continuous print to dry.”

Loati says that many of her company’s local competitors are still primarily doing hand-painted carved signs. In fact, when she took over, many clients came to her looking for hand-carved, hand-painted, wooden signs. “All of these projects are very labor-intensive, slow jobs,” she says.

“I have been promoting more printed work and maintenance-free materials such as PVC and ACM.” Great Big Graphics also happens to be the only shop equipped with a CNC router within a couple hours’ drive of their location. Because of this, they’ve also found themselves handling the carving work for several other sign shops. “I get to see firsthand what they’re selling,” says Loati. “We still sell hand-painted carved signs, but whereas a nearby shop might be selling this type of sign exclusively, I sell maybe a halfsignshop.com

dozen a year.”

Loati explains that the price point of their signs is considerably lower because of the materials they use and their print capability. “We’re able to turn around thirty signs in the same amount of time that other shops take to make one sign,” she says. “That is definitely the direction I want to continue going in.”

Over the next ten years, Loati wants to continue to grow Great Big Graphics by adding additional equipment. For example, she is exploring the opportunity to invest in a flatbed printer. “The additional versatility of UV and its ability to print on a variety of surfaces is really appealing to me,” she says.

Great Big Graphics has already printed plenty of coroplast yard signs but do so either by printing on vinyl and mounting to the coroplast or subbing the work out to another printer. “[With a flatbed printer], I’d like to be able to increase my sales in these by dropping my rates,” says Loati. “Campaign signs are one area where I lose a lot of business due to being too expensive with the way I’m doing them now.”

Even though Loati recognizes she has a small team on staff, she cites that this has never been a concern. “They’re

fantastic! My graphic designer, Ray, has been with this company before I took over,” she says. “He was an unpaid intern when I purchased the company, and I brought him on first as a parttime and then a full-time employee.

In 2016, my husband joined as our full-time sign maker and installer. He primarily works with the printer and plotters, on the CNC router, and in the field installing signs and graphics.”

(Note: Back in 2014, Loati was jokingly endowed with the title “Queen Bee” because of her exacting nature by one of her vendor reps that she counts as a friend and has never looked back, citing that lots of folks like this moniker.)

Because they’re a small team, everyone has their hands in all projects. “[This] is nice for keeping the workday interesting,” says Loati. “One moment I’ll be answering the phone and emails or laying out and quoting jobs. Then the next I’ll be weeding graphics, painting a sign, or installing a wrap.”

Of course, sometimes the biggest hurdles to building back a flailing business can be overcoming the bad juju it has developed over time. Loati says that one reason she was able to grow Great Big Graphics whereas the previous owner

Rebranded environmental graphics campaign.

July 2022

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Trailer wrap.

could not is that she and her staff see things differently.

“I look at my customer and think, ‘If I do right by them, they’re more likely to succeed. And if they succeed, they’re more likely to come back and buy more,’” says Loati. “My predecessor unfortunately didn’t share this mentality and their reputation suffered because of it. ‘Great Big Rip-off’ had become a common phrase around town, and there was a period of time where I had to work extra hard to build that reputation back.”

When it comes to clients, Great Big Graphics handles all types of small- and medium-sized businesses, municipalities, state departments, and schools, but Loati says that her favorite clients are the tradespeople. “Probably half of the customers who walk through our door work as a carpenter, electrician, landscaper, plumber, or HVAC,” she says. “These guys are often starting out as one-man or a married couple and have no real understanding of how advertising works. These

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customers tend to give us their trust and let us take the reins.

“Often we handle our clients’ marketing projects from start to finish, as they’re looking for help with the whole spectrum of advertising.”

Great Big Graphics also handles largescale rebranding campaigns for a limited number of larger companies, including Gills Point S, Keurig Dr. Pepper, Union Bank, and 802 Spirits. “With these projects, we generally handle everything within driving distance of our shop and then design, print, and ship to thirdparty installers for anything outside our service area,” says Loati, noting these relationships can also lead to new or updated signage requests down the road.

They’ve also partnered with a Vermontbased label printer to provide graphic design and label printing for all types of refrigerated and shelf-stable products.

This has led to designing for food producers all over the country. “They sometimes resell our design, and sometimes

Until 2015, the only advertising Great Big Graphics ever undertook was having a static website and relying on wordof-mouth referrals. “At that point, I stepped into television advertising, then expanded our online presence to include display ads, social media management, and a blog,” says Loati.

Today she is in the process of transforming her information-only website into an interactive e-commerce website offering products, simple signage, and print-and-ship vehicle graphics.

“I’d like to grow this company beyond just the three of us by continuing to sell long-lasting creative business signage made from modern materials and manufactured using advanced printing equipment,” says Loati. “With the right setup and an e-commerce sales-tool, we can increase sales without drastically increasing overhead.”

it’s just simpler for them to introduce the client directly to my company,” says Loati. “We’ve not only been able to gain a competitive edge in label printing that we previously didn’t have, but we’ve been able to gain new design customers from all over the United States.”

Loati attributes some of her success to her business philosophy of all projects start with a strong design.

“The fact is many folks who fancy themselves graphic designers have never visualized their art on a three-dimensional object,” she explains. “So the starting point with any project is having a logo and brand art to work with that is not only clear and easy to understand and read, but also versatile enough to be used in threedimensional applications. This holds true whether we’re printing graphics that will be applied to the side of a bus, wrapped on the hood of a truck, or installed standing off a building as a dimensional sign.

“I’m blessed to have a team who has that magic eye to do this.”

Note: Additional reporting provided by Ginny Mumm.

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FEATURE NAME TRADESHOW

Live mural.

BY ASHLEY AUTHORBRAY

ISA Fabrication Experience.

BACK TO DO

BUSINESS

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A 2022 ISA International Sign Expo recap.

T

Digital signage workshop.

All Photos: Ashley Bray.

The Wrap Experience.

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he sign industry gathered inperson for the first time in nearly three years at the ISA International Sign Expo® 2022, which was held in Atlanta from May 3-6.

“The show floor was busy all three days—yes, all three days,” said Lori Anderson, ISA president and CEO. “More importantly, attendees came to do business. The ‘SOLD’ signs started to appear on Thursday afternoon in booths throughout the floor, and by Friday, many booths had ‘SOLD’ signs on every piece of equipment. It truly was a spectacular event.”

On the tradeshow floor, attendees were wowed by the debut of the ISA Fabrication Experience™, which gave novices and experts alike the chance to go head-to-head in timed contests to build SignComp’s EconoComp and Flex Face Commercial system cabinets. Teams were assessed on speed and the quality of the cabinet produced.

Creative Signs from Orange County, Florida took home the top prize.

The Wrap Experience™ was also held on the show floor and demonstrated the wrapping of everything from cars to tool chests. The Never Stop Learning Contest was also featured in this interactive booth, and it saw teams being trained in wrap skills and judged on the quality of their wraps and newfound knowledge.

The Learning Lounge was packed with attendees looking to learn about everything from social media for your business to understanding OSHA regulations to how to maximize profits using the equipment you already own.

In the back of the show hall, attendees were treated to the painting of a live mural over three days, completed

by Heart & Bone Signs from Chicago.

Off the show floor, the educational sessions were at capacity and provided business-expanding ideas via interactive, collaborative learning. An entire day was dedicated to learning about certain signage sectors thanks to the pre-conference workshops, which fo-

cused on key learning areas such as wraps, project management, and wide format print.

Sign Builder Illustrated hosted a preconference workshop dedicated to digital signage. The workshop focused on the growing digital signage market and how to capitalize on its opportunities. Attendees learned about all aspects of digital signage through a series of five educational sessions, and the day wrapped with a panel of sign shops sharing their experiences, challenges, and successes with digital signage.

Here are some takeaways from this preconference event: •

•

•

•

•

The future of digital signage will offer new ways to connect with consumers. Technologies like nearfield communication (NFC) and RFID chips/geofencing will be used to connect digital signage with nearby consumers through phones, POS systems, etc. In some cases, this is already happening!

Digital signage continues to trend toward narrower pixel pitches. Is laser the next step?

Digital signage rollouts need a more comprehensive, integrated plan—not just between indoor and outdoor systems but across the board. Sites that use the same vendors and systems will be more successful, so as a sign shop, you need to be proactive and talk to your clients about handling the entire digital sign project.

Don’t rush to quote—walk the entire property and share options for digital signage across the whole site.

Indoor digital signage continues to grow. Look for opportunities in markets looking to replace projection with digital, like churches and schools.

When it comes to indoor digital signage, A/V integrators don’t have to be the enemy—look to partner up!

While many A/V integrators have a handle on the back end connectiv-

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Never Stop Learning Contest.

•

ity and technology of indoor digital sign systems, they aren’t experts at installing the signage. This is where sign shops can shine!

Keep digital signage content fresh, interesting, and engaging. Make sure your client is using the full capabilities

•

of their system—that means time/date displays are old news!

When selling digital signage, sign shops should keep in mind they are brand managers, not just sales people.

SBI Publisher Gary Lynch was very

pleased with the turnout and reception of the event, saying, “It’s clear that sign shops have an interest and a desire to learn more about digital signage. All of our preconference attendees were very engaged, and on breaks between sessions, the networking was phenomenal.

“We’re proud to have brought sign shops and digital sign manufacturers/ suppliers together for the day to learn, brainstorm, network, and share solutions to common challenges in this market.”

Other noteworthy events include the return of the sold-out ISA Rocks party, which saw attendees take over the streets of Atlanta for a block party-style celebration. Women Leading the Industry also returned with a full house for its Friday morning workshop. For more on this event, check out page 24.

Be sure to mark your calendars for next year’s ISA International Sign Expo, which will take place in Las Vegas from April 12-14, 2023!

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SIGN BUILDER

ILLUSTRATED

Interested in digital signage but don't know where to start?

We’ve got you covered.

Subscribe to SBI’s Dynamic Digital Newsletter for tips, strategies, and how-to guides on getting started in this booming market.

SBI Dynamic Digital is a “how-to” guide to digital signage, including: • A close look at new products and services providing digital signage solutions.

• Case studies of sign shops successfully selling and installing digital signs, including which products and services were used.

• Insights from digital signage experts on what you can do to capitalize on this fast-growing market segment.

• Advice on how to fully leverage your existing assets and expertise to retain and attract clients seeking digital signage solutions.

Subscribe Now: www.signshop.com/dynamic-digital/

CNC ROUTER BUSINESS

BY A.J. BRAD TITUS BURNETT

CREATING EFFICIENCIES

P

roductivity is something we’re hyper-focused on at Signarama.

We set aggressive goals each year, and while some of them might be a stretch, we make every effort to achieve them.

The need for efficiency lies in the most vital aspects of an organization, and it’s critical to identify and eliminate inefficiencies throughout the year to meet these goals. It goes back to ensuring that you have processes in place to track what needs to be accomplished and prioritizing those tasks that have maximum value for your business.

If you’re seeing success in what you’re doing, then, outside of seeking efficiencies and ways to enhance that process, there’s no reason to change things up.

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July 2022

However, when you see inefficiencies or areas that need improvement, it would be irresponsible not to implement the necessary changes.

It’s About the Culture Outside of having systems in place to track efficiency, the number one way to identify inefficiency is communication.

There needs to be departmental and cross-departmental communication to ensure everyone is on the same page, and everyone needs to be honest with each other.

The added layer to this is that you need a team and culture in place that emphasizes teamwork, personal growth, and accountability. When that culture is in place, team members are

comfortable with having typically uncomfortable conversations around inefficiency, identifying the problem, and implementing the necessary solutions to maximize productivity.

One of the traps we tend to fall into is the thought that being busy leads to being productive, and that’s not always the case. Just because you’re working on a lot doesn’t mean you’re accomplishing a lot, and this is a misconception we’re seeing across many industries.

At Signarama headquarters, if we allow our own busyness to get in the way of supporting our franchisees, we are directly impacting their bottom line.

Systems That Work To minimize this dilemma of busyness signshop.com

All Photos: Shutterstock.com/NicoElNino.

IN BUSINESS

It starts with getting the right team and the right processes in place.

on the following week.

We also utilize a program that allows our teams to collaborate cross-departmentally to track deadlines and responsibilities. When everyone is on the same page about what needs to be done and when, it provides accountability, promotes teamwork, and for us, it’s improved our efficiency while minimizing the trap of being busy without being productive.

Setting Expectations It is important for all team members to take ownership and accountability for their work.

If inefficiencies are identified with a team member or a department, there should be an understanding that it’s their responsibility to implement an effective solution to correct the problem.

Part of my responsibility is ensuring my team knows when there are things that need to be corrected. When those conversations happen, we identify the problem and its causes and then pinpoint

a solution to eliminate the issue. From there, it’s their responsibility to implement that solution.

Anticipate Resistance When changes are implemented, you must expect a certain level of resistance.

Not everyone is going to be on the same page from day one. But, as those changes are successful, you’ll see buy-in from the team and improvement in efficiency across the board.

People, in general, are hesitant to accept change. But like Henry Ford said: “If you always do what you’ve always done, you’ll always get what you’ve always got.”

A.J. Titus is president of United Franchise Group (UFG), the global leader for entrepreneurs, and Signarama, the world’s largest sign and graphics franchise. He spearheads the worldwide development of all UFG-affiliated brands and supports policies promoting Signarama franchise owners’ expansion and profitability.

Three Tips for Greater Efficiency

vs. productivity, you should put systems in place to prioritize your days and track current and upcoming projects.

There are individuals who are very good at prioritizing tasks and taking the right steps to accomplish those tasks to reach the result efficiently. There are others who aren’t as good at prioritizing, and that’s where the right processes come into play.

One thing I encourage our team to do is fill their calendars every day. That doesn’t mean filling your day with meetings when they aren’t necessary. Instead, when our team is working, I want them to block out those hours. This allows them to see what they’ve prioritized that week, identify what they’ve accomplished, and hone in on the areas they need to focus in signshop.com

1. PRIORITIZE YOUR TASKS. It can be easy to look at your to-do list and start with the easiest tasks. My advice is to identify the most important things you need to accomplish that day and start there. This way, you’re focusing on what needs to be done and minimizing the pitfalls of being busy over being productive.

2. HOLD WEEKLY ONE-ON-ONE MEETINGS. Accountability is an important aspect of efficiency. I meet with my direct reports each week, and our team meets with their direct report weekly as well. This one-on-one time allows for conversations around what was accomplished in the previous week and the priorities

for this week.

If we’re behind in certain areas, these meetings provide an opportunity to identify those areas of inefficiency and course correct with the right solution so that we can continue to prioritize production.

3. PRACTICE EVERY DAY. Consistency is one of the biggest keys to efficiency. To be consistent, you must practice every single day. You can’t approach your day or your tasks half-heartedly. You have to plan and prioritize so that you can produce at the highest level.

If it takes 10,000 hours to become a master at efficiency, that’s 10,000 hours of practice that you must work at every day.

July 2022

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37

MARKETPLACE FOR ADVERTISING OPTIONS CONTACT: GARY LYNCH (212-620-7247) glynch@sbpub.com

Graphics. Dimensional. Lighting.

Digital. Installation. Operations.

WE’VE GOT YOU COVERED

Sign Builder Illustrated’s newsletters keep you up-to-date with timely news, industry trends and “how-to” articles on every aspect of the sign industry.

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SUBSCRIBE TO SBI NEWSLETTERS: www.signshop.com/newsletters

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SIGN BUILDER’S

BUYER’S GUIDE

Your Direct Source for Products & Services Get access to vital product and service information from manufacturers and distributors by visiting www.signbuilderdirectory.com.

COMPANY

URL

AP Lazer

www.aplazer.com

PAGE 31

Duxbury Systems

www.duxburysystems.com

38

Echod Graphics

www.echodgraphics.com

38

EdgeLight LLC/Edgemax LLC

www.edgelight.com

14

Epilog Laser

www.epiloglaser.com

11

International Sign Association

www.signs.org

15

Johnson Plastics

www.jpplus.com

Laminators Inc.

www.laminatorsinc.com

21

LMT Onsrud LP

www.onsrud.com

34

Mutoh

www.mutoh.com

SBI/NSSA

www.signshop.com/NSSA

SDS Automation

www.sdsautomation.com

Signs365.com

www.signs365.com

SinaLite

www.sinalite.com

Southern Stud Weld

www.studweld.com

Stamm Mfg.

www.stamm-mfg.com

20

ThinkSign

www.thinksign.com

C2

Trotec Laser Inc.

www.troteclaser.com

30

Vantage LED

www.vantageled.com

Wilkie Mfg.

www.wilkiemfg.com

C3

AP Lazer

www.aplazer.com

10

Bantam Tools

www.bantamtools.com

10

Epson

www.epson.com

10

9

5 22-23 13 C4 3 14

19

COMPANIES IN SIGN SHOW

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

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July 2022

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39

SBI OPERATIONS SHOP MANAGEMENT

BY ASHLEY BRAY

Make Sure You’re Managing Three shop management challenges.

I

n June’s issue, we ran a story on a sign project for 390 Golf (“Ace in the Hole”), which was completed by Alphagraphics in Wood Dale, Illinois.

Alphagraphics Owner Jeff Bittner shared a lot of information about running a sign shop that we weren’t able to fit into the article, so we’re sharing it with you here!

COVID-19 Challenges. Like many other sign shops, Bittner found himself pivoting to bring in more business. The shop originally focused on small format, digital print work, but a move into signage with large format printing was a boon for his business. “It was our large format stuff that grew more and more throughout the course of COVID,” he says. “That’s probably what made sure we stayed in business at that point. It has been the piece of the puzzle that has been a giant shot for us.”

Bittner says being able to say “yes” to every project versus turn a client away has also been a help. In fact, a new Colex Sharpcut Series Flatbed Cutter enabled the shop to take on more work. “I was the

first Alphagraphics office franchise to put in a flatbed cutter without having a flatbed printer,” he says. “We felt that we had enough business to warrant the opportunity, so we took advantage of it.” (Note: Alphagraphics installed a flatbed printer last summer.)

Alphagraphics originally cut work on the shop’s marquee plotter. With the new flatbed cutter, a job that previously took forty-five minutes now takes about four minutes to cut and finish. The new cutter also enables more of the material to be utilized, which eliminates waste.

“Now we’re using almost all the material, and we’re cutting it ten times faster than we were before,” says Bittner. “We were able to do so many more projects for [a particular] client, and they took advantage of it the moment they saw that we could do it, and we kept selling more.”

Supply Chain Scramble. The specter of supply chain woes has continued to plague businesses. Bittner says the scarcity of certain items like banner material

Sign Builder Illustrated Magazine (Print ISSN 895-0555, Digital ISSN 21614709) (USPS#0015-805) (Canada Post Cust. #7204564; Agreement #40612608; IMEX Po Box 25542, London, ON N6C 6B2, Canada) is published monthly by Simmons-Boardman Publishing Corporation, 88 Pine St. 23rd Floor, New York, NY 10005. Printed in the U.S.A. Periodicals postage paid at New York, NY and Additional mailing offices.

for in U.S. funds only. Prices are subject to change.

Pricing, Qualified individual working in the sign industry may request a free subscription. Non-qualified subscriptions Print version, Digital version, Both Print & Digital versions: 1 year US/Canada/Mexico $50.00; foreign $99.00. Single Copies are $15.00 ea. Subscriptions must be paid

For Subscriptions, & address changes, Please call (402) 346-4740, Fax (847) 291-4816, e-mail signbuilder@omeda.com, or write to: Sign Builder Illustrated, Simmons-Boardman Publishing Corporation, PO Box 239, Lincolnshire IL 60069-0239 USA.

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COPYRIGHT © Simmons-Boardman Publishing Corporation 2022.

All rights reserved. Contents may not be reproduced without permission.

For reprint information, contact: Gary Lynch, Publisher (212) 620-7247 or glynch@sbpub.com.

Managing Expectations. COVID challenges and supply chain issues have led to a greater need to closely manage projects, timelines, and quality. Bittner says it’s important to make sure you’re on the same page as the client from the start of a job.

“Make sure you understand what it is that they want,” says Bittner. “I know that sounds simple, but it’s not always true because everyone’s got a vision in their own head of what something is, and if they’re not able to articulate that, you end up with hiccups.”

Bittner also stresses the importance of managing customer expectations throughout a project—especially when changes are made, which can affect the timeline and budget. “Communication is key. If you communicate with them, they understand what’s going on and there are no surprises,” he says. “We’re pretty conscientious about getting people to sign off and making sure we all understand exactly what [the project] is going to be.”

Bittner and Alphagraphics even share progress photos and video and invite clients into the shop to see the signs being made. “I love sharing photos and videos of stuff as we’re manufacturing it,” he says.

“It’s fun to get them excited about it and have them feel like they’re part of it.”

POSTMASTER: Send address changes to Sign Builder Illustrated, PO Box 239, Lincolnshire IL 60069-0239 USA. Instructional information provided in this magazine should only be performed by skilled crafts people with the proper equipment. The publisher and authors of information provided herein advise all readers to exercise care when engaging in any of the how-to-activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein.

signshop.com

Photo: Shutterstock.com/Robert Przybysz.

and foam core have caused problems and delays, but the solution is in building relationships. “Having good relationships and loyalty to vendors is such a huge piece of the puzzle right now,” says Bittner. “We try to ask our clients to be loyal to us, so we try to be loyal to our vendors.”

Bittner says that, even though most clients understand the global supply chain issues happening, he is still careful to under-promise and over-deliver. “No one’s ever angry that you’re ready early,” he says, “but people are very rarely happy that you’re late. So we try to manage that side of it and build ourselves a cushion.”

All Wilkie equipment is designed for the Sign and Lighting industry with almost 50 years experience

BIG SERVICE, SMALLER PACKAGE Non CDL truck set up 2 man power level power rotate basket standard Basket mounted jib winch that stores behind basket when not in use Easy to use controls at base and basket Mainline winch rated at 1000 pounds fully extended Full 360 degree working radius Independently controlled out and down hydraulic outriggers (no under body counter balance weight) Wide range of bed and storage box options to fit your needs 3500 pound carrying capacity on a 19,500 GVW truck

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