Sign Builder March 2021

THE HOW-TO MAGAZINE

M A R C H 2021 | S I G N S H O P.CO M

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CONTENTS MARCH 2021

HOW-TO COLUMNS

20

THINGS TO COME

By David Hickey A preview of possibilities during the Biden administration.

VOL. 35

NO. 308

6

DEPARTMENTS

4

6

Cover Photo: Signs By Benchmark.

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EDITOR’S COLUMN

Good mental health is an underrated essential when it comes to working in the sign industry, and Editor Jeff Wooten analyzes how the pandemic has changed this.

IN THE INDUSTRY

The Indiana Pacers unveil a digital sign makeover, a new economic report shows GDP growth for 2021, and an Arizona casino bets big on its new video screen.

SIGN SHOW

The newest products and services from sign manufacturers.

SBI MARKETPLACE

Advertisements and announcements from the sign trade.

SHOP TALK

Chris Biscuitti catches up with the owner of Minuteman Press Medina to find out how he went from the U.S. Army to the American Dream.

FEATURES

22 26 29

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A STEP AHEAD OF THE REST

By Jeff Wooten A shoe store’s oversized EPS foam work boot makes quite a footprint.

NFC COMPLIANT

By Jeff Wooten NFC technology is enhancing ADA and wayfinding.

A SIGN OF GOOD KARMA

By Ashley Bray Serving up signage at Pizza Karma.

CONNECT WITH BLOGS

By Katherine Rundell Everything you need to know about starting a blog for your sign businesss.

March 2021

Sign Builder Illustrated

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March 2021, Vol. 35, No. 308 Sign Builder Illustrated (ISSN 0895-0555) print, (ISSN 2161-0709) digital is published by Simmons-Boardman Publishing Corporation

Subscriptions: 800-895-4389

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 Chris Biscuitti, David Hickey, Katherine Rundell

ART

Art Director Nicole D’Antona Graphic Designer Hillary Coleman

PRODUCTION

Corporate Production Director Mary Conyers

CIRCULATION

Circulation Director Maureen Cooney mcooney@sbpub.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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EDITOR’S COLUMN

AGENDA

BY JEFF WOOTEN

Note: Due to COVID-19 concerns, all events listed below are subject to change. Please check each show’s Web site for any cancellations or reschedulings that may have taken place after press time.

APRIL 2021 APRIL 7-9:

The International Sign Association wil be going online this year with ISA Sign Expo 2021 — Virtual, an event that will allow a broader segment of the industry to participate in the show. (signexpo.org/Virtual2021)

JUNE 2021

Attacking the Panic Attack

JUNE 8-10:

Dealing with stress and anxiety in the shop.

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duction and employee schedules, and make layoff/furlough decisions thanks to reduced sales. Employees had to deal with possible reduced hours and wages, proper sanitization for themselves and shop equipment, social distancing, and other precautions. And everyone had thoughts of maybe losing loved ones (even more tragically for those that did).

At some point, it has to take a toll emotionally and/or mentally (no matter how strong an individual you are). I believe one ingredient in being able to successfully run or operate a shop is good mental health, regardless of how insurance companies appear to think otherwise.

So yes, we’ve published lots of stories on our signshop.com Web site and in our magazine (some in this very issue, in fact) showing how sign shops have recalculated and succeeded at staying open during the pandemic crisis. But mental health shouldn’t be glossed over, and it’s something I’d like to address more closely over the coming months with advice to help some, if not many, of you cope effectively.

I want to hear from you on ideas and techniques you’ve implemented to help with any anxiety, depression, or stress, and other readers going through anything similar will as well. Stay sound!

JEFF WOOTEN Editor, jwooten@sbpub.com

JULY 2021 JULY 21-24:

The Mid-South Sign Association’s SignConnexion event will be occurring at the Ross Bridge Golf Resort in Birmingham, Alabama. (midsouthsign.org)

OCTOBER 2021 OCTOBER 6-8:

PRINTING United Alliance, which brings together the largest and most diverse audience in the printing industry, will be taking place in Orlando, Florida. (printingunited.com)

OCTOBER 25-29:

Photo: Shutterstock/Billion Photos.

F

irst things first, I have to start off with an apology. In last month’s print issue, we credited the wrong company for our cover featuring the Gibson faux-neon blade sign. The actual company responsible for this cover image was Albrecht Sign Company, a regional sign company based in Fridley, Minnesota. Sign Builder Illustrated would like to apologize for this unintentional error on our part.

Secondly I wanted to broach a topic that I think unfortunately goes unaddressed too often—mental wellbeing.

Sure we do stories about how signs are sold and built, but I feel we are dropping the ball when it comes to helping both owners and employees deal with stress, anxiety, pressure, burnout, and other mental health issues.

It’s been about a year now since the pandemic drastically altered how businesses are run and the types of signage they produce. With the rollout of more vaccines and increasing chatter about “light at the end of the tunnel” and “getting closer to the goal posts,” hopefully this means brighter days ahead. But what’s left in its wake? How is it going to be addressed? It’s an issue I don’t think is going away soon.

Even with sign shops and graphics providers deemed “essential” early on, hard decisions still had to be made thanks to regular clients and markets being sidelined. Owners had to draft emergency business continuity plans, reshuffle pro-

LabelExpo Americas 2021 is rescheduled to commence at the Donald E. Stephens Convention Center in Rosemont, Illinois. (labelexpo-americas.com)

The 2021 LightFair architectural and commercial lighting conference and tradeshow, which will be incorporating new safety protocols and specific mitigration measures, will be occurring at the Jacob K. Javits Center in New York City, New York. (lightfair.com)

signshop.com

IN THE INDUSTRY

Indiana Pacers and Bankers Life Fieldhouse Unveil

DIGITAL MAKEOVER

I

ndianapolis, Indiana—The NBA’s Indiana Pacers and their partner, experience design and execution company ANC, recently introduced a new digital experience at Bankers Life Fieldhouse, home of the Pacers.

Highlighted by a new center-hung scoreboard, which ANC designed through a collaborative process with the Pacers, the digital makeover is part of the large multi-phase renovation at Bankers Life Fieldhouse. The recently unveiled digital experience is part of the Fieldhouse of the Future Phase 1 renovations showcasing new amenities and spaces fans will begin to see as the arena gradually welcomes the general public back for live events. In addition to the NBA season, the renovated 6

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digital experience will be on full display for the NCAA Basketball Tournament in Indianapolis this month.

Complementing the center-hung is more than 600 square feet of 1.5mm fine-pitch LED that provides high-definition viewing experiences in Bankers Life Fieldhouse Courtside and West Sideline Premier Club locations. The renovation also includes six new locations of LED vomitory displays capable of synchronizing with the venue’s courtside LED displays and 360-degree ribbon boards for a fully immersive in-bowl experience.

“With every game, every event, and every community gathering, we have been able to support [the Indiana Pacers] in creating new experiences that en-

tertain and inform fans through custom designs and the newest display technologies,” said Jerry Cifarelli, founder and vice chairman of ANC. The major focal point of the digital renovation is the new center-hung LED scoreboard that provides optimal viewing angles from every seat in the arena.

The scoreboard features a four-sided, rectangular primary display with approximately 3,350 square feet of dynamic video area.

The four main displays are capped by custom-built LED squared-off “rings” (one on bottom and one on top of the primary displays) that allow content to flow seamlessly around the center-hung.

The interior of the display features a signshop.com

FASTSIGNS NAMED TOP 100 GLOBAL FRANCHISE

The center-hung LED scoreboard provides optimal viewing angles from every seat.

C

Photo (Right): FASTSIGNS of Washington, D.C.

FOR MANY [PACERS] FANS, THIS DIGITAL MAKEOVER IS GOING TO LOOK LIKE A WHOLE NEW FIELDHOUSE. complete underbelly running the full length and width of the scoreboard structure while measuring approximately ten feet high and ensuring exceptional views of stats, game details, and replays from every angle. Each façade features 4mm LED displays while combining to feature more than 40 million pixels.

“For many fans, this digital makeover is going to look like a whole new Fieldhouse,” said Mel Raines, executive vice president for Pacers Corporate Communications, Community Engagement, and Facility Operations.

ANC’s vSOFT operating platform synchronizes all the existing and new digital displays, including the 600 square feet of fine pitch technology, through presignshop.com

programmed and live event operation of the system. As part of the long-term partnership that began more than a decade ago, ANC integrates with the venue’s production staff to create content and operate the display system for every event at Bankers Life Fieldhouse.

“While the Pacers have set an incredibly high bar for the fan experience, their method with regard to digital impact is a model for other teams looking to upgrade,” added George Linardos, CEO of ANC. “The new center-hung is one of the more creative executions on the market, and the fine-pitch LED displays in the premium areas could stand alone in creating a significant ‘wow’ factor fans will remember.”

arrolton, Texas— FASTSIGNS International, Inc., franchisor of FASTSIGNS®, has been rated as one of the premier Top 100 Global Franchises by online franchise-tofranchisee portal Franchise Direct, ranking at #33 for its strong sales and growth, international presence, and thirty-five-plus years in franchising, among other successes.

“The dedicated network of franchisees across the FASTSIGNS system allows us to continuously reach new heights. and as we enter our thirty-sixth year of business, our commitment to their success has never been stronger,” said Mark Jameson, chief support and development officer with FASTSIGNS. FASTSIGNS reported exceptional results in 2020, including the signing of over 31 franchise agreements in the United States and Canada to develop new, co-branded conversion centers and the opening of more than 30 locations.

Much of FASTSIGNS’ success in 2020 can be credited to centers being deemed essential businesses, allowing franchisees to pivot their services to focus on serving their customers.

March 2021

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IN THE INDUSTRY EQUALIS GROUP CONTRACTS WITH WATCHFIRE

NEW REPORT SHOWS GDP

GROWTH FOR 2021

A

LEXANDRIA, VIRGINIA—The economy is facing a higher winter peak in COVID-19 and more fiscal stimulus in late 2020. This leads IHS Markit to anticipate a growing gross domestic product (GDP) output in 2021. The IHS analysts anticipate growth around 4 percent in 2021 and 2022, according to the Sign Industry Quarterly Economic Report, produced by IHS Markit for the International Sign Association. This latest report covers the fourth quarter of 2020 and was prepared in January.

The Sign Industry Quarterly Economic Report is sponsored by the National Association of Sign Supply Distributors (NASSD). The quarterly report assesses four segments of the industry: two supplier markets (printing and electrical/digital signage) and two end markets (electric/digital signage and architectural signage). It also forecasts commodities.

Some highlights reported in this latest economic report include: Global real GDP has fallen an estimated 4.0 percent in 2020, its steepest decline since 1946. The most severe downturns have occurred in India, 8

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Western Europe, Latin America, and the Middle East. It’s expected that China and the Asia Pacific region will recover first and dominate growth for much of the next decade.

Steel prices are rising globally. The reason for this is partially from improved demand moving faster than production restarts and partially from a weaker dollar. Steel sheet prices in the U.S. have spiked faster than ever.

Meanwhile lumber prices are expected to stabilize in 2021.

Supply Side Printing faces a less optimistic outlook than the other segments in the latest Sign Industry Quarterly Economic Report due to high or uncertain input costs associated with it.

Both end markets faced the largest 2020 declines due to low demand for in-person retail and falling construction spending. However the report forecasts that both should return to higher-thanaverage rates in 2021, with architectural growing at a solid pace.

For additional access to the report (free for ISA, ISA Affiliated Association, and NASSD members), visit signs.org/ quarterlyreport.

signshop.com

Photo (Top): Shutterstock/ Pavel L Photo and Video

D

ANVILLE, ILLINOIS— Watchfire Signs has been awarded a national cooperative contract to provide digital scoreboards and video displays through Equalis Group, a cooperative purchasing organization offering contracts through world-class partners that follow the industry’s most rigorous processes and procedures.

The agreement allows Watchfire to provide scoring and sports entertainment systems to K-12 schools, colleges and universities, local governments, and state agencies that source through the Equalis Group system. The competitively solicited and publicly-awarded contract includes fixed-digit and video scoreboards, scorers table LED signs, and audio systems for indoor and outdoor sports facilities.

The public sector procurement process includes nuances and regulatory considerations to safeguard how dollars are spent and can be confusing. “Our agreement with Watchfire will help purchasers navigate procurement guidelines and statutory requirements, while reducing costs, enabling them to concentrate on quickly securing the right solution for their sports needs,” said David J. Akers, executive vice president at Equalis Group.

IN THE INDUSTRY ULT APPROVED

BY NLB

N

CASINO BETS ON

VIDEO SCREEN

N

EW YORK CITY, NEW YORK— As part of the Gila River Indian Community’s and Gila River Hotels & Casinos’ massive expansion and renovation project for Wild Horse Pass Hotel & Casino in Chandler, Arizona, SNA Displays created a custom LED video display. The large format display is situated in a portion of the casino that welcomes guests from the property’s hotel and restaurant venues to the gaming floor.

“This expansion is a major investment in the Gila River Indian Community and symbolic of a new chapter in our history,” said Gila River Hotels & Casinos CEO Kenneth Manuel in a statement. “It reflects our commitment to be a leader in the gaming and hospitality industry through enhanced experiences and amenities, and we look forward to seeing the continued representation of our community’s culture in the expansion project.”

The high-end LED screen from SNA Displays’ BOLD™ line of interior display products features a 2.5 mm pixel pitch.

The twelve-foot-tall video display spans approximately eighty feet across, slightly curving at each end. At 1,408 pixels high

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and 9,648 pixels wide, the high-resolution LED display contains more than 13.5 million pixels.

The large video screen is ceilingmounted so that it is suspended above patrons, tilted downward for optimized viewing. The display also features a convex radius at both ends, giving it two complex curves. Content on the new video display predominantly features music entertainment, digital art, and inhouse advertising.

SNA Displays partnered with Analog Way and ~sedna to transform the day-to-day operation of the mixed-use display. For most of the day, an Analog Way Aquilon C processor plays a series of music videos and other in-house content. At the top of each hour, ~sedna’s newly released Media Engine 8K triggers a dynamic screen takeover with full 12K content, such as chips crashing or dice rolling. Attention-grabbing content is provided by Point in Time Studios to further engage guests.

SNA Displays worked with Immedia Integrated Technologies, an AV integrator headquartered in Scottsdale. Immersive audio adds to the overall sensory experience this display creates.

A S H V I L L E , T E N N E SS E E — Universal Lighting Technologies, Inc., has made the announcement that the company is one of the first to be approved by the National Lighting Bureau’s (NLB) Trusted Warranty Evaluation Program.

T h e N L B Tr u ste d Wa r ra n t y Evaluation Program is the first program of its kind in the industry to recognize excellence in lighting companies that meet objective quality standards and practices regarding their warranty administration. The main intent of the program is to promote excellence in responding to warranty issues and to give industry stakeholders confidence in specific manufacturers that had their warranty program inspected. As part of its Trusted Wa r ra n t y P ro g ra m , t h e N L B assesses companies based on five key criteria: Formal Warranty Process, Warranty Language, Length of Business/Warranty Insurance, Technical Evaluation, and Claims Review Evaluation.

NLB promotes that Lighting Designers, Electrical Distributors, Electrical Contractors, and other Industry Stakeholders should feel comfortable specifying, buying, and installing luminaires from companies that have had their warranty department audited and approved by this program.

signshop.com

SIGN SHOW DIGITAL PRINTING EQUIPMENT/SUPPLIES Summa S One Roll Cutter Series Line Designed with Premium Components for Long Durability The new S One Series roll cutter product line from Summa is the next step in the manufacturer’s mid-level roll cutting machines and replaces the former SummaCut Series. The name S One refers to the core idea behind its development: The One to change the game. To optimize quality, ergonomics, and efficiency, the S One Series is built completely from the base, using the experience and know-how acquired over years of developing roll cutters. The S One Series not only showcases a newer, sleeker, more modern look, but it also embodies add-ons and enhanced features for better quality, improved ergonomics, and higher productivity.

Improvements and additions include: User-friendly GoSign software to manage cutting workflows with great flexibility; an efficient drag cutting head, allowing up to 600 grams of cutting force; Robust OPOS Sensor, increasing the speed at which registration marks are read; improved internal intelligence, minimizing human errors and intervention; OPOS Xtra functionality for flawless processing of very small sticker jobs; and Smart FlexCut feature, enabling operators to perfora te m a te r i a l to remove the design o ut of i ts ca rrie r easily. summa.com

SIGN BLANKS/PANELS Protecting the Environment: Vycom Vintec Clear PVC Sheets are Ideal for Use as a Barrier Innovative plastic sheet products manufacturer Vycom has seen an uptick in demand for its Vintec® Clear PVC sheets for use as a barrier material in retail, hospitality, education, and consumer-facing environments. Vintec Clear is part of the Vycom Corrtec™ chemical- and corrosion-resistant family of materials, designed to meet requirements in industrial applications. Vintec Clear PVC sheets offer superior ink adhesion for digital and screen printing processes and can be thermoformed and cut. They can be used as a stand-alone barrier or as part of a system utilizing other Vycom products (including Celtec® expanded or solid PVC sheets). The slight blue tint provides an immediately recognizable boundary that reduces unintentional contact. The improved chemical resistance of this product line enables it to hold up better than traditional clear plastic materials against commonly used cleaning products and disinfectants. vycomplastics.com

VINYL/VINYL FILMS The “Bear” Facts About Drytac’s New Polar Dynamic Sand Scuff-resistant Monomeric PVC Film Drytac has announced the North American launch of Polar Dynamic Sand, a new scuff-resistant monomeric PVC film designed for short-term, eye-catching graphics applications. Available across the United States and Canada, this “print-and-go” solution has been developed for decals, signage, and other graphics applications (posters, retail displays, and exhibition graphics) where durability is required without the need for lamination. Printable on eco-solvent, latex, and UV printers, Polar Dynamic Sand measures 7mm thick. Its textured scuff-resistant surface eliminates the need to laminate, saving users time and money when producing printed applications. In addition, its grey adhesive makes Polar Dynamic Sand an ideal block-out material to cover up other graphics and displays, while its two-year lifespan for exterior applications offers significant flexibility to users.

The printable, matte white PVC film's removable, solvent, pressure-sensitive acrylic adhesive is protected by a two-side PE coated release liner and is available in widths of up to 60 inches (1,524mm). drytac.com/product/polardynamicsand

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Challenges present opportunities which leads to

Innovation

Innovation has been a core principle at SDS Automation since its founding more than 30-years ago.

Together, SDS Automation and ISA are innovating how you experience Sign Expo 2021 • Live demonstrations • Fast, easy pre-approvals using YOUR files for financing • Book appointments in advance • Private breakout rooms

Visit the show page on our website to submit a demonstration file, see our booth schedule, pre-book an appointment and apply for financing.

sign.sdsautomation.com/ISA

ChannelBender® Series Automated Channel Letter Solutions

SIGN SHOW AWNINGS & VINYL-COATED FABRICS Brand New FI Interiors Division Takes Shape with New Acusti-fi Material Fabric Images, Inc.®, an award-winning manufacturer of printed and non-printed tension fabric architecture and material solutions, has launched Fi Interiors™, a new division and sub-brand that offers custom-manufactured interior architectural and design solutions (including fabric architecture, acoustical décor products, and digital printing). Because of an increasing demand for better solutions to address poor acoustics in interior spaces, FI Interior has introduced Acusti-fi™ acoustical felt, as well as a new line of acoustic décor products for ceilings, walls, and more. Acusti·fi is an environmentally sustainable material that dampens and controls unwanted sound in open spaces, greatly reducing excess noise in the mid- to high-frequency range. As an environmentally sustainable material, Acusti·fi contains a minimum blend of 50 percent post-consumer waste sourced from recycled PET bottles. Acusti·fi is available in seventeen standard colors, can be custom digitally printed, and beautifully accepts cutting to showcase designs, patterns, and shapes.

Meanwhile Fi Interior’s new line of acoustical, architectural products includes Ceiling Décor acoustical canopy, baffles, and digitally printed wood beams; Acusti Art™ Box wall art solution for custom artwork; and hanging and desk-resting Partitions that encourages safe distancing in social settings. fabricimages.com/fi-interiors.html

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SIGN SHOW AWNINGS & VINYL COATED FABRICS Canon Solutions America Brings New Sewing and Welding Solutions Onboard Their Lineup Canon Solutions America, Inc., a wholly owned subsidiary of Canon U.S.A., Inc., has added the Miller Weldmaster Digitran sewing and welding solution to its portfolio. The Miller Weldmaster Digitran is built for both print service providers and in-plants looking to efficiently and easily sew and finish digitally printed textiles for Silicone Edge Graphics (SEG), flags, and soft signage graphics. These automated sewing and welding solutions can help to eliminate the need for skilled sewing labor, as well as create a variety of hems and webbings. Additional features offered by the Miller Weldmaster Digitran, designed to accurately place silicone strips along the edge of graphics, include a transport system synced with sewing machine for accurate and precise flow of material handling and product finishing; hands-free SEG feeding and cutting; programmable back stitch configuration and stitch cut for easy operational use; synchronized needle bar and feed for even stitching; needle cooling for faster sewing; multiple seam configuration for almost any type of job; and a light aluminum frame for easy mobility around your facility. The Miller Weldmaster Digitran can be combined with the newly added T3 Extreme or T300 Extreme Edge finishing solutions for even more complete sewing and welding operations. csa.canon.com

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SIGN SHOW DIGITAL PRINTING EQUIPMENT/SUPPLIES Roland DGA Launches VersaUV LEC2-640 and LEC2-330 UV Printer/Cutters The new VersaUV® LEC2-640 and LEC2-330 next-generation line of UV printer/cutters from Roland DGA is uniquely engineered to take label, packaging, sign, display, and interior décor production to another level. The 64-inch LEC2-640 and 30-inch LEC2330 incorporate a host of features that maximize image quality, increase print speeds, decrease ink usage, and make user operation and maintenance easier than ever. Both models feature sleek, stylish, durable construction and come with an included TU4 unit for automatic media take-up. The Roland DG LEC2-640 and LEC2-330 boast advanced printhead technology for precision dot placement and control, as well as larger, more powerful LED lamps that allow for higher print quality, improved color saturation, and faster ink curing. This combination produces stunning images down to the finest details. The LEC2-640/330 also features new optimized cleaning and maintenance sequences that help keep the printheads clean for superior graphic results and long-lasting performance. Along with this new line comes GREENGUARD Gold certified EUV5 ink, available in CMYK, Clear, White, and Primer and specially formulated to deliver outstanding detail and textural and dimensional effects. Together with Roland DG’s new True Rich Color II print setting, these inks widen the color gamut and delivering vibrant graphics with neutral grays, smooth gradations, and natural skin tones. rolanddga.com/lec2

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SIGN SHOW DIGITAL SIGNS/EMCS/VIDEO DISPLAYS LG Unveils Two New Indoor DVLED Series with Virtually Limitless Installation Opportunities LG Business Solutions has unveiled two new indoor direct-view light-emitting diode (DVLED) display series, the Versatile LSCA and the Ultra Slim LSCB, which will offer flexible, high-performing and easy-to-install options. Both the LSCA and LSCB ship with LG’s new CVCA controller and webOS Signage smart platform to deliver advanced viewing options from multiple inputs and a simplified system control. The Versatile LSCA Series (pictured) is designed for fixed installation and provides users with a DVLED option ideal for larger public installations and with a viewing distance of 15 feet or more thanks to pixel pitch models of 2.97mm or 3.91mm with a capability of 1,000 nits of brightness. Offered in both 1:1 (500 mm) square and 2:1 (500mm-by-1000mm) cabinet options, the cabinet orientations can be mixed and matched for greater customization. Magnets on the top and bottom, positioning pins, handles, and fast locks on the cabinets help installers easily set up and dismantle without additional tools. The Ultra Slim LSCB Series—ideal for close-up viewing and designed specifically to be flexible for rentals and staging—features three DVLED models with pixel pitches of 1.56mm, 1.88mm, and 2.50mm. The display combines an incredibly low-profile and lightweight design with an edge thickness of 37.5mm, making it ideal for spaces where space is a concern. The display is capable of 800 nits of brightness and uses 16:9 aspect ratio. LGsolutions.com

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SPONSORED CONTENT

How Can Large-Format Providers Use Technology to Beat the Market

The HP Latex 700 and 800 Printer Today, everywhere you go, dozens (if not hundreds) of messages are vying for your audience’s attention. And it’s not just other signage. Every person you’re trying to reach is carrying a distraction factory in their pocket— assuming it’s not already out in their hands and keeping them from seeing the stunning signs you’ve worked so hard on.

In a large-format print market now worth billions, the PSPs who offer something extra can reap huge rewards Large-format printing continues to be a profitable segment.

By 2025, the worldwide market for large-format printing will be worth $11.2 billion [1]. Despite this pro-

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This is particularly true for deliverables such as banners and posters, which are some of the easiest applications to produce. This has prompted some print service providers (PSPs) to use the period of upheaval we are going through to re-position and diversify their businesses. They are doing this by expanding into higher-profit applications as a natural next step.

Some applications are simply worth more.

Differentiation is key to growth.

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Many print providers have moved into the creation of signage and other public-health information assets to help clients cope with the current emergency. “We saw a big interest in the social-distancing templates from print providers who were moving fast, to help their communities and keep business flowing during lockdown,” says Tom Wittenberg, HP Large Format Events and Industry Relations Manager, NA. As well as producing signage for social distancing, many print providers are also accelerating the development of online businesses while looking for new ways to differentiate their company by providing new and innovative high-value and high-margin applications. These high-value applications include window graphics, vinyl clings and two-sided stickers.

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Another aspect of how PSPs have responded, is by developing the ability to work remotely with clients who are no longer able to physically attend the print provider’s premises or input into the print process. The challenge has been to find ways to work with remote clients while keeping the actual business of printing running efficiently. At the same time, PSPs are optimizing their cost structure and actively searching for efficiencies.

New Technologies and New Opportunities With this need for high-quality public-health signage, comes opportunity. Across the industry, we’re seeing an upward trend for printer décor applications that are not just purely informative, but also ‘high-value’, creating particular experiences for the end-user.

A recent HP study of large-format print providers in Germany, India and U.S. found that the average profit margin for some types of signage was significantly higher.

These included window signage and short-term textiles and backlight graphics. Looking at the three highest-grossing applications the study found that 60% of all orders were printed on latex printers, almost twice the number produced on solvent printers. Industry research shows that for the highest-margin applications, HP Latex is the technology of choice.

“In many high-value categories, customers want most print jobs on latex,” said Tom Wittenberg. “Because many providers don’t have latex printers, a lot of these jobs end up being outsourced. For providers who do have the right hardware, this creates the opportunity to build two new revenue streams: the jobs that come to them directly, which they no longer have to outsource, and the jobs that other PSPs bring to them. And the best way to do this, is to take advantage of the unique competitive edge provided by HP Latex

700/800 Printer Series. As a result of their versatility and their white ink capabilities, HP Latex 700/800 Printer Series help PSPs deliver services inhouse that would traditionally have been outsourced.”

Another stand-out feature of the latest and most advanced HP Latex printing technology is the ability to use white ink. In some applications, using white ink to enhance effectiveness can help print providers increase margins by up to 13% [2].

Take the Lead in an Evolving Print Market “Thanks to HP Latex, print service providers can produce in-house high-value print jobs that can drive an average gross margin higher than 30%,” said Tom Wittenberg. “The new generation of HP Latex 700 and 800 Printers radically improve the customer experience, helping to ignite business growth and adapt to future needs. We continue to innovate across our large format portfolio with new products and solutions to enable our customers to be equipped to win those high-value jobs they are after.”

As the market for large-format print evolves, PSPs need to find new ways to add value and stand out from their competitors. Upgrading to the latest generation of latex printers opens up new revenue streams, from existing customers and from erstwhile competitors, and it gives print providers the ability to produce a wide range of print jobs - that have a measurably higher impact for customers.

To find out more about these game-changing printers, join us at one of our Latex 700/800 Academies. They’re a quick 90 minutes and give you the entire rundown of the products - advantages, benefits, and applications - plus the opportunity to speak up and get your questions answered by the experts.

About Tom Wittenberg Tom is the HP Large Format Events and Industry Relations Manager for North America. He has been in the printing industry for nearly thirtysix years. As a turnaround professional, he has led successful sales, operational, and financial overhauls of three global printing companies to double and triple sales and profit in three years, prior to joining the HP Marketing team.

FOOTNOTES 1.https://www.prnewswire.co.uk/ n ews- re l e a ses / l a rg e - fo r m a t printer-market-worth-11-2-billion-by-2025-exclusive-rep o r t - by- m a r ketsa n d m a r ketstm--823408713.html.

2. Based on a research conducted

by Keypoint Intelligence July 2020 and commissioned by HP, over 100 print service providers across the U.S., Europe, and India.

HOW TO

ENGRAVING BY LEGISLATION BYASHLEY DAVID HICKEY BRAY

Things to Come

A

s the new year rolled in, it brought a new look in Washington. We saw the transition of the White House from Republican to Democratic, a split Senate (with ties broken by the Democratic vice president), and a tightening of the Democratic majority in the House.

No matter how you feel about the results personally, it is clear that a new presidential administration and new Congress can impact our industry in the months and years ahead.

Of course, there are complicating factors, such as the slim margins in Congress and the priority of fighting against COVID-19.

These may slow any initial changes. But looking at President Biden’s experience through four decades in the Senate and as vice president, we can get some insight into how he might govern.

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During the campaign, Biden promised to provide incentives for smaller manufacturers (particularly those owned by women and minorities) and to invest in new technologies such as electric vehicles, 5G networks, and artificial intelligence.

Other campaign promises vowed to deliver universal paid sick days, twelve weeks of paid family and medical leave, and a fifteen-dollars-per-hour minimum wage.

There are issues that are bipartisan in nature, and with neither party completely dominating Congress, we might actually see some success here. That could include more infrastructure spending, stimulus packages to help the economy recover from the pandemic, workforce development programs, and immigration reform.

Here are a few areas that should be on your watchlist for 2021 and beyond:

Tax Policy President Trump pushed through tax cuts in 2017 that have a high probability of being overturned in the new Congress, and which will especially affect those sign and graphics companies that file as S-corps, or pass-throughs.

It is anticipated that the top individual tax rate will increase from 37 percent to 39.6 percent and that we will see a phaseout of the 20 percent deduction for qualified business income.

It also is likely that the corporate tax rate will increase, too, from 21 percent to 28 percent.

The estate tax exemption is likely to return to pre-2017 levels of $5 million instead of the Trump-era $11 million.

Regulations The new administration’s regulatory apsignshop.com

Photo: Shutterstock/Stratos Brilakis.

A preview of possibilities during the Biden administration.

HOW TO

LEGISLATION

proach is likely to be tougher and bring with it a potential increase in enforcement.

If you aren’t up to date on the regulations that impact our industry—crane operator certification, silica compliance, and others—visit signs.org/fedregs. It is always

It also is possible that we will see a transition away from coal and fracking. There could be an increased tax on fossil fuels.

These policies can have a direct impact on our industry’s customers and may cause them to look for signs that are en-

BY DAVID HICKEY

vided coverage is uncertain until we see some of the details that his plans will bring.

Conclusion This is a fairly tall agenda, and it is important to be informed about it.

A NEW PRESIDENTIAL ADMINISTRATION AND NEW CONGRESS CAN IMPACT OUR INDUSTRY IN THE MONTHS AND YEARS AHEAD. good policy to ensure that you are in compliance, no matter the administration.

ergy efficient or potentially to choose another type of sign to save on energy costs.

Energy It is anticipated that an emphasis on lowor zero-carbon energy and more green industry manufacturing will be a priority.

Health Care President Biden has vowed to strengthen Obamacare and to add a public option.

Its potential impact on employer-pro-

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ISA’s advocacy team is here, keeping an eye on these issues for you.

If you have any area of concern, please let me know at david.hickey@signs.org.

David Hickey is vice president of Government Affairs at the International Sign Association.

SP Series Large Format Cutting Systems March 2021

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FEATURE EPS FOAMNAME

BY JEFF AUTHOR WOOTEN

A STEP AHEAD OF THE REST

T

he small town of Iron Mountain is located in Michigan’s Upper Peninsula and got its name because of the valuable iron ore found in the vicinity. It’s a very scenic area—both of the natural variety and the man-made type.

For example, drive along the streets of this small town and you’ll venture across quite the identity sign on the property for Step Ahead Boots and Clothing, a work apparel and shoe store that’s a mix of rustic and industrial décor. Outside its doors stands a large pole sign complete with a vinyl-faced cabinet sign, a Cirrus LED electronics message center, accompanying LED accent lighting— and a twelve-foot-tall replica of a work boot made out of Expanded Polysterene (EPS) foam.

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It’s a finished footwear sign that, according to everyone involved, is definitely a “step ahead of the rest.”

The company responsible for putting this oversized project together is Baker Sign Company, also based in Iron Mountain. This shop started up business back in 1999 strictly as a neon manufacturer and has since grown to now becoming a full-service company specializing in illuminated and nonilluminated signs, full-color graphics, banners, vehicle wraps, safety signs, and much, much more.

The owner of Step Ahead Boots and Clothing actually has many other business ventures in the Iron Mountain area and has long used Baker Sign Company to fulfill his signage needs for those locations. On this particular project, he let

them know that, since he was relocating to a new, custom-built store, he was going to need a new, standout outdoor identity sign for it. “[This owner] knows that we can make any of his visions come to life and that he will receive a professional, quality sign from us,” says Ben Baker, owner of Baker Sign Company.

For the new Step Ahead, the owner knew he wanted something that would stand out amongst the surrounding scenery. He envisioned a large-sized working boot atop a sign pole.

As with any project they work on, Baker Sign Company started out by performing a site survey so as to be in compliance with not only city and county codes but also the Michigan Department of Transportation. “Once signshop.com

Photo: Baker Sign Company.

A store’s oversized EPS Foam work boot makes quite a footprint.

Photo:S Signs By Benchmark.

we had the design partially started, we then did an architectural study looking at where the sign was going to be located,” says Baker.

Baker Sign Company drew up multiple revisions until they found a design idea that worked for the owner—a golden brown work boot atop green blades of grass.

The original plan called for a vacuumformed cabinet in the shape of a boot that would be internally illuminated with LEDs. “However we weren’t able to get the dimension we wanted, not to mention that there were would be multiple distracting seams if we went this route,” says Baker.

Instead Baker Sign Company opted to use EPS foam since it would show no visible seams; however this material was going to eliminate any internal illumination from the equation. “Fortuately the LED accent lighting we added around it definitely made up for this,” says Baker.

Baker Sign Company ended up contacting Signs By Benchmark of Watertown, South Dakota to carve and craft the twelve-foot-tall work boot out of EPS foam while they would work on the other components of the pole sign.

“All the foam signs they have made for

us in the past were not only how we envisioned them but also easy to install,” says Baker.

The sign shop’s graphic designers drew up a hand-sketched design of the boot-atop-grass and then turned it into 2D vector artwork using Adobe® Illustrator®. They sent this image to Signs

By Benchmark as an Encapsulated PostScript (EPS) file.

In turn, Signs By Benchmark used a combination of AutoCAD and Adobe Illustrator to work the EPS file into a presentable fabrication format. This was a bit of a different process than the norm for them. “We model the majority of our signs, but due to the cutting required for this project, 2D files were going to be easier to work with and quicker to produce,” explains Jamie Kakacek, lead designer at Signs By Benchmark.

The giant work boot was made out of one-pound-per-cubic-foot density EPS foam. “A higher density material adds to the cutting time slightly, yet we were more interested in the sculpting benefits,” explains Kakacek. “Using a lighter density material shapes easily, and you don’t have to work the surface nearly as much as heavier densities.

“Since the boot was going to be later encapsulated in our polyurea coating,

Using a lighter density material made sculpting shapes and designs on the work boot easier, such as the intricately detailed blades of glass featured on the lower portion. signshop.com

our main priority was to have a stable substrate to act as the mold.”

This giant work boot involved eight sections in total. Signs By Benchmark tried to split this in ways that made sense for the project, so they ended up following the seam lines in the boot.

“Not only did this allow us to help hide any seams, but it also aided in the sculpting process,” says Kakacek. “If we ran into any problem while sculpting, we could pull that section and replace it with a fresh part.

“Luckily, we didn’t run into that issue, but the option was always there.”

An extra detail about this large-sized boot sign is that it features laces. Signs

By Benchmark used a UV-stable rope and physically laced it to the boot. Kakacek points out that, even though the rope is UV-stable, it will break down over time and later need replacing.

This required a bit of planning-ahead ingenuity on their part.

“We created eyelets out of metal and attached them to the points we had built into the shoe,” explains Kakacek, noting that this should help out quite a bit down the road when needing replacement and keeping the boot looking nice for years to come.

Speaking of “points,” Signs By

Signs By Benchmark worked from the bottom up when painting.

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Signs By Benchmark uses UV-stable rope to create the shoe laces.

Benchmark fabricators installed pick points throughout the boot to help

with its later lifting into place atop the pylon sign. “We applied mounting provisions to the bottom of the sculpt to help attach it to the cabinet below it,” says Kakacek.

The eight foam sections of the twelvefoot boot were glued together using a combination of adhesives. “Once glued, we could then continue with the final sanding on the boot and prep it for our polyurea coating,” says Kakacek.

In addition to sculpting, Kakacek says the other priority of this oversized boot project was painting. “It was all about building layers to create the desired outcome,” he says. “Originally the customer sent us images on how they wanted the finished boot to look. Based on those images, we used a combination of oranges and browns to create the look of a worn or aged work boot.

“For certain parts, we did have to make custom stencils or shields to make painting a little bit easier.”

Another benefit to using EPS foam for

this project is the weight. “Given the size, other materials could involve a substantial amount of weight,” says Kakacek. “This boot came in around only 600 pounds.”

Baker adds that correspondence and progress photos provided to him

by Signs By Benchmark during the fabrication process kept the customer happy while he waited.

Due to the size of the finished boot, Signs By Benchmark decided to ship it straight back to the install site via a dedicated truck. “This helped us quite a bit during loading and also eliminated any unnecessary stops or handling while in transit,” explains Kakacek.

When the boot arrived at the job site late on a Friday night, the Step Ahead owner was so excited to see it that he drove up his forklift from two miles down the highway just to unload it and uncrate it for a preview before it went up the following day.

The pole for the sign (complete with framework for the sign cabinet and

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Baker Sign Company used a crane to lift the 600-pound EPS foam work boot into the air, while installers in a boom truck guided the piece into place on top of the sign pole.

Baker Sign Company was equally excited to be a part of making it a real-

ity. “This project was definitely very fun and also challenging,” says Baker.

Photo: Baker Sign Company.

EMC) had already been installed onsite prior to this. Baker Sign Company used a crane to lift the 600-pound work boot into the air and a couple of installers in boom trucks to guide the shoe and lock it into place.

The most challenging part of this install ended up being the local terrain.

“The earth in Iron Mountain was very difficult to work with because it is filled with iron, slate, and shale,” says Baker.

“The minerals made it harder to excavate, and we needed heavier equipment than what we would normally use.”

Once the boot was installed, installation of the internally illuminated cabinet, LED accent lighting, and Cirrus EMC followed. (Note: “The Cirrus panels come in a one-by-two-foot size and are easy to install and use,” says Baker. “They’re also modular, which means the owner can create a larger EMC in the future, if he wants.”)

In the end, the client was extremely happy with his giant work boot, and

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FEATURE NAME ADA/WAYFINDING

BY JEFF AUTHOR WOOTEN

NFC COMPLIANT hen it comes to digital sign technology in the area of wayfinding and ADA, one of the key components you’ll hear about is NFC, which stands for “Near Field Communication.”

The state-of-the-art “magic” that propels this technology is actually tiny, thin microchips embedded into the signage that communicate with smartphones and tablets and, in turn, create an expanded interactive experience for users.

Adaptive Signage is a custom design and manufacturing firm in Port Chester, New York. The company has already been using 3D UV print systems for the 26

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past couple of years to produce wayfinding and ADA signage for their clients, and now they’ve developed Smart Signage, an NFC-oriented product that gives their customers both an entirely new way to look at their signs and the ability to analyze their performance analytics.

The concept behind Smart Sign technology is simple: Users hover their smartphone over a specially printed NFC-enabled QR Code featured on the sign (a plaque, a panel, etc.), and their device will then either play audio and/or video, open a Web page, make a direct phone call, connect to Wi-Fi, download promo codes, follow a brand on social media, etc.

According to Joe Lanza, president of Adaptive Signage, NFC is about creating a digital experience through physical signage. He has found that real estate is an ideal market for Smart Sign technology, particularly with developers and realtors.

“Imagine you have various units for sale, and each one has a Smart Sign either outside the door or on your display signage,” he says. “Potential clients can scan it to either auto dial the sales rep, play a video of the rentable space, look at a floor plan or sales sheet, or fill out and send a form for further information.”

Lanza says they’ve also worked with signshop.com

Photo: Boyd Sign Systems.

W

NFC is enhancing ADA and wayfinding.

Photo: Boyd Sign Systems.

clients in the food and beverage industry placing pre-programmed Smart Sign chips into display signage found on tabletops. In healthcare settings, patients are scanning them to fill out and return forms via their smartphones.

Meanwhile small business owners can employ Smart Sign to offer additional information or strategic discounts to customers. “Simplifying the data and using it to inform is something small business owners don’t have the bandwidth to do without help of some kind,” says Lanza. “This technology can help small business owners do this and market themselves better.”

One of Adaptive Signage’s popular Smart Sign products is their “Safe Entry” sign that’s often used at hair salon entries and is especially attractive in today’s pandemic environment. “Hair salons use this sign to check clients in and avoid paperwork,” says Lanza. “Patrons use their phone to scan the QR Code and fill out the CDC-type form. They can then be contacted automatically if there’s an outbreak. The system does the contact tracing, sends an exposure notification, and has a liability waiver as well, which salon owners love.”

Elsewhere across the country, another company is also some doing interesting things using NFC and digital signage technology.

Boyd Sign Systems of Englewood, Colorado has been in business for thirtyone years now working on architectural and ADA signage for the hotel, casino, and resort markets. However, for the past fifteen years (and thanks to their relationship with nearby digital sign software company Four Winds® Interactive), they’ve diversified into making structures and housings for digital sign enclosures and kiosks; in fact, this segment accounts for 30 to 40 percent of their business today.

The sign company has created raised tactile and Braille sign systems incorporating electronic and digital components in many of the hotels and casinos in Las Vegas. One such project was for the Mandarin Five-Star Oriental Hotel, which is now the beautiful Waldorf Astoria Hotel and Residence. This property has 392 guest rooms and 225 signshop.com

residences (including 55 suites and 3 presidential suites).

The signage provided by Boyd Sign Systems outside the guestrooms incorporate a lighted doorbell, a housekeeping request, and a “Do Not Disturb” function all controlled from inside the room via iPads already placed there (a state-of-the-art upgrade from the “archaic” door handle signs).

These electronic-infused sensor signs also signal housekeeping when there’s a need to pick up food trays. “There’s a tray sensor built into the sign,” says Jim deRoin, vice president of Strategic Planning at Boyd Sign Systems. “When someone puts the tray outside their room, the sensor detects it sitting there and signals housekeeping, which then starts a timer.

Management can then tell how long it took housekeeping to get there.”

One solution they’ve worked with for higher-end hotels is integrating a fiveinch-diagonal digital screen into the actual tactile room identity sign outside the door. “Management can program and display welcoming messages, happy hour promotions, and on-property event details on the screen,” says Marc Pokorny, account executive at Boyd Sign Systems.

While hospitality dominates a majority of their NFC digital signage projects, Boyd Sign Systems has also installed them in museums, higher education settings, and healthcare facilities.

Pokorny says that NFC signage is best suited for new constructions where it’s easier to run a CAT6 data cable, since these small displays are powered over the Ethernet.

According to deRoin, NFC technology is proving popular nowadays for wayfinding since a lot of overhead directionals in hotels have already made the transition to digital. “For instance, you’ve got a limited amount of space on that overhead directional to guide people through your property, and if you wanted to make as much profit as you possibly can, management can program a hierarchy of messages,” he says.

“It can be programmed so that visitors and guests can see a Starbucks ad on the digital screen in the morning and then a happy hour message for a bar

and grill on the same screen during the afternoon and evening hours.”

The QR Code-smartphone connection is a big draw with NFC technology, and Pokorny says this solution is attractive to people who are leery today of using interactive touchscreens or kiosks. “While I strongly feel that touch interactivity is coming back and not going away, tying QR Codes to smartphones allows users to still use digital signage on their devices instead of physically having to touch them to navigate,” he says. “Another solution is mounting hand sanitizer brackets within reach on the side of the touchscreen or enclosure.”

Boyd Sign Systems also works a lot with ADA, doing a lot of combination signs using Nova Polymers photopolymer panels, working with the manufacturer for twenty years now. When it comes to digital signage in the ADA field, Pokorny stresses that this technology constitutes a very gray area in the 2010 ADA Accessibility, as it’s really not defined specifically. When it comes to talking about ADA and digital screens, Pokorny says it’s mainly associated with ATM-type machines that dispense money or information where

Digital signs can be strategically programed to feature content and messaging that is relevant to the user based on the time of day.

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tactile Braille is featured on keypads.

“We make a lot of kiosks that have tactile Braille on it, and to work within the placement guidelines, kiosks have to go in a certain place,” says Pokorny. “We fight constantly with properties trying to get the piece to the correct side of the door and at a place where people can actually use the screen function in a proper manner while being ADA-compliant for the tactile portion.”

Pokorny says the best example of the ADA-digital sign blend in their world can be found next to doors at hotel conference rooms or meeting spaces.

“The screen with the digital information is mounted sixty inches oncenter above the finished floor. Then our enclosure would physically have the Braille tactile copy on the cover mounted directly below the screen, which puts that into the forty-eight- to sixty-inch range above the finished floor,” says Pokorny. “That kind of kills two birds with one stone—you don’t need a secondary

plaque just for ADA compliance.”

According to Lanza, their NFC-enabled Smart Sign falls under the specifications of ADA compliance. “The opportunity here is adding benefits to ADA signage in situations where you need to inform beyond the sign,” he says. “One of our clients uses Smart Sign for ADA purposes to further inform patients of the many other services that their medical facility offers. Others simply use the chips to offer presentations about their companies or exhibits.”

Noticing how smartphones have proven a real game changer in day-today life, Pokorny thinks this could have an impact on ADA for the visually impaired down the road.

“It’s a matter of time before someone puts together an application or software where you can just drop your floor plan into it and program every square inch of one’s property so that somebody can have their smartphone navigating them through their headphones without

the need for an ADA sign to get them through the door.

“That’s a bit of speculation, but I don’t think it’s far-fetched.”

Near Field Communication (NFC) technology that’s embedded into signage is all about providing an expanded interactive experience for the user.

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WALL COVERINGS

BY ASHLEY BRAY

A SIGN OF

GOOD KARMA All Photos: Impression Signs.

L

Serving up signage at Pizza Karma.

ike many converts to the sign industry, Eric Gustafson had no sign background when he opened Impression Signs in Oakdale, Minnesota in the summer of 2013. Gustafson’s previous careers include a background in accounting as well as stints in various leadership roles in corporate America.

It wasn’t until he decided he wanted to start his own business that he happened upon the sign industry and the Signworld business model, which is a business owners’ alliance of more than 350 sign companies. signshop.com

At the start, the model operates similar to a franchise as it trains its members, recommends the type of space to lease, etc.

After that, each business operates as an independent brand with no fees. “It’s a really awesome support network for starting a sign business,” says Gustafson. “Unlike a franchise, there’s no royalties other than what you paid them upfront.”

Impression Signs is a full-service shop that does everything from vehicle and fleet graphics to exterior channel letters and monuments to interior ADA and wayfinding signs. Recently the shop has

provided larger sign packages consisting of exterior wayfinding, ADA, monuments, etc., for apartment complex renovations.

The shop is guided by a set of five core values: integrity, value, partnership, client success, and getting better everyday. “We’re really focused on, number one, helping our clients succeed first as a mindset,” says Gustafson. “And two, making sure that we ourselves are getting better everyday.”

Impression Signs recently put its core values to work helping a new restaurant franchise, Pizza Karma, succeed. DevelMarch 2021

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Impression Signs also provided interior wayfinding and informative signage.

oped by Raghavan Iyer, a Mumbai-born, Minneapolis-based cookbook author and culinary instructor, Pizza Karma puts an Indian spin on pizza that is cooked in claylined tandoor ovens.

Thanks to a referral from a channel letter job Impression Signs had worked on for a local Indian market, the sign company was introduced to Pizza Karma.

Impression Signs provided a sign package for its flagship location in Eden Prairie and then, a year later, worked on its second location in Maple Grove, Minnesota.

At both locations, Impression Signs worked with architecture firm Little Box, which handled the restaurant design. Impression Signs provided a combination of exterior illuminated channel letters, window graphics, miscellaneous interior wayfinding signage, a large interior wall mural, and polycarbonate panels retrofitted into an existing shopping center pylon sign.

Wall Murals For the mural, the restaurant wanted a paint-splattered background with the words “Pizza Karma” written over it. The main challenge was enlarging the raster image of the splattered effect Pizza Karma wanted to use without it looking pixelated.

“The art provided to us wasn’t of great 30

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The wall mural has become one of the most recognizable symbols of the restaurant, as it’s frequently used in marketing and as the background for media interviews.

resolution, and it wasn’t easily converted to a vector-type art that would result in the same effect,” says Gustafson. “We went through a lot of different methods for enlarging that image. From a distance, any of them would have been fine. But the fact is that’s a wall that people queuing up in line are literally right next to, so we wanted to make sure it wasn’t horrible to look at from close up.”

With the image size and resolution taken care of, Impression Signs printed the mural out on 3M™ IJ180 film using its HP Latex 560 printer. Pizza Karma wanted the mural to have texture, so Impression Signs used 3M™ Décor Overlaminate 8600 Series in the riverbed finish. (Note: To save money on the mural at the second location, Pizza Karma opted to use a basic 3M™ 8520 Scotchcal Matte Overlaminate.)

Impression Signs outsourced the mural install to a subcontractor it frequently works with on other projects.

“At the end of the day, it turned out great, and it’s been a key piece,” says Gustafson, who notes the murals have become very recognizable symbols of the restaurant as they are often used as the backdrops in marketing images and for interviews the owner gives to media.

Window Graphics In the first location, Impression Signs fabricated and installed 3M vinyl graphics printed on its HP Latex 560 printer to the windows to provide privacy for diners seated at the window tables.

Due to the large amount of windows at the second location, Pizza Karma elected for the sign company to provide white cut vinyl graphics instead.

Channel Letters For both locations, Impression Signs created channel letters for the exterior of the building spelling out “Pizza Karma” with the tagline “Tandoor-Fired Pizza” below it.

Impression Signs tweaked the logo a bit so that it better translated to channel letters. The company outsourced the fabrication of the letters to wholesale sign manufacturer Sign Fab in Missouri, who bent the cans using a channel bender machine.

The channel letters at both locations were illuminated with Principal LED Qwik Mod LED modules.

Additional Elements Other signage elements provided by Impression Signs included the polycarbonsignshop.com

ate panels for the plaza’s pylon sign. 3M translucent vinyl was applied to the polycarbonate in order to create the look.

Impression Signs also provided interior informative signage. These included signs identifying the recycling area that were made from Ultraboard and signs for the handwashing area that were made of MAX-Metal aluminum composite panels.

This signage was important to the restaurant since Pizza Karma focuses on sustainability and cleanliness as part of its “good karma” philosophy.

Graphics like these that help tell a brand or business’ story are more important than ever in the atmosphere of COVID-19. Gustafson says that, despite financial setbacks in the spring of last year due to the onset of the pandemic, grants and a PPP loan have enabled Impression Signs to keep doing what they love—making signs to help businesses succeed.

“We’re thankful that we’ve come this

In the first location, Impression Signs installed vinyl graphics to the windows to provide privacy for diners seated at the window tables.

far through COVID and still are financially strong,” says Gustafson. “We’re looking forward to continuing to serve

a wide variety of clients and needs, and we’re continuing to grow our team with skillsets to help our clients succeed.”

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FEATURE NAME MARKETING

BY KATHERINE AUTHOR RUNDELL

CONNECT WITH BLOGS s a small business owner, it’s likely that you have exceptional knowledge about a certain niche. In the sign industry, that means you have spent years perfecting your craft—understanding graphics and the different technologies that are available for signage.

Inevitably, however, specializing means that you will have some gaps in your knowledge.

And for small business owners, that can be dangerous.

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March 2021

Starting an online blog for your sign business might be something you’ve always considered but never really known how to approach. So let’s find out everything you need to know to get your blog started and how to make it a thriving success.

Why Start a Blog?

Undoubtedly you will have heard about the benefits of starting a blog for small businesses. And whilst you will certainly understand that a web presence is in-

valuable for small businesses looking to make a splash, it is often less obvious how a blog will boost your sign shop.

A blog is a great tool because it pads your Web site out with valuable content, sharing your knowledge and expertise with users. This knowledge, in turn, will serve to introduce your business to new customers, and these visitors will help boost your SEO, helping your Web site climb Google’s rankings.

Why is this important? Well recent Hubspot research shows that blogging signshop.com

Photo: Shutterstock/GaudiLab.

A

Everything you need to know about starting a blog for your sign business.

Finding A Space For Your Blog The first step in building your blog is figuring out where to put it.

Chances are you are already running a Web site informing customers of the crucial details of your business—and if you are not already doing so, then you really should be.

Whether your company’s Web site is built through WordPress, Squarespace, or another similar software, there is always an in-built blogger for you to get started using.

Log into your Web site and scan the dashboard for the words “blog” and “post.” This is where you will craft your entries and load them onto your site. It is so quick getting started with blogging that there is really no excuse not to have this valuable content as part of your digital strategy.

can bring up to 55 percent more visitors to your Web site—and that is more people hearing about your business every day.

“Blogging also gives you another reason to reach out to your customers through email marketing campaigns,” says Wilma Scott, a writer at Paper Fellows and Essay Writer, a company that specializes in paper writing services.

“Every blog is going to be packed full of unique tricks that your audience will love, so these emails will be a welcome reminder of your business.”

You will be driving more traffic to your business through your blog as well as bringing visitors to your Web site. signshop.com

Your Blogging Goals Creating a well-crafted blog is about more than just great content.

Before you start blogging, it is important to think about what it is that you want to get out of your blog.

For example, increased sales might be your number one goal, but by narrowing your objectives, you can get more out of your blog.

It is important to understand that blogs can interact with your customers in many ways.

For example, email marketing was mentioned earlier. If this is a primary objective for your blog, then you can assume that you are reaching out to people who have bought signs from you before. These customers are already familiar with your business and have a superficial understanding of the graphics and signage that are available through you.

Taking a deep dive into the technology behind your creations will showcase your understanding and help this audience grasp what they have to gain from coming to you.

Blogs can also be used to find new customers, and this platform serves as a great introduction to what the sign industry can provide.

If that is the way you want to use your blog, then you may want to con-

sider blogging more generally about your business and introducing yourself and your employees in order to build the foundation of a relationship.

Your Content Strategy Once you understand your blogging goals, then you can move on to focusing on the content of your blog.

Content is at the heart of the blogosphere, and a good blog is nothing if it is not providing valuable content to the audience.

“You should never blog for the sake of it,” says Kathleen Tiller, a tech blogger at professional essay writing service OXEssays and Thesis Writing.

“Always consider what you are offering your readers and find some way to pack your blog with useful information and advice.”

Figuring out the perfect content for your blog is essential when it comes to creating a thriving reader base. Ask yourself what it is that your readers really want to know.

Many people will approach a sign business with little idea of what’s possible for them. Drawing on your FAQs and recent customer enquiries will give you an objective look at the questions your customers are asking. Your blog is the perfect place to respond.

Signing Off As a business owner, we are sure you are itching to share your specialist skills.

Blogging is a great way to connect with your customers and reach new ones too.

Start exploring a content strategy today, and you will definitely see the benefits with customers coming through the door tomorrow.

Katherine Rundell is a business writer at Write an Essay and Buy Assignment. She has been a digital marketing consultant since 2010 and loves communicating her ideas in engaging ways.

She is also a proofreader at Dissertation Help writing service.

March 2021

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March 2021

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Sign Builder Illustrated

35

DAVE WYATT, MINUTEMAN PRESS OF MEDINA, OHIO

BY CHRIS BISCUITTI

Print In Demand

From the U.S. Army to the American Dream.

P

rior to owning his own Minuteman Press business at the end of 2019, Dave Wyatt spent eight years in the U.S. Army as an Aircraft Electrician and the next nineteen years with Konica Minolta (sixteen years in service and three years in sales). During that time, he did a lot of training and calibrating equipment, which meant he was in many different types of businesses (independent print shops, UPS stores, Minuteman Press franchises, etc.). “When I decided to own my own business, I knew I didn’t want to open without support, so I went the franchise route,” he says.

At Minuteman Press Medina, Wyatt is able to provide high-demand products and services that local businesses need right now—general printing services, custom branded apparel, wide format printing and signage, and direct mail campaigns. “These are all items being

ordered and used by our clients during the pandemic,” he says. “For example, we were honored to be able to help our graduating students last year by printing over 1,200 signs for families. We are proud to help keep businesses safe with social distancing signage and branded face masks.”

As a result of his efforts in giving back and building authentic relationships with other local businesses he truly cares about, Wyatt has seen his sales grow 30 percent despite the challenges of the pandemic. “Printing will never go away, but you must be more than a printer,” he says. “You need to be a marketer, a designer, a promoter, and, most importantly, a business partner. People need to trust you and your team. Once you have that trust, you have a customer for life.”

Wyatt also credits his local in-house staff of three employees (graphic designer, customer support rep, and pro-

Sign Builder Illustrated Magazine (Print ISSN 895-0555, Digital ISSN 2161-4709) (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.

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 in U.S. funds only.

For Subscriptions, & address changes, Please call (US Only) 1-800-553-8878 (CANADA/INTL) 1-319-364-6167, Fax 1-319-364-4278, e-mail signbuilder@ stamats.com, or write to: Sign Builder Illustrated, Simmons-Boardman Publ.

Corp, PO Box 1407, Cedar Rapids, IA. 52406-1407.

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Sign Builder Illustrated

March 2021

COPYRIGHT © Simmons-Boardman Publishing Corporation 2021. All rights reserved. Contents may not be reproduced without permission. For reprint information, contact: Gary Lynch, Publisher (212) 620-7247 or glynch@sbpub. com.

duction specialist) who he is able to lean on to make sure his clients receive that personal touch and outstanding customer service. “I am humbled to have the support I do from them,” he says. “As a business owner, you want to be comfortable when you are away from the shop, and they make it that way for me.”

Furthering his local ties to the community, Wyatt makes sure to get involved and stay active. He is a Chamber Ambassador for the Greater Medina Chamber of Commerce, a member of the Wadsworth Chamber of Commerce, and a member of the Medina County Economic Development Corporation as well. “I join as many networking groups as I can and still be comfortable with my time,” he says. “Networking and growing relationships through the ‘know, like, and trust’ platform was key in thriving during this pandemic.”

As for others who are looking to own a business, Wyatt advises, “Ensure you have enough capital; my bank has been a good business partner, and because of that, I was prepared when the pandemic first hit. With that said, you can’t be afraid to spend money in ways that will help you market and grow. Invest in people, inventory, and equipment where it makes sense. I also encourage you to study, read books, and listen to podcasts.

Always be learning and never stop.”

You must be more than a printer. You need to be a marketer, a designer, a promoter, and a business partner.

POSTMASTER: Send address changes to Sign Builder Illustrated, PO Box 1407, Cedar Rapids, IA. 52406-1407.

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.

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Photo: Minuteman Press Medina.

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