Presenting The Industry Perspective By: Ken Peskin.
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Transcript of Presenting The Industry Perspective By: Ken Peskin.
Presenting The Industry Perspective
By: Ken Peskin
22
Who are We?
• Greater DFW Sign Association represents 30+ local, regional, and national companies operating in the north Texas area
• In addition to companies serving the local market needs, DFW sign industry features several large “export businesses”, building products for other cities and states
• Sign manufacturing in Texas is a $746 million industry, with a payroll in excess of $190 million (Probe Economics/ISA 2008)
33
This Isn’t a Sign Issue; It Needs to Be a BUSINESS Issue
• “Signs” aren’t viewed favorably by city officials and politicians◦ At best, officials are ambivalent or consider them a
“necessary evil”◦ Communities restrict all sorts of things that are
unpopular or undesirable (multi-family housing, liquor stores, adult businesses)
• Though “signs” aren’t important, successful businesses are VERY important
Adequate On-Premise Signs = Successful Businesses
44
On-Premise Signs are the Lowest Cost Form of Advertising
Form of AdvertisingCost per Thousand
Exposures
On-Premise Signage $0.30
Outdoor Advertising $1.65
Newspaper $3.47
Radio $5.70
Television $13.20
55
How To Make the Signs=Business Argument
• Small businesses are most dependent on on-premise signage advertising
◦ Only form of advertising for many businesses
• 1997 UC-San Diego study measured benefits to business from on-premise signage
◦ New façade signage increased sales 2.5%-7.1%◦ New pole sign increased sales 4.9%-12.3%
(attributed by researchers to enhanced visibility)◦ Interior directional signs enhanced sales 4.0%-
12.4%
66
Sign-Increased Sales Benefit Community
• Based on Pier 1 study in TN, inadequate signage cost: 30% of gross sales, 81% of profits, and …
• Total State Taxes $66,000 $46,200
• Total County Taxes $5,616$4,320
• Total City Taxes $29,613 $20,910
• Total Taxes Paid $101,229 $71,430
Inadequate signage can cost almost $30,000 in unrealized tax payments to government from just one retail store
77
Use Value of Signs To Educate Potential Allies
• Local Businessmen◦ Compete with national retailers w/o help of economies
of scale or targeted media buying• Chamber of Commerce
◦ Vibrant business community attracts additional businesses; higher business tax collections lower personal taxes
• Bankers◦ Inadequate advertising lowers success rate of new
businesses• Commercial Realtors
◦ Lack of signage limits opportunities for reuse• Developers
◦ Multi-tenant developments need adequate signage allowance for all tenants
88
Questions About All Sign Codes
• Can any business obtain a sign?
• Is the sign visible? (At night? With parked cars? Through landscaping?)
• With proper signage, can the business achieve its maximum economic potential?
• Does the sign (or system of signs) allow the business to communicate a message of temporary or short-term interest?
• Are illegal signs subject to citation and/or removal?
99
Allowable Sign Area
• Size minimums should be determined as factor of driving environment (speed limit, lanes of traffic)
• Minimum size required for visibility and timely response◦ Simple Env. (25 mph, 2 lanes) 50 ft2
◦ Complex Env. (40 mph, town commercial area, multilane) 128 ft2
◦ Multi-lane Env. (40 mph; urban commercial area, multilane) 200 ft2
1010
How does Sign Code Interact with Landscaping and Parking Regulations?
• Clear line of sight is basis for many standards• Real-world situations often cause sign to be obscured• If tree cover, shrubbery, cars, or street furniture block
signs, accommodations need to be made• Industry-distributed model codes discourage monument
signs based on safety impacts of obscured signs
1111