And Now, for Some Good News

The sign industry’s largest annual gathering, the International Sign Assn.’s (ISA) 2013 International Sign Expo, convened April 6-8 at Las Vegas’ Mandalay Bay Resort. The event reflected the industry’s optimism; the Dynamic Digital Park encouraged signmakers to consider offering electronic digital signage – especially such value-added services as content creation – in its repertoire. The show’s attendance approximated 19,500, and ISA reported a 7% increase in exhibitors versus last year. More choices for goods and services benefit the industry; the more a shop can present itself as an all-in-one solution, the more value it is to an end user – and the better its bottom line.
Of course, tradeshow aren’t the only place to pinpoint industry trends. Following local news reports will often reveal whether or not officials in a given area are amenable to adapting codes that help businesses promote themselves via on-premise signs. We know signage is the most cost-effective form of advertising available, though this sometimes isn’t articulated well enough.
Sign-code developments have historically seemed the equivalent of two steps forward, two steps back. When one locale passes a favorable code, another follows with an ordinance that would’ve made Hammurabi blush. However, in recent weeks, the news has been relatively positive. Here are three examples of local codes that should enhance the sign industry in each municipality:

• In Payson, AZ, the Town Council heeded pleas from local business owners and removed several restrictions from its sign codes. The new ordinance allows temporary banners to be installed 14 days per month, rather than previous seven. Also, portable signs may be placed during business hours seven days a week. However, imperfections persist; portable signs must still be installed with a metal A-frame, and Payson’s Design Review Board is still forbidding “brightly colored” (can you say arbitrary and subjective?) sandwich-board signs.
• Fountain Hills, AZ’s Town Council approved an amendment that allows business owners more flexibility when installing promotional banners. This follows an amendment the council passed in November that preserved business owners’ right to use A-frame signs and allowed the use of electronic-message displays. According to a news item posted on azcentral.com, business owners played a key role in shaping the new regulations, and that many stated that they depended on signs to stay in business. Every Council member but one supported the proposal; dissident Ginny Dickey lamented that sign regulations didn’t do enough to “prevent clutter.” Perhaps Ms. Dickey should visit the multitude of Main Streets nationwide with boarded-up shops and stagnant development, and then consider how much she truly desires a “lack of clutter.”
• In Cranberry Township, PA, supervisors approved changes to the township’s sign ordinance that eliminated restrictions against changeable-copy signage. Guidelines were developed regarding brightness and message frequency, but the inclusion of electronic message centers is a pivotal change for the better.

Of course, the news could easily skew the other way tomorrow. For instance, in Walla Walla, WA, Inland Octopus Toy Store owner Bob Castiff lost his appeal for a variance to have an approximately 600-sq.-ft. storefront mural – roughly 500 sq. ft. more than city regulations permitted — approved by local officials, and, despite the mural’s popularity with locals, it was painted over by city workers hours after his compliance order expired.

The battle to protect signs’ First Amendment rights is eternal. All sign professionals can do is keep fabricating quality work that will persuade code administrators to reconsider, and, when possible, get involved with local government officials. It’s much easier to win hearts and minds after you’ve built relationships with key decisionmakers.