Commonwealth Sign Co. and Watchfire Partner on Display Upgrade

A 19MM WATCHFIRE digital display reliably serviced Big-O Tires in La Grange, KY for 12 years. As time went on, however, the shop realized they needed an updated display to take advantage of more advanced technology and to keep their business visible. So owner Greg Kimberlin began to research his options; in the end, he decided to contact Commonwealth Sign Co. (Louisville, KY), a provider for Big-O Tires and longtime Watchfire Signs (Danville, IL) partner.

“I returned to Watchfire because of their ease of collaboration, exceptional quality and unmatched customer service,” Kimberlin says, adding that he wanted to maintain the same size for the sign.

The original display appeared to be nearing end of life, according to Commonwealth Sign Senior Project Manager Lester Lemaster. He called Ben Doeden, Watchfire territory manager for Big-O, who provided an onsite demo as well as a traffic study for the area. Knowing how many cars drove by Big-O’s location a day helped them make a more educated decision.

Simple as it may sound, the project soon ran into an unexpected obstacle. La Grange had recently changed zoning laws, preventing Big-O from installing a sign the same size as the old one. According to Lemaster, the old sign had been grandfathered, but if any of its elements hit the ground, it would have to be updated to the new standards: no more than 8 x 12 sq. ft. for a LED message center.

“If we removed the existing structure, we would be required to install a smaller sign. That really complicated things,” Kimberlin recalls.

Doeden suggested an onsite retrofit to replace all internal components and obtain a new warranty for the sign. Lemaster’s team then upgraded the display from the 19mm cabinet to a 10mm message center without having to dismantle it or leave any of its parts on the ground. The solution benefited Big-O Tires in another way: Kimberlin would be able to expend his lease-to-own program as monthly advertising, and take advantage of Section 179 in the La Grange tax code to take 100% deprecation on his taxes for the first year.

“I was truly impressed with how smoothly the retrofit process went,” Kimberlin says. “Watching Commonwealth Sign Co. and Watchfire work together to solve the technical challenges was impressive. Their seamless collaboration made the entire project much easier.”

Kimberlin was happy with the new display overall. “The picture quality is top-notch, and managing it with the Ignite software is a breeze,” he says, adding that more than an advertising tool, the message center has also become a community resource. “We use it to share local events, support schools and even give weather updates. It’s just become a part of the neighborhood.”