It’s Good to Be King

Many municipalities and counties struggle with electronic-billboard implementation. Such diverse locales as Denver, Los Angeles and Knox County, TN have banned their construction. Too often, city leaders heed the arguments of such activist entities as Scenic America, an anti-billboard/anti-sign organization, that’s claimed for decades that their efforts “safeguard the scenic qualities of America’s roadways, countryside and communities.” That sounds noble, but impeding economic growth in the name of some arbitrary standard of beauty serves no community’s long-term self-interest.

Thus, kudos to Sacramento city officials for taking the long view, and revising their billboard regulations to keep a major economic partner happy. The city has struggled with the perception that it’s the inland, less-glamorous sibling of San Francisco – and even, to some, pales in comparison to bohemian Berkeley and blue-collar Oakland. The city’s relationship with its lone professional-sports franchise, the NBA’s Kings, has appeared tenuous since the team’s decline began during the 2000s.

When the Malloof family finally agreed to sell the team last year, speculation predicted the Kings would be sold to an ownership group that would transplant the team to Seattle. When a local membership group arose, led by Silicon Valley tech magnate Vivek Ranadive, Sacramento leaders breathed a sign of relief. And, to appease the team’s new owner, the city agreed to build the team a $477 million arena, with the Kings footing approximately half the cost.

However, to boost the team’s marketing potential, the city had to tweak its billboard ordinance. The original version required that one billboard be torn down for each new one constructed. However, the team wanted six new, electronic billboards along the freeway, yet owned nothing to “trade”. Wisely, the city added a clause that allows any company, which owns at least 40% of a facility that hosts major-league sports, to add up to six electronic billboards without one being removed. A May 15 Sacramento Bee article indirectly quotes Kings president Chris Granger as saying the team didn’t need the billboard revenues to pay for its share of the arena, but that the city would use the displays to promote arena and other downtown events.

Regulations that pertain to off-premise billboards often diverge from on-premise signs, but the defense of dynamic-digital signage (DS) transcends both. Edmond, OK officials recently endured a contentious fight to allow DS (with a glacial dwell time of 30 seconds), and now must fend off a recently approved petition that’s expected to put a vote to ban DS in the city on next spring’s municipal-election ballot.

So, the solution to future DS, or any sign, conflicts? Align yourself with an organization that can pony up a nine-figure sum to construct a major public facility that demands additional signage. Seriously, the sign industry must better position itself to win the hearts and minds of business-community members that can become powerful allies. The Chamber of Commerce is often a valuable ally, but signmakers must continue to make their voices heard. Signage represents economic growth, increased tax revenue, more jobs and a lively downtown that encourages excitement. That, friends, is civic enhancement.

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Use your industry resources available to you; trade publications such as ST, your sign associations, even product manufacturers or distributors may be able to help. I encourage you to set up Google Alerts (www.google.com/alerts) for “sign codes”, “sign ordinances” and ‘sign regulations” to keep tabs on what’s happening elsewhere that may give you ideas for addressing or anticipating potential problems in your area. Volunteer to help your local officials with sign-code interpretations if you can, or, if you have inclination, run for local office.

This industry has long needed more friends in high places. Do what you can to be the change the sign business needs.