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Affirming the vitality of today’s vehicle-wrap market, the Lowen Corp. compiled a 96-team field for the company’s inaugural Wrap-Off, which take place April 16 to 18 at the International Sign Assn.’s Sign Expo. After three intense days competing against each other and the stopwatch, Dustin Shelley, proprietor of Newnan, GA-based It’s a Wrap Inc. emerged the victor. In the championship round, he completed his wrap for a Ford Mustang in 1 hour and 17 minutes, narrowly besting his competition, bluemedia’s (Tempe, AZ) Mike Tovar and Laidvision’s (Phoenix) Rob Miller.

“This was a real test for me, and it was an honor to compete against so many talented guys,” Shelley, who’s been installing wraps for four years, said. “Meeting this challenge has helped me hone my techniques and work efficiently, and will make me an even better installer when I get back to my shop.”

For his accomplishment, Shelley won a Ford F250 work truck – which bears a wrap touting him as “America’s Best Installer” – an HP laptop and an outfitted Mac Tools toolbox, among other prizes.

Sergio DeSoto, Lowen’s marketing director, attributes the burgeoning vehicle-wrap market to better training, tools and equipment. However, he said shops’ improved efforts to educate end users about wraps’ effectiveness and return on investment has proven the largest factor in its growth.

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“Cost per impressions what gives vehicle wraps their bang for the buck,” DeSoto said. “A wrap can reach up to 70,000 people a month. You’re always reaching your target market.”

He said Smart Cars, Scions and Dodge Magnums have become the new hot cars for wraps, but added, “I’m waiting for the auto industry to give us some fresh canvases.”