signage case study

1 The Signage Foundation | Business Makeover Case Studies| May 2011

howcasing Business Transformations through On-Premise Signage by Amanda Hagedon, Marketing Capstone Student, University of Cincinnati Does your business’s on-premise signage need a facelift? Wait. Better question. Do you have any on-premise signage to begin with? It is time to consider what your on-premise signage is doing… or not doing for your business. This article describes the processes that led to selection, implementation and impact of new on-premise signage for Stadium Place Shopping Center, a multi-tenant structure in Huntsville, Alabama.

Compilation of data was administered by way of a questionnaire (See Exhibit A), developed over a period of three months. The questionnaire was distributed by way mail and email to two pilot companies, one of which is Harris Tynes Realty Group.

Stadium Place Shopping Center is one of many commercial properties managed by Harris Tynes Realty Group. As the property management company, Harris Tynes Reality Group suggested to the property owners that investing money in a new sign for the shopping center during a down turn in the economy would increase the ability to retain tenants. A signage update would also enhance property value in addition to increasing Harris Tynes Reality Group’s ability to lease vacant space to retailers in the shopping center. Thus in July of 2009, a new pylon sign with an EMC was erected.

Deciding on what changes to make, Harris Tynes Realty Group researched types of signage other shopping complexes have in the

area; in conjunction with holding “think tank” discussions among office employees, interviewing tenants, consulting with sign professionals, as well as holding meetings with the City of Huntsville sign ordinance officials.

A common problem that this particular property (multi-tenant) shares with other similar properties is the inability to provide adequate signage and exposure to passing motorists for every single tenant. Stadium Place Shopping Center sits on a major road with a high traffic count. The mission was to find the best way to take advantage of this opportunity. The existing sign had only the shopping center’s name (See Exhibit C). Even though each tenant is allowed to have signage on their storefront, many of these store fronts are not visible from the highway as the complex is built in an “L” shape (See Exhibit E). Thus Harris Tynes Realty Group set three goals and prioritized them in the following order:

a. To provide each tenant with the ability to advertise their products to passing motorists in the form of sales, specials, etc.

b. To provide each tenant with space to present their name (logo) to passing motorists, showing that they are located on this property.

c. To display the name of the complex itself.

To meet these specific goals, the new pylon sign with EMC, electronic message center took the place of the non-digital sign in front of Stadium Place Shopping Center (See

S


Exhibit D). The EMC provided space for each tenant to permanently display their company name and logo which is visible from the street. As seen on the original sign (See Exhibit C), only the name of the shopping center was previously displayed. The new pylon sign still carries the Stadium Place name, but in a much smaller font. A time table was also developed enabling each tenant to run their sales and specials on the EMC. From concept to completion, the project spanned over 4 months, with an actual construction time of 8 weeks. Total cost for the project carried totaled $44,000.00.

There were a few challenges faced during the permitting process over a period of two weeks. Sign supplier, Trav-ad Signs and Electric, Inc. handled the permit request for Harris Tynes Realty Group. They wanted to have the ability to change the message on the Electronic Message Center every 8 to 10 seconds, but were only allowed to change the message once every hour. Furthermore, the restriction included disallowance of moving or running text which constricted the tenants’ ability to advertise their individual business resulting in messages remaining stagnant for one hour. Each tenant wanted their business to be shown on the EMC during peak periods of the day; morning and evening rush hours. Of course, Harris Tynes Realty group could not accommodate their request due to the aforementioned restrictions. The property managers also felt that any property such as Stadium Place Shopping Center, accommodating multiple tenants compared to a single tenant property should be allowed more signage space, but was subject to the

same square footage as a single tenant property.

With the significant signage change, the unique measurements Harris Tynes Realty Group’ hoped to impact are:

a. To offer their tenants something that no other “like property” is offering in the area.

b. To increase tenant occupancy.

c. To decrease tenant turnover.

d. To increase property value.

e. To insure that Harris Tynes Realty Group is serving the surrounding community by providing quality signage that is esthetically pleasing, readable, and surrounded by beautiful landscaping.

f. To increase tenants’ and property owners’ bottom line.

As a result, the project proved to be a complete success. The tenants in the shopping center are now able to have their names on the monument sign, unlike the previous pylon sign which only had space for the name of the shopping center. While Stadium Place Shopping Center has been in the area for many years and most people know where it is located, not everyone knew what tenants were actually in the center. Harris Tynes Realty Group hopes the new EMC will promote interest for new businesses looking to lease vacant spaces. In the meantime, however the tenants using the electronic message center enjoy having a free avenue to get their name out!


Other companies considering a signage makeover do not be afraid to change an outdated and ineffective sign. Make sure to do your homework. Check that the sign company you choose to work with is reputable and reliable. Check references and finished jobs. Whatever you do, insure that a high quality sign company is representing your

interest. For those looking for commercial property, before purchasing, research the municipal’s local sign ordinance to insure you can advertise a business effectively in that area. The first impression that many people will have of your company is your sign. Make sure it is a good one!


Exhibit A: Original Questionnaire


BUSINESS MAKEOVER CASE STUDY

Stadium Place - Huntsville, Alabama

2011

1. What motivated your company to initiate changes in your on-premises signage?

As the property management company for Stadium Place Shopping Center, we suggested to the property owner that investing money in a new sign for the property during a down turn in the economy would increase our ability to retain tenants and increase property value as well as increase our ability to lease vacant space at the shopping center.

2. What changes were made to your signage? (color, size, location, new sign)

A new sign was installed.

3. How did you decide on what changes to make?

We researched the type of signage other shopping centers in the area had. We held think tank discussions within our office, interviewed our tenants, consulting with sign professionals as well as holding meeting with the City’s sign ordinance officials.

A very common problem that this particular property (multi-tenant) shares with other like properties is the inability to provide adequate signage and exposure to the passing motorist for each tenant. This property fronts on a major road with a very impressive traffic count. As property manager, our mission was to research and find the best way to take advantage of this opportunity. The existing sign had only the center’s name on it. The center is built in an L shape and even though each tenant is allowed to have signage on their store front, many of these fronts are not visible from the highway. We set 3 goals and prioritized them in the following order.

a. To provide each tenant with the ability to advertise their products to passing motorist in the form of sales, specials, etc.

b. To provide each tenant with space to present their name (logo) to passing motorist, showing that they are located on this property.

c. To display the name of the complex itself. d.

To accomplish these goals, we incorporated the following changes with our new sign:

a. Provided an electronic message center (EMC) and developed a time table enabling each tenant to run their sales and specials.

b. Provided space for each tenant to permanently display their company name (logo) that could be visible from the street.

c. As you can see from this picture, the original sign displayed only the name of the center. Our new sign still carried the name of the center but in a much smaller format.

Exhibit B: Harris Tynes Realty Group Questionnaire


4. How much did your signage update cost?

$44,000.00

5. How long did the process of updating your signage take?

From concept to completion, about 4 months. Actual construction time was 8 weeks.

6. How long did the permitting process take?

2 weeks

7. Were there challenges in receiving the permit?

Yes. We wanted to have the ability to change the message on the Electronic Message Board every 8 to 10 seconds, but were only allowed to change it once an hour. We also felt that a property that had multiple tenants and stores verses a property having only one tenant should be allowed more signage, but was subjected to the same square footage as a single tenant property. Further the restriction of only being able to change the message on the electronic message board once an hour as well as the disallowance of moving or running text greatly constricted our tenant’s ability to advertise or promote their business because the message had to remain stagnant for an hour. Each tenant wanted their business to be on the electronic message board during the peak periods of the day (morning and evening rush hour). We could not accommodate their request because of these restrictions.

8. Who handled the permit request for your company?

Our sign supplier, Trav-ad Signs and Electric, Inc.

9. Please rate how your company might be affected by each of these items after the signage change. On a scale from 1 to 10 (1= did not affect, 10= affected very much).

a. Employee Retention

b. Increase in revenue (%)

c. Increase in customer count

d. Overall beautification of your company

e. Better image of your company

f. Positive impact on your community

g. Increase in average order size (%)

This question is designed for a single business owner, so it would be hard for me to answer.

10. How long ago was your company’s signage updated?



2 years ago.

11. Please indicate your company’s average monthly revenue before the signage changes (indicate in percentages increase instead of actual figures).

12. Please indicate your company’s average monthly revenue after the signage changes (indicate in percentages instead of actual figures).

13. Please indicate the approximate change in customer count after the signage changes.

Answer for questions 11, 12 and 13: The sign was installed at a retail shopping center rather than a single business. Since this survey is not designed for our circumstances, it will be difficult to answer. Since the down turn in the economy has greatly impacted every category of retail businesses, it would be hard to say if the new signage had a measurable impact for each tenant.

14. Please indicate your company’s trend in employee retention (How many employees resigned and how many employees did you replace (6 months prior to signage changes)?

15. Please indicate your company’s trend in employee retention (How many employees resigned and how many employees did you replace (6 months after the signage changes)?

Answer for question 14 and 15: Because each tenant is responsible for their own staff, this question is very difficult to answer. To the nest of my knowledge, the staff for each tenant did not increase or decrease during the six month period before or after the installation of the new sign.

16. List any other additional advertisement done during the re-facing of the signage (radio, print, tv, promotions, discounts, enhanced sales techniques).

Each tenant is responsible for their own advertising/promotions, etc. We have national Tenants in Stadium Place Shopping Center that utilize radio, tv and print advertisements for marketing their stores and the services they provide.

17. Are there any unique measurements that you hoped to impact with this signage change? What are those metrics and how did they change?

The unique measurements that we hope to impact by these changes are:

a. To offer our tenants something that no other “like property” is offering in this area. b. To increase tenant occupancy. c. To decrease tenant turnover. d. To increase property value. e. To insure that we are serving our community by providing quality signage that is esthetically

pleasing, readable, and surrounded by beautiful landscaping. f. To increase our tenant’s and property owner’s bottom line. g.

18. Overall, are you pleased that you decided to change your company’s signage?



Absolutely. A happy tenant and property owner makes for a happy property manager.

19. As a result of the signage changes, what was the most significant impact to your company?

The tenants in the shopping center are now able to have their name on the monument sign. The previous monument sign for the shopping center only had the name of the shopping center on it. While Stadium Place Shopping Center has been in the area for many years and everyone knows where it is – not everyone knew what tenants are in the center. We were hoping the new sign and electronic message board would promote interest in new businesses leasing our vacant spaces. This has not yet occurred. However the tenants that are utilizing the electronic message board like having a free avenue to advertise their business.

20. Based on your experience, what would you share with other companies to encourage them to change their signage?

a. Before purchasing commercial property, research the municipal’s local sign ordinance to insure that you can advertise your business effectively in that area.

b. Do your homework. Be sure that the sign company you are working with is reputable and reliable. Check their references and finished jobs.

c. Whatever you do, insure that you have a quality sign company representing your interest. The first impression that many people will have of your company is your sign. Make it a good one.

d. Don’t be afraid to change an outdated, ineffective sign.

21. What feedback, if any, have your customers given on your company’s signage changes?

The tenants at Stadium Place Shopping Center really like the new sign. We received very positive feedback from the tenants when the new sign was installed.

22. If you could do it over again, what would you do differently?

Spend more time with our tenant’s store managers educating them on the value of good quality signage and how to take advantage of this great advertising tool and how it can effect their bottom line. I have found that although a store manager may be great at managing the store, they may have little or no experience in the field of marketing. In fact, I was talking to the corporate office of one of our stores about a national sales promotion they were running and they were surprised and elated to discover that this store had an electronic message board that they could be utilized in promoting their sales campaign.



Exhibit C: Stadium Place Shopping Center Signage BEFORE images


Exhibit D: Stadium Place Shopping Center Signage AFTER images


Exhibit E: Stadium Place Shopping Center

signage case study

Documents

stadium place shopping

types of signage

new sign

adequate signage

signage update

harris tynes realty

new pylon sign

shopping complexes