signs of a successful downtown
DESCRIPTION
Presentation made at California League of Cities conference September 22, 2011, San Francisco. Presenters: Jeff Aran, Esq., California Sign Assn; Joe Horwedel, Planning Director, City of San Jose; Joanne Sanders, Mayor Pro Tem, City of SonomaTRANSCRIPT
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Signs of a Successful Signs of a Successful DowntownDowntown
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Branding your CityBranding your City
How signs translate into municipal fiscal How signs translate into municipal fiscal healthhealth
The importance of illuminated signsThe importance of illuminated signs
Making the most of Commercial Making the most of Commercial Aesthetics & SafetyAesthetics & Safety
Tying the community togetherTying the community together
Making the most of zonesMaking the most of zones
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Branding Your CityBranding Your City
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Welcome to Sonoma
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What is Missing?What is Missing?
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Working with the Development Working with the Development and Business Communityand Business Community
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Commercial Directionals
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How Signs Translate Into How Signs Translate Into Municipal Fiscal HealthMunicipal Fiscal Health
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Average Increase in Sales Revenue Signage Change Fast Food Pier One ImportsAdd one monument sign 9.3% Add large pole sign (144 sq. ft.) 15.6% 8.6%Add chain identity to plaza identity sign 7.7%Addition of two new directional signs 8.9%Replaced storefront wall sign with larger sign 7.7%
Let's assume you own a typical family clothing store and add a new, better-designed sign to the business. Here's how it could impact your bottom line:Your annual sales $1,757,486Cost of goods sold 61.8%Gross Profit Margin 38.2%Operating expenses (includes other expenses of 1.5%) 36%Income taxes (estimated at 35%) 0.8%Income after taxes 1.4%After tax profit ($1,757,486 x 1.4% or) $24,604
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A 7% increase in sales created by the addition of a needed sign, without increasing operating expenses, would cause the following change in profit:New sales at 7% ($1,757,486 x .07) $123,024
Gross Profit from new sales ($123,024 x 38.2% Margin Contribution) $46,995Net Profit (Assumes 35% taxes) $30,547Total Profit (Original Profit $24,604 plus New Profit $30,547) $55,151
With a small, 7% bump in sales the profit could jump from $24,604 to $55,151. That's an increase of over 124%! Increasing profits is one way that signs improve the bottom line.
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How did you learn about us?
Number of Customer ResponsesOn-Premise Sign Word of Mouth Newspaper Yellow Pages TV Radio1,234 820 212 139 32 38
Percentage by Category50% 33% 9% 6% 1% 1%
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Making the Most of Making the Most of Commercial Aesthetics & Commercial Aesthetics &
SafetySafety
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The Challenge of Landscaping
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Service Club Gateway Signage
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The Importance of The Importance of Illuminated SignsIlluminated Signs
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On-Premise Electronic Message On-Premise Electronic Message CenterCenter
What is an ElectronicWhat is an Electronic Message Center Message Center (EMCs)(EMCs)
What an ElectronicWhat an Electronic Message Center is NOTMessage Center is NOT
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On-Premise Regulations:On-Premise Regulations:Based on amount of commercial Based on amount of commercial activity in an area Residential vs. activity in an area Residential vs. Commercial zonesCommercial zones
Static images with minimum 4-Static images with minimum 4-second hold times Commercial second hold times Commercial
corridorscorridors
Appropriate frame effect with Appropriate frame effect with smooth transitionssmooth transitions
0.3 – 0.8 footcandle based on 0.3 – 0.8 footcandle based on ambient conditionsambient conditions
Automatic dimming technology in Automatic dimming technology in all areasall areas
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How Can This Be How Can This Be Improved?Improved?
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How Can This Be How Can This Be Improved?Improved?
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WayfindingWayfinding
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WayfindingWayfinding
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Readable? Legible?
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How Can This Be How Can This Be Improved?Improved?
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Illegal Signs RemovedIllegal Signs Removed
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No Enforcement! Safety No Enforcement! Safety Hazard?Hazard?
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Tying the Community Tying the Community TogetherTogether
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Professional ResponsibilityProfessional Responsibilityandand
Legal RamificationsLegal Ramifications
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Signs of a Successful Signs of a Successful Downtown…Downtown…areare the the
Signs DowntownSigns Downtown