Can a Changeable-copy Sign Help a Business?

A car wash in California had a two-color, freestanding, rectangular ground sign. It replaced it with a sign of the same proportion, which constituted a multi-color, dimensional cabinet sign on a pole, with a manual, changeable-copy sign below it. The sign cost $15,000.

In the first year after the new sign was installed, gross revenue for the car wash increased by $135,000 —¬†900% of the cost of the sign. A licensed appraiser said that the overall value of the sign was $340,000. The full story and detailed appraisal formulae were published in the September 1999 issue of Signs of the Times magazine.

Posted in Blog: Rhetorical, Sign Questions Answered, Signs' Advertising Value and tagged , , , , , , .

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