Industry Insights Dreamweavers One of the great things about being in the sign and graphics industry is making people’s dreams come true. By Lori Anderson As owner of a Signarama franchise and SAR DesignStudio, Kip Greer sees it frequently: the joy when a new sign is installed. He knows what customers are feeling, the thrill of seeing an ambition come into being. Greer has owned his own business for more than 40 years. In fact, out of his career, he only worked for others for about two of those years. “I prefer to work for myself because I reap the full benefit of my efforts. To be able to set your own agenda and get your own things done is the most important thing. When other decision-makers are Lori Anderson involved, it hampers your ability to accomplish things,” Kip said. He understands then, the pride and promise that are tangibly represented in a new business sign. “Being in the sign business, which is a very visual business, you get to see people’s reactions, reactions that you wouldn’t think would exist. When you make a sign for somebody just going into business, they’re passionate about that business and the sign represents that. They see the sign, they are giddy and excited. It’s always exciting to me when it occurs.” Kip hasn’t lost his excitement in all of his years of owning the Signarama franchise in Durham, NC. As part of the SAR DesignStudio, his shop offers interior and exterior signs in addition to the vehicle wraps, banners and graphics. His client base runs from the small business to the larger institutions. And he says he sees the same level of excitement on larger projects—even when the employee doesn’t have the same vested interest as a small business owner. That’s one of the great things about being in the sign and graphics industry: we get to help make people’s dreams come true. Granted, before the sign goes up, there are 100 other ways that their businesses come together. But there’s just something about seeing that sign that makes it seem real. They’ve dreamed of and planned for this business for months or years. The sign speaks that dream to the world. It is a dream that an increasing number of working adults hold. According to a 2014 study, those in their 20s in particular want to own their own businesses, with 52 percent of those surveyed said so. That’s just slightly higher than the number of those in their 30s with the same desire. Those in their 40s-60s desire business ownership much less. The sign and graphics industry is the backbone of making this dream come true. It’s something that many in our industry experience as well. Maybe the company was started a few generations ago by a relative. Or maybe it’s just a few years old. But many in our industry enjoy those same feelings of pride that we help small business owners experience. If the sign and graphics industry is at the core of helping achieve the American dream, ISA International Sign Expo is the backbone of helping the industry do that. Just spend a few minutes wandering around the tradeshow floor—which is sold out at just over 200,000 square feet this year—and imagine the possibilities, not only for your own business but also for those who will come through your door, asking you to help bring their dreams to life. I hope you’ll join me at ISA International Sign Expo 2016 April 20-23 in Orlando, FL. Kip will be there, too, as part of the 2016 Signarama International Convention which is co-locating with ISA Sign Expo 2016. Kip has attended ISA Sign Expo before, but sees the co-location as a chance to maximize his most valuable asset. “Time is something I don’t have a whole lot of,” he said. “That’s the best part of the whole thing. We can combine both trips into one.” We understand the value of time, especially to a small business owner. But I promise you, these four days will spark your imagination in all that you can create. You’ll find resources to help you run your own business as well. And it will help you understand more about the promise and potential that faces every one of your customers as they come into your shop, waiting to see their dreams come alive. Because we get to enjoy this every day, we may forget how important it is. So the next time you install or deliver a sign to a new business owner, take a few minutes to get caught up in their excitement. It’s a good reminder of why we do what we do. Find this article at PrintingNews.com/12176768 42 Wide-Format & Signage | April 2016 PrintingNews.com
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