Since the mid 1960’s, Woody Barnes has been fabricating, erecting, and installing signs, beginning with on-premises signs, then shifting exclusively to off-premises signs.  Woody estimates that he has built more than 10,500 (and counting) signs in his career, as the primary owner of the Sign Company. In late 2023, he sold the Sign Company to Trent Lindmark who rebranded to Lindmark Steel, and transitioned Woody to the Director of Organic Growth within the Lindmark Companies, where he mentors and shares his vast knowledge and experience.

Woody, how have you seen structure pricing change from your first billboard to now, after 60+ years in business?

I remember when I first started fabricating in the industry back in the 1960s boards were simple, 4-pole structures costing $8,900. Ads were painted on wood panels and hung without the need for catwalks, access ladders, or modern safety equipment.

By the late 1970s, monopoles became popular, with 14×48 structures costing $9,995. The industry shifted from painted ads to printed vinyl, and catwalks and ladders were added to the structures. In 1978, I was selling 14×48 monopoles for $9,995, installed. Customers would just not pay $10,000, but they would pay $9,995.

In the 1990s, the cost for a 14×48 monopole was around $19,900, which increased to $44,000 by 2010, and now ranges from $75,000 to $110,000 depending on location and digital potential.

Why do you think structure costs have changed so much over the years?

When I first started in the industry, steel was priced at $0.12 per 100 pounds, column pipe was $35 per foot, concrete was $32 per yard, and labor was inexpensive. Over time, the costs have significantly increased: steel now costs between $0.60 and $0.74 per 100 pounds for beams, column pipe ranges from $100 to $130 per foot, and concrete is $150 per yard. Additionally, the market has seen consolidation, with independent steel suppliers, concrete companies, and crane companies being replaced by a few major players who control local and regional markets. Tariffs and other political factors have also contributed to the rising costs, making everything, including labor, more expensive

What are some other factors that have affected structure cost?

Material and labor costs have increased significantly over the past 60 years. However, modern structures also use more materials and are designed differently. Previously, 14×48 billboards at 50 feet OAH (Over All Height) were built on 30-inch columns with 10-12 inch torque tubes and had 18 feet of column depth. Now, they are designed with 36-inch .500+ wall columns, 24-inch torque tubes, and are set 26 feet deep.

What do you think has caused these design changes?

The increase in engineering and building codes is partly due to insurance and liability concerns. Some fabricators, installers, and advertising companies cut corners when costs rose, leading to structures not being built to design specifications. This resulted in signs failing and falling. In response, engineers became more conservative with their designs, over-engineering to counteract potential misconduct. Additionally, municipalities and local governments have adopted stricter building codes, including elevated seismic rating requirements in some areas, including Texas.

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