A Billboard Insider reader asks: What are billboard owners doing with old monopole structures that need removal because of a lost lease, lost market demand or just age? Billboard Insider will run a series on what to do with aging monopoles. Today Jeremy Mattson of Horizon Structures talks about how to decide when to scrap, re-engineer or refurbish.
As leases expire, advertisers shift budgets, and some structures simply grow old, many billboard operators are confronting the same question: What should we do with our aging monopoles? Before you send another load of steel to the scrapyard—or sink cash into a retrofit—here’s a practical framework for deciding whether to scrap, re-engineer, or refurbish your signs.
1. Begin with a Structural Reality Check
Always start with facts, not assumptions. Commission a licensed structural engineer to inspect the pole, welds, catwalks, and foundation. A professional report—usually $1,500 will tell you:
- Whether corrosion or fatigue has compromised strength.
- If the foundation still meets modern load requirements.
- Whether the structure can safely support a digital face.
$1,500 dollars in engineering fees can save you from a six-figure rebuild—or worse, a safety incident.
2. When to Scrap
Sometimes, letting go is the smartest move. Consider scrapping when:
- The lease or visibility is gone (trees, new buildings, or traffic reroutes).
- There’s advanced rust or foundation damage.
- The cost to re-engineer exceeds 50% of a new structure’s cost.
- The market no longer supports the face—no demand, low CPMs, or zoning limits.
For a typical removal you would need to get an estimate, but scrap steel value can offset part of that cost. In many cases, clearing the site professionally strengthens your reputation with property owners and local regulators.
3. When to Re-Engineer
Re-engineering is worth it when the site is still valuable and you control it for the long term. It’s often chosen when:
- You have 10+ years left on a good lease.
- The location performs well, even if the structure doesn’t meet today’s codes.
- You plan a digital conversion in the next 3–5 years.
Design upgrades now to meet digital wind-load standards later; it saves money when you eventually add LED faces.
4. When to Refurbish
Refurbishing gives aging but sound structures a second life. This path fits when:
- The structure is stable and passes inspection.
- You need only cosmetic or surface work—paint, galvanizing touch-ups, catwalk or ladder
- replacement.
- The market can sustain another 5–10 profitable years.
Refurbishing generally costs $5,000–$20,000, depending on access and scope. A refreshed structure also keeps your brand image strong with advertisers and city officials.
5. Run the ROI Math
Numbers clarify emotion. Compare annual net revenue to upgrade cost amortized over the remaining lease term. If your investment won’t return at least 1.5× within five years, it’s probably better to remove or relocate the sign. And if you plan to sell your company, clean engineering documentation boosts valuation far more than patched-together poles.
6. Think Beyond Steel
Responsible decommissioning—recycling steel, restoring sites, removing old concrete— builds goodwill with municipalities. Today’s community and environmental expectations make responsible teardown and reuse a competitive advantage, not a burden.
The Bottom Line
- Re-engineer it if the location is strong but the structure needs reinforcement.
- Refurbish it if you can safely and profitably extend its life.
Billboards may be built of steel, but the smartest operators build decisions on numbers and foresight.
You can reach Jeremy at (580)863-1027, jeremy.mattson@horizonstructuresusa.com
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