Insider has written before about how digital signs can be used to create buzz in urban environments. Baltimore has a spectacular 52′ by 42’ Formetco digital sign which runs ads and also provides free space for artists to showcase their work. The digital sign was constructed in July 2014 and is located at 1700 North Charles St next to Baltimore’s Penn Station. The area is home to theaters, opera houses, restaurants, Johns Hopkins, Loyola, University of Baltimore and the Maryland Institute of Art. The sign rotates advertising with the work from local artists. Insider talked with Will Shanklin, the sign’s owner, about the project. Shanklin is available for consulting and management of both static and LED billboards, and may be contacted at wshanklin@shanklinmedia.com or by phone at 410-979-0147.
Will, what gave you the idea for the sign?
We already had the 52′ X 42′ structure and were using it as a static vinyl for several years. We wanted to modernize by going LED. This would allow us to not only accommodate more advertisers but deliver a better looking product in a much more flexible and timely manner. We also knew that with a digital sign of this size we could use it for much more than an advertising board. We knew that it could become an incredible showcase for the city to exhibit art, photography, sculptures, illustrations, and other creative works made by the independent artists and students of Baltimore. We even utilize the back of the structure to display four 10′ X 20′ works of local art printed on vinyl.
How did you get a 52′ by 42’ rooftop sign permitted?
As I said, we already had the structure functioning as a static board. The real challenge was getting permission to make it an LED board in a city that did not permit LED boards. Baltimore does not allow the new construction of billboards and until we got LED approval all boards in the city were vinyl static only. Some of the giant billboard companies before us were unsuccessful in getting permission to transition their boards to LED. For this reason most people said we would be fighting a losing battle as small as we are. We took a different tact in seeking permission. We knew that an LED screen of this size would be an incredible canvas on which to showcase the talents of Baltimore Artists. This board would not cost the city taxpayers one cent to build and we would designate a free slot to display art and promote art related events. We also offered the board to be utilized for closed street city festivals such as Artscape, the nations largest outdoor arts festival each year. We took what is normally considered a nuisance to the community and turned it into a positive showcase that actually adds to and improves the city’s arts district. For this reason we were the first people granted permission to transition to LED.
What’s been the response of the community to the sign?
Absolutely Fantastic! The residents, businesses, and community associations continually thank us for displaying such a variety of unique works of art. The local schools and colleges also love the board as they get to use it to showcase their students creative works. Everyone is very proud of the positive manner in which we use the board.
How do you use the sign to support the local community?
We support the community not just by displaying art, but by also rotating into the free art slot ads for local neighborhood events and businesses at no charge. We even created a website for the billboard that allows people to look at the artists that have appeared on the board and their profiles. This has resulted in many artists selling their art, getting commissioned projects, and even being hired. Check our site at www.ledbaltimore.com Here is a list of what we have done at no charge with our board in its first eighteen months of operation:
- Displayed 210 artists on the billboard
- Displayed 1,446 works of art
- Displayed 1,021,200 art impressions
- Created 267 artist profiles on our website
- Displayed 74 art-related promotions
- Completed 9 community art projects
- Displayed 6 full days for Artscape
What have you learned about running a spectacularly large sign?
That with a little thinking you can take what is normally seen as a blight or negative addition to a neighborhood and turn it into something that is positive and a very welcome addition that is embraced by the community. I also knew that with the board being such a talked about and popular showcase that the advertisers would benefit ten fold compared to being on a standard LED board that is all advertising, all the time. Our advertisers have a eager and appreciative audience. Our advertisers are seen as not only advertising, but also supporting the arts, and this is great for everyone involved. Our board was sold out every month in 2015 and the same for these first five months of 2016. I think that being located in front of Penn Railway Station, along with several hi-rise buildings, foot traffic, and surrounding streets with several traffic lights and slow speed limits makes it very conducive to displaying art. I would not recommend it for a high speed highway board, but I do feel strongly that every board out there, no matter where it is located, can be improved upon and utilized in a much more positive way that will make it a welcome addition to its surrounding area. The icing on the cake is being more desirable and valuable to advertisers.
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