Company of the Day – Arrington Outdoor

Company: Arrington Outdoor

Markets:  Texas, Phoenix AZ

Headquarters: 2002 S. Stemmons Frwy, Lake Dallas, Texas 75065

Phone: (800) 500-6772

Emailinfo@arringtonoutdoor.com

Arrington Outdoor operates strategic billboard locations along major freeways and rural highways in and around the Dallas Fort Worth area, the second fastest growing metro area in the Nation. Arrington Outdoor Advertising was founded  in the late 90′s by David Arrington and Mike Wolverton. Arrington Outdoor is a member of the OAAA and the IBOUSA.

Insider had a chance to interview Mike Arrington about the Company.

Can you share with us the history of Arrington Outdoor?

Just over 20 years ago we built our first billboard. I have a real estate development and marketing background and my partner David Arrington has a very successful track record in Oil and Gas. Getting in the billboard business just made sense to us. We grew very slowly at first but as I realized the potential and how great the business was my interest in commercial real estate took a back seat and I went all in on billboards.

Tell us about your billboard plant?

Our plant operates in seven DMA’s, twenty-seven Texas counties and one county in the Phoenix Market. The majority of our faces are in the Dallas/Fort Worth DMA. To date we have built and acquired over 450 traditional billboard faces and a dozen digital faces.

Which manufacturer have you used for your digital signs do you use and what have you learned about selling digital?

All of our digital faces are Watchfire units. Flexibility to the advertiser is the key to selling digital. Once advertiser’s get a grasp on how easily they can communicate their message for shorter periods without production cost they begin to understand the power and value of digital. Selling digital takes more time and effort but allows for a huge upside and serves as a cash cow for our business. Getting used to the ups and downs of digital is important. Like every billboard operator we want to be 100% leased and with digital that percent will be all over the map and can swing up or down in a matter of days. The upside though always exist and a few times our record numbers have occurred on a few digital deals we lock up near the end of a quarter.

We noticed you have structures in the Phoenix, AZ area? Is there a story behind those locations?

We were very fortunate to acquire those with an acquisition of billboards in the D/FW area several years ago. Once we began operating them we realized Phoenix is a great market and we plan to continue to operate there.

What are your priorities for the business over the next 12 months?

Our priorities are continued stability in operating the business and mostly organic revenue growth. We have been very blessed and had a record year in 2017. Our revenue goal for this year is very aggressive and we are already on our way to reaching it. In addition for the first time in a long time we are at a point of reasonable stability in operating the business. We operate with a very small loyal staff and everyone works really hard at what they do or we wouldn’t be where we are. With more stability I would like us to improve upon our customer attention and interaction. With a small staff that can always be a challenge. Advertiser’s and our Advertising partners are crucial to the health and well-being of our business. It easy to forget how blessed we are to be in a business where people really want our product and will even reach out to us to buy it.

 

 

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