Company: Boardworks

Markets: Georgia

Headquarters: 2451 Cumberland Parkway SE, Suite 3839, Atlanta, GA  30339

Phone: 404-223-1161

Email: sales@boardworks.com

Boardworks operates an outdoor advertising plant in Atlanta.  The company was started in June 1989 by Larry Roberts.    The company has 10 remaining billboards in the Atlanta area after selling a group of premier Atlanta billboards in September 2016.  Insider talked with Larry Roberts

What’s new since we talked a year ago?

Hey Dave, time flies. We are staying busy.  We have built some locations, sold some and, as always, looking for new ones to develop and build.

Larry, how did you get into the out of home business?

In 1988 I was living in Orlando, Fl and a buddy I grew up with suggested we look at outdoor advertising as a business opportunity.  We researched, gathered info and talked to anybody in the industry we could find for about 6 months and finally decided to start leasing and building signs in small central Florida towns like Wauchula, Arcadia and Okeechobee.  We developed and sold locations in the beginning and, at some point, figured out that steel prices are the same in a small town as they are in a large city and decided to move to Atlanta in 1996 to concentrate solely on metro locations.

Who’s digital billboards have you used and what have you learned?

We currently have Formetco and Watchfire faces in service.  Both companies are putting out a first class product and both service teams are taking care of diagnostics and keeping the faces running and looking good.  Monitoring, service, parts and service times are pretty important factors to think through when considering a digital manufacturer.  Our last few purchases have been with Formetco and Britt McConnell and we are pleased with the product, support and customer service provided.

Are you using any of the automated sales platforms to sell space on your billboards?

We used Blip with some pretty impressive results.  I hear of different platforms as well but it is very confusing to understand who does what and how.  Almost like the Betamax or VHS choice back in the day.  it will be interesting to see how it plays out.

What are some lessons you’ve learned in 30 years in the out of home business?

• Location (as the saying goes) and viewability are probably the most important metrics in determining the value of a sign.
• Some signs sell themselves but most do not.  Some are almost impossible to rent which creates a resource drain.
• Work with and not against the folks who issue permits if at all possible.
• Placement on property matters.   Good real estate paper makes life easier.
• Wide V structures and bright lights are good.
• Relationships are long term and important.
• If at all possible, own the dirt under the sign.

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