Company: Dusty’s Outdoor Media

Markets: Illinois, Tennessee, Kentucky, Indiana, Missouri

Headquarters: 1207 Network Center Blvd, Suite 3C, Effingham, IL  62401.

Phone: 1-866-59-DUSTY

Dusty’s operates a billboard plant with over 500 faces in five mid-western states.  Founded in 2001, Dusty’s initial growth came from nearly a dozen acquisitions. In 2019, Dusty’s grew their face-count by 25%, accomplished primarily through new construction.

An operator associate in the IBOUSA, Dusty’s was founded by Dick Rhodes, the company’s President.

• Travis Rhodes – President of Sales and Marketing
• Kathy Van Sant – Vice President of Operations
• Julie Kemme – Executive Assistant
• Micky Carman – Regional Director of Real Estate
• Bobby Hart – Southwest Regional Vice President of TN

Insider talked with Travis Rhodes.

You’ve been doing some construction.  Tell us about it.

Dusty’s has found great success in identifying smaller metro markets for new-build opportunities. A rigorous screening of locations including occupancy and land rents/easements helps us prioritize our builds.

More acquisitions in the works?

We are completing our first digital board this Spring, continuing to look for new acquisitions and also have numerous other static projects in the works.

You have twelve solar powered billboards.  What have you learned?

We look at all investments through an ROI prism. From acquisitions and new builds to solar investments, our capital expenditure has to meet our ROI hurdle. Working with a PhD specialist in this field, we’ve crafted our own solar power systems to meet that ROI goal.

In particular, remote interstate locations offer the smartest application for us. We can install a complete system for less than the electrical connection cost required by the local utility.

What else is new?

My wife and I just had baby, but that’s probably not what you were asking!  We are extremely busy with our new-build strategy in all 5 states and continually monitor the performance of those new builds against our company goals.

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