Company: Dusty’s Outdoor Media

Markets: Illinois & Missouri

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

Phone: 1-866-59-DUSTY

Dusty’s operates a billboard plant with over 300 faces in Illinois & Missouri. Founded in 2001, Dusty’s initial growth came from nearly a dozen acquisitions.

Dusty’s is a member of the OAAI and an operator associate in the IBOUSA. Dusty’s was founded by Dick Rhodes, the company’s President.

• Travis Rhodes – President of Sales and Marketing
• Julie Kemme – Vice President of Operations
• Kathy Van Sant – retired last summer
• Micky Carman – Regional Director of Real Estate – currently works for Trailhead
• Bobby Hart – Southwest Regional Vice President of TN – currently works for Trailhead

Insider talked with Travis Rhodes.

How did covid impact your business? 

The past two years have been trying and difficult for everybody – for obvious reasons. Dusty’s met the challenge; crisis can be a unique opportunity to explore and to take a hard look at the business and where it stands. We have our loyal customers (old and new) to thank for partnering with us. We also have a team that reacts quickly and works hard.

It is about keeping your eyes and ears open and paying attention to the domino effect around you.

All of that put together has allowed us to confidently say we are thriving.

You sold 200 billboards in Tennessee, Kentucky and Indiana faces to Trailhead in Feb 2021 to refocus on your Illinois and Missouri markets.  What factors entered into your decision to sell?

Less is more. We wanted to be able to focus on a smaller demographic while putting our strategic thinking and effort in growing the business in a more optimized, and controlled way.

You’ve been adding digital billboards.  What have you learned about digital? 

The flexibility digital gives us is astounding, both for our clients and the drivers on the road. We can switch out artwork more frequently and of course rotate advertisements at a higher speed for more views. Additional to the exposure they receive, clients also appreciate not having vinyl/install costs as an upfront fee.

What are some of your objectives for the next year?

We will continue to focus on the Illinois and Missouri markets. Building more static and digital locations is part of that focus. In 2021 and the years leading up we had all structures converted to LED or solar-powered lighting. Continuing to optimize our locations in ways like this is always an ongoing initiative. Most importantly, we look forward to partnering with companies to successfully assist them in their marketing endeavors – setting them up for success for the times to come.

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