Company: YESCO Outdoor Media
Markets: Utah, Idaho, Montana, Wyoming, Nevada, South Dakota, Arizona & Nebraska
Headquarters: 2401 Foothill Dr, Salt Lake City, UT 84109
Phone: 1-866-779-8357
YESCO produces custom signs, lightings and display systems for businesses and operates a billboard plant in the Western United States. The company was started in 1920 by Thomas Young. The company remains privately held and is now managed by the third and fourth generations of the Young family.
Gina Stratford is the VP of Sales & Marketing and Insider had a chance to ask her about the YESCO Out of Home operations.
Gina, YESCO Outdoor has had some changes in management with the recent retirement of Patrick O’Donnell. Can you bring us up to date on YESCO’s core management team?
After a long career with YESCO and in the OOH industry Pat has started his transition to retirement, but has not left us completely quite yet. Pat’s Presidents role has been transitioned over to Nathan Young, one of the 4th generation family members of the company. Pat is spending his final year as our Senior Advisor to assist with the transition and focus his energy on assisting our real estate team with growth opportunities.
The remainder of our management team that Pat has mentored is still in place and we are lucky enough to have both Pat and Nathan as our leaders for the time being.
How many faces does YESCO Outdoor currently own and operate? How many of those faces are digital?
YESCO currently operates approximately 2,800 roadside advertising faces, 568 of them coming from our 71 digital units.
What states are you operating in? Can you order the list by size of the market to your operations?
We currently operate inventory in eight western states (which we would say are the most beautiful states in the country).
Ranking:
- Utah
- Idaho
- Montana
- Wyoming
- Nevada
- South Dakota
- Arizona
- Nebraska
As your digital inventory has grown, has it changed the way you sell your inventory?
When we put the first digital in the ground we thought we would just be able to sell it to the same clients, and in the same way we did our traditional inventory, which we quickly learned was not the case.
Although our local direct-buy sales still remains 70% of our revenue, we have worked hard to build our national agency business, as well as found partners to incorporate auxiliary revenue streams for the digital units (digital marketplaces, programmatic channels, and remnant sales programs to name a few).
We have come to realize that auxiliary revenue streams have to be part of the ROI analysis from the beginning, rather than trying to “figure it out” after the unit is in the ground. Looking for these revenue opportunities/partners is an ongoing action item for us.
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