Dave Westhoff just installed a digital billboard in Ashland, Missouri. Westhoff’s story is intriguing because he is an insurance agent who decided to enter the digital billboard business. If you have questions after reading this article you are welcome to contact Dave at 573-268-9651
Dave, what’s your background and what gave you the idea to build a digital sign?
I’ve been an insurance agent for 14 years and I am getting ready to retire. I advertised on a static billboard for 10 years with my insurance agency. When I changed the vinyl within 30 days I would receive a call then it would drop off. Last year I purchased real estate property as an investment. A digital billboard wasn’t even in my thoughts. The property I bought had a 10 by 20 billboard. Then I saw digital signs at Lake of the Ozarks and it clicked. Boone County doesn’t allow digital signs but the city of Ashland did so I began the process. I received a MODOT permit and a sign permit from the City of Ashland within a week.
What research did you do?
I spent 6 months doing research. I thought the location would be right for a digital sign because it has a 17 second read on the south side. The first thing I did was to go out and secure my sign permits and lock in this particular site. Then I started calling billboard installers and digital sign companies. I found that there were different ways and technology of putting the signs together.
Whose digital sign did you use and why?
I chose Formetco Company. They have it set up so that the air streams through the sign to cool it down which reduces the amount of fans for operation. This means lower maintenance and utility costs that will result in 40% savings on electric bills. Formetco’s support has been amazing. They provided me the software to control the digital sign and had several training webinars to make sure I was comfortable with their product. They monitor the sign 24/7 and know about problems before I do.
Tell us about the sign.
The sign is a two sided V structure. The north side is a static 10 by 40. The south side is a Formetco 16 mm 10 by 40. The sign is in Ashland near the Highway 63 exit. Impact Signs did my install and were very instrumental in helping me design the structure. =
How’s the sign performing?
The sign has been operating for three weeks. I am amazed by the clarity and brightness. There have not been any issues with the sign. The static face on the sign has a contract on it for three years. The digital face is also full. My clients include a TV station, an auto dealer, real estate firm, attorney, HVAC Company and a couple of political advertisements. A couple of them are sharing a spot. I only allow 6 spots on the digital side which gives our clients 10 seconds every minute. I called 12 companies. I filled 5 spots within 2 weeks even before the board was turned on. I filled the last spot the other day. I wanted to save the last spot for short term premium ads. I’ve got a political ad in that spot right now. I can let my clients enter ads into the sign remotely using the internet.
What community programming commitments do you provide.
The sign’s advertising can be preempted for amber alerts. For the past three weeks I have saved 1 flip for the the local Economic Development Group and city of Ashland. It’s good PR.
What are the sign’s financials like?
I have a six figure plus investment in the sign but expect to get my money back within 4 years. Insurance runs about $2,200/year and I own the property.
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