I’m not as avid of a Billboard Insider contributor as my father and law partner, Richard Rothfelder, so one of my favorite post-IBO conference, flight-back pastimes is to jot down my takeaways from the preceding conference. Becky Smith, Chris Cowlbeck, and the IBO team continue to outdo themselves with their planning and putting on great conferences every spring and fall. The conference in Louisville was no exception, so I want to cap off my experience, and hopefully contribute to those of other attendees, with the following takeaways from Louisville and IBOUSA as a whole.

The majority of our firm’s clients are billboard owners and operators, and the majority of those owners and operators are IBO members. In a post-covid, digital age, meeting face to face is unfortunately the exception to the norm when it comes to interacting with colleagues and clients. I therefore always appreciate and value the opportunity to meet and visit with clients and other IBO members in person, whether over coffee, lunch, or a glass of Kentucky bourbon.

The billboard industry as a whole, and especially the IBO organization, has given so much to Mike, Richard, and I. We are fortunate to have developed an expertise representing an industry comprised of good people that bring us intellectually and professionally challenging work on a daily basis. As such, all three of use appreciate the opportunity at each conference to present to the members our perspective on legal issues impacting the out of home industry. Richard likes to joke that we “offer free legal advice” at each conference, but we view it as an opportunity, and a fortunate one at that, to give back to members at each conference, both through our presentations as well as by visiting one-on-one with members that show up with real life legal questions.

But the group gives back to us, too. I’ve told Cowlbeck on several occasions that one of the greatest benefits I receive from each conference is learning about the industry. As lawyers representing billboard companies we can fall into a trap of focusing on the legal problems rather than the operators dealing with them. I’ve learned a great deal about impressions and the value that data collection and analysis has on the industry, which has helped me advise clients who are approached by developers of new technology interested in utilizing out of home assets. I’ve used information about billboard construction and digital technology when representing clients seeking permits or variances. And I’ve learned valuable information about the state of the divestiture market from the folks with Drachman & Co., Williamson & Associates, and Kalil & Co., which has helped me when working with clients selling and purchasing billboards, permits, leases, and related assets.

Last, but by no means least, I have a great time at the conferences. The IBO team always does a fantastic job scouting new locations in fun cities. The lunches and breaks during the actual conference provide a chance to network and visit individually with members. The afternoon vendor halls are a nice way to learn about the companies that support the industry through ever-evolving means and technology. Of course, the evening outings are always a fun and great cap to long but rewarding days.

I’m already excited to see everyone again this fall in Fort Worth, and look forward to working directly with individual IBO members in the meantime to help tackle their legal challenges.

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