Impact Outdoor Advertising recently purchased a high profile San Diego billboard from Creative House, a real estate developer in San Diego, California. Signvalue was the sales consultant for Creative House. Insider talked with Impact’s Terry Kafka about the transaction and what he’s learned in 37 years in the out of home business.
How did you enter the out of home business.
I’ve been in the out of home business my entire career. I started my career as a buyer of out of home media at Leo Burnett Advertising. In 1982 I moved to Dallas and started Impact Outdoor.
Tell me about Impact
We started in the outdoor business in 1982. We sold most of our assets to Lamar in October 2016. We had 250 faces. We still have our fingers in the business.
What interested you in the San Diego asset?
We’re always on the lookout for good assets. It’s a key site in San Diego on Pacific Highway 200 feet north of Laurel at the San Diego airport. It’s a double-faced 14 by 48. And we’re looking at a few other assets now.
Would you like to expand in San Diego
It’s possible, yes. We’re looking at opportunities there now. It’s not an easy place. It isn’t easy anywhere!
What do you know now that you wish you new when you started in the business 37 years ago?
I realized early on that I didn’t make my livelihood by putting up signs. I made my livelihood by increasing my client’s business. That’s the mindset I’ve always had in this business. That still holds true today.
Think big. Take risks. It’s such a highly regulated business. Whenever you can, you go for it.
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