Signtronix-The Economic Impact of On-Premise Signage Part 1
Without effective sign communication, motorists are business opportunities passing by. In 1997, a landmark court case – Denny’s Inc. et al v. City of Agoura Hills, 97 CDOX 6341, Second Appellate District – involved businesses with tall freeway-oriented pole signs that considerably exceeded the city sign code’s height limit. Evidence presented by one of the litigants – Burger King – clearly demonstrated the interplay among signs, motorists and economic vitality. Corporate studies found that nearly 60% of the Agoura Hills Burger King site’s business was attributable to its sign, which attracted not only local customers, but persons far from residence or workplace – a group representing approximate 35% of sales. The drop in patronage that would accompany loss of the sign equaled at least $3.2 million during the 15-year remaining leasehold.