Signtronix-The Economic Impact of On-Premise Signage Part 2
Signtronix-The Economic Impact of On-Premise Signage Part 2
Plaintiffs” traffic-pattern and consumer-profile research also disclosed the evolution of trade-area theories of business practices and economics. Traditionally, a “trade area” has been defined as a 5-10-mile circle, containing a fairly immutable mix of residential, commercial, government, recreational and industrial land uses. However, automobile use, population shifts and expanding job opportunities have fostered changes in consumer behavior, and therefore, in trade-area demographics and dynamics. Agoura Hills’ litigation established that for freeway-oriented businesses, as much as 85% of customers live or work outside the local trade-area boundary – many as far away as 25 miles. This means the increasing mobility of American consumers generates new business stratagems based almost singly on travel patterns. In terms of signage, retailers must use legible, conspicuous, on-premises signs to attract consumers traveling between destinations. The Agoura Hills controversy was a mega-case brought by mega-corporations. Still, I thought the case’s demographic lessons could be applied to traditional, trade-area small businesses, neither franchised nor “freeway-oriented.”
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