What is Sign Up LA?

Sign Up LA Fact SheetSign Up LA is a coalition of non-profit organizations, community groups, and businesses that support the creation of a common sense policy that will encourage the reasonable use and location of digital signs in Los Angeles, as cities in 43 states and more than 450 localities across the country, including in California, have successfully done. Check out this fact sheet:

Mission

The coalition’s mission is to advocate for common sense policies in support of digital sign usage that allow for three things:

  1. Sign Up LA to maximize the public benefits of signs, such as the timely communication of public safety, traffic, and natural disaster alerts as well as support for nonprofit organizations and other community initiatives;
  2. Sign Up LA to generate the economic benefits to businesses, both large and small, including job creation and marketing of products to consumers, as well as reduction of existing static signs and improvements with sustainable, modern digital technology in  appropriate non-residential areas; and
  3. Sign Up LA to produce significant revenues and jobs in the City of Los Angeles during a time of serious fiscal constraints.

Developing a Policy for Reasonable use of Digital Billboards

FAQ

Sign Up LA supports the development of policies that will allow for the reasonable use and location of digital billboards, which benefits communities, the economy, and sign companies.

Digital billboards offer an opportunity to change messages in real-time, making it possible for advertisers, law enforcement and other public safety agencies to rapidly reach large audiences quickly and efficiently with important, and sometimes life-saving, messages.

Recognizing such opportunities, over the last several years other forward-looking cities have implemented legislative solutions to maximize public benefits for their citizens through reducing existing static signs and permitting digital in appropriate non-residential locations. Recent examples in California are Sacramento, Oakland and Hayward, while cities in over 43 states and 450 localities across the country have adopted standards for digital signs.

The policies are designed to encourage the responsible construction, placement, maintenance, operation and usage of digital billboards to the betterment of the communities where they are located.  These policies should form the blueprint of a responsible policy in the City of Los Angeles.

Sign Up LA To Maximize Improving Public Safety and Providing Community Support

Digital billboards allow for real-time emergency information to be delivered directly to the community from federal, state and local law enforcement and other public agencies free of charge.   For example:

  • Amber Alerts: digital networks allow law enforcement (including the FBI and the National Center for Missing & Exploited Children) to utilize digital networks to display real-time urgent Amber Alert bulletins that are crucial in resolving child abduction cases
  • Important Traffic Information:  Los Angeles County Metropolitan Transportation Authority (Metro) used signs to communicate with motorists about staying off the roads in advance of Carmageddon I and II.
  • Law Enforcement Collaboration: The FBI credits the signs for providing information that directly resulted in the Bureau’s apprehension of dangerous and violent fugitives nationwide; the U.S. Marshals Service, the nation’s oldest law enforcement agency, credits the signs in helping to apprehend some of the country’s most dangerous fugitives.
  • Los Angeles Police Department:  LAPD has tapped into digital billboards to solicit information on dangerous fugitives, including the notorious “Grim Sleeper” serial killer case.
  • Emergency Situations:  Los Angeles County Office of Emergency Services uses the digital boards to issue emergency preparedness information.
  • Community Support:  The digital boards support numerous local, regional and national non-profit organizations, including Make-a-Wish, Operation Hope, Habitat for Humanity, Art Share LA, Special Olympics, The American Red Cross, and AIDS Project Los Angeles to name a few.
  • City Programs: City of Los Angeles uses digital signs to promote a variety of community service programs, including initiatives to reduce graffiti vandalism, raise awareness for domestic violence prevention, and identify potential victims of violent crime.

Sign Up LA To Generate Economic Benefits to LA Businesses

Digital billboards provide local businesses and economic development with a highly effective advertising platform.  For example, Hollywood’s entertainment industry, including the major movie studios and video game companies, relies on digital signs to support new film and game releases.

Major Businesses:  The MPAA, the entertainment industry, holiday retail campaigns, VICA, Chambers of Commerce depend on billboard advertising.

Small Businesses: Film festivals, movies, job fairs, community events, and more.

  • A recent iMapData analysis of several million points of data, especially the identity of advertisers on outdoor, found that in all markets across the country, approximately seventy-five percent of the advertisers tend to be local, small businesses. In larger markets, like Tampa for example, a typical advertiser using outdoor tends to employ, on average, 43 workers, and in small to mid‐size markets, about thirty workers or less.
  • These across the board uniform findings enabled iMapData to conclude that the outdoor advertising business is strongly rooted in local economies supporting local jobs. In sum, outdoor advertising is a local business catering almost entirely to other local businesses.
  • A majority of billboard users indicate that their company would lose sales if billboards were banned. Small businesses, travel-related businesses, and heavier users of billboards predict a sales decline of approximately twenty percent on average. Expected losses are especially large for smaller businesses, those that serve travelers, and heavier users of billboards.

Job Creation

  • Around the country, the digital billboard industry has been a manufacturing success story. For example, Watchfire Signs recently broke ground in Danville, Ill., to add 110,000 square feet of manufacturing space and 17,000 square feet of office space. Formetco plans to add 40,000 square feet to its production facility in Duluth, Ga. Daktronics of South Dakota is expanding to reduce lead-times and meet increasing U.S. and world demand. And YESCO has added twenty-two percent more jobs over the past twelve months.

Sign Up LA To Produce Significant Revenues and Jobs for the City of LA

Digital billboards generate revenues for the City of Los Angeles through taxes and fees, and create a wide range of jobs – from highly skilled technical and digital services positions to maintenance and repair work.

In these times of fiscal constraint where local governments are seeking ways to generate revenue to support important public services, cities and municipalities all across the country have worked with digital sign companies to produce significant revenue.

Recognizing such opportunities, over the last several years other forward-looking cities have implemented legislative solutions to maximize public benefits for their citizens through reducing existing static signs and permitting digital in appropriate non-residential locations. Recent examples in California are Sacramento, Oakland and Hayward, while cities in over 43 states and 450 jurisdictions across the country have adopted standards for digital signs.

Traditional Billboards as compared to Digital

Side-by-side comparison of traditional and digital billboards.