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• <br />DISTINCTIVE SINCE.I . 1 <br />11(161,740 Met <br />Vita <br />sr SHOPS - <br />FI1M i . j ii li �x►s N: <br />itlIteYaglirarrirt <br />Changeable copy signs have been around for a long time. Modern technology has simply created more options <br />business owners seeking to reach potential customers passing by heir sites. Electronic message centers offer greater <br />flexibility and creative, colorful options with enhanced readability, day and night. <br />offer businesses a way of attractively posting a variety <br />of information in one place rather than relying on <br />numerous signs and banners displayed in windows, for <br />example. Consequently, they offer a significant <br />advantage to a district wishing to reduce the use of <br />temporary signs. <br />The Bottom Line <br />For businesses that choose to enhance their signage with <br />a changeable copy sign (this is particularly true with an <br />electronic message center), the owners typically see an <br />increase in business of 15% to 150 %, Using the smaller <br />number, consider the following example. <br />A small business generating $1,000.00 a day in revenue <br />adds an electronic message center. The business soon <br />increases by 15 %, adding another $150 per day in total <br />revenue. That translates into an additional $1,050.00 a <br />week in revenue, or $54,600.00 per year. With this <br />example, the investment in the electronic message center <br />unit would likely be about one -third of the additional <br />revenue generated in the first year of its operation alone. <br />It has been said that in retailing, "the last dollars are the <br />best dollars," meaning that each additional customer adds <br />a greater marginal percentage to the business's bottom <br />sgnlme 40.pm4 <br />line profit. In the foregoing example, we can only <br />speculate upon the actual impact upon profit, but <br />assuming that the business was at or above its "break - <br />even" point before adding the electronic message center, <br />the addition of $54,600.00 per year in revenue would <br />clearly add to the business's profit. Obviously, increased <br />profits translate into increased tax revenue for the city. <br />d tax revenues, a city benefits in many other <br />rom a thriving business. Innovative cities seek to <br />optimize the return from local retail space to prevent <br />urban sprawl and deterioration. Aesthetics and urban <br />deterioration are closely linked. In an environment where <br />change is constant, if the visual communication of retail <br />sties is not allowed to be flexible to respond to the <br />marketplace, it is only a matter of time until the retail <br />community will no longer be able to afford proper <br />maintenance and the design, fixtures and merchandise <br />needed to survive in the changing competitive economy. <br />So if aesthetics, upkeep and improvement of the <br />environment are part of a city's general plan, the city <br />must allow businesses the flexibility to communicate in <br />a way that generates a strong consumer response. The <br />electronic message center is one of the most powerful <br />tools available to help the small business attract <br />, consumers' attention and communicate with the <br />3/13/2003. 12:45 PM <br />11 <br />