Imagine this: your company has just designed a creative sign, one that is perfect to drive business to your customer’s facility. But city codes won’t allow the sign to be installed.
It’s an all-too-common occurrence, particularly in cities where sign codes are overly restrictive. And it impacts sign companies of all sizes, specialties and regions.
Because of the high cost to our industry, ISA launched programs to reach city planners, so that they could better understand signs, sign regulations and the economic benefit to their community. That was in 2011 and since, ISA has had personal connections with more than 10,300 planners and local officials.
Some of these connections have come through ISA’s Planning for Sign Code Success™ events, where we bring sign and sign code experts to train planners. ISA also has had success connecting at the annual American Planning Association’s National Planning Conference (NPC), where thousands of city planners meet to learn the latest trends and network with their peers.
ISA and the sign industry have had a solid run of having our education offerings selected. In 2014 and from 2016-2019, ISA talked to more than 1,100 attendees about wayfinding, content-neutral sign codes, creative sign design, historic signs and other issues of importance to both planners and our industry.
The pandemic nixed two approved sessions in 2020, setting off a string of conferences lacking sign content.
We’re back on track for 2025 APA in late March with two presentations. The first, Signs of Diversity, shows how signs can be a powerful tool in ensuring that all voices are seen and heard. The second explores success stories of how downtowns and Business Improvement Districts have used digital signs to support local arts communities.
For many years now, ISA has shared sign industry information on the NPC exhibit hall. Unlike others, we aren’t selling anything but are giving. That may be information about sign codes or handouts from the Sign Research Foundation. Once back at home, ISA’s advocacy team follows up as a trusted contact. This leads to planners reaching out when they are developing sign codes, or they have a question about our industry. It builds a beneficial relationship that helps our industry grow.
Of course, ISA’s advocacy team is here to help you as well. During ISA International Sign Expo 2025, our team will be at The Hub answering your sign code questions. Feel free to stop by and we’ll also tell you about the presentations at NPC.
ISA International Sign Expo 2025 is April 23-25, with a pre-conference day on April 22. Register at www.signexpo.org.
