Case Study Name:	Belmont Auto Spa
Illustrates:	Even an attractive, expensive sign will not build business if it cannot be detected and read in sufficient time to safely exit traffic and make a stop. It must be the right sign to enhance business profitability.
Background:	The Belmont Auto Spa in southern California (a car wash business) is ideally located on a busy, arterial street, and possesses sufficient access and parking. Its on-premise sign was expensive. It was also well placed, close to the right-of-way and perpendicular to traffic. Yet the business, while operating at a profit, was not generating the revenues its new owner expected, based on local trade area demographics, optimum location and quality service.
Problems:	The monument sign (see image at left), while visible, was ineffective because -- as the owner suspected -- the sign was not communicating effectively. The sign, although attractive, lacked "conspicuity." In other words, it did not stand out from its background and was not easily readable to a motorist from a distance. As such, the unfamiliar or infrequent passer-by could neither detect it nor read its message in time to safely enter the business. The sign's failure to attract non-local trade meant missed opportunities for a sale; revenues remained stagnant.
Steps Taken / Results Achieved:
	1. The owner purchased a new conspicuous pole sign for $15,000. Although its total square footage is the same as the original sign, in all other aspects, it is transformed . To enhance conspicuity, the colors are contrasting and vibrant. Large print and a strong first-read pictorial graphic enhance readability. 2. The addition of a pole cover contributes to the sign's "aesthetic" feel and provides space for address numbers. The variable message board completes the makeover, and calls attention to specials. Results: The car wash experienced a 125% increase in detailing business and a 15% increase in overall business, which translated into an additional $135,000.00 in gross revenues in the first year - nearly 9 times the cost of the sign.

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Last Modified: 06-05-01