Are They Worth the Cost?

Arnold’s (see photo) has a Translux, Reid Realty a Watchfire, Walgreen’s a Daktronics Galaxy. That’s three outdoor LED signs (or electronic message centers as the sign industry calls them) in the quarter-mile stretch of Kitsap Way near Rocky Point. All three have been installed in the last couple of years.

Curious about how much LED signs cost I checked the manufacturers’ web sites. All of the web sites provide technical information about how LED (light emitting diode) technology works. They also discuss factors like size, pixel pitch, viewing angle, and color that a business or organization should consider in choosing an LED sign that meets its needs. But only Watchfire gives a hint about how expensive LED signs are.

On its FAQ page, Watchfire responds this way: “To answer the question directly, typical LED signs are similar to new automobiles in costs.” There’s no indication whether they mean a Kia or a Lexus. It also isn’t clear how much the structure that supports the sign adds to the cost. Arnold’s has a monument-style sign. There are also pedestal and billboard styles.

The Watchfire answer goes on to say that looking at the cost as a capital expenditure is the wrong approach. Instead a would-be sign purchaser should consider paying for the sign out of its advertising and communications budget. According to Watchfire, LED signs easily beat traditional advertising methods like radio and newspaper in terms of traffic count.

Are the signs that memorable? Does adding time and temperature readouts turn them into a landmark that makes a particular business or organization stand out? How about the high-end full-color signs that can show snippets of video? Judging from the more elaborate ones shown on the Daktronics web site, we might be in motor home territory in terms of cost.

I will admit to waiting out the message cycle to see the time and temperature display. That’s even though the same information is available on the car radio. I’m less interested in the rest of the messages and I suspect many other motorists (and pedestrians) feel the same way. But if you look at an LED sign at all, you are bound to notice the name of the business or organization and that may be message enough.

With LED signs going in all the time around Kitsap County, they must be earning their keep. Either that or there is an advertising arms race. As much as I like them, every time I see a new LED sign, I picture a shiny new car instead.