YESCO Restores Exterior Signage at Historic Golden Steer Steakhouse Las Vegas

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YESCO announces it has completely restored all five exterior building signs and added a new “cocktails” sign at the historic Golden Steer Steakhouse Las Vegas. As part of the project, the steakhouse’s main sign located above its entrance was removed and replaced with white polycarbonate and vinyl graphics. YESCO also manufactured and installed a custom gold-polished aluminum decorative topper to hide any electrical components discreetly above the main cabinet. All neon tubing on the main sign was also rotated and corrected to restore its original glow.

The new 17-foot-long “cocktails” sign cabinet includes animated gold-polished aluminum border raceways to match the other signage. YESCO also removed and replaced four secondary signs with new faces and eye-catching, burgundy acrylic letters as well as the Golden Steer logo.

FUN FACTS:

  • The Golden Steer Steakhouse has been continually operating in Las Vegas since 1958.
  • Famous celebrities who have dined at the Golden Steer include Frank Sinatra and Marilyn Monroe, among many others.
  • In an effort to preserve the original, historic appearance of the Golden Steer with the new sign cabinet, YESCO utilized photos depicting what the steakhouse’s signage looked like in its early years.
  • The sign restoration was part of a larger project to expand the Golden Steer as it took over the neighboring space. The entire project recently received the Mayor’s Urban Design Award in the category of “historic preservation.”

“As the oldest continually operating steakhouse in Las Vegas, we wanted to preserve the historic charm of the Golden Steer while also updating its iconic gold, burgundy and black signage,” said Jeff Young, executive vice president, YESCO. “We look forward to our signs greeting guests as they visit this must-experience landmark.”

YESCO Refurbishes Del Mar Theatre Marquee for Perrotin Art Gallery in Los Angeles

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YESCO announces it has restored the historic Del Mar Theatre marquee sign in Los Angeles. Retained by the Perrotin Art Gallery, YESCO created all-new neon tubes and sign faces to match the fresh paint scheme on the building. Additionally, LED lights were added to the marquee to illuminate the gallery’s programming.

As the Perrotin Art Gallery’s newest location, the Del Mar Theatre joins its other locations in Paris, Hong Kong, New York, Seoul, Tokyo and Shanghai. Founded in 1990 by Emmanuel Perrotin, the company now has more than 86,450 square feet of exhibition space across the globe.

The Del Mar’s striped, blue-and-grey pattern unifies the building and signage in a bold fashion, echoing the legacy of billboards and advertising that define the urban boulevards of Los Angeles. The theatre originally opened its doors to the public in April 1939.

FUN FACTS:

  • The Del Mar Theatre opened on April 8, 1939, with Penny Singleton in “Blondie” and Jean Arthur in “You Can’t Take It with You.”
  • The Del Mar Theatre was converted into a recording studio before becoming an art gallery.
  • The restoration project took YESCO several months to complete.

“The iconic Del Mar Theatre sign is a true symbol of Los Angeles’ rich cultural history, so we are proud to enhance the marquee’s historic charm while also integrating modern LED lights to illuminate the Perrotin Art Gallery’s upcoming programs,” said Jeff Young, executive vice president, YESCO.

YESCO Refurbishes Historic Rancho Super Car Wash Pink Elephant Sign in Rancho Mirage

YESCO announced it has completely restored the vintage Rancho Super Car Wash pink elephant sign in Rancho Mirage, California. Retained by Preservation Mirage, which celebrates and protects the architectural history of the city, YESCO refurbished the sign’s neon tubing and worked with their vendor, Graffiti Inc., to provide the landmark with fresh paint

In 2023, to coincide with the 50th anniversary of Rancho Mirage, the Rancho Super Car Wash sign was also designated as a historical landmark by the Rancho Mirage City Council, ensuring it will remain a permanent fixture on Highway 111 for generations to come.

FUN FACTS:

  • The Rancho Super Car Wash sign was awarded historic designation on Sept. 7, 2023.
  • The pink elephant sign was originally designed by Beatrice “Bea” Haverfield in Seattle for the Anderson family, who owned and operated five pink elephant car washes across Washington and Oregon.
  • In 1966 Richard Fromme and his wife Marilyn, the daughter of Eldon Anderson, opened the Rancho Super Car Wash in Rancho Mirage, California.
  • The pink elephant neon sign standing on Highway 111 today was built by Tube Arts Display in Seattle for a car wash in Portland.
  • In 1966 the Frommes moved to Rancho Mirage. The sign was packed into their moving truck with the elephant’s head sticking out the top for the duration of their journey. It was rebuilt and installed at its current location by Chief Sign Crafts.
  • The restoration project took YESCO two weeks to complete.

“Reminiscent of America’s mid-century design and style, the Rancho Super Car Wash neon sign is the most iconic symbol of Rancho Mirage,” said Jeff Young, executive vice president, YESCO. “YESCO is proud to breathe new life into this historical landmark, so it can be enjoyed for decades to come.”



Utah company builds, maintains iconic Vegas landmarks

Utah company builds, maintains iconic Vegas landmarks including Allegiant Stadium

SALT LAKE CITY (KUTV) — A company rich with Utah roots is responsible for some of the most popular and recognizable signs and displays in Las Vegas.

“My grandfather started selling signs in Vegas, before Vegas was Vegas,” said Jeff Young, Executive Vice President for Young Electric Sign Company. “He started selling signs in the 20’s and 30’s and then after the war particularly in the late 40’s and 50’s Vegas just exploded.”

YESCO first illuminated in Ogden, Utah in the 1920’s.

With a factory in Salt Lake City and others around the country, including Las Vegas, YESCO is seemingly everywhere around you.

“We integrated the exterior screen on the sphere,” said Young. “Allegiant Stadium of course with the Super Bowl is a massive project for us, it’s been done for a couple of years. We put nearly 4,000 signs in and outside the Allegiant Stadium.”

*Note that YESCO was one of many skilled contractors and companies who worked on the Sphere. YESCO's primary role in the project was to integrate SACO LED's technology on the exterior of the structure."

The Allegiant project helped YESCO stay afloat during the pandemic. The project provided some much-needed work during a time of uncertainty.

“My first journey into Allegiant you know after it was done someone said you know 4,000 signs how could it be? We got at the top of the escalator and well we did a 360 and we counted nearly 50 signs,” said Young. “The Allegiant spans 564 feet, that’s 188 yards long. It doesn’t look like that from a distance, but they are massive, massive signs.”

YESCO is also responsible for part of the recent signage revamp of the Delta Center.

“You take signs for granted in some respect but every single one has to be meticulously designed and installed in a perfect way,” said Young.

Vegas is home to some of the most photographed signs in the world, including the iconic ‘Welcome to Las Vegas’ sign.

YESCO maintains the sign along with hundreds of others in and around the Vegas strip.

“We have our eyes on every sign in Las Vegas at least once a week, in some cases in constant where we have cameras installed on some of our large digital displays some of which are massive,” said Young.

YESCO is virtually everywhere. From Maverik gas stations to local restaurants and billboards, there’s a chance the sign you’re looking at was made from a company deeply rooted in Utah history.

Read the full article written by by Brian Schnee on kutv.com

Why Location Matters: How Billboard Placement Influences Consumer Engagement

If you’re reading this, you’re probably wondering why billboard placement is so critical to the performance of your campaign or you might be trying to figure out how to engage the right type of client. If you’re not sure about how to choose a location or how to get customer engagement from your billboard advertisement read on.  By the time you’re done reading this, you will understand why billboard placement is not only important for your bottom line but vital to the survival of your brand and the expansion of your customers in a diverse market.  

Location, Location, Location…

You might be thinking, but I’m not in the real estate business why does that apply to me? “LOCATION, LOCATION, LOCATION,” may have been coined for the real estate business, however it is not only true of the real estate business. It could also be argued that if you own any business, you are in the real estate business. Just look at McDonald’s as an example of this. The founder, Ray Kroc, said himself that he is not in the burger business, but in the real estate business. Each McDonald’s location is set up to be in the most successful area and piece of land so that everyone can see it and ultimately buy food from there. The same is true of your billboard. If you do not have a good location for your billboard your campaign will fail. Leaving you with a decrease in sales and ultimately your marketing dollars will be flushed down the proverbial toilet. 

Location is the most important piece to your billboard puzzle. You need to know several main components to decide if the location is perfect for your billboard. You need to know your target audience, traffic patterns, visibility, and ultimately how close you are to the signage area. 

1. Target Audience

You need to know that the placement of your sign is in an area where the people who see it will be interested, curious, or need your product. 

For instance, many attorneys look at what corners with billboards have the most accidents annually and then place their billboards there. When someone gets into a wreck there, they are the first lawyer they see, and they also know that the attorney takes care of accidents. Anyone in an accident is their target audience.

You also need to keep in mind based on your business if you want to target a city area like Phoenix, a rural area like the suburbs of Illinois, or an industrial area where businesses will see your information. Are you targeting consumer-to-consumer or business-to-business?  I highly recommend writing down some information about your target audience when looking at billboard placement. This will help you figure out if your marketing dollars will be well spent there or if you should move on to another form of advertising or a different billboard space. 

2. Traffic Patterns

This is important not only for the placement of your advertisement but also for what you have written on it. Are you in an area where people will be stuck in traffic for hours upon hours or is it more of a quick drive-by?  You sign should have verbiage and information based on the traffic patterns. You do not want to have a lengthy sign on a billboard in an area where traffic simply moves in and out constantly. You do want to have a short easy memorable message if that is the case. 

Figure out what your messaging will look like and make sure that the traffic pattern of the area matches to be cohesive with your marketing ideologies. 

3. Visibility

How big will your billboard be? Is it big enough to see from your car or walk by? This is one area of life where size truly does matter. If no one can read or see your sign you’re not getting great customer engagement. Do a couple of tests yourself. Drive by where you want to put the billboard in, walk by it. If you can see your sign there and know that it will be read by everyone passing by then this is a good location for your sign.  

Make sure your font is of proper size and is readable. There have been many marketing mistakes around the size and styling of the font. If your potential customer or client can’t read the sign, they cannot contact you either.  Your message should be bold and simple. Don’t complicate it. 

Also, make sure the sign is not too tall or too short. It’s not obstructed by trees or other obstacles that could cause your advertisement detriment. Make sure no matter where you are on the street that your sign is visible, and your messaging is visible too.  

4. Your Location to the Billboards

This will greatly depend on the type of business you have, but you don’t want to throw a billboard halfway around the country if you cannot service that area of the country. Make sure if you’re a plumber and you have a distinct area that you do business in that your billboard is not only in that service area, but preferably near the middle of it or close to your office/home location.  Many businesses marketing billboards have failed, because they failed to realize that while a location may have had the perfect traffic and was great for their target audience it wasn’t close enough for them to be of service. Don’t advertise for other people. Remember to consider your location and how far you are willing to travel for work or how far a person may be willing to travel for you when picking the perfect billboard spot.  

Conclusion

Overall, you should be mindful of your business and marketing goals when picking the perfect location for your billboard advertisement. You need to be steadfast in what your goals for your brand are and this will help you get the best engagement from your marketing investment. To review the four areas, you need to remember Target Audience, Traffic Patterns, Visibility, and Your Location/customers/clients’ location. These four aspects will help you know if you’re making the correct decision with your marketing dollars for your billboard campaign.  Do not get happy ears and spontaneously pick a spot for your billboard campaign. Really do a deep dive and think it through. In the end, it will be worth it. 

YESCO Featured on Amazon Prime Documentary “Neon”

We invite you to visit "Neon" a documentary available on Amazon Prime Video that explores the history of neon as well as its influence on American culture. YESCO, along with several prominent YESCO-designed signs, are featured in the documentary. The company has strong roots in creativity, artistry, and innovation which continues to inspire the work we do.

https://www.amazon.com/Neon-David-Ablon/dp/B01FV44DBQ

Beginning in 1932, YESCO began its journey as a premier designer, fabricator, and installer of neon signs in Las Vegas. YESCO's founder, Thomas Young, was one who dreamed of lighting up Las Vegas. Since that time, YESCO has created some of the most vibrant and recognizable neon signs ever built. As the documentary describes these signs, and others like them, have shaped the history of Las Vegas, contributing to the establishment of classic neon signs as a "cultural icon." 

Dwan Young Named World’s Oldest Female Water-Skier

Making waves: 92-year-old Utah woman named world's oldest female water-skier. Dwan Young started skiing when her family bought a cabin on Bear Lake in 1961.

A 92-year-old Utah woman has broken the world record for being the oldest known female water-skier. Dwan is a board member and matriarch of YESCO.

Guinness World Records announced Thursday that Dwan Young "is officially the world’s oldest water-skier."

The "adventure-loving" grandmother started skiing when her family bought a cabin on Bear Lake in 1961. The sport's popularity at the lake, located on the Utah-Idaho border about 100 miles northeast of Salt Lake City, inspired Young to try it when she was 29.

"Waterskiing taught me that when you have a goal, do not give up," the record-holder told Guinness. "Just keep trying."

Once Young mastered waterskiing on two skis, she set out to learn how to slalom ski, which involves using one ski and navigating around a set of buoys.

After a lot of effort and numerous failures, Young finally got up onto the single ski. She says it's her favorite water-skiing memory.

Young now starts out on two skis, then drops one after she gets going to save energy, according to Guinness.

She told Guinness that she enjoys skiing when the water is smooth and hasn't lost any amount of love for the sport over the years

"In the water, I feel excited,” she said.

Family tradition

Every year, Young and her family return to the Bear Lake. Her children, grandchildren and great-grandchildren all water ski with her. Her grandchildren are her coaches and cheerleaders, according to Guinness.

This year for Christmas, one of Young's granddaughters presented her with an extra special gift: the framed Guinness World Records certificate declaring her to be the world's oldest female water-skier.

Young thought it was a joke at first.

"I still cannot believe it," she said. "What a surprise and what an honor.”

Dwan Young's advice for the rest of us?

Young told Guinness that her goal is to stay healthy so she can waterski again this summer.

“I am very fortunate to have good health, which allows me to enjoy life to its fullest,” she said.

And her advice for those younger than her who have never tried waterskiing?

“Do not be afraid to try a new sport when you are older,” she said. “You are more capable than you think.”

Read the full article written by Natalie Neysa Alund and Julia Gomez on usatoday.com

Visual Merchandising: Best Practices for Digital Sign Placement

Every retailer has become aware that the digital realm continues to intertwine seamlessly with the physical shopping experience, the strategic placement of digital signs has become a crucial aspect of visual merchandising. What some retailers are not aware of, is the degree to how much the workplace has been affected by these technologies or how to navigate the technologies for an optimal outcome. 

Retailers are no longer confined to traditional methods; instead, they are harnessing the power of technology to enhance customer engagement. In this article, we delve into the art and science of placing digital signs within retail spaces, exploring factors like visibility, store layout integration, and the impact of cutting-edge technologies on this dynamic field.

1. Strategic Visibility: The Power of Placement

The first place to consider in digital sign placement is visibility.  This seems obvious, but this is also where several retailers seem to forget the best way to showcase their branding. A well-placed digital sign captures the attention of customers and creates a lasting impression. According to a recent survey by retail experts, over 80% of customers are more likely to notice and engage with a digital sign that is strategically placed at eye level. Retailers should optimize the placement of their digital displays, ensuring they are prominently featured in high-traffic areas to maximize exposure and impact. 

If you are unsure if your signs are in a good field of view. Walk around the store and pretend you’re a customer shopping around and have your staff, family, friends do the same. They will tell you if something seems off. It’s also important to note this is especially helpful since these signs need to be visible by people with differing heights as well. Make sure everyone is able to see the signage well. If you are still unsure consult a professional. 

2. Integration into Overall Store Layout

The successful integration of digital displays into the overall store layout is essential for a cohesive and immersive shopping experience. Retailers are increasingly adopting a holistic approach, ensuring that digital signs complement other visual merchandising elements. By aligning digital displays with physical products and store aesthetics, retailers create a harmonious environment that enhances brand identity and customer satisfaction.

Recent studies indicate that 65% of customers find a store more appealing when digital signs are integrated into the overall layout, making it a powerful tool for influencing purchasing decisions. Retailers should strategically position digital displays in areas that naturally attract customer attention, such as near entrance points, key product sections, or checkout counters. To further review you want the signs to stand out, but you also want them to cohesively go with your store layout and branding. 

3. Technological Advancements: Personalization and AI

As technology continues to advance, retailers are leveraging personalization and artificial intelligence (AI) to elevate the impact of their digital signs. Personalized content tailored to individual preferences significantly increases customer engagement. According to industry reports, personalized digital signage can lead to a 30% uplift in customer satisfaction and a 20% increase in sales.

AI-driven analytics also play a crucial role in optimizing digital sign placement. By analyzing customer behavior and preferences, retailers can dynamically adjust the content displayed on digital signs in real-time. This not only enhances the overall shopping experience but also contributes to increased sales and customer loyalty.

4. Impactful Statistics: Making Data-Driven Decisions

In the competitive market data-driven decision-making is becoming increasingly vital to the survival of retailers. incorporating impactful statistics into the strategy for digital sign placement and design reinforces the importance of this practice. For instance, retailers who strategically place digital signs have reported a 25% increase on average transaction value and a 15% boost in overall sales. 

Moreover, 70% of customers feel that digital signs have influenced their purchasing decisions, highlighting the profound impact of well-placed, visually appealing displays. Retailers should harness these statistics to justify investments in digital signage and continually refine their strategies based on performance metrics. Make these signs make sense to your target audience. Do not forget the human element within the digital age. Both need to be balanced to have an optimal outcome for your customers satisfaction and for your store to thrive, not just survive. 

Conclusion

In conclusion, the strategic placement of digital signs within retail spaces is a multifaceted endeavor that requires careful consideration of visibility, integration into store layouts, and the integration of cutting-edge technologies. As the retail landscape continues to evolve, embracing these best practices will not only capture the attention of customers but also enhance the overall shopping experience, driving increased engagement, satisfaction, and ultimately, sales. Retailers who understand the significance of digital sign placement and leverage the power of technology will undoubtedly position themselves as leaders in the dynamic and competitive world of visual merchandising. 

Wendover Will, ‘Cousin’ of Vegas Vic, Gets Makeover

LAS VEGAS, Nev. (FOX5) - Much like last year when Vegas Vic, a pillar of Fremont Street for seven decades, needed a good repair, his look-alike in West Wendover just got a major facelift.

Vic’s neon family is bigger than you might think.

“His spouse Vegas Vicky is in Circa,” Jeff Young, Executive Vice President of YESCO Custom Electric Signs, explained. “But many people don’t know that Vegas Vic has a first cousin up in northern Nevada in West Wendover.”

Wendover Will is 72 years old, making him one year younger than Vic, although he is about 25 feet taller. Like Vic, he was built by YESCO, and has also recently been in need of repairs.

“The city of West Wendover asked us if we would consider a massive upgrade,” Young recalled. “So, we could almost consider calling him Makeover Will...complete repaint, all new lighting system.”

That new lighting system is LED, which replaces the more traditional neon. Young explains this makes Will more cost-effective and easier to maintain, but it likely won’t be in Vic’s future.

“I don’t envision Vegas Vic would ever convert over to LED,” he said confidently.

Sticking with neon for Vic means more constant work being done on the Fremont icon.

“We were out twice in November with Vic and again in December,” Young said. “We were out just a couple weeks ago fixing more.”

Vic’s upkeep is included in the nationwide effort by YESCO to find signs in need of repair.

“In terms of active, ongoing orders, they number in the thousands and thousands and thousands,” Young said.

But these two cousins literally stand above the rest.

“Not only to have created them, but to be the caretakers of them,” Young said about the two giant cowboys. “And that’s really an honor for us.”

Wendover Will’s makeover cost the city of West Wendover about $175,000.

Read the full article written by Mike Allen on fox5vegas.com

YESCO Featured on German Television Show

YESCO was recently featured on German Television show "Galileo X-Plorer" hosted by Claire Oelkers. The show follows YESCO journeyman Michael Laudenslager as he gives Claire a behind-the-scenes look at what it takes to keep the lights on in Las Vegas. 

The show featured Michael rappelling from the Harmon Retail Center LED digital screen to repair damaged LED cards, learning how to bend a glass "M" with Oscar Gonzalez, and working with Kenny West to install that same "M" at the Fabulous Welcome to Las Vegas Sign. 

The full show aired live in Germany, but you can see a clip of it on YouTube (turn on subtitles for English translation). 

https://www.youtube.com/clip/UgkxyY_tBSZfS1FBlgLPN_QQQLDDDxqBsv-9