New Signage at Weber State University

Fabricating and installing new signage at Weber State University

YESCO, the 103-year-old Salt Lake City, Utah-based company that’s known for creating, repairing, and maintaining internationally recognizable signs, recently completed the fabrication and installation of four new gateway pylon signs and thirty-three light pillars on the main campus of Weber State University in Ogden, Utah. 

This particular project was part of campus master plan improvements intended to not only improve the university’s on-premise signage but also ensure that those in the surrounding community traveling down the street would have no problems finding the university and its entrances.

The fifty-five-foot-tall pylon signs bookend the north and south entrances to the Weber State University campus along Harrison Boulevard. Meanwhile the light pillars line Harrison Boulevard between the two entrances.

All told, this academic project totaled more than 4,000 man-hours for YESCO, took place over a 28-week-long period, and included the addition of 3,800 white LEDs.

Made from aluminum and steel, each of the “shark fin” pylons were cut to its final angular shape using a CNC machine.

They feature white LED light with purple vinyl overlay that borders a giant Gothicstyle “W” inside a purple shield (the traditional Weber State University logo).

YESCO utilized their CNC router to cut the “W” shape out of the face of the sign (which was itself constructed out of a flexible material).

They then welded the “W”-logo return directly to the obelisk pylon sign.

The pylons are attached to rock bases that were also created by YESCO. The company built a custom-made metal frame then applied plywood to it. They then attached the rock pieces to the plywood. A center pole goes all the way through the pylon sign, and YESCO welded these sections to the pole.

Additional white LED light components border the top of each pylon, encased in vinyl to make it appear purple at night.

The light pillars illuminate the walkways along the Weber State University frontage. They have a white LED section that lights up purple at night as well.

A separate white LED section illuminates the WSU letters.

The fabrication and installation of the pylon signs and pillars followed the original design that was produced by VCBO, an architectural firm based in Salt Lake City and St. George, Utah.

“This project will welcome students, families, and visitors to Weber State University with subtle-yet-beautiful signage depicting school colors and the inimitable school font,” said Matt Wren, senior account executive at YESCO. “In doing so, we have provided another client with an opportunity to enhance the visibility of their brand with distinctive visual flair.”

Read the full article written by SBI Staff in Sign Builder Illustrated

Hoberman Arch restored and installed near SLC Airport

The Hoberman Arch is a 72-foot-wide by 36-foot-high mechanical curtain installed for the Medals Plaza in downtown Salt Lake City for the 2002 Winter Games. The arch was designed by artist, architect and engineer Chuck Hoberman.  

The Hoberman Arch has been carefully restored by a team directed by artist Gordon Huether including Meta Design & Manufacturing of Vallejo, CA, which fabricated replacement parts and fabricated and installed the base, and the Salt Lake City offices of YESCO which fabricated and installed the lighting signage on the base of the sculpture, a key feature in illuminating the arch.

The iconic arch is installed near the Salt Lake City International Airport.  

How to Measure Your Return on Investment of Print and Digital Signage

Signs play a variety of roles in helping businesses attract customers, educate and clients, inform patients, and create lasting impressions. How important is signage? A survey by the International Sign Association (ISA) found that 91% of shoppers said signs influence their decision to make a purchase.

However, as vital as signage may be, businesses face 2 primary issues: 1)  justifying the expense of a digital sign and 2) measuring the impact that signage actually has on audiences. It’s important to estimate the impressions to make sure the signage is being seen and remembered by the intended audience. It’s also helpful to know how often a sign is seen and to estimate and compare the sign’s cost per exposure to other forms of marketing. 

To make things easy, businesses should define clear objectives for what they want their signs to accomplish. It’s not unusual for a business or organization to have more than one type of sign and use them for a variety of purposes. We recommend establishing key performance indicators (KPIs) tailored to what the goal of each sign is. Some ideas for goals might be spreading brand awareness, increasing sales, or directing people through a facility. Choosing the appropriate measuring methodology provides insights about customer engagement and behavior. Measurements can be qualitative and/ or observational. The more specific and relevant the metrics, the greater the ability to obtain useful and actionable data.

Calculating Signage Return on Investment (ROI) and Return on Objectives (ROO)

Calculating ROI is usually a pretty straightforward process. The first step is to determine all the costs of a project. In the case of a sign project, these could include design, creation, installation, and maintenance. Once costs are determined, divide the expected or actual revenue by the costs to arrive at ROI. However, because not all signage is directly related to revenue and tangible numbers, another metric used by businesses is return on objectives (ROO), which looks at the overall effectiveness of advertising  over time rather than as a one-time investment. A team of experts can help you determine which metrics would be most useful in calculating ROI or ROO. 

Measuring Static Traditional Print Signage ROI 

Printed signage is one of the most widely used forms of signage solutions across the world, and valued for its ability to create immediate awareness and messaging in the few moments that occur as viewers move past the sign. Businesses favor traditional print signage for its cost-effectiveness, low initial investment, and long lifespan. In addition, printed signage is becoming environmentally friendly and longer lasting as a result of innovations in the development and production of sustainable print materials.   

Measuring the impact and success to justify the cost of print signage has historically been difficult for several reasons. By its very nature print signage is a passive, 2D form of advertising that relies upon subtle influences like color and font size and prominent placement to attract attention. Size and distance also play a role in a sign’s effectiveness, and because the viewer’s interaction with the sign can be fleeting, they may not even be aware of its influence. Also, while the print sign could (and always should) have a call-to-action or contact information and play a role increasing revenue, it can be difficult to be sure that the signage was the determining factor in the customer’s decision.

Here are a few ways to measure print signage ROI to see if it’s meeting the objectives you establish in your planning: 

  • Listen to Your Customers. Collect impressions from your customers with surveys and questionnaires. Consider that they might be hesitant to take the extra time to complete your form, so perhaps make it worthwhile with incentives to respond. Also pay attention to remarks and ratings from customers to identify problems with sign visibility or comprehensiveness.
  • Monitor Behavioral Patterns. When signs are deployed to influence the way people act, important issues to get right include clarity of intended purpose and whether the signs produce the desired change in behavior. This information can be gained through inspections, audits, before-and-after reports, and be reflected in reductions of injuries and lower operating costs.
  • Increased Revenue. As mentioned previously, your signage may be only one component influencing a customer’s decision, but when results like increased sales, store traffic, or reservations can be closely tied to the timing of the signage and its messaging, it’s a good indicator that the sign is attracting attention.
  • A/B Testing. This very common method of assessing signage effectiveness has two signs competing to see which achieves better results. The changes are typically made in layouts, headlines, imagery placement, and color. The important rule to follow in A/B testing is to only test one thing at a time or otherwise it can be tough to see what is working and what isn’t.
  • Cost Effectiveness. Compare the costs of designing, producing and installing the sign with the additional revenue or benefits it generates. For example, if a store puts up a promotional sign, they can measure the increase in sales during the promotion period. On the other hand, healthcare organizations and corporations may see lowered insurance premiums and other cost savings that help improve the bottom line.
  • Combine Print and Digital With Interactive Print and A/R. While not practical for all signage, vanity or branded URLs and QR codes with UTM (Urchin Tracking Module) tracking codes allow businesses to integrate traditional print signage with digital and AR and multichannel measurement opportunities. When UTM codes are added to the text of a URL or QR code on product packaging, banners and posters, menus, and other static signage, it’s easy to track when a smartphone is used to initiate contact through print signage. 

Measuring Digital Signage ROI and ROO

In addition to the methods listed above, digital signage provides opportunities to gather customer data and impressions that can be integrated into multichannel analytics platforms for greater signage success. Many ways exist to collect data with digital signage. Active engagements can be measured by touch, voice interactions, or RF-enabled badges or ID cards. Passive digital data can be gathered with camera visions or motion detection. Innovations and affordability are allowing organizations to embed technologies that track eye and hand movement for valuable customer insights. Two of the most important metrics to understand and act upon are average dwell time and session count.

  • Average Dwell Time. This important digital metric records the amount of time someone actively engages with digital content appearing on the screen. A basic dwell time baseline establishes the expected average time that your viewer will stay connected. The amount of allotted time will vary depending on the type of digital signage and the length of the content loop display. Other factors that can influence dwell time include distance, location, and time of day. The information gathered can help reduce wait times in restaurant lines, decrease guest registration times, and lower patient anxiety.
  • Session Count. Representing each visitor as a separate session, session count can give a business a good idea of the number of total interactions that occur between customers and digital signage over the course of a day or preselected time period. Metrics like average session duration can be compared to industry benchmarks to determine growth and success. Session count is an excellent indicator of engagement, and can provide actionable data, but should not be the only measurement used to gain insights into the total impact of digital signage.  

Not every signmetric matters, but understanding which ones do, and consistently applying them help guide signage decision-making, will improve the effectiveness of every sign. It also leads to peace of mind that your investment in a sign is getting the results you want.

YESCO Donated Sign for Dapper Companies’ “The Great Las Vegas Coffee Shop Giveaway” Winner


L to R: Jeff Young and Ed Stagner (YESCO);  Mallory Gott and Aaron Lee (Winnie & Ethel’s)

Click Here For Downloadable, High-Res Photos

On Tuesday, Nov. 7, YESCO joined the owners of Winnie & Ethel’s Downtown Diner as they received the keys from J. Dapper of Dapper Companies. As the winner of the Dapper Companies’ “The Great Las Vegas Coffee Shop Giveaway,” Aaron Lee and Mallory Gott of Winnie & Ethel’s received a customized 18-foot-long internally illuminated sign designed, fabricated, installed and donated by YESCO. 

Winnie & Ethel’s is slated to open to the public at the Huntridge Center in Downtown Las Vegas on Dec. 3.

Experiential Designer Mallory Gott and Executive Chef Aaron Lee, winners of “The Great American Coffee Shop Giveaway”, curated Winnie & Ethel’s Downtown Diner to serve as an homage to the halcyon days of the roadside eatery, the classic café, and grandmas’ kitchens everywhere. The concept reflects the iconic, around-the-clock American eatery of the 1940s by serving breakfast and lunch classics, with the occasional delightful twist in a welcoming space where the Downtown Las Vegas family can gather, break bread and forge bonds that build community.

With the diner's location at the Huntridge Center, at 1120 E Charleston Blvd. Las Vegas, NV 89104, Winnie & Ethel’s draws upon the rich history and legacy of the Huntridge Theater, which first opened its doors on October 10, 1944. 

To learn more about Winnie & Ethel's Downtown Diner visit visit Stay up to date by following them on Instagram or liking them on Facebook.

Dapper Companies is a premier commercial real estate brokerage firm and development company. It builds top-quality retail, office and office/warehouse space throughout Southern Nevada. It also represents landlords, tenants, property owners and investors in buying, selling and leasing commercial property. For more information, visit

The iconic ‘Wendover Will’ is getting a facelift

WEST WENDOVER, Nevada — At 71 years old, Wendover Will needed a little facelift.

"We don’t want to change him that much. I mean, he's iconic the way he is," said West Wendover Mayor Jasie Holm. "The paint, and he's 71 years old. Everything needs a little updating."

The 68-foot tall statue, which used to greet gamblers at the Utah-Nevada border, is famous. It was one of the first Nevada signs the Young Electric Sign Company (YESCO) created back in the 1950s with his neon wink and moving cigarette.

"You have Vegas Vic, Vegas Vickie, you have the Showgirls and you have Wendover Will. These are all very iconic signs to drive business into Las Vegas and Wendover, obviously. You can’t miss them," said Crissy Long, the general manager of YESCO Rocky Mountain West.

In 2005, after the State Line Casino changed designs, Wendover Will was given to the City of West Wendover and the iconic neon sign moved to the western edge of town. Tens of thousands of people still visit it, snapping pictures with the smiling cowboy in their backgrounds. But as a statue, it was always tricky for YESCO to maintain.

"Neon is just very expensive to maintain," said Long. "It's very finicky. Any rain storm, snow storm, wind storm, neon goes out. The lighting goes out."

West Wendover would spend as much as $25,000 a year to keep Wendover Will maintained. But this year, the city decided to make some changes. He got a new paint job to freshen him up and new lighting.

"We are switching it from neon to LED. We've fixed the stucco and paint. So it’s going to be way more effective for maintenance and brighter. It’s going to look nicer," Mayor Holm said.

The city will spend about $175,000 for the upgrades to Wendover Will. On Monday, crews were out replacing neon with the energy efficient LED strips. They are expected to last years longer than neon tubes. YESCO said it was also using a type of LED lighting that will mimic the classic neon look.

"Most LEDs we're used to have that harsh, very bright, in-your-face lighting," Long said. "The new technology is made with more of a soft glow like neon to mimic that feel that you get from it. It does look very nice."

When the project is done in a couple of weeks, Wendover Will is going to be beckoning visitors to a new part of West Wendover: the city's first-ever downtown development. Ground will be broken on the development, which will feature a mix of housing and non-gaming commercial development.

"It's going to be anywhere from 40 to 60 lots, it’s residential and commercial that we need so bad," Mayor Holm said. "We have so many businesses that tried to come here. We don’t have the infrastructure and now we do."

Read the full article written by Ben Winslow at

5 Ways Commercial Signage Boosts Business Growth

Your commercial signage must deliver value to your customers with every interaction, and is an important investment in the future and growth of your business. Regardless of whether your doors have been open for years or you’re starting up a completely new business, it’s vital to have an understanding of the many ways you can use signage to help your business succeed. Here are five ways to use signs to attract and educate customers and influence their purchasing decisions.

1. Increases Brand Awareness

To many, your signage is your brand, the face of your company that you show to customers - both current and potential ones. It must represent who you are and be a familiar signpost that meshes with all your other branding efforts.  That way, when someone sees it, there is an immediate sense of familiarity and trust. Your brand can comprise many aspects of your business – logo, website, culture, advertising, customer service and more – but your sign may be the first tangible evidence of your brand. That makes it vital that your signage convey your brand’s personality, is brand consistent with designs, colors, and fonts, and be eye-catching even when competing with the signs of your competitors. According to a 2023 study by Solomon Partners, out of home (OOH) signage, including billboards, have up to an 86% recall rate, higher than all other forms of advertising. If a person has never visited your business before, your signage should help them locate you or make the case with a strong call to action for why they should come to your place. Digital signage in particular has a remarkable effectiveness rate of 47.7% regarding brand awareness.

2. Attract New Customers 

Your signage should serve as a beacon to draw customers into your place of business, strategically placed where it can’t be missed. Exterior signage is how people find you and learn more about your business, often from a distance or while on the move. It should make a bold statement with vibrant colors and a clear, simple message that appeals to passersby. Quality is an imperative. You immediately impress your audience through the condition of your sign, so guarantee that your impression is a good one. Your entire business is being judged, fairly or not, by your signage and when it looks great, it sets the tone for the customer experience you want to create.  According to, 20% of consumers report being drawn into new stores based on the quality of their signage. 

3. Increase Sales and Revenue

Your signs should always be selling and advertising your business for one simple reason: business signs get noticed and bring in customers. Studies show that good signage directly boosts a business’ profits. Monument signs can drive sales by 9.3%, pole signs can add up to 15.6% to profits and larger storefront signage may boost sales by up to 7.7%. Your sign shows off products and promotions with clarity and vibrancy, and becomes more effective each time your customers see it. Keep in mind this  marketing rule of thumb:it takes a potential customer at least 7 times before they take action. What’s important is that when they need what you have to offer, your business is the one they remember and turn to. However, that doesn’t mean that deploying new signage or repairing and improving existing ones won’t also have an immediate effect. Research by the Economic Center, University of Cincinnati found that roughly 60% of businesses reported the changing of a design or enhancing the visibility of their signage had a positive impact on sales, number of transactions, and profits with an average increase of about 10%.

4. Promote Sales and Events

Signage, particularly digital and LED signage, offers wide ranging opportunities to alert your audiences to special seasonal, holiday, and limited time discount offers, or entice them with can’t miss events. While traditional static signage is great for attracting attention, digital signage lets you easily change the messaging on signage to achieve your desired objectives and make an immediate impact on customers. With messaging that is always fresh and relevant, even for people who pass your sign everyday it will be an entirely new sign. Digital screens present clear, sharp images, and provide a visual prompt that encourages people to stop in and make an unplanned purchase. It’s estimated that between 30% and 45% of business transactions are the result of impulsive or unexpected stops. The majority of these stops were likely prompted by the shop's signage. According to a survey by RetailDive, 84% of Americans admit to making impulse stops while on the road. Both static and digital signs  can either bring commuters in for quick stops on their way to and from work or attract shoppers while they are out running errands.

5. Spread Messaging with Off-Premise

Just because your business isn’t located in a high-traffic area, that doesn’t mean your signage has to be where people won’t see it.  You can place signs along popular routes that you know your customers travel and introduce yourself to new audiences who might never come across your business otherwise. Off-premise signage, like billboards, create greater awareness and expands your customer-base into new communities affordably and can make it easier for people to locate you. In a survey by the Signage Foundation, it was found that 48% of shoppers said that they had entered a store they had not planned to visit because of an attractive sign. 

Your commercial and business signage gives you a wide variety of ways to get your business noticed and bring people into your place of business. A coordinated strategy that integrates both traditional static and digital signage can firmly establish your brand in the minds of your customers and move them to take action. Effective signs get your business in front of the right people at the right time and can affordably turn potential customers into long-term, loyal ones who spend their money with you. YESCO can show you how. Contact us today.