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When Think Digital Signs met with Pahl’s Market, they wanted to update their manual message board sign that had served them for many years. They knew customers would come in when they posted a special offer on their old sign. The problem was they were limited to two rows of manually changed black letters that didn’t stand out, it took too much time to change, and it was not a task they looked forward to—especially in the cold and winter season—which happened to be the season they were focused on to increase traffic and revenue.

The goal was clear: Use as much of the existing sign structure as possible so they could concentrate their investment on the digital LED message display area with a high-quality electronic message center (EMC), optimizing that space with brighter, clearer, and more effective advertising including images that they could control and engage more effectively with the many cars passing by every day.

A main hurdle was that the existing sign code limited Pahl’s Market to a much smaller sign than they already had regarding the height of the sign and overall square footage if they were to change the sign by incorporating a dynamic digital display.

Think Digital Signs came up with a plan to retrofit the existing structure using cost-effective design and materials and worked with the city on Pahl’s behalf to obtain approval for the project for a sign roughly the same height and square footage as their old sign, maximizing the allowable dynamic display area corresponding with the amended sign code enabling a 5′ H x 8′ W 16mm Watchfire EMC.