Signs of the Times - February 2012 - (Page 104)

EDITORIALLY SPEAKING By Wade Swormstedt “There have been many conversations about the need for the industry to ‘sing from the same song sheet’.” ISA Restructures after 30 Years Questions outnumber answers at this early juncture. In the Januaryoutlined ISA Report (seeofpage 75), Chairman issue’s Duane Laska some aspects ISA’s first major reorganization since implementation of its Regionalization Plan in 1980. The clear-cut changes are that ISA will only host one tradeshow annually (although it will welcome requests from any “affiliated” sign associations for assistance), and the ISA board of directors will be reduced from 27 to 15 as new criteria are developed. Beyond that (as with most sign codes), the definitions of numerous terms pose innumerable, additional questions. I posed several of these to Lori Anderson, ISA’s president/CEO. What is the primary objective of this reorganization? The restructuring seeks to create a unified industry presence and enhance the ability of the industry associations to work together to achieve better business conditions for sign companies. In other words, we are striving for an improved structure that strengthens the industry and the industry associations. Over the last 30 years the current organizational structure has been in existence, there have been many conversations about the need for the industry to “sing from the same song sheet.” A unified industry is better suited to improve local sign codes and create value for local sign companies. Does the reorganization abolish ISA’s existing regionalization plan? The regions as they currently exist may indeed change if they choose to change, but ISA is not abolishing anything. It will be up to the affiliated associations to determine the organization that best suits their needs. If an existing regional affiliation wants to remain as is, they certainly can do so. In addition, affiliated associations currently establish their own activities, including regional tabletop shows, networking events or educational programs. This will remain the case in the reorganization. What’s the definition of an “affiliated” sign association? What criteria (if any) must an association meet? To what extent is the United States Sign Council involved? The definition of an “affiliate” has not yet been fully determined, but a key element of this structure is that the local or state associations remain autonomous. Local events, such as tabletop displays, networking or education programs, will be determined by the affiliated associations, just as they are now. Some 30 years ago, ISA (then NESA) created the boundaries that, at the time, composed the “regions.” In this new approach, the local areas themselves will determine the boundaries of their “affiliated association.” Criteria will be developed 104 SIGNS OF THE TIMES / FEBRUARY 2012 / www.signweb.com over the next several months. We have worked with USSC on various issues over the past few years, and we plan to continue to do so. If all “affiliate direct” sign companies automatically become ISA members, what comes with that? This structure seeks to encourage sign companies to be involved with their local associations. When a company joins their local sign association, they will automatically be members of ISA. The dues for membership in the local organizations stay local. As for becoming a “competency-based” ISA board member, what measures of competency have been determined? The measures have not yet been determined and will change over time as industry issues change. The board reviews industry issues and develop programs to meet industry needs. Those issues and programs will guide what skills are needed to meet industry challenges. It is likely that leadership development will include a discussion of who has the knowledge, information and expertise to further industry goals. (Ed. Note: Lori said this answer also pertains to questions about the nomination and election of board members, term limits and the makeup of the Executive Committee.) Who decides who will be on the Reorganization Implementation Committee? To get us started, the ISA Executive Committee has appointed some individuals to begin this effort. This may change over time. Is there a distinction between “ISA’s voice” and “the sign industry’s voice”? ISA exists to serve the sign industry and to help the industry grow and prosper. Members of ISA, through the elected leadership, determine the best way to do that. How will the reorganization impact any revenue sharing between ISA and affiliated sign associations? A key element of this restructuring is a joint membership model. If a company joins a local association, the company is automatically a member of ISA, and the local association retains the dues. Depending on the local needs, ISA supports local associations in many ways, including sign code, technical and education programs. The reorganization is slated for a January 2014 completion. What definable interim goals have been established? The exact timetable for implementation has not yet been determined. n http://www.signweb.com

Table of Contents for the Digital Edition of Signs of the Times - February 2012

Signs of the Times - February 2012
Contents
ST Update
Technology Update
Software Update
Vinyl Apps
Strictly Electric
LED Update
Technology Review
Sign Museum News
New Products
Palisades Center Mall’s Retrofit
Sign Structure Safety
Picture Them Rolling
Sign the Vote
Taxing Times
The Value of Signs
See Ya Real Soon!
Industry News
Advertising Index
Editorially Speaking

Signs of the Times - February 2012