Specialty Fabrics Review March 2020 - 40

TOP: You won't find many flat
surfaces at stadiums in this
day and age that don't have
graphics. These at Empower
Field at Mile Home, the home
of the Denver Broncos, were
printed by Moss Inc.
Photo: Moss Inc.
BOTTOM: This banner for
the Super Bowl was printed
by Moss Inc. Photo: Moss Inc.

COMPLEX CUSTOMER NEEDS
Perhaps the biggest challenge, however, is
meeting the increasingly complex needs of
the end customer.
"At big sporting events, such as the
NCAA Final Four, everything is branded-
the floor and everything else," says
Schleicher. "The goal is to create a whole
environment, a feel, as opposed to just
standard banners and signage."
"Floor graphics have become an
especially big way to market," adds
Schleicher, "because with everyone these
days carrying a cell phone, people are
always looking down at their feet."
"Customers are really pushing the
envelope," says Tom Clarke, owner of
Georgia Printco LLC in Lakeland, Ga. His
company started out printing for a billboard
operation and evolved into printing for
sign shops, which got him into the sports
and entertainment markets with signage
at NASCAR tracks. Today, the company
provides banners, signs and other graphic
treatments for a variety of venues (both
inside and outside), including National
Football League stadiums, for its clientele.

"Whenever you think you've seen
everything, someone comes along with
a whole new thing," says Clarke. "It's
always changing."
One aspect of the business is that most
venues serve many "clients," not just the
main tenant. For example, pro football
stadiums often host marquee college
games or other sporting events, including
outdoor professional hockey games; a
college football stadium may schedule an
outdoor wrestling match. The result is a
constant need to change out signage.
"We often travel to the arena and
execute a full-scope assessment to make sure
we flag anything that might be in conflict
with the sponsor of the upcoming event,"
says Heidi Katherine, senior vice president
for global design and development at
Moss Inc., Elk Grove Village, Ill., which
develops, manufactures and installs "brand
environments" in sporting venues, retail
stores and workplaces around the world.
"We have to be ready to act with sizes
and plans for attaching graphics when a
customer decides if they want to brand
over something or block it out.

40 REVIEW MARCH 2020

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Specialty Fabrics Review March 2020

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