Signs of the Times - April 2013 - (Page 16)

VINYL APPS By Steve Aust “These projects underscore how, like everything else in ‘Glitter Gulch,’ building and structural wraps adopt a big, bold persona.” Bet on Vegas Wraps Bigger is always better in Sin City. The Intl. Signlevel at (ISA)year’s energy this 2013 Assn. Sign Expo, which takes place April 3-6 at the Mandalay Bay Convention Center, should be extremely high. Las Vegas’ non-stop atmosphere creates excitement in its own right, and a sold-out show floor – according to ISA, 200,000 sq. ft. of exhibit space has been sold, and those still hoping to exhibit must now sign up for a waiting list – should engender tremendous optimism. When the 20,000-plus attendees and exhibitors have left the show floor, they’ll undoubtedly look around and be wowed by the abundance of building and structural wraps. They’ve been ubiquitous on the Strip for several years, and codes for downtown buildings – such as the iconic Fremont Street – now approve permanent building wraps in “Old Vegas”. These projects underscore how, like everything else in “Glitter Gulch,” building and structural wraps adopt a big, bold persona. D-Lightful On Las Vegas’ Strip, Sin City moguls, such as Wynn Resorts founder 16 SIGNS OF THE TIMES / APRIL 2013 / Steve Wynn and MGM Resorts CEO Jim Murren, have long reaped the benefits of brokering space on their deluxe resorts with building-wrap advertising. However, in 2012, city codes in downtown Las Vegas, where Fremont Street is located, allowed only temporary building wraps. When Greg and Derek Stevens purchased the property of Fitzgerald’s casino from the estate of former owner Don Barden, who died in May 2011, they sought creative ways to rebrand the casino, and zeroed in on wraps as a solution. Paying homage to Detroit, their hometown (and Barden’s as well), they rechristened the newly rebranded casino “The D,” a common nickname for Motown. “We thought about replacing the rooftop sign, but we decided that a wrap would be a more dynamic, powerful way of presenting our brand,” Greg said. “A wrap presented

Table of Contents for the Digital Edition of Signs of the Times - April 2013

Signs of the Times - April 2013
ST Update
Cut Your Ink Costs
Technology Update
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review
Technology Review
Sign Museum News
New Products
The 2013 International Sign Contest
Leasing Equipment
The ISA Sign Expo 2013 Preview
Industry News
Advertising Index
Editorially Speaking

Signs of the Times - April 2013