Building wraps and window graphics are an ideal way to advertise an event or upcoming entertainment. Driving though a city like Las Vegas, NV it is impossible not to notice all the digital output covering the windows and façade of hotels and restaurants, showcasing the latest attractions.
While Off The Wall Signs and Graphics is a relatively new digital print service provider (PSP), starting its full-service sign production and installation services in 2009, co-owner Rocky Faith is not new to the industry. Faith was in the sign industry for 17 years and began his first sign installation company in 2005, working on various outdoor projects for major shows and events. Off The Wall currently services a variety of clients in some of the nation’s largest cities.
Eight employees work from the 5,000 square foot facility in Las Vegas, NV and specialize in grand format building wrap production and installation, as well as large format outdoor production and installation for events like National Finals Rodeo at the Thomas & Mack Center and the Motley Crue residency at Hard Rock Hotel in Las Vegas, NV. The shop is particularly known for its work in Las Vegas, NV and San Diego, CA.
Paige Zeigler, co-owner, Off The Wall previously worked in advertising. She began Off The Wall’s marketing push in 2011. To showcase the company’s full-service building wrap capabilities, a time-lapse video featuring the printing, cutting, and installation process of a Donny & Marie building wrap in Las Vegas, NV was created and posted on the shop’s YouTube channel. Since then, Off The Wall creates and uploads time-lapse videos for most of its large projects. In addition to YouTube, Off The Wall utilize its Web site, Twitter, and Facebook page as other marketing avenues.
The first building wrap Off The Wall fully produced and installed was a 20,000 square foot Cricket advertisement on the Luxor pyramid in Las Vegas, NV for the International Consumer Electronics Show in 2011. Faith led his installation team to complete it in 96 hours. The Cricket building wrap was quickly followed by the 45,000 square foot Donny & Marie wrap on the Flamingo Las Vegas, NV.
In the past year, Off The Wall completed six additional building wraps in Las Vegas, NV featuring clients such as Jack Daniel’s, as well as six building wraps in San Diego, CA for Cisco, Syfy’s television program Defiance, and Warner Bros.’ video game Injustice.
Partner Up for Comic-Con
To grow as a successful PSP, one must find dependable and trustworthy partners. Off The Wall partners with Above All Media based in Irvine, CA for all of its San Diego, CA applications. “This partnership allows us to take our building wraps to the next level,” explains Zeigler. “When we consider an event like Comic-Con, in which we produce over 50,000 square feet of window perforation, it must be installed and removed in the matter of a few weeks.”
Using Arlon Graphics, LLC’s window perforation material, Off The Wall achieves the desired look for its building and window wraps. “Our building wraps on the San Diego Marriott Marquis & Marina for Comic-Con 2012 look completely solid,” says Faith. “The perforation pattern still allows comfortable visibility for hotel guests, and does not look like window perforation from the street. Our clients were extremely satisfied.”
Arlon’s material also helps Off The Wall maintain trust with the properties because the material does not leave any residue upon removal, which is a concern. In addition, Arlon’s technical engineering team created an efficient profile for the product so that Off The Wall gets the right amount of ink saturation on the material. Oversaturating perforated window media breaks it down and creates a challenging situation for the installation team.
Off The Wall has refined its process over the last year to improve efficiency. “Producing and installing a building wrap is like creating the layout for a puzzle, printing it, and then putting it together on the side of a building,” explains Zeigler. “There are so many opportunities for breakdowns in the process that cause a chain reaction of costly errors—staying efficient from start to finish is always a key focus.”
Part of the process is to become as efficient as possible, so Off The Wall uses Roland DGA Corporation’s AdvancedJET AJ-1000i 104-inch printers for building wraps with Arlon material. “We expected increased efficiency in terms of ink and labor costs when we purchased the first AdvancedJET AJ-1000i compared to the 54-inch Roland printers, but in some cases our ink cost is a third of what it was before. We never anticipated that kind of savings,” shares Faith.
Both Faith and Zeigler credit a team of hard-working employees, who work efficiently and take pride in the overall success of the finished product. The company utilizes an incentive-based compensation structure for team leaders so they receive a bonus when all project objectives are met for a building wrap. “The structure helps us become more efficient and create an even stronger team that takes extra pride in their work,” shares Zeigler.
Off The Wall has quickly produced an impressive portfolio of building and window graphics in some of the country’s best-known cities. With a strong team and the right combination of equipment and media, this PSP carved out a profitable niche in no time.