A billboard design, as well as a new advertising campaign for Holbrook, was selected by members of the Holbrook City Council April 14.
The new campaign will feature the slogan Holbrook: It Makes Sense, which will appear on the billboard, as well as postcards and print ads, according to Community Development Director Kathleen Smith. She noted that the campaign features Holbrook’s strongest attractions, including Route 66, Wild West history and dinosaurs. It will make its first appearance on the newly renovated billboard just east of town on Interstate 40 near Sun Valley.
City Manager Ray Alley noted that the billboard was included in a property purchase made by the city during the transfer of the Sun Valley water system. It was in poor shape, but city crews removed and replaced damaged parts, and the sign is now ready for use.
Rather than being painted, a large photo-quality graphic that includes a cowboy in a classic car, Route 66 icons and a dinosaur will be printed on a vinyl covering to be placed on the billboard. Smith explained that special care will be taken to ensure that the vinyl and installation method are designed to withstand the area’s high winds.
Council members were enthusiastic about the design created by local artist Talaina Fisher, and asked that at least four additional designs be created and eventually printed on vinyl so that the billboard can be changed and updated at regular intervals.
Smith noted that the first installation will cost the city around $1,200, and if most of the anchoring system can be reused, additional installations should run approximately $750. Each vinyl covering will cost a little under $600.
Alley advised the council that approximately $5,000 was set aside for the billboard in the current budget, but that total includes the work to reconstruct the sign, which has already been completed. He explained that future billboard campaigns, including changing the graphics on a regular basis, could be included in the budget for the upcoming fiscal year.
Council members noted that they would like to see it included and asked Smith to start generating ideas for additional billboard campaigns.
The billboard measures 16’x56’ and is visible mainly by westbound traffic headed into Holbrook. Alley previously noted that the goal of rehabilitating the billboard is to encourage more visitors to stop and spend time and money in Holbrook’s restaurants, motels and stores.
Photographer Talaina Fisher created this billboard design featuring some of Holbrook’s unique offerings. Modeling for the billboard is Buddy Wagoner, a resident of Sun Valley. The billboard will be the first of a number of billboards for Holbrook’s new advertising campaign.
