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Ed Bernstein: Billboards are a homerun

Posted: February 17, 2014 2:00 a.m.
Updated: February 17, 2014 2:00 a.m.

For nearly a quarter century 25Score has maintained a tight-knit relationship with the community members and local businesses of Santa Clarita.

Our cards provide locals’ much-needed savings at the venues they love, and that’s an idea that sticks.

But, that’s not the only reason we’ve been able to grow from a small group offering discounts with 40 businesses to a booming operation with more than 1,000 participating merchants.

Of course, our deep-rooted connections to the local community and grass-roots outreach to local businesses have been a cornerstone of our success, but like any small business working to stay afloat, advertising has been extremely important to us.

This is why we initially turned to billboards. The boards offer the exposure we need at a price-point that works for small businesses, such as ours.

Since securing space on billboards throughout the city, our outdoor ads have been invaluable in getting the word out about our products and helping to support the businesses we work with.

The signs provide tremendous exposure throughout our community while also introducing our product to the many visitors who pass through Santa Clarita each year.

They also offer us a more unique and visual way to communicate with the public, which has helped us to increase our footprint in the area.

We, along with many other businesses in Santa Clarita, have come to depend on billboards as an economic driver.

This is why we are greatly opposed to the city’s recent proposal, which may remove these signs.

If the Santa Clarita City Council votes to remove the billboards throughout our city, it will be taking away an extremely valuable tool for small businesses.

These signs help to even the playing field between local companies such as ours, who live and work in this community, and bigger businesses from outside the area with larger pocketbooks.

We ask the City Council members to consider our position when making their decision.
25Score is native to Santa Clarita and we remain close with the thousands of community members who help to support our business.

We hope to see the city take a position that supports businesses that are loyal to the local community, such as ours.

Outdoor signs exist in small towns and large cities across the nation and offer businesses, small and large, equal opportunity to promote themselves in a unique and highly effective way.

It simply doesn’t make sense for our city, the third largest in Los Angeles County, to elective to remove these tools that are hugely important to so many local businesses.

We hope to see our city take a step in the right direction and elect to keep Santa Clarita’s billboards up.

Our community needs elected officials who are making decisions in support of the city’s local businesses, not taking away existing tools in the toolbox that help them succeed.

We pride ourselves on the ability to offer unique values to our neighbors while promoting our city’s businesses, and we hope the City Council makes a decision that does the same and leaves Santa Clarita’s billboards standing.

Ed Bernstein ia pesident of 25Score.



ricketzz: Posted: February 17, 2014 6:30 a.m.

Yes, please. I guess they don't want to build the new "projects" by the railroad tracks (in the creek flood plain) until the little signs are gone, because they aren't on the model.

This light pollution will make unruly tennis court light seem downright quaint. Who wants a TV fifty feet wide, wasting enough electricity to power a school, let alone 3? What message about conservation does this send?

We are knuckle dragging mouth breathers who don't believe in scary science.

CaptGene: Posted: February 17, 2014 6:33 a.m.

Cool, 25Score favors blight? So, I won't be renewing my membership. I will however keep a list of vendors so I can avoid them. Thanks for letting me know, Ed.

What a dope.

lars1: Posted: February 17, 2014 7:55 a.m.

Small local business in Santa Clarita is really taking a big hit from City policies. There are hardly any public City contracts awarded to l0ocal business. Most of the contracts are awarded to business "out of town". This permits city employees to "take the day off" for a business trip to the contractors "out of town".

Now the City wants to close a local advertising company that has been around for over 50 years. The city wants to give their business to an "out of area" company, that will put up HUGE UGLY ELECTRONIC BILLBOARDS along the freeways, eliminating local business from their customers. The HUGE UGLY ELECTRONIC BILLBOARDS are a bigger blight. This will produce a BIG NEGATIVE impression of our fine city, making it appear to be LAS VEGAS. In their opinion, they think it may generate increased tourist visitors who want the "LOOK OF VEGAS" in California. Although a majority of the public does not want the HUGE ELECTRONIC BILLBOARDS, the City is progressing towards their approval.

The "BIILBOARD SCAM" is upon us. The billboards will discussed at the City Council meeting on February 25. Is the SIgnal going to mention this?. Be prepared for the scam. The City council members up for reelection, Weste and McLean will not "DO THE RIGHT THING" and disapprove the HUGE UGLY ELECTRONIC BILLBOARDS. They will postpone the decision until after the election. If Weste and McLean are reelected, they will consider it a MANDATE, and approve the billboards at a later date. This is another BIG ISSUE for Santa Clarita. The citizens are disapointed in the election process where BIG ISSUES are not discussed by the candidates. The people running the show will not allow BIG ISSUES to be discussed.

Baddog1: Posted: February 17, 2014 9:25 a.m.

Not to mention, the City will then be able to regulate just who may be able to advertise on these new signs. Too much power in Stepford.

SaugusSplasher: Posted: February 17, 2014 10:57 a.m.

It's not surprising that the owner of the scorecard gimmick opposes eliminating the billboard blight from the older neighborhoods. This proposal really doesn't help Saugus and Valencia where there's not billboard blight.

cj64: Posted: February 17, 2014 3:16 p.m.

Its not surprising that the bought off City employees are supporting the electronic billboard blight. They are the same ones advocating the renewal of the red light cameras. Advocating illegal electronic billboards violates the Signals posting policy concerning illegal activity. Small business in Valencia and Saugus will be hurt if the railroad billboards are gone. Also, the city does not seen too concerned with blight. What is going on with the abandoned house near the Metrolink Station on Soledad. Its awfull, and has been that way for over 20 years. Why does'nt the city just tear it down? --edited.

RemStarr: Posted: February 18, 2014 10:09 p.m.

I grew up in Sylmar and billboards remind me of home. Keep them! Put up more! Let's Sylmarize Santa Clarita!

ricketzz: Posted: February 19, 2014 6:00 a.m.

The City Muckymucks never met a hustle they didn't fall for, apparently. If Los Angeles won't let Metro do it, why should we? Do we want to be the North Vegas of Southern California?

The signs will attract gunfire, especially those on the East side. They will glow brightly on a side of town where few people even leave their porch lights on all night. They will be the hand of man spoiling a natural river landscape. More dumb white people playing God.

philellis: Posted: February 19, 2014 9:54 a.m.

I have never found any billboard that directed me to any product I needed or wanted. If I was looking for a plumber, I would either use the yellow pages (if I could find any) or, more likely, the internet. There may be shoppers who get swayed by billboards, but I would have to see some good empirical data to convince me.

ricketzz: Posted: February 20, 2014 5:40 a.m.

(You have obviously not tried to use the internet like the Yellow Pages.) Billboards are very effective at directing people in need to solutions, reinforcing product imaging, and multitudes of simple messaging purposes.

These existing signs are preferable to 6 giant TV screens on each end of town, each one using enough electricity to power a school.

lars1: Posted: February 20, 2014 1:43 p.m.

The Billboard deal has been going on in the backrooms of city hall for a long time. The city wants to transform Santa Clarita into a Las Vegas style convention destination.

Soon there will be a big convention center, paid for by the taxpayers. The gramdmothers want the ballroom so they can waltz around in their fine accomplishment.

The city will have plans for an Adult Entertainment (Strip Club) located in the industrial Center. The city has stated that the Electronic billboards will not be used to advertise the adult entertainment business.

Since there was the Indian Teepee (Bug Zapper) art project in Newhall, the city is also looking at building an Indian Style Gaming Casino in Santa Clarita. Buses will transport gamblers from other parts of Southern Californis.

These projects will attract many conventions that will fill up the local hotels and be good for business. Oh, where has George Bailey gone?

ricketzz: Posted: February 21, 2014 6:28 a.m.

Where are the Indians now that we can use them?

Why has The Signal not published the statement from the Small Businesses of Santa Clarita, like in SCVNews?

Larold: Posted: February 22, 2014 9:43 a.m.

Local billboards are the ugliest way to advertise. I understand why someone would not want those big signs (like the City of Commerce has) along the 5, but driving through Canyon Country is like a trip through Tijuana these days. Trailer parks and signs for fast food isn't my picture of a great place to bring kids up in. It's getting uglier by the month. Stick those signs on the freeway and get them off the local streets.

CaptGene: Posted: February 22, 2014 2:18 p.m.

That's what you think Larold, but...


...thinks they are great!

batmaller: Posted: February 23, 2014 9:47 a.m.

SCHLOCK!!! Hundreds of cheap looking Billboards and 25Score. Both appealing to the lowest common denominator. This valley has enough gimmicks and 25Score is a great example! Right up there with "AWESOMETOWN". Buy something for $5, show them your card and save 25 cents! Really? Put one or two large digital billboards along the 14 and one or two along the 5, if that is the cap. Who cares!!! --edited.

DavePutnam: Posted: February 25, 2014 10:08 a.m.

If anyone thinks that trading in a bunch of small billboards for three giant electronic ones (outfitted with cell phone equipment) is going to rid SCV of advertising blight, they are sadly misled. Small business will turn to other innovative ways of getting the word out about what they have to sell. I'm sure there are plenty of mobile billboard companies waiting to swoop in and clog up our already crowded streets. I smell a Second Amendment lawsuit brewing if the City Council decides to move forward on this one.

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