A Vibrant Sign Show Brings the Industry Together
The Sign Show, running alongside The Print Show this year, had a different energy about it. It left Craig Brown and Linda Edwards from the BSGA feeling upbeat about the future of the industry.
Craig summed it up best, “It’s actually really hard to describe the feeling. There was such a lovely vibe about the show. A real feel-good factor.”
Across the three days, he said, the engagement stood out more than ever before. “The quality of visitors to me was the thing that stood out. People were very much in the mood to stop and engage. In previous years, people were more likely to walk past with their eyes down at the carpet. At this show, they clearly wanted to find out more and were happy to stop and take the time to talk.”
Linda agreed, adding that it wasn’t just polite chit-chat. “It was considered conversation rather than polite, small talk. Craig and I were able to speak with existing members in more depth, as well as with people who aren’t yet members. There was a lot of intrigue about who we are, what we do, and how we can best benefit them.”
Hands-on Signmaking a Big Draw
Both Craig and Linda believe the hands-on signmaking activities played a big part in creating that buzz. “We had signwriting going on, wrapping, architectural film, neon creation, there was a little bit more opportunity to have a hands-on, and perhaps that created a bit more engagement,” Craig explained.
Linda added, “It was such a fantastic opportunity to showcase true sign-making skills. The demonstrations really brought these skills to life and made them more visible to seasoned professionals who may have forgotten them, as well as to complete newbies having a go for the first time and perhaps getting hooked. It gave people a chance to understand the processes, get tips from craftspeople, and share best practices. It was so positive.”
Craig shared how rewarding it was to see the old skills showcased alongside modern techniques: “David from Signmode was doing traditional signwriting and had some wonderful conversations with people intrigued that it’s still around. And Tony and Catherine Spink, demonstrating neon, people had the chance to touch the glass, heat it, and bend it. I was nervous having a go, but I really enjoyed it.”
Building Community, Not Just Selling
For both Craig and Linda, the show reinforced the BSGA’s role as a connector in the industry. Craig said, “It’s not just about buying. It’s that networking opportunity where like-minded people from a broad section can have a chat and not feel pressured to move on to the next discussion.”
Linda highlighted how the crossover with print helped conversations flow, “Although we are two separate industries, there are many occasions where we are one. It adds to the diversity of the signage industry. We were able to expand conversations to that wider community and even make introductions between members and non-members.”
Craig was encouraged by how people now view the Association. “This was one of the first shows where I didn’t feel I had to justify the Association. People were genuinely interested. Smaller, more niche companies still need a sounding board, and I think they appreciate that.”
Taking the Energy Forward
The question now is how to keep that energy alive beyond the show. Craig believes the answer lies in listening: “We now need to give visitors a vehicle to talk about what else they’d like to see. You don’t have to be a member to share an idea. We’ll share it with the organisers, we’ll share it with the trade, and hopefully create more days and experiences that the trade finds valuable. You’re in it, guys, you tell us.”
For Craig and Linda, the Sign Show was evidence that the signmaking community thrives when people come together to share, learn, and celebrate the craft.