Signs of the Times - July 2016 - (Page 58)

Signs that Invite A gallery of hospitality signage By Steve Aust "Hospitality means primarily the creation of free space where the stranger can enter and become a friend instead of an enemy. Hospitality is not to change people, but to offer them space where change can take place. It is not to bring men and women over to our side, but to offer freedom not disturbed by dividing lines." - Henri J.M. Nouwen, "Reaching Out: The Three Movements of the Spiritual Life" "That boy is your company. And if he wants to eat up that tablecloth, you let him, you hear?" - Calpurnia speaking to Scout, from Harper Lee's "To Kill a Mockingbird" H ospitality takes many different forms, adapting to the required nuances of a specific environment. A hotel must convey a restful environment while also providing the technological and aesthetic comforts of home. Eateries and bars must reinforce their cuisine or concepts through all details ranging from environmental graphics to window treatments. Educational environments, with more of an emphasis on function than comfort, operate under a somewhat different expectation of hospitality. Still, visitors want to become familiar with a property as efficiently as possible. What performs this role most capably? Signage. Nouwen's quote speaks to hospitality's foremost purpose: making guests comfortable and allowing them the latitude to be themselves. In its own colloquially Southern way, ditto Calpurnia's edict. These venues - hotels, restaurants, brewpubs and a sports-training academy - reflect the divergent paths followed towards a common goal: comfort. Achieving contented guests will likely yield the all-important "double r's" of repeat business and recommendations. 58 SIGNS OF THE TIMES July 2016 A Green Mountain Welcome Relative to its size and population (ranked 45th and 49th among US states, respectively), Vermont enjoys a high profile. From Ben & Jerry's ice cream to maple syrup to its majestic Green Mountain slopes, Vermont's cultural icons translate to a vibrant tourism economy. This industry and Vermont's rustic environs inspire innovative hospitality concepts which, in turn, practically demand the creation of distinctive signage. Wood & Wood Signs (Waitsfield, VT), which founder Sparky Potter opened in 1972 in a self-described "hobbit hole," gradually evolved into a 3,000-sq.-ft. shop with a 12-person staff. Potter noted that hotels, restaurants and other hospitality-related venues represent approximately 30% of Wood & Wood's business. "For these types of properties, we provide more unique design/build concepts and a higher level of craftsmanship, which these types of customers usually appreciate," he said. "Appropriate lighting and strict attention to the client's brand are also especially important for these customers." Potter continued, "Attention to detail is essential for every site survey, but it's especially important for a hotel or restaurant. Traffic flow, materials, dimensions, everything should be taken into account. Many clients like to integrate reclaimed or recycled materials with new components." Wood & Wood crafted a four-sign package for Long

Table of Contents for the Digital Edition of Signs of the Times - July 2016

Signs of the Times - July 2016
Columns & Departments
ST Update
Technology Update
Integrating High-End Effects in Your Design
Vinyl Apps
Strictly Commercial
Lighting Techniques
Moving Message
Technology Review - Computerized Cutters’ Accu-Form
Technology Review - Cyrious software
Design Matters
New Products
Signs that Invite
Horseshoe-Shaped Window Graphics
Driving West
State of the Industry
Returns to Glory
Enter ST’s Vehicle Graphics Contest
Advertising Index
Editorially Speaking

Signs of the Times - July 2016