Dallas Museum of Art enters electronic sign age
09:47 PM CDT on Friday, July 4, 2008
By ANDREW D. SMITH / The Dallas Morning News
asmith@dallasnews.com
New exhibits. New events. New concessions. The Dallas Museum of Art changes constantly.
Now it can keep patrons up to speed.
The addition of electronic signs may even spur more change – not just at this museum, but at countless restaurants, stores and public venues.
"Places that still use traditional signs think real carefully before doing anything that would require new signs," said David Jantz, a regional sales manager at NEC in Irving.
"Places that use electronic signs can change whatever they want, whenever they want. They can experiment."
NEC installed three electronic signs in the DMA's north lobby last week.
One sign explains current exhibits. Another previews what's coming. The third provides membership information.
Two more electronic signs, these stationed in the museum's Center for Creative Connections, have touch-screen monitors that allow users to explore specific works in depth.
Six more signs will soon appear in the south lobby and the Fleischner Courtyard, where patrons queue for special exhibits.
These additions will provide real-time information about ticket times and availability, and they will advertise the DMA's eateries and stores.
"If a special exhibition does well, and we get the chance to extend it a few days, we can update the signs instantly," said Homer Gutierrez, the DMA's director of information technology.
"If we have a wedding reception in the museum, we can change the signs for that. We can display photos that were just taken at the service."
As organizations abandon traditional signs entirely, they can really start experimenting.
Movie theaters can – and do – cut the price of popcorn to spur sales on lackluster nights. Some fast food chains have also experimented with electronic signs to determine how small price changes affect sales.
Clothing stores may soon do likewise.
NEC says it has discussed electronic signage with Kohl's Corp. and J.C. Penney Co.
Retailers today pay staff to update prices by hand.
Retailers tomorrow will change prices with a single touch of a button.
And tomorrow may come pretty soon.
The price of electronic signs has fallen as fast as the price of high-definition televisions and other video monitors.
A basic model costs only $200 or $300 – less for high-volume buyers.
And even the largest and sharpest models now come under $5,000.
The biggest remaining obstacle to their adoption may be the lack of electrical outlets in older buildings.
In new buildings, however, electric signs are quickly becoming the norm.
"The flexibility more than justifies the cost," said Jack Hill, director of new stadium construction for the Dallas Cowboys.
"The same signs you generally use to advertise hot dogs can change, in an emergency, to tell fans where to go if a tornado is going to hit your building."
By ANDREW D. SMITH / The Dallas Morning News
asmith@dallasnews.com
New exhibits. New events. New concessions. The Dallas Museum of Art changes constantly.
Now it can keep patrons up to speed.
The addition of electronic signs may even spur more change – not just at this museum, but at countless restaurants, stores and public venues.
"Places that still use traditional signs think real carefully before doing anything that would require new signs," said David Jantz, a regional sales manager at NEC in Irving.
"Places that use electronic signs can change whatever they want, whenever they want. They can experiment."
NEC installed three electronic signs in the DMA's north lobby last week.
One sign explains current exhibits. Another previews what's coming. The third provides membership information.
Two more electronic signs, these stationed in the museum's Center for Creative Connections, have touch-screen monitors that allow users to explore specific works in depth.
Six more signs will soon appear in the south lobby and the Fleischner Courtyard, where patrons queue for special exhibits.
These additions will provide real-time information about ticket times and availability, and they will advertise the DMA's eateries and stores.
"If a special exhibition does well, and we get the chance to extend it a few days, we can update the signs instantly," said Homer Gutierrez, the DMA's director of information technology.
"If we have a wedding reception in the museum, we can change the signs for that. We can display photos that were just taken at the service."
As organizations abandon traditional signs entirely, they can really start experimenting.
Movie theaters can – and do – cut the price of popcorn to spur sales on lackluster nights. Some fast food chains have also experimented with electronic signs to determine how small price changes affect sales.
Clothing stores may soon do likewise.
NEC says it has discussed electronic signage with Kohl's Corp. and J.C. Penney Co.
Retailers today pay staff to update prices by hand.
Retailers tomorrow will change prices with a single touch of a button.
And tomorrow may come pretty soon.
The price of electronic signs has fallen as fast as the price of high-definition televisions and other video monitors.
A basic model costs only $200 or $300 – less for high-volume buyers.
And even the largest and sharpest models now come under $5,000.
The biggest remaining obstacle to their adoption may be the lack of electrical outlets in older buildings.
In new buildings, however, electric signs are quickly becoming the norm.
"The flexibility more than justifies the cost," said Jack Hill, director of new stadium construction for the Dallas Cowboys.
"The same signs you generally use to advertise hot dogs can change, in an emergency, to tell fans where to go if a tornado is going to hit your building."
posted by The Gryphon at 11:25 AM
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