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HomeMy WebLinkAboutZ-7826 ApplicationMarch 7, 2005 The Department of Planning and Development 723 W. Markham Little Rock, Arkansas 72201 Re: Ballyhoo, L.L.C. d/b/a Ballyhoo Delivery Dear Sir or Madam: Enclosed, please find an Application for an Interpretive Hearing for the above - referenced company. The said company was recently issued a citation for violation of City Code §36-543 (5). We have reviewed the cited code section and agree that the Code states that vehicular signs are prohibited unless otherwise noted; however, according to §36-530, the definition of vehicular sign is a sign displayed on parked or moving vehicles where the primary purpose of the vehicle is to advertise a product or business . . .. Ballyhoo's primary purpose is to provide delivery services to its clients and not that of advertising a business; therefore, we feel that Ballyhoo does not violate Code §36-543 (5). We respectfully request an interpretive hearing before the Department of Planning and Development so as to inform the Department of Ballyhoo L.L.C.'s business purposes of delivering and transporting goods for his customers and to learn of the Department's interpretation of the City Code as it applies to Ballyhoo, L.L.C. Please find enclosed the $50.00 filing fee as required. If you are in need of any additional information, please feel free to contact me, and we will be happy to accommodate you. Thank you for your attention to this matter. -44 JAMES R. WALLACE & ASSOCIATES i -2- `� ATTORNEYS AT LAW fo J 1ST FLOOR, CENTRE PLACE 212 CENTER STREET, SUITE 100 LITTLE ROCK, ARKANSAS 72201 JAMES R. WALLACE, P.A. (501)375-5545 H.C. (JAY) MARTIN, P.A. Fax(501)374-9515 DALE B, DUKE, P.A. AMY C. MARKHAM JOSH KING March 7, 2005 The Department of Planning and Development 723 W. Markham Little Rock, Arkansas 72201 Re: Ballyhoo, L.L.C. d/b/a Ballyhoo Delivery Dear Sir or Madam: Enclosed, please find an Application for an Interpretive Hearing for the above - referenced company. The said company was recently issued a citation for violation of City Code §36-543 (5). We have reviewed the cited code section and agree that the Code states that vehicular signs are prohibited unless otherwise noted; however, according to §36-530, the definition of vehicular sign is a sign displayed on parked or moving vehicles where the primary purpose of the vehicle is to advertise a product or business . . .. Ballyhoo's primary purpose is to provide delivery services to its clients and not that of advertising a business; therefore, we feel that Ballyhoo does not violate Code §36-543 (5). We respectfully request an interpretive hearing before the Department of Planning and Development so as to inform the Department of Ballyhoo L.L.C.'s business purposes of delivering and transporting goods for his customers and to learn of the Department's interpretation of the City Code as it applies to Ballyhoo, L.L.C. Please find enclosed the $50.00 filing fee as required. If you are in need of any additional information, please feel free to contact me, and we will be happy to accommodate you. Thank you for your attention to this matter. Sincerely, Amy C. Markham ACM:mks Encl. Cc: Mr. Tony Cristee Ballyhoo Delivery P. O. BOX 55705 Little Rock, Arkansas 72215 Date: , 24 Annexation $ Board of Adjustment $ 0 Cond. Use Permit/T.U.P. $ Final Plat $ Planned Unit Dev. $ Preliminary Plat $ Special Use Permit $ Rezoning - Site Plans $ Street Name Change $ Street Name Signs Number -- at ea. $ Public Hearing Signs Number at ea. $ Total $ C1 f 6-n File No. Location Applicant By - Ballyhoo Delivery in Arkansas - Little Rock and central Arkansas Page 1 of 1 uallyhco Uelive Northwest Arkansas Average Commute Time Increase of 17.6% link to Arbitron stats industry news Now in NW Arkansas! Delivery with a Twist. Ballyhoo Delivery is a delivery company with a twist. The Ballyhoo Delivery truc with tri -vision signs on the sides, back and front of the truck box. These trucks h production since 2001. At last report, there are about 80 markets operating in the Ballyhoo Delivery is the first delivery company of this kind in the state of Arkans operate one of these unique vehicles. Thanks for checking us outl Home / Where is Ballyhoo / Why use Ballyhoo / Rates / Contact us 2005 Ballyhoo Delivery. All rights reserved. Web site design and hosting provided by: ArkansasWeb.com O'S*. http://www.baUyhoodelivery.conVindex.html 4/13/2005 Ballyhoo Delivery Locations - Where we are. Page 1 of 1 Northwest Arkansas Average Commute Time Increase of 17.6% link to Arbitron stats industry news Now in NW Arkansas! Where is Ballyhoo ? Starting at 7 am the Ballyhoo Delivery truck is on the road. You will see the Ballyhoo delivery in Bentonville, Bella Vista, Rogers, Lowell, Springdale and Fayetteville. No two days are the Ballyhoo. Our truck, and your ad are being seen in the metro on the busiest streets during the times of the day. 7 am -7 pm Monday -Friday. Wherever we are, we're being seen. Home / Where is Ballyhoo / Why use Ballyhoo / Rates / Contact us 2005 Ballyhoo Delivery. All rights reserved. Web site design and hosting provided by: ArkansasWebxom "r's.t' f+'►1� http://www.ballyhoodelivery.com/where—is—ballyhoo.htin 4/13/2005 Why use Ballyhoo Delivery in Arkansas Page 1 of 1 Uallyhcc Uelivery T4 --e, *� -7 lP-�x 3) Northwest Arkansas Average Commute Time Increase of 17:6% link to Arbitron stats industry news Now in NW Arkansas! Why use Ballyhoo Delivery ? When your business needs to pick something up or drop something off. Give us a call! Your of your employee's time is much too precious to spend at a stop light in traffic. Ballyhoo will p with prompt, convenient service. Home / Where is Ballyhoo / Why use Ballyhoo /Rates /Contact us 2005 Ballyhoo Delivery. All rights reserved. Web site design and hosting provided by: ArkansasWeb.com fit' `Vi http://www.ballyhoodelivery.conVwhy use_ballyhoo.htm 4/13/2005 Tri -Message on a Truck? L'u� = =�1�1� is ,:•w��;_ �_`�l'� ir�`e'-1� ���I� ts`=`_Y:� 1_�L�_�':L��u'c FREE E -Mail Message Boards Classifieds Article Archive Search The Buyer's Guide CATEGORIES 3-D Signs ADA Architectural Awnings & Flexible Face Banners Business Development Computer Technology Digital Imaging Digital Signage Electric Estimating Finishing & Laminating Installation LED Displays LED Lighting Neon & Channel Letters Outdoor Articles Product Showcase Message Board Tips & Tricks Painted Signs Screen Printing Vinyl Signs Hot Shots Press Releases Tips & Tricks Industry Resources Books Event Calendar Associations Page 1 of 4 Advertise Product Showcase Join Now Industry News/Releases Events Tri -Message on a Truck What do you get when you mix motional advertising with mobile billboards? A hot advertising concept. Find out how to tap into a new revenue stream by combining tri -message signage and mobile advertising. By Jennifer LeClaire Tri -Message changed the face of the billboard industry. FULL STORY --+ Mobile Tri -Message signage is changing the face of the billboard industry. Mobile billboard trucks are adding yet another dimension to the advertising mix. So what do you get when you cross three - message displays with mobile billboard trucks? You get a whole new realm of possibilities for advertisers. Implementing tri -message signs on trucks is a booming trend in the sign business as forward -thinking advertisers embrace new strategies for communicating their brands in a crowded media market. Companies like Mobile Master Trucks, Gotcha Mobile Media, Ads On a Roll and AdMobile are driving the trend with custom-built trucks and business models designed to escalate the adoption of three -message display trucks. "Mobile trucks displaying Tri -Action signs Outdoor Articles Industry Alert Hot Shots Photo Gallery Message Boards Visit Our Advertisers: • Alcan Composites . Advance Corp, Braille-TacTA° Div. CADlink Cyrious Software Digital Art Solutions Gemini, Inc. Gerber Scientific Products * Graphtec (western Graphtec) International Sign Assoc. JetUSA Mutoh America Oce North America Roland DGA http://Www.signindustry.com/outdoor/articles/2005-02-14-TriMessageTrucks.php3 4/13/2005 Tri -Message on a Truck? Business are starting to boom," says Jaye Playter, Center former outdoor division manager for Retail Sign Jonesboro, Arkansas -based motion Shops graphics manufacturer Action Graphix. Advertising "We are going to see more and more of Information these trucks." Page 2 of 4 . SGIA Specialty Graphics Imaging Assoc • Spraylat- Sign Coatings • Time -O -Matic (Watchfire) . Wasatch Multiple Benefits Drive the Trend Several studies have been done to demonstrate the advertising benefits of both mobile outdoor media and motional displays. The Association of Mobile Advertising funded a study to gauge the efficacy of a campaign that advertised a fictitious brand of dog food in which three mobile trucks carried double -sided posters touting the Boomerang brand. Awareness increased by up to 32 percent among those surveyed and more than 70 percent associated the brand with mobile advertising. Likewise, Product Acceptance and Research, Inc. (PAR) conducted a study of motional ads for the beer industry. PAR examined sales without any point-of-purchase display, with a static display and with a motion display. The results showed that implementing the motion display increased sales by more than 100 percent. But proponents of mobile tri -message display trucks say the benefits of this new platform are multiplied exponentially because it combines the proven success of both concepts to take advertising to a new level, and often at lower prices. Image Courtesy of Mobile Master Trucks Building Momentum These benefits are garnering growing interest for the tri -message display trucks across the country. Rick Johnson, president of Nashville -based Mobile Master Trucks, originally launched the concept several years ago after realizing that tri -message http://www.signindustry.com/outdoor/articles/2005-02-14-TriMessageTrucks.php3 4/13/2005 Tri -Message on a Truck? Page 3 ot' 4 7 displays came in all shapes and sizes. After perfecting the vehicles and running a successful local operation, Johnson started franchising the concept under the name Gotcha Mobile Media in 2002. In 2004, Johnson sold the Gotcha franchising division to a California-based company, which has continued to grow the franchise organization nationally. Johnson continues to manufacture and sell tri -image billboard trucks to Gotcha Mobile Media as well as to independent entrepreneurs. "In the beginning, the challenge was educating businesses about the effectiveness of this form of advertising," says Johnson, whose company has been in the vehicle fabrication and advertising business for over 25 years. "Having your ad out on the road during rush hour traffic beats having your ad on a roadside billboard where 70 percent of those passing your ad are the same people every day. Now that the concept is more widely known, it's an easier sell to advertisers." The Concept Catches On Soon after Johnson started franchising his new concept, other companies started to spring up. Dave Buring started Memphis -based Ads On A Roll, LLC in 2002 with a different business model: direct sales to entrepreneurs. Buring once owned a traditional billboard company and built more than 100 tri -faced stationary billboards before he sold out to a nationwide firm and began exploring new avenues in the sign industry. While the notion of mobile advertising was appealing, *Burls says he knew there had to be a better way to generate steady revenue from mobile advertising. E A S T E P �. "I couldn't see how we could consistently make money at a rate that was affordable to the customer - on a truck that had just two or three ads," says Buring. "But tri -action signs allow you more opportunity on the same truck." His challenge was similar to Johnson's: convincing people that the product will be effective. This concept is building momentum. Ads On A Roll has sold to entrepreneurs in Philadelphia, Los Angeles, Atlanta, Orlando, San Diego, and others. The entrepreneurs are responsible for selling their own ads. Bob Tarabella also started a mobile billboard company in Fairhope, Alabama, in 2002 "with the goal of establishing affiliates in markets across the nation and eventually provide advertising packages to regional and national advertisers." His company, AdMobile, sells specialty trucks directly to entrepreneurs, who are then assigned exclusive territories. "The economics of mobile billboard trucks from a business standpoint didn't http://www.signindustry.com/outdoor/articles/2005-02-14-TriMessaizeTrucks.-Php3 4/13/2005 Tri -Message on a Truck? rage 4 OT 4 z - -7 (p -:V `T J appeal to us because they can only handle one advertiser at a time, so you are at the whim of a few advertisers," says Tarabella. "When your contract is up with those advertisers, then you have to park the vehicle until you get a new contract. We combine the effectiveness of Tri -Message with the effectiveness of mobility. Put the two of them together and you get a platform that's new enough to get attention but not so far-fetched that it's seen as just a novelty." Moving On Up While the ads are undeniably eye-catching, proponents say safety issues are not any greater of a factor than with traditional tri -face signs or mobile advertising. The long-term outlook for this trendy advertising medium is bright, especially with stricter zoning ordinances for stationary billboards. "The growth potential for this concept is huge," says Buring. With more and more cities cutting down on billboards or creating stricter billboard ordinances, this type of product becomes more in demand. If presented properly, then this can be an incredible compliment to someone's marketing campaign." Johnson says "Our sales at Mobile Master Trucks show that the mobile trend is also being embraced by the traditional billboard companies as a complimentary marketing strategy, but our sales to independent entrepreneurs who have no affiliations as well as to the Gotcha franchises far outnumber our sales to billboard companies." Home Page I Message Boards I Classifieds I Product Showcase I Event Calendar I HELP Tips & Tricks j Industry Resources j Associations I Business Center i Retail Sign Shops I Site Map Books I Advertising Info 3 Jobs I Contributor's Guidelines j Privacy Policy I About Us I Contact Us Buyer's Guide Listings: Search J Add My Company I Edit My Company Learn about our advertising opportunities! This site is best viewed at 800 x 600 resolution. Signlndustry.com - 32 East Plant Street Winter Garden, FL 34787. Sap phone: 407.656.5892 - fax: 407.656.0446 e-mail us here! If you'd like to link to our site, click here. © Copyright 1999-2005, All Rights Reserved. http://www.signindustry.comloutdoor/articles/2005-02-14-TriMessageTrucks.php3 4/13/2005 City of Little Rock Department of Planning and Development Planning 723 West Markham Street Zoning and Little Rock, Arkansas 72201-1334 Subdivision Phone: (501) 371-4790 Fax: (501) 399-3435 or 371-6863 James R. Wallace & Associates Am C. Markham 212 Center Street. Ste. 100 Little Rock AR 72201 Date: April 27, 2005 Dear Ms. Markham: Re: Case No. Z-7826 Location: Issue: Ballyhoo Delivery A -peal This is to advise you that in connection with your application case no. Z-7826, the following action was taken by the Board of Adjustment at its meeting on April 25, 2005. Approved the application as filed. Approved the application with conditions. Denied the application. Deferred the application to the X Withdrew the application. Meeting. See attached Board of Adjustment minute record for conditions. Other: If you have any questions, please call me at 371-4792. Sincerely, Monte Moore, Zoning and Code Enforcement Administrator Department of Planning and Development MMJvy adect.doc 2 APPLICATION FOR ACTION ON ADMINISTRATIVE APPEALS OR INTERPRETATIVE REQUESTS Board of Adjustment Meeting Date Docket For: at 7 r Gr P.M. Application is hereby made to the Little Rock Board of Adjustment pursuant of Act 186 of 1937, Acts of Arkansas, as amended, and Chapter 36 of Little Rock, Arkansas Rev. Code (1988), as amended, requesting review of administrative action or interpretation on the following described issue: Address: Title to the property is vested in: Name: Ballyhoo, L.L.C. d/b/a Ballyhoo Delivery/Tony Cristee Address: P. O. Box 55705, Little Rock, Arkansas 7 5 Telephone: 501/626-6991 Subject property is zoned: Administrative Action or Interpretation At Issue: Interpretation of City Code, Section 36-543,(5) If property is involved answer the following: Present Use of Property: Delivery Services Proposed Use of Property: It is hereby agreed that the required filing fee will be paid immediately after filing and acceptance of this application. Applicant (owner or authorized agent): Nance: Amy C. Markham, Attorney for Ballyhoo Delivery Address:212 Center Street, Suite 100, Little Rock, AR 72201 Telephone: (Business) 5 0 1 / 3 7 5— 5 5 4 orae) Board of Adjustment Decision or Ruling: &2 4 �"�6-ZO'5 ZO AFMAVTr I, Ballyhoo, LLC certify by my signature below that I hereby authorize Amy C • Markham to act as my agent regarding the of the below described property. Property described as: Ballyhoo, LLC Company Truck. Holder C � 5u ed and sworn to me, a Notary Public on this (5 ^ day of All Jjr j Na Pub]i 1VIy Co ssi Expires: '7 11342 �_•.. ..Z%�s�Lh:�.9Y.'111• 2012 adaet.doc 2 APPLICATION FOR ACTION ON ADMINISTRATIVE APPEALS OR INTERPRETATIVE REQUESTS Board of Adjustment Meeting Date Docket For: _ ��� Z S at 2- P.M. Application is hereby made to the Little Rock Board of Adjustment pursuant of Act 186 of 1937, Acts of Arkansas, as amended, and Chapter 36 of Little Rock, Arkansas Rev. Code (1988), as amended, requesting review of administrative action or interpretation on the following described issue: Address: Title to the property is vested in: Name: Ballyhoo, L.Z.C., d/b/a Ballyhoo Delivery/Tony Cristee Address: P. O. Box 55705, Little Rock, Arkansas 72215 Telephone: 5 0.1 / 6 2 6- 6 9 91 Subject property is zoned: Administrative Action or interpretation At Issue: Interpretation of City Code, Section 36-543,(5) If property is involved answer the following: Present Use of Property: Delivery e ry z e e s Proposed Use of Property: It is hereby agreed that the required filing fee will be paid immediately after filing and acceptance of this application. Applicant (owner or authorized agent): Nance: Amy C. Markham, Attorney for Ballyhoo Delivery Address: 212 Center Street, Suite 100, Little Rock, AR 72201 Telephone: (Business) 5 0 1 / 3 7 5— 5 5 4Home) Board of Adjustment Decision or Ruling: AFMAVr'r h Ball hoo LLC certify by my slgutare below that I hereby authorize Amy C • Markham m to act as my agent regarding the C. of the below described property. Property described as: Holder Ballyhoo, LLC Company Truck. L Sv 'bcd and sworn to me, a Notary Public on this (5 t day of No Pub' My Co ' si Expires: adad.&C 2 APPLICATION FOR ACTION ON ADMINISTRATIVE APPEALS OR INTERPRETATIVE REQUESTS Board of Adjustm=t Meeting Date Docket For. 43 J s at 2—'," P.M. Application is hereby made to the Little Rock Board of Adjustment pursuant of Act 186 of 1937, Acts of Arkansas, as amended, and Chapter 36 of Little Rock, Arkansas Rev. Code (1988), as amended, requesting review of administrative action or interpretation on the following described issue: Address: Title to the property is vested in; Name: Ballyhoo, L.L".C. d/b/a Ballyhoo Delivery/Tony Cristee Address: P. O. Box 55705, Little Rock, Arkansas 72215 Telephone: 501/626-6991 Subject property is zoned: Administrative Action or Interpretation At Issue: Interpretation of City Code, Section 36-543,(5) If property is involved answer the following: Present Use of Property: Deliver.v Services Proposed Use of Property: It is hereby agreed that the required filing fee will be paid immediately after filing and acceptance of this application. Applicant (owner or authorized agent): Name: Amy C. Markham, Attorney for Ballyhoo Delivery Address:212 Center Street, Suite 100, Little Rock, AR 72201 Telephone: (Business) 501/375-554�Home) — Board of Adjustment Decision or Ruling; AFMAM I, Ball hon LLC certify by my signature below that I hereby authorize Amy C. Markham to act as my agent regarding the inter -pr -et: at; I of the below described property, Property described as: Holder Ballyhoo, LLC Company Truck. $u 'bed Ud sworn to me, a Notary Public on this V tk day of My Co ' sinM 1� I FA a WIAMEV OFFI ger I., SCAL i lt3 d,4- b --t z�,-.P-7 A I C.- I -e- k7 9 0.7 Lei-) u,c ,[, � CL-.OYOIIk�L'`, .(501.. l — I �'� Gi��! --.e�r�,r �] 1, bl �-- ---ate, ►� .�.. _ �-�' J�� . .(''� d'Z _ � �iCvls :L. r r— L ' c oc icy phi — wi �� `y � a� a .0 �.� � �c• w; d L*,4 I rest r %' re s. -tl e PO* v e t o v r -1-X e a.* l S rPN f.4 b le � I J o,v �-1 e bax or.*& I TAe &Ar,k do o r ;Dl ^j e l i s v e,v f .41 le - wi �� `y � a� a .0 �.� � �c• w; d L*,4 I rest r %' re s. -tl e PO* v e t o v r -1-X e a.* l S rPN f.4 b le ale S;de PUels o,v �-1 e bax or.*& re N-)LALIc TAe &Ar,k do o r ;Dl ^j e l i s v e,v f .41 le - 7/14/2004 To whom it may concern: Ballyhoo Delivery will have one delivery vehicle. It will be parked overnights at: Storage World 8500 Cunningham Lake Road unit #802 Little Rock, Arkansas 72205. (501) 626-6991 All dispatch will be made by cellular phone. All interaction with clients will be at their location. No vehicles will be parked and no business conducted (other than phone and email) at 611 North Buchanan Street. George A, Cristee Ballyhoo Delivery P.O. Box 55705 Little Rock, AR. 72215-5705 " Arkansas Secretary of State: Business/ Commercial Services r �" State Capitol, Rm 256 Little Rock, AR 72201 501-682-1010 Email Page 1 of 1 SEAR( i Search Incorporations, Cooperatives, Banks and Insurance Con Corporation Name BALLYHOO L.L.C. Fictitious Names BALLYHOO ADVERTISING BALLYHOO DELIVERY Filing # 800033467 Filing Type Limited Liability Company Filed under Act Domestic LLC; 1003 of 1993 Status i Good Standing Principal Address Reg. Agent GEORGE A. CRISTEE Agent Address 611 N. BUCHANAN ST. LITTLE ROCK, AR 72205 Date Filed 05/07/2004 Officers GEORGE A. CRISTEE , Incorporator/Organizer Foreign Name N/A Foreign Address State of Origin N/A Purchase a_Gerti_fica_#e_ of Good Stan 'ng for this Entiy Pay Franchise Tax for this corporation Use your browser's back button to return to the Search Results Begin New Search Site Map I Accessibility Policy I Privacy Statement I Security Statement httD://www_.iC1CWP.h gtgtp. aY A Tr - n A Ballyhoo Delivery Packages 3 month package (13 weeks) Front- $1,192 -mo. ($275 -wk.) Side — $1,734 -Ino. ($400 -wk.) Back $1,950 -mo. ($450 wk.) 6 month package (26 weeks) Front- $1,085- mo. ($250 -wk.) Side - $1,515 -mo. ($350 wk.) Back $1,735- mo. ($400 wk.) 12 month package (52 weeks) Front -- $975 - mo. (22.5 -wk.) Side- $1,300- mo. ($300 -wk.) Back -$1,515- mo. ($350 -wk.) R, N N Pm= U • •-, O ■� t Nin Imon1 O R, t N O A O p t Nin � O eel m cc 64 � 60S V DCA An ■i cV l U co d) c w C :mot LC? as N ao L '� v c ao v °° o W a� W._, 'o w G� ~ _ �^ Cd ,., W N N Q N S. -� a� 00 00 O0 � N 00 N F••I d 02 M t N O A O p t Nin � O eel m 64 � 60S t N O C � V t Sign Sizes on a14'Box when discussing the size of a sign, you need to use two different measurements, depending on your audience. If you are talking to an advertiser about how much advertising space he would be buying, you need to use the surface size of each sign on the truck shown in the following table. ct Sias Sias vvirth Frictions Rounded Front: '5'8-1/2- wide by 2' 8-U2" tall 5'9* wide by 2' 9" tall Side: 12' wide by 6 8-3/4" tall 12' wide by 6' 9" tall Back: 5' 10-3/4" wide by T 3-1/4" tall 5' 11" wide by 73" tall When talking to a graphic artist or printer, you will use different neasttrements. The measurements are computed using the width of the sign on the truck, the height of the sign as it is laid out on the jig', phis 2 inches on each side for bleed The measurements you would give to a graphic designer or printer for the final cut size of the signs are as follows: Front: 73" wide by 37" tall Side: 148" wide by 82" tall Back: 75" wide by 86" tall The artist who designs the signs should also be told that all ad should be at least 3 inches from the edge. Yom graphic artist will be able to set up a proportional size in his graphic program to match the sizes of the signs. For example; a designer might use a ratio of l inch to l foot. In that case, the front sign would be 6.08 inches wide by 3.05 inches tall. The design would set a vertical and horizontal margin of/4 inch to beep the copy 3 inches away from the edge of the printed sign- Any background color would go beyond the set margins right to the edge. The following graphic shows a sample of a front sign. Note the markings for the vertical and horizontal margin. All the ad copy is well within the margins, and the background color bleeds beyond the margins to the edge. 1'URI'L[ HL•N treakfast - 24 hours 101 Alain St. ' On the jig, the flat metal pieces are closer together than the louvers on the truck so that you cat out as little vinyl between the slats as possible. JAMES R. WALLACE, P.A. H.C. (JAY) MARTIN, P.A. DALE B. DUKE, P.A. AMY C. MARK -HAM JOSH KING JAMES R. WALLACE & ASSOCIATES ATTORNEYS AT LAW 1ST FLOOR, CENTRE PLACE 212 CENTER STREET, SUITE 100 LITTLE ROCK, ARKANSAS 72201 March 7, 2005 The Department of Planning and Development 723 W. Markham Little Rock, Arkansas 72201 Re: Ballyhoo, L.L.C. d/b/a Ballyhoo Delivery Dear Sir or Madam: (501)375-5545 Fax(501)374-9515 Enclosed, please find an Application for an Interpretive Hearing for the above - referenced company. The said company was recently issued a citation for violation of City Code §36-543 (5). We have reviewed the cited code section and agree that the Code states that vehicular signs are prohibited unless otherwise noted; however, according to §36-530, the definition of vehicular sign is a sign displayed on parked or moving vehicles where the primary purpose of the vehicle is to advertise a product or business . . .. Ballyhoo's primary purpose is to provide delivery services to its clients and not that of advertising a business; therefore, we feel that Ballyhoo does not violate Code §36-543 (5). We respectfully request an interpretive hearing before the Department of Planning and Development so as to inform the Department of Ballyhoo L.L.C.'s business purposes of delivering and transporting goods for his customers and to learn of the Department's interpretation of the City Code as it applies to Ballyhoo, L.L.C. Please find enclosed the $50.00 filing fee as required. If you are in need of any additional information, please feel free to contact me, and we will be happy to accommodate you. Thank you for your attention to this matter. Sincerely, Amy C. Markham ACM:mks Encl. Cc: Mr. Tony Cristee Ballyhoo Delivery P. O. Box 55705 Little Rock, Arkansas 72215 Ballyhoo Delivery in Arkansas - Little Rock and central Arkansas Page 1 of 1 Ualoyhec Uellve/ry Northwest Arkansas Average Commute Time Increase of 17.6% link to Arbitron stats industry news Now in NW Arkansas! 1-1,- -,d--7 ?-- 78' Z6 9 -''- Delivery with a Twist. Ballyhoo Delivery is a delivery company with a twist. The Ballyhoo Delivery truc with tri -vision signs on the sides, back and front of the truck box. These trucks h production since 2001. At last report, there are about 80 markets operating in the Ballyhoo Delivery is the first delivery company of this kind in the state of Arkans operate one of these unique vehicles. Thanks for checking us out! Home / Where is Ballyhoo /! htX use Ballyhoo / Rates / Contact us 2005 Ballyhoo Delivery. All rights reserved. Web site design and hosting provided by: ArkansasWeb.com 2"'p p/ http://www.ballyhoodelivery.com/index.html 4/13/2005 Ballyhoo Delivery Locations - Where we are. capvyhof) UelivoD r y Northwest Arkansas Average Commute Time Increase of 17.6% link to Arbitron stats industry news Now in NW Arkansas! Page 1 of 1 J,= -7 (Pr, -y- 2- ) Where is Ballyhoo ? Starting at 7 am the Ballyhoo Delivery truck is on the road. You will see the Ballyhoo delivery in Bentonville, Bella Vista, Rogers, Lowell, Springdale and Fayetteville. No two days are the Ballyhoo. Our truck, and your ad are being seen in the metro on the busiest streets during the times of the day. 7 am -7 pm Monday -Friday. Wherever we are, we're being seen. Home / Where is Ballyhoo / Why use Ballyhoo / Rates / Contact us 2005 Ballyhoo Delivery. All rights reserved. Web site design and hosting provided by: ArkansasWeb.com f&�Ap http://www.ballyhoodelivery.com/where—is—ballyhoo.htm 4/13/2005 Why use Ballyhoo Delivery in Arkansas pal -I V-; 4C Ueliv7e/ r y Northwest Arkansas Average Commute Time Increase of 17.6% link to Arbitron stats industry news Now in NW Arkansas! Page 1 of 1 �-- #4= -7 Why use Ballyhoo Delivery ? When your business needs to pick something up or drop something off. Give us a call! Your of your employee's time is much too precious to spend at a stop light in traffic. Ballyhoo will p with prompt, convenient service. Home /Where is Bailyhofl /Why use Ballyhoo/ Rates /Contact us 2005 Ballyhoo Delivery. All rights reserved. Web site design and hosting provided by: Atka nsasWeb.com �iisgty http://www.ballyhoodelivery.com/why_use_ballyhoo.htm 4/13/2005 Tri -Message on a Truck? Page I of 4 73. �� CI � ��� n L`•! FREE E -Mail Message Boards Classifieds Advertise Product Showcase Join Now Article Archive Search The Buyer's Guide Industry News/Releases Events CATEGORIES 3-D Signs Tri -Message on a Truck ADA Architectural Awnings & Flexible Face Banners Business Development Computer Technology Digital Imaging Digital Signage Electric Estimating Finishing & Laminating Installation LED Displays LED Lighting Neon & Channel Letters Outdoor Articles Product Showcase Message Board Tips & Tricks Painted Signs Screen Printing Vinyl Signs Hot Shots Press Releases Tips & Tricks Industry Resources Books Event Calendar Associations What do you get when you mix motional advertising with mobile billboards? A hot advertising concept. Find out how to tap into a new revenue stream by combining tri -message signage and mobile advertising. By Jennifer LeClaire Tri -Message changed the face of the billboard industry. FULL STORY __* Mobile Tri -Message signage is changing the face of the billboard industry. Mobile billboard trucks are adding yet another dimension to the advertising mix. So what do you get when you cross three - message displays with mobile billboard trucks? You get a whole new realm of possibilities for advertisers. Implementing tri -message signs on trucks is a booming trend in the sign business as forward -thinking advertisers embrace new strategies for communicating their brands in a crowded media market. Companies like Mobile Master Trucks, Gotcha Mobile Media, Ads On a Roll and AdMobile are driving the trend with custom-built trucks and business models designed to escalate the adoption of three -message display trucks. "Mobile trucks displaying Tri -Action signs r CHECK IT OUT Outdoor Articles Industry Alert Hot Shots Photo Gallery Message Boards Visit Our Advertisers: • Alcan Composites . Advance Corp, Braille-TacTM Div. CADlink Cyrious Software Digital Art Solutions Gemini, Inc. . Gerber Scientific Products Graphtec (Western Graphtec) International Sign Assoc. JetUSA Mutoh America . Oce North America Roland DGA http://www.signindustry.com/outdoor/articles/2005-02-14-TriMessageTrucks.php3 4/13/2005 Tri -Message on a Truck? Business are starting to boom," says Jaye Playter, Center former outdoor division manager for Retail Sign Jonesboro, Arkansas -based motion Shops graphics manufacturer Action Graphix. Advertising "We are going to see more and more of Information these trucks." Page 2 of 4 . SGIA Specialty Graphics Imaging Assoc Spraylat- Sign Coatings Time -O -Matic (Watchfire) . Wasatch Multiple Benefits Drive the Trend Several studies have been done to demonstrate the advertising benefits of both mobile outdoor media and motional displays. The Association of Mobile Advertising funded a study to gauge the efficacy of a campaign that advertised a fictitious brand of dog food in which three mobile trucks carried double -sided posters touting the Boomerang brand. Awareness increased by up to 32 percent among those surveyed and more than 70 percent associated the brand with mobile advertising. Likewise, Product Acceptance and Research, Inc. (PAR) conducted a study of motional ads for the beer industry. PAR examined sales without any point-of-purchase display, with a static display and with a motion display. The results showed that implementing the motion display increased sales by more than 100 percent. But proponents of mobile tri -message display trucks say the benefits of this new platform are multiplied exponentially because it combines the proven success of both concepts to take advertising to a new level, and often at lower prices. Image Courtesy of Mobile Master Trucks Building Momentum These benefits are garnering growing interest for the tri -message display trucks across the country. Rick Johnson, president of Nashville -based Mobile Master Trucks, originally launched the concept several years ago after realizing that tri -message http://www.signindustry.com/outdoor/articles/2005-02-14-TriMessageTrucks.php3 4/13/2005 Tri -Message on a Truck? Page 3 ot'4 -7 (P 6 displays came in all shapes and sizes. After perfecting the vehicles and running a successful local operation, Johnson started franchising the concept under the name Gotcha Mobile Media in 2002. In 2004, Johnson sold the Gotcha franchising division to a California-based company, which has continued to grow the franchise organization nationally. Johnson continues to manufacture and sell tri -image billboard trucks to Gotcha Mobile Media as well as to independent entrepreneurs. "In the beginning, the challenge was educating businesses about the effectiveness of this form of advertising," says Johnson, whose company has been in the vehicle fabrication and advertising business for over 25 years. "Having your ad out on the road during rush hour traffic beats having your ad on a roadside billboard where 70 percent of those passing your ad are the same people every day. Now that the concept is more widely known, it's an easier sell to advertisers." The Concept Catches On Soon after Johnson started franchising his new concept, other companies started to spring up. Dave Buring started Memphis -based Ads On A Roll, LLC in 2002 with a different business model: direct sales to entrepreneurs. Buring once owned a traditional billboard company and built more than 100 tri -faced stationary billboards before he sold out to a nationwide firm and began exploring new avenues in the sign industry. While the notion of mobile advertising was appealing, Buris says he knew there had to be a better way to generate steady revenue from mobile advertising. FASTER �- �` "I couldn't see how we could consistently make money at a rate that was affordable to the customer - on a truck that had just two or three ads," says Buring. "But tri -action signs allow you more opportunity on the same truck." His challenge was similar to Johnson's: convincing people that the product will be effective. This concept is building momentum. Ads On A Roll has sold to entrepreneurs in Philadelphia, Los Angeles, Atlanta, Orlando, San Diego, and others. The entrepreneurs are responsible for selling their own ads. Bob Tarabella also started a mobile billboard company in Fairhope, Alabama, in 2002 "with the goal of establishing affiliates in markets across the nation and eventually provide advertising packages to regional and national advertisers." His company, AdMobile, sells specialty trucks directly to entrepreneurs, who are then assigned exclusive territories. "The economics of mobile billboard trucks from a business standpoint didn't http://www.signindustry.comloutdoor/articles/2005-02-14-TriMessageTrucks.php3 4/13/2005 Tri -Message on a Truck? Page 4 of'4 `7� appeal to us because they can only handle one advertiser at a time, so you are at the whim of a few advertisers," says Tarabella. "When your contract is up with those advertisers, then you have to park the vehicle until you get a new contract. We combine the effectiveness of Tri -Message with the effectiveness of mobility. Put the two of them together and you get a platform that's new enough to get attention but not so far-fetched that it's seen as just a novelty." Moving On Up While the ads are undeniably eye-catching, proponents say safety issues are not any greater of a factor than with traditional tri -face signs or mobile advertising. The long-term outlook for this trendy advertising medium is bright, especially with stricter zoning ordinances for stationary billboards. "The growth potential for this concept is huge," says Buring. With more and more cities cutting down on billboards or creating stricter billboard ordinances, this type of product becomes more in demand. If presented properly, then this can be an incredible compliment to someone's marketing campaign." Johnson says "Our sales at Mobile Master Trucks show that the mobile trend is also being embraced by the traditional billboard companies as a complimentary marketing strategy, but our sales to independent entrepreneurs who have no affiliations as well as to the Gotcha franchises far outnumber our sales to billboard companies." 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