It’s worth more to have your logo on top of a building than you might think, according to a new JLL study. (And it's safer than having someone up there just shouting your name.) In the GTA office market, JLL’s Glenn Thackeray says, signage rights typically go to the tenant who signs one of the largest leases in the building. He references AeroCentre Complex (above) as an example of a GTA property that offers great signage opportunities.
“There is rarely a cost to do so beyond initial installation, maintenance, and insurance for that sign,” Glenn says. When you analyze the actual exposure and increased brand awareness, it becomes clear that it is being undervalued, Glenn adds. By way of contrast, if a company wants to advertise on the Jumbotron at the ACC, costs run $750k per season—and those prices don't waver if the Leafs go on another losing streak.
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