Display Technology
The Clayworks unveils Watchfire partnership for digital transformation
Rick Staab, president and CEO at Disability Supports of the Great Plains, describes the non-profit's recent partnership with Watchfire and integrator Luminous Neon.
September 9, 2024 by Daniel Brown — Editor, Networld Media Group
Digital signage is central to business and advertising for all kinds of businesses, but did you know that nonprofits can benefit from the same powerful technologies?
The Clayworks is a non-profit based in Hutchinson, Kansas, that supports people with intellectual and developmental disabilities, empowering them to make artwork onsite that can then be sold at the on-location gift shop. The site also features community resources like a coffee shop, culinary arts demonstration kitchen, and collaborative meeting spaces along with an outdoor garden and basketball court.
The Clayworks recently partnered with signage firm Watchfire Signs and integrator Luminous Neon in a digital transformation initiative. The project updated The Clayworks' former 10mm Watchfire display in the installation, replacing it with a 6mm, 4'5" x 8'3" Watchfire digital display, as reported in Digital Signage Today. We reached out to the partners to learn more about the project via email interview.
Q&A with Rick Staab, president and CEO of Disability Supports of the Great Plains
Q: For those unfamiliar, can you briefly explain your mission? What do you do for the community?
Staab: Since our founding in 1996, we have strived to pursue our mission of enriching the lives of those we serve and the communities we share as a full-service community service provider for nearly 300 individuals with intellectual/developmental disabilities in McPherson and Hutchinson, Kansas. In 2007, we developed an entrepreneurial initiative called The Clayworks that not only provides a substantial source of income for our participating artists but has become a great source of pride in our communities as a regional destination for community engagement.
Q: In this context, how does digital signage enhance your operations?
Staab:Digital signage, particularly of the quality we have in place, allows us to share and celebrate the work of our participating artists in unique and vibrant ways. Given the high resolution of the message center, we can provide an interested public with remarkably high quality, constantly relevant information that includes both photographs of the unique art pieces as well as the artists who create them. Additionally, with a guest artist gallery and the best coffee shop in town within our building, we can immediately update and highlight current events and special promotions. The signage serves as an important anchor to our overall marketing strategy for both retail operations and programmatic awareness.
Q: What has the reaction been from your community to your digital signage?
Staab: Public reaction has been positively robust. With a location almost literally in the heart of Hutchinson on Main Street, the number of views we have of our messaging is literally well into seven figures annually. And because the location has become such a local and regional destination for not just retail customers, but also as a gathering and meeting place for many community organizations, the digital message center has become a community asset, as we share its abilities with organizations like The Red Cross for blood drives, The United Way for their annual campaign, etc.
Q: Why did you initiate the recent upgrade project, and what did you learn along the way?
Staab: I decided to upgrade to take advantage of the best available technology for all the reasons mentioned. Since what we do is so visually rich, the unlimited, high-quality palette afforded by our digital message center allows us to best express both the quality of our artists' work as well as their personal pride in creating it. I learned the importance of working with trusted partners who understand not just the technology, but also our mission and role in the community.
Q: Was it hard to choose the hardware, software, and installation partner?
Staab: No. I have a rich, true long-term partnership with Tom and Andy Sellers of Luminous Neon in Hutchinson, as already described. I would not have considered working with anyone else. They bring multi-generational experience to the process of edification and implementation of not just the hardware, but how the structures can fit into an overall branding and marketing strategy.
Q: Do you have advice for similar organizations undergoing this journey?
Staab: Collaborate with people who have an experienced, established history of success in their industry. Price matters of course, but in the end, for me, I predicate all my decisions of this nature on value—and that does not always equate to the absolute lowest price. A high-quality digital message center is not entirely quantifiable from an ROI perspective. It requires, at a minimum, a bit of a leap of faith to calculate its long-term value for your company. But when weighing the investment, consider not just what it may have the capacity to do for your company alone, but used as a true community resource where there is almost infinite capacity for doing well by doing good.
Q: How do you see digital signage as a tool to build community?
Staab: Share the resources with the entities in your community that work every day to enrich the lives of the broad citizenry. By locking arms in positive ways with a myriad of organizations (most lacking the individual ability to broadly share their message/mission), all working on behalf of our communities, we can leverage our combined efforts into countless synergistic initiatives benefitting the place we want to call home. The ripples of goodness emanating from the digital messages have the capacity to be impactful in very special ways.
Q&A with Andy Sellers, account manager, Luminous Neon
Q: How did you get involved with the project at The Clayworks at Disability Supports?
Sellers: Our involvement with The Clayworks at Disability Supports stems from a long-standing partnership. Rick approached us to update the signage. His goal was to rebrand it to better reflect The Clayworks within the Disability Supports umbrella. We worked with our designer to create a fresh design from scratch, visiting the site and crafting a solution that perfectly fit the new vision.
Q: What were the unique challenges and lessons learned from the project?
Sellers:The project didn't present significant challenges, but it was unique in that our designer had full creative freedom. This open-ended approach was both exciting and rewarding, allowing us to fully explore innovative design possibilities.
Q: What was the most rewarding part of the project?
Sellers: The most rewarding aspect was seeing the high-quality imagery showcased on the new display. While the previous 10mm sign was effective, the new display brought the incredible artwork to life with vibrant clarity, truly enhancing the visibility and impact of The Clayworks' mission.
Q: Do you have advice for similar institutions planning this kind of project?
Sellers: Focus first on your institution's mission and the needs of those you serve rather than getting caught up in the technology. Ensuring that your signage reflects your core values and goals will drive the success of the project.
Q: What is the key for building successful relationships as an installer/integrator?
Sellers: Building strong relationships hinges on establishing rapport and trust. Being a dedicated brand steward who genuinely understands and supports the client's vision is essential for long-term success and satisfaction.
Q&A with Tony Hicks, senior territory manager, Watchfire
Q: How did you get involved in the Clayworks at Disability Supports project?
Hicks: Watchfire's involvement with Clayworks at Disability Supports stems from a long-standing partnership with Luminous Neon. When Clayworks relocated to a new facility, they approached us for a signage solution that would effectively showcase their artists' work and highlight their expanded amenities. This project evolved from their initial 10mm display to a higher resolution 6mm solution, reflecting their growing needs and the desire to better represent their visual art.
Q: Do you have advice for similar institutions planning this kind of project?
Hicks:My advice is to carefully align your signage project with your specific needs and long-term goals. Determine whether your priority is enhancing visibility and brand presence or focusing on showcasing products and services.
Work closely with your signage team to design a display that not only meets your current needs but also anticipates future requirements... For Clayworks, it involved upgrading to a higher resolution display to better showcase their visual art.
Ultimately, your display should serve to enhance your overall mission, whether that's providing financial services or supporting community art. Investing in the best technology you can afford will pay off in terms of impact and longevity. And don't overlook the importance of creative design – as seen in both projects, the right design can significantly boost the effectiveness of your signage and dramatically increase community engagement.
Q: Any closing thoughts on The Clayworks at Disability Supports?
Hicks:The Clayworks project exemplifies the power of combining cutting-edge technology with creative design. Luminous Neon's expertise in crafting a solution that complemented our Watchfire product resulted in a display that truly elevates the Clayworks' mission. It's not just about the technology; it's about how that technology is applied to serve the organization's goals. The success of this project demonstrates the impact of thoughtful, purpose-driven signage design in supporting community-focused organizations. Both the initial installation and the upgrade have proven incredibly successful, enhancing Clayworks' ability to showcase their artists' talents and engage with the community.
Editor's note: Interviews have been edited for length and clarity. Also, a previous version of this article stated that The Clayworks is based in Wichita; the center is actually based in Hutchinson, which is in the Wichita area but is a separate city, and the article has been updated to reflect this.
About Daniel Brown
Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.
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