Signarama of Hartsdale, a franchise of the worldwide Signarama group, was established by Michael Lang in March 2014.
A dynamic entrepreneur with a rich background in global marketing, the German-born Lang was an executive for more than 20 years, managing well-known brands like Sony and Camel in Europe.
In a recent exchange with the Westfair Business Journal, Lang explained how after losing his job during the Great Recession (2007-09), he made the pivotal decision to leave the corporate world behind. He explored various options, ultimately discovering franchising at the New York Franchising Expo, where he first encountered Signarama. After consideration of several franchise options, he chose to join Signarama, seeing it as the perfect opportunity to leverage his marketing skills while stepping into the realm of business ownership.
At Signarama of Hartsdale, Lang has assembled a team of four full-time employees and several part-time staffers. Despite the challenges posed by the Covid-19 pandemic, which led to a steep decline in revenue in 2020 and ’21, the business has grown impressively since its inception – between 10% and 20% year-over-year.
“We have long surpassed pre-pandemic revenue levels and are back on the growth track.”
Signarama is itself part of the United Franchise Group’s (UFG) family of franchise brands, with roughly 800 locations in some 60 countries. The Signarama franchise fee, Lang shared with the Journal, is in the region of $50,000, while the total initial investment generally ranges from $200,000 to more than $300,000, covering equipment, build-out and working capital. The royalty fee is in the mid-single digits, with certain incentives based on revenue and other factors. Franchisor support, he said, includes the lease negotiation and training, a network of business advisers and ongoing marketing support.
“Joining Signarama meant having a turn-key operation from day one, with the backing of a strong brand rather than starting ‘Michael’s Sign Shop’,” Lang said, adding that Signarama headquarters provides its franchisees with a list of vendors with negotiated pricing. “Even though you’re a small business owner, you are part of a large network with sizable buying power. In terms of equipment, Signarama HQ is continuously testing hard(ware) and software. Most importantly, you join a close network of hundreds of franchisees (who are) actively sharing best practices. I am still positively surprised that most owners are more than happy to answer questions and provide guidance.”
Like all small businesses, Signarama of Hartsdale faces challenges, but Lang was keen to emphasize that those were not unique. He especially mentioned economic fluctuations, price increases due to tariffs and the ongoing challenge of finding and retaining employees. On a personal level, he acknowledged the demanding nature of being a small business owner, often feeling “on” 24/7, and “finding it difficult to turn off business ownership even for a few days.” To cope, he said he has cultivated a strong support network to provide mentoring and assistance both professionally and personally.
Signarama of Hartsdale offers a comprehensive range of signage products, from banners and window graphics to interior and exterior signs. All of these services are designed, fabricated and installed with in-house resources, and the business also assists clients with permitting for required signage. When we asked what, if anything, sets Signarama apart, Lang spoke about Kyle Brauer, his talented lead designer and production manager, who enables the company to deliver more creative and unusual signage solutions that capture attention and enhance clients’ brands. Additionally, the commitment to exceptional customer service ensures that clients – who may not be design experts themselves – receive guidance and solutions tailored to their needs.
While parent franchise group UFG invests in strengthening the Signarama brand on a national scale, Lang said he recognizes that the local franchisee’s efforts are crucial for success. Even after 12 years in business, he understands that there are still potential customers in the greater Westchester County area who have yet to learn about Signarama of Hartsdale. To find them, he prioritizes marketing, community involvement, participation in the local business scene and active networking, particularly through organizations such as the Business Council of Westchester.
His goal, he told the Journal, is to ensure that the business becomes a “top-of-mind vendor for local business owners contemplating sign projects.”
