The new sign is the result of a public/private partnership established between Citizen Business Bank, San Bernardino Economic Development Agency and the San Bernardino Auto Center Dealer Association. This collaborative effort marks yet another milestone in creating an identity and awareness for the business center and surrounding area.
“While we did not provide funding for the sign, we were able to guarantee the loan with Citizen Business Bank,” says Emil Marzullo, Executive Director of the San Bernardino Economic Development Agency, “This allows the Auto Center Dealer Association to receive a much more affordable rate, over a longer period of time. This should go a long way to encourage growth at the auto center.”
One of the duties of the San Bernardino Economic Development Agency is to enhance the quality of life for the citizens of San Bernardino, by creating jobs and assisting businesses through the creation of just this type of public/private partnership, in an effort to retain current businesses and to stimulate growth.
As a result of this partnership, it is projected that multiple secondary, highly skilled professions employed through the auto center should reap benefits.
“Beyond the dealers themselves, the center employs mechanics, landscapers, security and other high income positions, thus providing jobs to various people in the local area,” said Don Gee, Deputy Director San Bernardino Economic Development Agency.
No longer viewed as an organized group of corner car lots, the automobile industry has evolved into a highly competitive business. As a result, it has become necessary to make changes rapidly, when delivering its business messages, promotions and incentives in an effort to increase consumer traffic.
Across the country, countless auto centers use this type of technology to help promote and increase sales. However, since the sign will be located adjacent to the freeway, it will also serve as a gateway to the San Bernardino community, dedicated to display emergency and public service messages, such as Amber Alerts and traffic conditions, for the City of San Bernardino.
“Once installed, the sign will boast the latest in LED technology and stand an impressive 75 feet tall,” says Rod Wilson, EMI Electra-Media president, the company chosen to complete the construction of the new sign.
Fully viewable from either direction of the 215 Freeway, travelers will be able to see messages displayed in full color LED, on a viewing screen that measures approximately 28 feet x 28 feet.
“It’s about visibility,” said Clifford Cummings, Toyota of San Bernardino president. “We had a much older sign that had become fundamentally non-functional. It was inactive and did not give us much flexibility in communicating with our customers.”
Now equipped with this new state of the art electronic reader board, members of the Dealer Association are provided the availability to adapt their messages to the public at a moments notice, an advantage Cummings predicts will come in handy.
Capable of generating a new message every five seconds, the new sign meets all California Department of Transportation (Caltrans) regulations and will not distract drivers through the use of animation or fluid motion. It is also energy efficient, as it utilizes an automatic dimming device to adjust the intensity of the light according to surrounding conditions.
Scheduled to be operational by the middle of December, Cummings says the names of all the dealerships on the property will be listed on the sign. In addition, automobile franchises located in the center will have an opportunity to display their messages, promotions and incentives on the sign as well.
“This auto center is really a collaborative effort,” said Cummings. “We depend on each other to drive consumer traffic to our locations. The more awareness and business we bring to the auto center, the more attractive it will be for quality auto dealers to seek this as a location for their franchise, and that is a benefit to everyone involved.”
For more information on Toyota of San Bernardino call (909) 381-4444 or visit ToyotaSB.com
About Toyota of San Bernardino
Since 1966 Toyota of San Bernardino has serviced the Inland Empire’s car buying needs as its premier Toyota dealership. A seven-time recipient of Toyota’s President’s Award, Toyota of San Bernardino continues to earn the highest honors for a Toyota dealership. It is dedicated to satisfying customers – from the day they buy a Toyota and for as long as they own it.
Toyota of San Bernardino is a fast and convenient place where the prompt and courteous sales people help customers find the new Toyota, Scion or used vehicle that’s right for them. The service department is staffed by courteous factory trained and ASE certified mechanics. Toyota of San Bernardino’s service department utilizes state-of-the-art diagnostic machines, computerized equipment and a well-stocked parts department to keep vehicles running their best.