DETROIT LAKES – Lakes Digital Sign Guys are thankful for the support they have received prior to their official new business ribbon-cutting event with the Detroit Lakes Area Chamber of Commerce.

The welcome committee visited business owners Tony and Holly Reller and Jon and Lucy Sabo at their U.S. Highway 10 location on Monday, Oct. 10. The chamber presented the owners with a commemorative framed dollar before stretching out a red ribbon snipped by the four owners.

The Lakes Digital Sign Guys offer a digital billboard format. For those unfamiliar with a digital billboard, it is similar to traditional billboards with the types of advertisements shown. However, digital billboards allow for a new advertisement to appear every six seconds. The rotation allows multiple advertisers to be on one billboard.

With clicks of a keyboard or mouse, content can be added or changed on the sign. Reller said that translates to more opportunities for advertisers. Whether it is celebrating an anniversary, announcing an event, encouraging applicants to apply for a job or introducing the community to a person in the business community; the electric sign suits all needs.

Reller added the digital option also allows for more choices with contract lengths for advertisements.

Creating a digital billboard does take time and programming. The business works with Kyle Meacham, the owner of Minnesota Multimedia, which is based in Detroit Lakes. Reller said he heard about Meacham’s expertise from a contact at a real estate company. Then another contact recommended him.

“It’s like the big guy upstairs was putting him in our path,” Reller said, noting they reached out to Meacham and found an enthusiastic person who was well-versed at his job.

“He cleaned up the sign and made it brighter and better,” Sabo said. “He does a heck of a job.”

As the logistics of offering a digital sign were ironed out, they found solid ground with support from local businesses.

Anyone interested in advertising on the digital sign can contact either Tony Reller (218) 841-7395 or Kyle Meacham (218) 850-7588.

Both Reller and Sabo men grew up farm kids. As they became adults, they both turned in their farmer’s gloves for other professions. Reller entered the education field and Sabo started a credit card machine business. Sabo, a Thief River Falls native, moved to Rochert, and Reller, who grew up in California, moved to Detroit Lakes. Reller became familiar with the area after taking family trips to the Northland as a child.

“(Visiting Minnesota) was like a National Lampoon Vacation movie,” he said, adding after the long drive concluded there was an outdoor paradise to explore that made it worth it. In 1994, Reller and his family made a permanent move to Detroit Lakes and started an upholstery business. He met Sabo when a credit card machine was brought to his business. The two got to know each other through the years, and eventually, Reller asked if Sabo had any interest in a joint-business venture with an electronic billboard. Sabo was on board.

The two had a high-traffic location, where community members commute on the U.S. Highway 10 corridor and tourists pass by. So, the men focused on what size of electronic billboard they would buy. The two decided on a 14-foot by 48-foot digital billboard that faces east and is located near the city limits of Detroit Lakes.

When the sign arrived, those handyman skills learned during their years on the farm were put to use. Reller noted a few professionals were hired, but a majority of the sign installation they did themselves, from securing the post with 60 yards of concrete to turning the bolts on the sign.

The sign began showing displays about a year ago. Reller noted a company in the Twin Cities opened discussions about purchasing the sign, but he and Sabo decided against it as they wanted to keep the advertising local, for the most part. The two have received a state vendor status, which opened doors to clients such as the Minnesota Department of Transportation or Department of Natural Resources and more.

Since the display became available, Reller said he’s appreciated hearing feedback from customers. He noted a MnDOT representative informed him that within the first week of an ad being displayed for employment opportunities, they received three applications. Both Sabo and Reller are confident local businesses will see the same success rate. They also look forward to being another voice in the community to get the word out about job opportunities, events and celebrations.