Business
John Yarger - President/CEO at North American Signs
In this episode of the Behind the Region podcast, John Yarger, President and CEO of North American Signs, shares insights into the family-owned company's 90-year legacy in the signage industry. H...
John Yarger - President/CEO at North American Signs
Business •
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Interactive Transcript
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Welcome to the Behind the Region podcast being powered by Hayes Design Co. where they believe
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every sign, every design, and every detail tells a story.
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That's why their mission is simple.
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Create distinctive and enduring brand experiences that people remember and trust.
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From bold storefronts to custom signage and architectural branding, their team combines
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unmatched design and true craftsmanship to help businesses stand out and communities thrive.
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When you want your brand to make a lasting impression, choose Hayes Design Co. where vision
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becomes visible.
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This week we're putting the spotlight on a name you've likely seen, maybe without even
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realizing it.
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From bold building signage to eye catching graphs, North American Signs has been helping
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businesses stand out for over 90 years.
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But behind the Chris Bluttering and Striking Designs is a family-owned company with a legacy
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of craftsmanship, innovation, and community roots that run deep.
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In this episode we sit down with John Yarger, president and CEO.
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One of the minds behind the brand who talk about what it takes to create iconic signage,
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how the industry has evolved and why staying grounded in their values has helped them shine.
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Not just regionally, but nationwide.
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This is a story about more than just signs.
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It's about visibility, legacy, and lighting the way forward.
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Now here are your hosts, chamber president and CEO Jeff Ray and director of Mubber Relations,
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Mark McGill.
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Jeff Ray, good to see you back again for another edition of The Behind the Reject Podcast.
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Yes, thanks Mark.
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Appreciate you being here.
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And especially all the hard work you do behind the scenes to make this all work.
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The behind the region podcast has been very popular.
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We thank our members for listening and liking and reviewing and sharing with their friends.
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And we try to find some great guests.
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And we've had over 100 episodes right now.
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And so it's been a lot of fun for Mark and I to sit down with folks and hear more about
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their story and share those stories with our members.
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So we found one of those great chamber partners, been with us for a long time.
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John Yarger is with us today from North American Signs.
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John, welcome.
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Thank you.
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Hey, we're thrilled to have you here.
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John, obviously we have some familiarity with North American Signs.
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But for somebody who doesn't know anything about it, what would you tell them about it?
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Well, we're a third generation sign company that provides signs both locally and nationally.
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Great.
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And John, talk to us a little about the generations.
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Walk us back in time a little bit and talk about your grandfather who started this business
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many years ago.
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Yeah, Mori Yarger, Mauricio Yarger, started the business back in 1934.
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He was looking for some business opportunity and back then you would license Neon.
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So he started at a South Bend Neon with a partner.
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They operated it for about a year together and then they decided they couldn't work together.
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So they've decided on the price for the business at that time.
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Fliped a coin to see who would buy whom out.
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Wow.
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Interesting.
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Well, I'm literally here today because of a coin from 1935.
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This is a great start.
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That ended up great.
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So well, yeah, I joke sometimes you lost and had to buy the business.
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But exactly.
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But no, it's been a great business over the years.
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So yeah, he started it in the depression during the depression and grew it and he died suddenly
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of a heart attack when it was 49.
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And my dad took over at a young age and then eventually his brother joined him.
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So the two of them ran it together as equal partners through the late 60s, I guess,
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in the 70s, 80s, 90s.
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I came back.
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I say back, I worked summers in the business rotating around.
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I did welding.
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I did collections.
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I did sales.
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I did accounting.
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Learned a lot of jobs.
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I didn't want to do full time.
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Yeah.
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But it was great experience.
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So I went off to school, worked in Indianapolis for a couple of years, did my graduate degrees,
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and then came back to South Bend in 96 and had been there since then.
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Great.
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Well, we've appreciated the chance to get to know you through the years and watch your
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business continue to be successful.
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John, talk a little bit about this.
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You have this local presence, but with a national footprint too.
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You do work all across the country.
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What differentiates you?
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How do you get into doing signs all over the country?
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Well, my dad started that, really, and my uncle.
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They started doing, as they saw retailing going national, they started to try to find companies
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that were doing that.
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So when pure wind imports came to the 100th Center back in the early 70s, dad did their
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sign here and wanted it.
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They used a local sign company everywhere they went back then.
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He said, I want to do your next sign as well.
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And he said, well, this one went really, really well.
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I like you.
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I like working with you.
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But the next one's in California.
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That's too far for you.
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But the one after that's in Grand Rapids.
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So I'll give you that one.
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So he started with pure wind imports back in the early 70s and we kept them for years
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and years.
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Decades, actually.
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They were a customer of ours.
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And we tend to do that.
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We tend to keep customers for a long, long time, often decades.
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Great.
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I love that.
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In fact, just knowing some of your workers and other stuff, many times, of the different
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places around the country they've been working on your behalf.
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So you have a big footprint.
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John, you mentioned briefly, you worked in several positions.
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And I'm going to come back to your journey later.
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But I want maybe to help paint a picture for our listeners about the kinds of jobs that
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you have there.
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You mentioned welding and painting and a lot of different things that, like I don't know
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if somebody who doesn't know anything about a sign company knows the kind of skills that
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you need really top to bottom to sort of deliver the product for the customer.
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Yeah, it's one of the challenges.
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But one of the fun parts of a sign company is all the different types of people you need.
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It's not like an accounting firm where you have a lot of accounts.
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And maybe a couple of marketing people.
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So we have sign designers.
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So people who are skilled in design, both real world design and computer design, they
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have to be good at both because you're building a built product.
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You're not creating a web page.
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We have sign painters.
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We have sign welders, lots of fabricators, installers.
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Those are some of the more physical jobs.
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But then you have people who get codes who work with the city.
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We have people who, of course, have countenance and HR people.
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And so it's just a wide variety of people with different personalities.
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And that can be challenging, but it can also be a lot of fun because it's just a lot
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of different type of people.
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I do think, and we give John credit oftentimes for helping the important role you play in
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helping young people in particular understand what opportunities look like in the area.
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It was many years ago.
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I think manufacturing days probably started with you and some conversation we're having
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about how to teach this next generation about jobs that were available and show them
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at a company like yours that there are 50 different skill sets that you need.
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And you could be the CEO or you could be the welder on the line, that kind of stuff.
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So thank you for doing what you do to sort of help raise awareness of the kind of opportunities
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you have there.
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Yeah, I mean, kids today, they don't really get into factories and take some or jobs that
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way the way they used to.
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So sometimes, so you have this opportunity to bring them into your plant and really
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show them all the opportunity.
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Oh, this is something we, you know, people never think about is, oh, I could work in a
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sign company.
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And it'd be fun, whether it's as a graphic designer or whether it's on the floor, people
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who like to make things with their hand, that's underappreciated in our society the last
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several decades, right?
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But it's a real skill that people, some people have a natural ability for is to make things
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with their hands.
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And that's what we need on the shop floor is people who like to do that.
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It's our favorite part of the chamber is to watch people make stuff, like to go to a factory
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like yours and watch them take, you know, the concept and build a sign.
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I mean, that's one of the favorite things that we love doing here at the chamber is watching
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stuff be made here.
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Yeah, yeah, manufacturing is still a lot of fun in a lot of ways.
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And we do it a lot of it by hand still.
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Of course, there's some automation, you know, CAD tables and, you know, programming and
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things like that.
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But a lot of it's still by hand and the painting is a lot of it's still by hand.
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So you have that opportunity still to do things and create things of beauty really.
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Because that's what we're trying to do is create a beautiful sign that will attract people
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into a building or onto a space.
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John, talk about, talk about what differentiates your business.
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And I say, obviously, you've had great three generations of success.
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You've done nice work out there.
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If you were to talk to somebody and tell them why they should pick North American versus
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somebody else what differentiates you from your competition.
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We're really somewhat unique in the sign industry.
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There's a lot of competition for national retail space in the national retail space to provide
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those types of signs and you get them purchasing in a certain way.
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And we really don't fit the big purchasing model that a lot of companies employ like a large
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oil company.
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They buy thousands, you know, for thousands of locations and they may source it all over
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the world.
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Some of the large signs you see come from Turkey in fact.
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So we're really, I think of ourselves as kind of a niche specialist.
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We want to service those companies that really appreciate the quality and the customer
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service that we bring.
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Our project management is really above industry standards and continues to be and we strive
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for that year after year to be one of the best sign companies in project management and
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just service really the heck out of people to get them so that long term even when they
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go to a new company, some of the sign buyers and construction people who we work with, they
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take us with them.
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And that's generally where we get most of our businesses, people moving around taking
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us with them, you know, they'll go into their new company and they'll be like, you know,
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everything's going well except our sign program is just pain, right?
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This company doesn't perform and they'll say, oh, well, let me call North American signs,
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they'll do it correctly.
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They'll get it, they'll get it done for us.
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But that means that our price is tends to be a little bit higher.
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So we have to fit in that niche where we fit.
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And there's a lot of companies that want that type of service.
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They want the premium service, they want the real attention to detail that we bring.
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Well, I would imagine if you get a sign from Turkey and it's wrong, it's pretty tough
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to get customer service to come fix that sign.
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I mean, you're here to fix it.
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If there is a problem, you're reachable.
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Yes.
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And we still do a lot of work in the South Bend area and are proud of that.
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We like that.
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Yeah.
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Talk for a second about that.
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You have a national footprint.
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You do some work here.
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Why stay here versus go somewhere else where you could serve this broad client base from
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across the country?
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Well, we still find that we can find workers actually easier here.
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I have fewer complaints than a lot of my friends in the sign industry and other places.
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It's really challenging to find workers in some parts of the country that are growing
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quickly.
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Even though they're growing quickly, it's still a really difficult scene for them.
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So we've been able to grow and thrive here, my family's here, long-term history here.
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And we've been successful for here.
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It's not the worst place to be in a lot of ways.
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We're somewhat central.
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Lots of good shipping is you can probably tell better than I can.
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So we can reach the country in a reasonable amount of time with a reasonable cost,
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with the logistics situation here.
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So it works pretty well.
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It's worked really well for us.
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Great.
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John the Scope may be more personal back to this journey and this being the third generation
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to lead this effort.
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Did you always, you said you worked summers and did a lot of jobs,
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so did you always know someday this is going to be what I'm going to do?
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I joke, I always knew it was a risk factor.
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There was a risk that I was going to end up in the business.
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No, I mean, I didn't know for sure.
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I went back and I did a law MBA degree down in Bloomington.
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I thought I might be an attorney.
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I thought I might.
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I was in hazardous waste management for a while, so I thought environmental industry was
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interesting and fun.
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But it was a really great fit at the time for me to come back up and be here.
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And how neat that you had that experience too, right?
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You worked a lot of different jobs there, which gave you some great perspective on running
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the company.
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Yeah, when you come out knowing all the tools or come in, knowing all the tools and how
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everything works, I basically came in as an experienced person on day one.
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Yeah.
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Let's continue on this family dynamic.
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I came from a family business and I'm, and we, Mark and I have had a chance to visit
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with a lot of different family businesses there.
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And obviously there's good things, there's challenges and stuff.
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Talk to us just about those dynamics of sort of continuing the family legacy, working
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with dad, all those kind of things.
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What advice would you have to some of our listeners who have had a chance, who are trying
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to navigate kind of that next generation of family business?
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Yeah, family business is always really interesting and fun as well.
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There was a group out of Ocean College when I came back that did the family business consulting
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group help manage that.
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It was a group of family businesses in South Bend that were moving to the next generation.
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The best thing you can do is talk to different people because there's so many different ways
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to manage a family business and to work within the family.
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And you've got to go through those challenges.
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There were days when I was frustrated with my dad or my uncle.
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But a lot of times it was really neat to work together with people who shared a lot of
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my core values.
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They brought me up.
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They raised me.
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So we shared a lot.
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And those can be really special times too.
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So there's challenges, but there's the opportunity to manage it well.
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If you're willing to be open and honest and mature and professional through those relationships
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as well, and hopefully not have it go over into Thanksgiving dinner, the disagreements and
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all that.
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That would be tough.
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You have to really kind of separate that.
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You have to, as Jeff mentioned, there's good and bad.
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But you really can't bring the work home to Thanksgiving.
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I mean, you just kind of have to really find a unique balance that most businesses don't
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need to find.
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Yeah, and that can be challenging because people's expectations of that are different.
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It's an opportunity to solve a problem.
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We're together.
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I don't we just talk.
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And my dad sometimes felt that way.
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That, hey, we're together.
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We can discuss this, but the rest of the family wasn't necessarily excited about that.
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So, you know, we learned to manage it together and adjusted over years.
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Yeah.
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You mentioned you started by your grandfather.
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Your grandfather passed away at a relatively young age.
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What would you think your grandfather would think about the business today?
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I like to think he'd be really proud of what we've done.
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Both my dad and my uncle, his sons and me, you know, his picture hangs on our wall.
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It hangs in my office.
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And there's days I look up to at it.
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And I just think, you know, we're still here.
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You know, we've made it through a lot of challenges, obviously, over the year.
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He started it in a depression.
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So I like to think that the optimism and the problem solving and the just determination
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that it takes to go in on the tough days are something that he had and something that
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we've continued, you know, through the pandemic and the old nine downturn.
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Those were real challenges during the time that I was leading the company.
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So yeah.
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John, talk a little bit about just the kind of the evolution of the industry.
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You've seen it change some like during your time in leadership.
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How are things different today than when you first started cutting your teeth at the
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sign company?
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Probably one of the biggest technological changes has been LEDs because they really weren't
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in the sign company at all.
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It was all fluorescent or neon tubes, especially the channel letters that you see.
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You know, when you see a letter on a building that's just that letter, that's a channel
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letter.
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Those were all lit by neon or fluorescent, essentially hand bent fluorescent tube, which
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is similar to neon.
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Only it was white, typically.
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If it was red letter, then it would probably actually be neon, which goes, you know,
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the red orange that we're used to.
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So those, you know, changing that to LED, it happens slowly over time.
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But we saw that opportunity and started to do that early.
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And that's been a huge change.
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It allows us to do a lot different designs.
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It's changed the design.
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It's changed.
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We can go with a thinner letter.
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It also changes the electrical part of it a great deal because neon generally runs at
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3,000 to 15,000 volts.
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Yeah.
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So you're pushing a lot of voltage through a wall, right?
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And, you know, an LED is running at 12 or 24 volts.
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So it's a lot safer.
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It's a lot easier to deal with.
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There's a lot less fire risk.
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It's been a real change in our industry for the positive, really.
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The neon vendors don't feel that way, of course.
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It's been tough to see that.
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Really, you know, it's an art form still.
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There's still people that do it.
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And it's great because we can keep the older signs alive.
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But obviously, you know, it did, there is that change over time in the industry.
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And that happens.
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So that's a big change.
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Also just, I'd say the wholesale market has changed a lot.
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It used to be you had to manufacture everything yourself.
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There really wasn't much of a wholesale market.
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And that's really expanded over the last 20, 30 years.
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There were a few, but now there's lots.
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And it's much easier now to figure out how to, you know, balance your production schedule
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if you need to not do some things in your own shop, right?
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John, talk for a second about, you mentioned like on your staff, for example, you have
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folks that got to go get the permits, right?
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And so, yeah, and I just think of the evolution of the sign business that like for a while,
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it was maybe a little more uncontrolled where signs were bigger and taller.
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And then communities said, oh my gosh, we got to control this because this commercially
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area doesn't look good and we got to go smaller and stuff.
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So you've got to bring expertise to this across the country.
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What is there?
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How has that changed over time, this sentiment of communities and their friendliness towards
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signage?
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Yeah, well, it's interesting.
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It all kind of waxes and wanes with what's going on in society.
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You know, at one point, you know, signs were pretty much not regulated.
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That became a fire issue, especially with neon and all the voltage.
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So the regulation started from the fire codes, really, and the electrical codes to try and
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keep buildings from burning down, which makes a lot of sense, right?
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Yeah.
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And from there, it got into, oh, these are too big.
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We'd like to have it smaller.
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We'd like to regulate this or that.
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All the way to, you know, some cities started to regulate color and say, you know, we only
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want green signs because green's prettier than red.
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Red's too bright.
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Or something along those lines.
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And also size, right?
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We'll make them smaller and smaller.
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And then you get people who operate outside of that and the city get frustrated.
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So then they make them even smaller instead of enforcement.
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We definitely think enforcement's a part, a big part of the puzzle.
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And then you see shifts.
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So, you know, when I came back to South Bend, they were taken down the building murals.
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All these murals on the building, the old ones, they're like, this is, you know, this isn't
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what we want.
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We want clean architecture.
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And we want it to look, you know, very much like the building is supposed to look.
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And so you had all these murals being taken down on these historic murals being, you know,
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sand blasted off the buildings.
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And now that's all shifted again in the last 30 years.
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And you see, you know, mural festivals, right?
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Yeah.
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And that's happening all across the United States now.
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And people are celebrating the fun and the artwork that's coming out of murals.
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And signs kind of go the same way.
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You know, the regulations tend to relax a little bit.
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When we have a downturn in the economy, we want to encourage business.
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So cities are, okay, well, we want this company to do well.
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So we'll allow them to have a bigger sign because maybe that'll help them.
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And then other times, you know, our society's doing well and everybody feels good about
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the economy.
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And so the city's like, well, we want to control this more.
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So you get shifts in philosophy over time and you just have to work through those with
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the city just like you do every other code restriction they have set back in green space
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and parking lots.
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And it's just one of those things.
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Yeah.
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For the businesses we represent, they obviously want people to know where they are.
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And the sign is a really key piece of that.
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And it's a challenging balance sometimes between what the locality will allow versus what
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the business owner wants to do to sort of draw attention to their business.
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And usually it's the best piece of advertising and least expensive piece of advertising that
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a business can get.
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It's an fabulous way to communicate with the public.
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Yeah.
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It's interesting, especially as I try not as much here, but I travel around other parts
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of the country where, you know, no, the LFB monument signs, the LFB load of the ground.
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You can barely see them as you're driving down the road.
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It's interesting to see the whole gamut, especially some newer communities where they have
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really put the clamps down coming out of the gate.
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Yeah.
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And it becomes a safety issue as well.
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And we've definitely expanded our ability to explain that to planners.
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They say that the code's for public safety, so we're going to make this really small.
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But as we have an aging population that has worse eyesight, well, wait a minute.
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You know, if people slam on their brakes to make a turn because they don't see it in
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time, if you can explain that effectively to a board that, you know, they need to be
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able to see this sign.
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And it needs not be blocked by trees.
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It needs to be large enough so it can be red so that they can slow down.
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They need to see it, comprehend that they've seen it, turn on their blinker, slow down,
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and make a safe turn without somebody rearending them.
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So, you know, all those traffic safety planning goes into where and how you place a sign and
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how you make it a safe community.
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Well, and if you're leaving the place of business in the signs, low could be blocking
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traffic from one way.
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I mean, I never even thought about that.
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Also, did you notice he looked at us when he said aging population?
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He did.
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Bad angle.
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I said, you saw that, right?
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Yeah.
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I'm right here with you.
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Yeah, exactly.
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John, as we get near the end of our time, this has been great.
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And I appreciate you sharing so much about the business.
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Advice to folks who are listening who are thinking about a career in the sign industry,
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you've obviously found great successor.
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What advice would you give to them?
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Oh, just go explore.
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I mean, contact people.
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Most sign companies are really friendly and they have people still real people answering
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the phones.
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And there's a lot of small shops out there.
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There's larger shops like ours.
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So depending on what you're looking at, there's a lot of different opportunities to work
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with a variety of people and to bring your skill sets there.
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It's hard to think of a skill set that a sign company doesn't need today.
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I didn't even go into our marketing department.
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And we have people who travel and do presentations.
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We have all sorts of the range of jobs we have is really amazing.
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So if you haven't thought about it, think about calling a sign company and just saying,
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hey, I'm interested.
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Great.
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John, well, thank you for it.
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Thanks for being a great champion of the chamber.
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And I would appreciate the great business that you've run here.
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John Yager is the third generation owner of North American Signs here in South Bend.
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John was grateful to have you on the podcast today and great to see you.
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Great to be with you and to see you both.
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Thank you for listening to the behind the region podcast from the South Bend Regional
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Chamber, being powered by Hayes Design Co.
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Where they believe every sign, every design, and every detail tells the story.
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For more information on the South Bend Regional Chamber or to become a chamber member, please
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visit our website at sprchamber.com.
Topics Covered
Behind the Region podcast
Hayes Design Co.
brand experiences
custom signage
North American Signs
iconic signage
family-owned company
craftsmanship
business legacy
sign design
project management
customer service
manufacturing opportunities
sign industry evolution
community roots
local and national presence