An Interview with La Crosse Sign Group

Paul Fuchsel tells La Crosse Sign Group’s story – from their beginnings to the signage powerhouse they have grown into. He also breaks down how the last couple years have impacted his business and what he sees for the future.


Categories: Sign Company News

How long have you been selling digital signage?

La Crosse Sign Group has been in business since 1917. I took over the company in 1988, and in 1993, we built our new location along Interstate 90 because we understood the value of exposure. Not long after that, we put up our first digital message center.

Why do you choose to partner with Daktronics?

At first, we were buying from quite a few different companies, but I talked with our salespeople, and we decided we should choose one, forward-thinking company that we can rely on. We wanted to build trust and a good relationship with one company because we wanted our salespeople to feel confident in what they were selling.

It also makes more sense for our installers to train with one vendor and get to know one product well. Daktronics has proved that we made the right decision in choosing them by putting in the reliability lab to continue perfecting their product.

Tell me about this past year and how it has impacted your business.

The summer of 2021 started slower than usual for us, but by the fall, things started picking up and we were strong heading into this winter. I think the supply chain has been difficult for all of us. We tried to get ahead of the issue by preordering material for the full year of 2021, but that’s difficult to do when each job site requires slightly different equipment.

We also invested in a large folding machine to fold our own cabinets to go around the displays. We decided it was smarter to make our own products than rely on extruded material that we might not get in time.

2021 has been a record year for Daktronics, and I’m sure you have been busy as well. What do you think has contributed to the boom in digital signage for 2021?

A big part of our business recently has been working with existing customers to upgrade signs we installed 10-15 years ago. They are seeing the new technology, and everybody wants what their neighbor has.

Also, as the pandemic continues, many people are still avoiding indoor public spaces, which has created a greater need for communication through outdoor mediums like digital signage. And as more people become comfortable going inside, the need for indoor signage is rapidly increasing.

What do you think have been keys to your success in the signage industry?

We stick to what we are good at – we build a good-looking product that holds up. With Daktronics, we work together to make sure the customer is taken care of and is ultimately happy in the end.

We live by our “Make a Statement” tagline. We make a statement when we deliver a good product to the customer, and we help them make a statement by telling their brand’s story through signage. A building is just a building until you put a sign with it, and that tells the story.

If you are interested in being a top level sign company, contact your local sales rep to start strategizing your sales efforts for 2022. Not a partner yet and want to learn how? Click below.