Reflections on a 20-Year Journey: An Interview with Adel Mitchell-Miles

In celebration of Visual Impact Signs' 20th anniversary, we sat down with owner Adel Mitchell-Miles to delve into the company's remarkable journey. From its humble beginnings to its current standing as a leader in the local signage industry, Adel shared her insights, challenges, and triumphs, offering a personal reflection on the past two decades and a glimpse into her vision for the future

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The Beginning

"Visual Impact Signs was born from a desire to expand the signage side of BFS Printing, which I had co-founded. We were already selling banners, vinyl, and signs, but I saw a real opportunity to grow the sign business. At the time, we were outsourcing our vinyl work, and I knew we could do more. My vision was to create a full-service sign company that could handle everything in-house, from design to installation.

Some of our original staff hard at work.

Some of our original staff hard at work.

Some of our original staff hard at work.

Some of our original staff hard at work.

Some of our original staff hard at work.

Some of our original staff hard at work.

Some of our original staff hard at work.

The early days were challenging, to say the least. I was entering a field I wasn't entirely familiar with, and I had to learn quickly. Obtaining an electrical sign contractor’s license was a major hurdle, but I was determined. Initially, I worked under Jim Fletcher’s license, and he helped with installations. Managing a crew when I was still learning the ropes was tough, and budgeting was a constant struggle. But we persevered.

Our initial business model was ambitious. I had banners and window vinyl in mind, but we quickly expanded to offering everything from channel letters to monument signs. We hit the ground running! Our first location was at 511 Second Street, Yuba City – a large, 4,000-square-foot warehouse that had previously been a sign shop called Sign Source. We bought their vinyl, plotter, and some other equipment, which gave us a solid start. The space was a bit too big for us at the time, but we made it work.

One of my most memorable projects from those early years was the Sutter Community Bank sign. We created a beautiful hanging sandblasted sign and a sandblasted wall sign. They were made of foam, and we used a three-part sandblasting process. We even hired an artist to bring the logo to life. It was a true work of art, and seeing it come together was incredibly rewarding."

Key Milestones and Growth

"Several key milestones have marked our journey:

• Year 5: I successfully earned my C-45 Electrical Sign Contractor’s License, a significant step in taking full control of the business.

• Year 10: We navigated and conquered the inevitable learning curves that come with running a business.

• Year 18: We moved into our own building, combining our sales and installation teams. This gave us more space, more equipment, and the ability to expand our fabrication capabilities.

Over the years, our services have evolved significantly. We now sell more Electronic Message Boards, with improved quality and pixel pitch. We offer a wider range of channel letter styles, including halo-lit, front-lit, and front-and-back-lit options.

Technology has also played a crucial role. We transitioned from neon lighting to LEDs, which are more efficient and affordable. We also do a lot of LED retrofits. In 2023, we purchased a new bucket truck, and we now have a full-service fabrication shop with a router table, welder, brake, vinyl plotter, printer, and laminator.

Our team has grown from two to ten employees, and our client base has expanded beyond the Yuba-Sutter area to include Chico, Paradise, Oroville, Roseville, Lincoln, Sacramento, Citrus Heights, Natomas, Woodland, and Colusa. We also do a lot of resale business for other sign companies, government entities, shopping centers, and small businesses.

Recently, the Yuba County Health and Human Services monument sign and the Yuba County Library project were particularly rewarding. They turned out beautifully, and seeing our work make a positive impact is always satisfying.

Insights and Reflections

"The sign industry has changed dramatically in the past 20 years. Technology has been a major driver, with digital printing replacing traditional vinyl applications. Customer interactions are now largely online, and permitting processes have shifted to online platforms. UL certification is no longer a requirement in many areas.

As a business owner, I’ve learned that budgeting and job management are crucial. We’ve successfully collected deposits to fund projects rather than offering financing. And I’m always learning new things!

What I’m most proud of is seeing our signs throughout the community. When my kids were younger, I’d point out our work, and now that they’re grown, they do the same with their families. We’ve contributed to the community by donating to causes like the Camp Fire relief, helping customers with emergency sign repairs, and providing solutions to enhance their branding.

Looking to the future, I want to continue improving our processes and staying up-to-date with industry trends. I envision us doing more electronic message board signs for schools, creating unique faux neon signs, and helping more businesses stand out with their signage.

I’m incredibly grateful to my dad for his support in starting the business and for being a positive influence. I’m also thankful for my amazing staff – I wouldn’t be where I am today without them. And of course, I appreciate all the referrals, business, and friendships we’ve built over the years. The community is our customer, and we are very thankful for them."

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As we conclude our conversation with Adel, it's clear that Visual Impact Signs' success is built upon a foundation of dedication, adaptability, and genuine community spirit. Adel's passion for her work, her gratitude for her team and customers, and her forward-thinking approach ensure that Visual Impact Signs will continue to make a lasting impact on Yuba City and beyond for many years to come.