Craig's had a soccer ball at his feet since he was a kid, playing in local youth and adult leagues and then later moving on to coaching. As a teen and then during university Craig worked at another soccer equipment store, learning and practicing his retail skills. Now, even his own kids are into soccer and they love hanging out at the store.

The challenge every retail store faces is being visible enough, often enough, in just the right ways. Craig has been wisely nurturing his referral relationships with all the soccer teams, players, and associations he's connected with over the years. And he's using the latest techniques to create community in social media with Facebook and Instagram. For his bricks and mortar soccer equipment store some very traditional sign basics needed to be put into place. The outdoor mall requires each business to have illuminated channel letter signage, mounted on the overhang support I-beams. 

His storefront can be seen all the way across the parking lot by shoppers at the large grocery store. The back of Craig's store faces onto Steveston Highway, a high-traffic thoroughfare with lots of commuters - potentially moms and dads who have kids in soccer. Making both the front and the back of the store highly visible was the objective. Says Craig, "Signarama Richmond did a fabulous job. My store signs looks amazing!"

Sign Specialist Nayeli Garcia has oodles of experience with helping new small businesses hit the ground running. She knows what visuals are essential to making a retail business successful. The secret to having . . .