It’s war! A sign war, that is.
The war of words started Aug. 9 when Dave Butt, general manager of Cinema Cafe in Pembroke Meadows Shopping Center in Virginia Beach, challenged his longtime friend and fellow business owner, Brandon Stokes, owner of Haygood Skating Center. Stokes, better known as longtime Z104 radio personality Shaggy, said with the slow season just around the corner, they both thought it would be an entertaining thing to do.
“We set a few little ground rules that it would be in good fun and we’d keep it tongue-in-cheek,” Butt said.
Neither realized the tussle would spread like wildfire. With Stokes’ popularity in the community, many of the signs call him out directly.
More than 75 businesses are now in the game, including:
* Fuddruckers: “Hey Haygood sounds like y’all want beef.”
* Hooters: “Hey Shaggy don’t be chicken let’s spice up this sign war.”
* Chicho’s: “Hey Shaggy we’re the real local’s favorite.”
* Chick-fil-A: “Though we only sell chikin, we want all the beef! Shaggy!”
* and Haygood United Methodist Church: “Hey Shaggy: Slow your roll, let Jesus join the journey.”
Bill Brunelle, vice president of The Meridian Group marketing agency in Virginia Beach, said he thinks the sign war is hilarious and an example of what he calls guerrilla marketing. Photos of businesses promoting each other through friendly feuds have become popular on social media.
“Signage is extremely important and what a fun and unique way to break through all the clutter in an affordable way,” Brunelle said.
Stokes and Butt never imagined their idea would go viral.
“We just thought it was going to be across-the-street banter,” Stokes said. “This was completely organic and took on a life of its own.”
The friendly competition began on Cinema Cafe’s marquee: “Hey Haygood Skating Center, do you want to start a sign war?” A day or two later, Stokes responded: “Hey Cinema Cafe, no one falls asleep while skating.” So, Cinema Cafe answered: “Hey Haygood Skating Ctr, no one skins a knee while watching a movie.”
Nowadays, Stokes is busy jotting down responses on a clipboard and climbing a ladder roughly 18 feet up the side of his building several times a day to change his sign just to keep up with the comebacks.
“We haven’t touched that sign since COVID hit,” Stokes said. “I’ve probably changed the sign more in the past 72 hours than I’ve done in nine years.”
And people in the community have jumped on board, shooting photos and sharing posts of the signs throughout the city on social media. The VB Sign Wars Facebook group has reached 1,000 members and folks can search #vbsignwars posts.
“Even stores that don’t have a marquee, they’re making their own signs and taping them up,” Butt said.
It’s expanded to other cities, too.
The Norfolk Tides posted a digital billboard message on Instagram: “Hey Shaggy, someone said you needed a bigger sign. Three trys and you’re out.”
“I’ve never seen a reaction to something so simple, but so much fun,” Stokes said. “With all that we’ve been through and all the weird negativity going on, it shows that we live in an awesome kick-ass community and it’s incredible to see.”
Sandra J. Pennecke, 757-652-5836, sandra.pennecke@insidebiz.com
