In the heart of Watertown, South Dakota, Stuart Stein carries forward a proud family tradition, leading Stein Sign Display and ESCO Manufacturing into the future. As a third-generation owner, Stuart’s journey with the company is a testament to the resilience and evolution of family-owned businesses.
The Stein family’s story begins in 1952, when Stuart’s grandfather founded Highway Sign Company, a business initially focused on billboards. Like many outdoor advertising companies, the business faced challenges following the Highway Beautification Act. Yet, the Steins innovated and adapted, creating ESCO Manufacturing in 1965 to develop patented sign technology. By 1972, the company had transitioned into Stein Sign Display, blending wholesale manufacturing and retail signage under one visionary umbrella.
Finding His Own Path
Unlike many successors in family businesses, Stuart wasn’t pushed into the fold. After earning his business degree, he spent a decade at Wells Fargo and later worked with another family business in Watertown. This outside experience equipped Stuart with invaluable insights before he joined Stein Sign Display as General Manager in 2014.
His father planned his retirement for February 4, 2020—marking 40 years with the company—and worked closely with Stuart to ensure a smooth transition. By the time Stuart took over as president, he was ready to lead with confidence and fresh strategies.
A Vision for Growth
Since assuming leadership, Stuart has spearheaded significant expansion, particularly on the billboard side of the business, which holds a special place in his heart. Under his guidance, Stein Sign Display has more than doubled its billboard portfolio, growing from 115 faces post-Beautification Act to an impressive 260 today.
“Billboards excite me,” Stuart shared. “It’s about finding the right fit and making investments that align with our company’s vision.”
Under his leadership, Stein Sign Display has strategically grown its digital billboard installations from one to ten. “We’re very selective about where our digitals go because it takes time and significant investment to get it right,” Stuart explained.
Leveraging Technology with SignDash
To stay organized and efficient, Stein Sign Display has embraced technology, including SignDash. “We evolved from using Excel spreadsheets to SignDash, and it’s been a game-changer,” Stuart said. “It’s an expense, but it’s worth it for the organization and structure it provides.”
SignDash helps Stuart’s team keep track of key aspects like renewals, proposals, and reporting. “For example, with our ten digitals, we can easily drill down into performance metrics and focus our sales efforts accordingly,” he noted. “It’s made a big difference in how we operate.”
Challenges and Industry Insights
Stuart’s journey hasn’t been without its hurdles. He’s observed a common misconception in the industry that digital billboards are a guaranteed cash cow. “It’s not that simple,” he explained. “You need the network, the know-how, and the scale to make them profitable.”
His ability to identify growth opportunities has been a hallmark of his leadership. Stuart credits the success of Stein Sign Display to staying grounded in fundamentals and understanding the unique strengths of his team.
“The path is in the math,” he said. “If you don’t know your costs, you’re setting yourself up for failure.”
Looking Ahead
As 2025 approaches, Stuart is optimistic about the future. His plans include expanding Stein Sign Display’s digital footprint into untapped communities and continuing to grow through acquisitions. Reflecting on the values instilled by his grandfather and father, Stuart is driven to preserve the family legacy while embracing modern opportunities.
His advice for new operators entering the industry? “Be nimble. Build your network. And most importantly, know your costs—inside and out.”
Stuart’s story is a powerful example of how legacy, innovation, and community can drive success in outdoor advertising. His dedication to growth reflects the core values of the IBO network, and we’re proud to share his journey.