Each year a “cost adjustment factor” is used to update the signage dollar limits prescribed in Section 6-6 of the Liquor Control Act. The “cost adjustment factor” means a percentage equal to the change in the Bureau of Labor Statistics Consumer Price index or 5%, whichever is greater. Since 1997 the dollar limits have been significantly increased.
Dollar limits for signage (2016):
- Permanent Outside Signs = $2,369.27 per brand (1997 amount $893)
- Permanent Inside Signs = $5,308.19 per manufacturer (1997 amount $2,000)
- Temporary Inside Signs = $867.21 per manufacturer (1997 amount $325)
- Temporary Outside Signs = No dollar limit as you may only display one sign per brand
The General Assembly broke signage into 4 categories the mid-90’s (permanent outdoor, temporary outdoor, permanent inside, and temporary inside signs).
OUTDOOR PERMANENT SIGN:
· 1 per brand
· Shall only bear manufacturer’s name, logo, brand, symbol, etc.
· Can include: cold beer, on tap, packaged liquor, etc.
· Made of permanent materials (wood, glass, metal, mirrors, neon, or other materials reasonably considered to be of a substantially permanent nature).
· Also includes signs painted on outside walls.
· Signs attached to the outside of a window are considered outside signs.
· Signs attached to the inside of a window are considered inside signs.
· Brands that appear on an outdoor permanent sign may only have 1 temporary sign. In the example above, only 1 Old Style banner may be displayed.
· MAY NOT BE RETAIL SPECIFIC
· Must not exceed $2,369 per brand
OUTDOOR TEMPORARY SIGN:
· 1 per brand
· Includes banners, flags, pennants, streamers and other items of a temporary and non-permanent nature.
· Must include the manufacturer’s name, brand, trade name, slogan, markings, trademark, or other symbol commonly associated with identifying the product.
· Signs MAY include the product, price, packaging, date or dates of a promotion and an announcement of a retail licensee’s event if the sign is intended to advertise the product and the event and promotion are simultaneous. STATE LAW DOES NOT REQUIRE OUTDOOR TEMPORARY SIGNS INCLUDE A PRICE!
· May include, community goodwill expressions, regional sporting event announcements, or seasonal messages. All examples above would be acceptable.
· There is no limit on the number of times a logo may appear on 1 sign.
· If two brands are represented on 1 temporary outdoor sign – both brands are not eligible for another temporary outdoor sign.
· A two-sided banner, flag, pennant, poster, or streamer displaying the brand name on both sides is considered 1 outdoor temporary sign.
· A multiple sided or wrap around sign or signs affixed to a pole, fence, or other stationary object displaying the same brand on both sides is considered 1 sign.
· MAY NOT BE RETAIL SPECIFIC
PERMANENT INSIDE SIGN:
· Unlimited (must not exceed the dollar limit)
· Made of permanent materials (wood, glass, metal, mirrors, neon, or other materials reasonably considered to be of a substantially permanent nature)
· Includes neons, lamps, clocks, lamps, mirrors, tap handles, decals, etc.
· Must include the manufacturer’s name, brand, trade name, slogan, etc.
· Permanent signs in a beer garden are inside signs
· MAY NOT BE RETAIL SPECIFIC
· Must not exceed $5,308 per manufacturer
· Menus and alcohol lists are permanent inside signs – these MAY be retailer specific
TEMPORARY INSIDE SIGN:
· Unlimited (must not exceed the dollar limit)
· Includes lighted chalk boards, acrylic table tent beverage or hors d’oeuvres list holders, banners, banners, flags, pennants, streamers, posters, placards, bowling sheets, table tents, inserts for acrylic table tent holders, sport schedules, etc.
· DOES NOT INCLUDE: coasters, trays, napkins, glassware and cups. These items MAY ONLY BE SOLD to a retailer.
· Must include the manufacturer’s name, brand, trade name, slogan, markings, trademark, or other symbol commonly associated with identifying the product.
· Temporary Inside Signs MAY be retail specific
Must not exceed $867 per manufacturer