Blimp Guys Helps Stadia Provide Sponsor Branding With Inflatables

When your average consumer (and, perhaps, most signmakers) thinks of inflatable signage, the first impression – aside from the gargantuan floats that traverse NYC during Macy’s Thanksgiving Day Parade – is probably of stick figures or animals “dancing” while the installation’s air source rhythmically pumps air to give the appearance of a giant, gyrating balloon.

However, a closer look at the market reveals far more sophistication – and customization. For short-term installations, such as retail-store openings or special-event, onsite graphics, what provides more short-term graphic impact than a vertical colossus trumpeting a grand opening, a colorful sign looming above the water for a coastline activity, or a mini-dirigible in motion during an arena event?

The inflatable-sign market has grown such that it’s now overseen by its own trade association, the Inflatable Advertising Dealer Assn. (IADA). Founded in 1988, the 40-member IADA conducts a national convention, publishes a newsletter for its members, and offers materials that help inflatable-sign purveyors fight restrictive ordinances (an apparent problem for every sign type except vehicle wraps). Bruce Cohen, IADA’s president and owner of Skyline Promotions (Tampa), said inflatables’ onsite visual impact enables dynamic market growth.

“Inflatables attract attention, and they do so cost-effectively,” he said. “Grand openings, sales promotions and special events have long been the lifeblood of the advertising-inflatable market. Also, they’ve become popular promotional items for tradeshows, POP displays and artistic installations.”
Cohen also noted that digital printing on vinyl fabrics, which eliminated the need for all graphics to be rendered by hand or with an airbrush, has been a boon for inflatables’ production efficiency.

Inflatable signs comprise a ubiquitous sign staple in Latin America, and the industry’s vitality is trending upward stateside. Here are several examples that emphasize the inflatable-sign market’s breadth.

How ‘Bout Them Blimps?

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With millions of fans nationwide and the world over, the Dallas Cowboys have been known as “America’s Team” for decades (although this reporter likes the retort once made by Al Davis, the late Oakland Raiders owner: “What does that make the rest of us, Guatemalans?”). So, its home field, AT&T Stadium (click here for the story of how FSG Signs built 43-ft.-tall channel letters for [Cowboys owner] “Jerry’s [Jones] Palace”), has been almost continuously sold out for the past half-century, and their games consistently garner high TV ratings. In the Dallas Metroplex, cheers of “How ‘Bout Them Cowboys?” commonly replace standard salutations and chitchat about the weather.

Therefore, offering sponsored dirigibles that traverse the stadium’s inner bowl during pregame and timeouts represents excellent advertising placement; the Cowboys’ marketing department agrees. Through one of its a Dallas-area blimp operators, Mobile Airships & Blimps – aka The Blimp Guys – (Brantford, ON, Canada), contracted with the Cowboys to fabricate a blimp that brands the sponsor, Albertson’s, a grocery chain that operates stores in 16 states west of the Mississippi River. The Blimp Guys, which has been in business since 1994, also works for the local NBA’s Mavericks and the NHL’s Stars.

Dan Speers, president of The Blimp Guys, said the 30-ft.-long blimp comprises several sections of polyurethane, which are heat-welded together. He noted several of its custom-shaped inflatables were constructed from PVC; those made with more common shapes are fabricated with polyethylene. He said PVC creates stronger seams, which are required for custom shapes. However, it’s nearly twice as heavy, so, to simplify inflation, polyethylene is the substrate of choice for conventional forms.

The Blimp Guys requires clients to send final artwork as vector files, such as .AI or .EPS images. To render the artwork, the company outsources its graphic production. The Blimp Guys applies plotter-cut vinyl as stencils to the inflated blimps, and sprays on a plastic ink to apply graphics. When a high-resolution logo or graphic is required, The Blimp Guys subcontracts digitally printed graphics produced with solvent-based inks.

To enlarge its inflatables, The Blimp Guys typically uses helium, because it’s not combustible, flammable or explosive. The shop implements several methods for sealing its inflatables; the piece’s weight, weather conditions and duration of the installation are contributing factors. The Albertson’s blimp’s inflation system has an extra power system used when Cowboys officials decide to open AT & T Stadium’s roof and let in wind and steamy or blustery conditions.

“If we wanted it to, the blimp could race around AT &T Stadium pretty quickly,” Speers said. “However, in order to ensure the message is easily read by fans in the stadium and those watching on TV, we typically restrict the Albertson’s blimp to traveling at 5 to 10 mph.”

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Friends in Low (and High) Places

Stage and environmental graphics and special effects are integral staples of arena concerts. A cavernous hall provides ample “negative space”, and filling it with any type of visual element (to keep concertgoers from getting bored staring at the stage) is essential. Pyrotechnics were the tool of choice for hard-rock and heavy-metal concerts for decades, but, as liability concerns – and insuring them – have made them more expensive, concert promoters are looking for more economical ways to capture attention.

Again, enter inflatables. Blimp Guys has produced inflatables for several big-ticket acts, such as The Rolling Stones, Pink Floyd and Korn. When Garth Brooks set out on recent U.S. tour, he wanted a conspicuous, cost-effective vehicle for promoting Ghost Tunes, the digital-music store he founded (all genres are accessible on the site, but the top-seller list, with Garth in the #1 spot, has a decided twang).

The blimp measures 10 ft. tall x 10 ft. in diameter, with the bottom“skirt” protruding an additional 2 ft. across. As with many custom-shaped inflatables, Blimp Guys used PVC instead of polyurethane because of its seam strength. Blimp Guys inflates its materials with helium, which is non-corrosive. A proprietary system – the company implements several options – is used to seal the material.

During the show, Brooks’ personal pilot navigates the “ghost” around the arena, with assistance from a Blimp Guys crew member.