2020 SRF Annual Conference
Rescheduled to August 23-25, 2020 | Orlando, Florida 

SRF Sessions will be co-located with the ISA International Sign Expo in Orlando, Florida at the Orange County Convention Center.

Apply for a Scholarship to attend the SRF Annual Conference at a heavily discounted rate.

Register Now!

The largest gathering of diverse professions coming together to learn about signage. We bring retailers, urban planners, designers, architects, engineers, academics, and graduate students to work alongside the sign industry in learning optimal practices in sign regulation, placement, and design.

Where everyone has a voice in respectful dialogue. We learn from sign regulators and sign buyers what they most want from their sign industry allies and partners.

Listen. Collaborate. Learn.

SRF Education Session & Tour Details


SRF Offsite Tour: Disney – Business Behind the Magic

The Sign Research Foundation and The Disney Institute have teamed up to bring you an exclusive Business Behind the Magic Tour.   You will have the unforgettable opportunity to go behind-the-scenes and experience time-tested Disney philosophies at one of the leading business operations in the world. This 3-hour tour features the five core principles taught by Disney Institute and shows how they come to life each day at the Walt Disney World® Resort for Cast Members and Guests.


SRF:01: SRF Presents: Signs 101
TJ Daly, President, Acorn Sign Graphics
Cost: $99 – $119

This introduction to sign construction and technology will discuss the various sign types, materials, and best practices in design, fabrication, and regulation of commercial signage.


Planning for Sign Code Success

Coming up with reasonable and enforceable sign codes can often be a complex and controversial process. This three hour workshop will present several modules to educate 50 experienced land use planners on the technology within signs, sign code issues, understanding electronic message centers and the importance of signs to business. For the first time, SRF is opening this workshop to 25 additional attendees within the sign industry. Those who focus on experiential design or permitting would find the most value in this session.


SRF:02: SRF Megasession: Retail (R)evolution
David Kepron, Vice-President Global Design Strategies, Marriott International
Cost: $99 – $119

Explore the new definitions of “retail” and how technology is influencing store and health care environment design. Using neuroscientific principles on how social media and personal devices are rewiring the brain, this riveting session discusses the future of retail, consumer engagement and brand interaction.


SRF:03: SRF Research Insights: The Art & Science of Urban Wayfinding
Chris Rogers, Owner & Founder, Yazi; Kelly Barbrey, VP of Marketing & Communications, Experience Columbia; Martin Brown, CEO, Colite
Cost: $99 – $119

Over the last twenty years, urban areas from small town main streets to the downtown districts of the largest cities have developed wayfinding and identity systems to enhance their brand, ease navigation and reinforce key destinations. Communities have seen stronger wayfinding systems as a way to sustain economic viability. Get an inside look at the planning, design, and implementation of the new urban wayfinding program in Columbia SC from the team that made it happen. They will walk you through the process of envisioning and realizing the new system in South Carolina’s Capitol city.


SRF Offsite Tour: Experience Design within Hospitality Signage and Graphics
Nicole Poole, Aria Group; Mark Lockett, Cima Network; Justin Norvell, Topgolf
Cost: $149 – $199

Take an exclusive tour of an innovative indoor golfing facility with the lead architect, the sign fabricator, and the client. Hear about the project lifecycle- including the design process, material choices, branding guidelines, and regulatory hurdles. You may even have time to hit a few balls before we leave!


SRF:04: SRF Presents: Sign Regulation Roundtables
Sapna Budev, Executive Director, Sign Research Foundation
Cost: $99 – $119

This collaborative session will analyze the sign ordinances of 50 communities across the United States. The roundtables will be divided by community size and will discuss the positive and negative aspects of each sign code as well as the ease of the permitting process. Each roundtable will include 5 sign regulators (city planners) and 5 sign company professionals to encourage a holistic review. We recommend this session for anyone responsible for applying for sign permits and variances.


What do attendees say?

“The SRF Annual Conference was an excellent opportunity to participate in. I've never been to a conference like this with such a tailored focus. It was extremely valuable to have a multi-disciplinary group of professionals discussing the challenges and the future of signage and its importance to great cities and places. I would highly recommend others participate in these kinds of discussions.”
Richard Lawrence, AICP, Urban Planner - City of Alexandria, VA
“An ideal opportunity for any and everyone who works with signs to learn about the process from all perspectives to improve the understanding of signs in their own community.”
Ellery Ammons, Development Coordinator - Downtown Memphis Commission
“The opportunity to participate in the SRF Annual Conference and the ISA Sign Expo in the same week provides a perfect combination of advanced technical and practical educational opportunities, networking opportunities with multi-disciplinary attendees and access to the leaders and innovators in the sign industry. It brings the shapers, leaders, movers and makers of a dynamic industry together for a fantastic shared experience.”
Grady Brown, President - iZone Imaging
“I enjoyed discovering how other cities handle sign topics in their own codes along with their best practices for implementing sign code change.”
Ken Weems, AICP, Zoning Administrator - City of Kingsport, TN
“I loved the SRF Annual Conference. It was a great opportunity to interact with individuals outside of the design realm and the lecturers were outstanding.”
Katelyn Younger, Senior Graphic Designer - MSA Architects
“Cliff Selbert's presentation about the proposed EMC regulations in Southern California was outstanding. It represents a fascinating paradigm shift in civic thinking whereas, while on-premise signs were often viewed as necessary evils, when the city suddenly is in line to cut a cut of the subsequent advertising revenue, their view magically changes.”
Wade Swormstedt, Executive Director - Foundation for the Advancement of the Sign Industry
“I have a new appreciation for the signage industry as it intersects design, law, and other civic considerations. As a student planner I have not yet been exposed to the nuance in regulation or the potential innovation in implementation and feel like through the SRF Annual Conference I have been given an awesome crash course. One of the best things about the Conference is the assortment of diverse thinkers and the interesting conversations I was able to have. I would definitely do this again, and fully recommend!”
Wisnerson Benoit, Graduate Student in Urban Planning - Florida State University