In the wake of Hurricane Beryl, the outdoor advertising sector is focusing on integrating cutting-edge technologies to enhance the monitoring and upkeep of billboards across the island. This shift marks a key takeaway from the hurricane’s impact.
Stephen Steele, Chairman of the Out of Home Association, shared with the Jamaica Observer that industry stakeholders are developing strategic plans to boost resilience and safety while fostering innovation and growth. This includes close collaboration with the National Environment and Planning Agency to refine building standards.
The industry is committed to improving its readiness for future events. This means utilizing robust materials, refining emergency response strategies, and adopting advanced technology for better monitoring and maintenance. Strengthening client relationships to maintain their trust in our advertising solutions during disasters is also a priority.
Steele
Despite the challenges posed by rising interest rates, outdoor advertising operators have been grappling with damage to various structures, including tri-media signs, traditional billboards, bus shelters, and digital displays.
Though it’s still early in the damage assessment process, the hurricane’s impact on advertising structures in Clarendon, Mandeville, and St. Elizabeth mirrors the destruction faced by residential and business properties. However, there’s a silver lining.
“This damage is relatively minor compared to the total national portfolio,” Steele told BusinessWeek.
In preparation for Hurricane Beryl, advertising companies mobilized teams to secure and, where needed, dismantle at-risk structures to minimize damage. National Outdoor Advertising, for example, removed signs located on coastal areas or atop vulnerable buildings and powered down electronic and digital displays to prevent electrical issues.
“Companies took proactive steps by monitoring weather updates closely and coordinating with local authorities to track the hurricane’s progress and potential effects,” Steele explained.
Although Hurricane Beryl passed two weeks ago, its effects linger, particularly in the western regions of the island. Around 30,000 Jamaica Public Service customers remain without power, with St. Elizabeth being the hardest hit.
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Heavy rains from a tropical wave have further exacerbated the situation, prompting the Meteorological Service of Jamaica to warn residents of continued rainfall. For the outdoor advertising sector, wind damage from the shifting weather conditions remains a major concern.
“The timing of Beryl has been challenging. The sector is already under pressure from high interest rates, which have affected corporate profits. Nevertheless, like Jamaica, the industry demonstrates resilience,” Steele commented.
Efforts to repair and replace damaged structures are ongoing, though Steele did not specify the extent of progress. Enhanced communication between agencies and clients is helping keep everyone informed about advertising campaigns and offering alternative solutions as needed.
“Teams are working tirelessly to assess damage, clear debris, and restore affected structures,” Steele added, emphasizing the industry’s commitment to rapid recovery while upholding stringent safety standards.
