Sign of the Times

This year is SABRINA DAVIS’ eighteenth year owning Port City Signs & Graphics. The full-service commercial sign and graphics manufacturing company on Capital Drive includes a team of nineteen employees, with two more coming on. They work on projects for clients ranging from general contractors to commercial real estate developers to regional businesses.

The journalist-turned-business owner talks about jumping into leading a company and representing small businesses in the community.

Can you tell us about your background and career?

“I began my career in journalism. I graduated from the University of North Carolina at Chapel Hill with degrees in journalism and political science. While in college, I worked in radio news for WPTF in Raleigh and WCHL in Chapel Hill before moving to New Mexico to work as a television reporter for KOAT-TV in Albuquerque. I later returned to North Carolina as a reporter for WTVD-TV in Durham.

Over time, I became disenchanted with local television news and began exploring other creative and communications roles. I bounced around a bit, working briefly in public relations and in continuing education at the UNC School of Journalism and Mass Communication; I did field production for ABC News, and I even copy-edited for the StarNews. While working at UNC, I pursued graduate-level coursework in graphic design and discovered that I loved the total package of writing, editing, and designing.

I launched a business focused on corporate writing and branding. Through that work, I collaborated closely with commercial printers on behalf of my clients and became fascinated with print production. I wanted to understand how to get the very best final product, and I found myself digging into materials, processes, and equipment. I am a bit of a scientist at heart, so I asked a lot of questions of every printer with whom I worked.

At one point, I told my husband that I thought I wanted to own a print shop. He had a relationship with Fred Maurer, the second owner of Port City Signs, who had handled the branding of the box trucks for his company, Party Suppliers & Rentals. My husband asked Fred if he had ever considered selling the business and mentioned that I might be interested in buying it. That conversation opened the door.

When I looked at Port City Signs, I saw a small, established painting and vinyl-graphics sign company that was perfectly positioned to expand into advanced printing capabilities and software-driven production, which were quickly evolving at that time.”

What made you want to buy the business and what were some of the things you had to weigh before deciding to jump into small business ownership?

“After years of working in communications, design, and print setup, I was thirsty to build something of my own. Port City Signs was an established company with loyal clients, and I could see opportunities to modernize operations, introduce advanced printing technology, and grow the business. That potential excited me, however, major credit goes to my husband for having the vision of what I could build. I didn’t really see what was possible at first the way he did.

The timing required serious consideration. I had three small children at the time, ages one, three, and five. I had not planned to purchase a business quite so soon. Just one year earlier, my husband and I had purchased Party Suppliers & Rentals, the business his father had started, so the financial risk felt very real. I began working in Port City Signs in 2007, and we officially closed the sale on January 1, 2008. In hindsight, it was a blessing that we had no idea of the recession looming ahead.

There was also a substantial learning curve. I understood graphics and printing, but the signage component of the business required technical knowledge that unfolded over many years.”

With eighteen years under your belt as president and owner, what are some of the lessons you’ve learned along the way in business ownerships?

“Over time, I have learned that you cannot grow a business on instinct alone. Strategic planning matters. …

Shortly after I purchased Port City Signs, real estate developer Gene Merritt – a friend and client of the prior owner, Fred Maurer – came by and dropped some pearls of wisdom. He recommended that I read The E-Myth Revisited. It took me several years to truly implement its core lesson of working on the business rather than in it. I was making so many changes in the early years that I had to work in the business. I did everything from estimating and design to running the printers. It was fun. Even now, I still love every aspect of the craft. I enjoy spending time with my team as they break down how to bring client visions to life. … That said, over the years, my focus increasingly became getting the right people in the right seats so I could focus strategically on growth.”

You’ve also been active in the community. What are some of the groups you’ve been involved with and how?

“I am involved in the Wilmington Chamber of Commerce, including serving on the Board of Directors and the Women Business Owners Council. I currently serve as Vice Chair of the Wilmington Regional Film Commission. I was a founding member of Cape Fear CREW (Commercial Real Estate Women) and have recently made an effort to become involved again. I have supported One Love Tennis, an at-risk youth tennis and education program, and have been involved with First Presbyterian Church over the years as a deacon and in supporting youth programs when my children were younger. I am also passionate about workforce development and continue to follow and support the local work promoting skilled trades, including hosting the chamber’s Career and Leadership Development cohorts of seventh graders to learn the many skilled trades within the sign industry.”

To view more of photographer Terah Hoobler’s work, go to terahhoobler.com.

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