Eric Larsen has found his match. His work with restoring or replacing old theatre marquee signs has become a specialty that is building impressions. These signs are more than signs. They are works of art and architecture. They bring lights and life to the building and stage where people and performances come together in a community.

A native of Michigan, where he still operates from his shop in Midland, his projects with theatre marquee signs now span the country. Like many of us in the sign business, he grew up learning the trade hands-on. From hand lettering to bending neon, from running a service and installation truck to designing and selling projects, Eric's experience is best summarized as being an all-around true blue sign guy.

How did this “designing sign guy” find his niche in building impressions with theatre marquee signs? Larsen provides a glimpse of his life and experience the following interview.

Q: Can you provide our readers a little background on how you came into the sign industry, how you ended up working with theatre marquee signs, and bring us up to speed on your business today?

A: I've always been artistic and design oriented as well as curious about architectural features in buildings, especially older buildings with ornamental architectural features. So I studied them and eventually found a way for me to work with them in theatre marquee signs.

My "sign life" started at the age of 12 when I began lettering boats in my parent's garage. I grew up on a lake in a small Michigan town. A local sign guy passed on his lettering techniques to me. By 14 I had steady business after school and on weekends.

In my early 20s I went to work for a larger sign company where I was able to expand my skills and experience by learning to install and service all kinds of signs. I was eventually able to layout and paint signs in the shop as well as bend neon. When a salesman left the company, I was able to jump in and take over. From there I was able to blend my ability to design with sales that gave me the opportunity to create unique signs that I would also describe as dimensional works of art.

Eventually I got the bug and opened my own sign business: Empire Architectural Design. The emphasis was on design. I was tired of the seeing the same looking average signs when driving streets. I wanted to design and make the kinds of signs that were more creative and dimensional. Having my own shop allows me the chance to go after the more challenging but creative projects—like theatre marquee signs. My first theatre project finally came in 2006 for a historic theatre in Bay City, Michigan.

Using my passion for historic buildings, I presented a design with a unique approach and they chose me to do the project. Once completed, I entered the finished marquee into the annual International Sign Association's design competition and was awarded first place for the historic / traditional category.

From there, I began searching for other theatre opportunities using this first one as the launching pad. I also joined an organization for historic preservation and word soon spread about my award-winning design work.

Q: What other theatre projects have you been able to win and work on since then?

A: To date I've designed and worked on several marquee signs. One of my favorites was a rehab sign project for Bohm Theatre in Albion, Michigan. The shapes, curves, colors and features reflect a time in the sign's past when it was vogue and complimentary to the day’s trends.

With that project, I was able to also assist the theatre to capture rebates by going from neon and incandescent lighting to lower electrical use solutions that lowered consumption by 70 percent and reduced ongoing maintenance substantially.

I'm currently working on several theatre projects in Alabama, Iowa, New Mexico and Indiana along with helping other sign companies with their design needs. The one I'm working on now is a dream come true. It is for the Temple Theatre in Saginaw, Michigan.

Q: How did this project come about and what makes it so special?

A: The theatre was built in 1927. The original sign was made from wood with a lot of hand carved features. As beautiful as it was, it was a maintenance nightmare. The entire marquee was removed in 1960.

In 2003, the theatre was rescued from demolition by the Shaheen family. They invested heavily into renovations and were successful in getting the building registered with the Historic Preservation Society. Once they were ready to find and hire a marquee sign company, I was recommended and invited to bid. Eventually I was awarded the contract.

Q: What did the project involve?

A: The project required many meetings with the theatre's board of directors as well as a lot of historical research. Fundraisers were conducted to help pay for the new sign. Along with renderings, I built a three dimensional model to better see and understand my design concepts and the detailed features that would be part of the sign.

When producing three dimensional models, I often collaborate with other artists like Sean Gallagher and Adam Wernecke. I provide the concepts and renderings, they either make my models or provide components so I can make my own. Some models are sculpted from clay. Others are produced by routing pieces of Sintra, then assembling the pieces together.

These models become an important part of the design process that leads to winning jobs and building those impressions you talk about. That was the case with this project for Temple Theatre. Renderings as well as models helped me get my design ideas across and win the client's confidence.

In all, over 300 hours went into the research and design of this sign including structural drawings, engineering, electrical requirements and how water would shed and drain. All of this was part of the process of designing and winning the job.

Q: Can you describe the process of designing this particular marquee sign and share some interesting details or facts about the journey of landing this project?

A: It wasn't my education. Kidding aside, I'm a believer as well as proof that a college education isn't necessary to be successful. It helps, and I'm all for education. I've even lost some jobs due to a lack of degree. I just happened to be from the self-taught school.

I think my passion and desire to work with architecture in signage where I can bring some of the past traditions into a modern work of art helps me land some of these kinds of sign projects. That and the fact that my portfolio is growing helps as well. I'm gaining a favorable reputation.

When this project came along for the Temple Theatre, it presented me with the chance to honor the past by incorporating historical features into a new marquee sign.

The original theatre building contained features similar to those used in European cathedrals; pillars, spires, and accents—I wanted to bring some of these elements back and make them part of the new sign. My goal was to combine architecture from the past with modern-day technology and fabrication including the use of a 10mm LED display by Daktronics.