Augusta Sign Company

Refresh your image today!

Why I Chose to Run a One-Man Sign Business — And Why That Matters to My Clients

By

SIZE MATTERS: BUT SMALL IS OK WITH ME AND MY CLIENTS

When I started my sign business, I made a deliberate choice to keep it small. Not because I couldn’t grow it bigger—but because I believe there’s real value in doing the work myself, from start to finish. In a world of large companies, multiple departments, and endless handoffs, I wanted to offer something different: personal service, accountability, and craftsmanship you can actually see.

CRAFTSMAN, SALES REP, AND COMPANY PRESIDENT ALL-IN-ONE

When you work with a one-man sign business, you’re working directly with the person who will design your sign, build it, and install it. There’s no sales rep translating your ideas, no project manager passing notes along, and no installer showing up who’s never heard your story. From our first conversation to the final install, it’s me. That means your vision doesn’t get diluted along the way—and nothing gets lost in translation.

ACCOUNTABILITY

Keeping my business small allows me to give each project the attention it deserves. I’m not juggling dozens of jobs at once or pushing volume over quality. Every measurement, material choice, and finish matters because my name is on every sign I produce. If something isn’t right, I know it—and I fix it. That level of accountability is hard to replicate in a larger operation.

www.augustasigncompany.com-staunton-va-24401-small business for sale-sign-shop-photos-signage opportunities-internships in commercial art

CALL ME “GUMBY”

Another advantage of a one-person business is flexibility. Every location, building, and client need is different. I can adapt designs, timelines, and solutions without navigating layers of approval or rigid processes. If a project presents an unexpected challenge, I’m able to think creatively and respond quickly. My goal is always to find the best solution, not the most convenient one.

CUTTING OUT THE MIDDLEMAN

Communication is also simpler and faster. When you call or email, you’re talking directly to me. Questions are answered promptly, changes are handled efficiently, and expectations stay clear. That saves time, reduces stress, and keeps projects moving smoothly.

www.augustasigncompany.com-examples of signs-staunton-waynesboro-harrisonburg-lexington-va-virginia-24401-22980-22801

KNOWING A GOOD THING WHEN YOU SEE IT

I also believe there’s value in relationships. Many of my clients come back again and again, and that means everything to me. I’m not interested in being a one-time transaction. I want to understand your business, your goals, and how your signage can support both. My success depends on your satisfaction, referrals, and trust—so delivering quality work isn’t optional, it’s essential.

At the end of the day, choosing a one-man sign business means choosing craftsmanship, honesty, and personal care over mass production. It means knowing exactly who is responsible for your project and trusting that they’re invested in the outcome.

www.augustasigncompany.com-staunton-va-24401-company president-Mark Hackley-sign business for sale-small business-small biz-shenandoah valley signage companies-va

For me, staying small isn’t a limitation—it’s the reason I can do my best work. And for my clients, it means getting a sign that’s made with intention, precision, and pride.

Mark Hackley is owner/operator of Augusta Sign Company in Staunton, VA. If you’re interested in becoming a customer or have interest in taking over an established sign business, reach out anytime at 540-943-9818.

God Provides; He Always Does

By

HOUSTON, WE HAVE A PROBLEM

As I take a break to celebrate Thanksgiving with family and friends, I have time to reflect on one of the most financially-challenging years as a small business owner. At the start of the year cash was plentiful. I had been pre-paid for several large projects at the end of the preceding fiscal year; The stock market was rising; and a new president was moving into the White House. It wasn’t very long though until physical, business, and polical climates began to change all around me. Somewhere in mid-January I became ill with Covid for the second time since 2020. It wasn’t as bad as the first time, but it slowed things down at the sign company for a few weeks.

LET IT SNOW

Then to extend the pain, right after I started feeling somewhat better, our area was hit with several back-to-back ice and snow storms, bringing things to a wintery stand-still. By the end of March, my first-quarter sales were down tremendously and I hadn’t been out much doing new surveys or drumming up future work. Then, the final blow came from the economic uncertainty surrounding the new Trump tarriffs. All this added up to abnormally low sales and production levels not seen since 2016 when I was at my shop in Waynesboro. My wife and I decided to keep our spring break vacation plans intact and regroup upon our return.

BLESSED ASSURANCE

Fortunately, I was blessed to have secured several large interior display projects in Verona and Harrisonburg, and these jobs served as the foundation for me to rebuild my sales pipeline going forward in the year. I brushed off the dust and thanked God for new work. Then, I prayed about things and moved forward a little at a time. Eventually I added some personal capital to make up for the underperforming first quarter and things have been better since.

THANKFUL REFLECTION AND POSITIVE OUTLOOK AHEAD

Now that the year is almost over, I see how God has pulled me through a difficult business cycle, and I look forward to a more profitable time ahead. Pondering the meaning of “profit”, I wonder if sometimes this word is overused relative to monetary gains? Remembering that God is always at the helm, I have renewed faith that I am profitting in deeper, more meaningful ways that I can even imagine, even through the bad times!

The following are the lyrics to one of my favorite inspirational songs called “God on the Mountain” by Tracy Dartt, who passed away in 2022:

Life is easy, when you’re up on the mountain
And you’ve got peace of mind, like you’ve never known
But things change when you’re down in the valley
Don’t lose faith, for you’re never alone

For the God on the mountain, is still God in the valley
When things go wrong, He’ll make them right
And the God of the good times, is still God in the bad times
The God of the day is still God in the night

You talk of faith when you’re up on the mountain
But talk comes so easy when life’s at it’s best
Now it’s down in the valleys, of trials and temptations
That’s where your faith, is really put to the test

For the God on the mountain is still God in the valley
When things go wrong, He’ll make them right
And the God of the good times, is still God in the bad times
The God of the day, is still God in the night
The God of the day, is still God in the night

Mark Hackley owns and operates Augusta Sign Company, PO Box 519 Waynesboro, VA 22980. 540-943-9818

How I Made Signs in the Staunton Historic District

By

MAKING SIGNAGE HISTORY

Several months before his planned opening I received a phone call from a California customer who owned commercial property in the Staunton Historic District. The historic downtown of Staunton, Virginia is a great place to locate a retail business for owners wanting to operate in a small town setting that is rich in history. When I saw the initial call come in, I thought it was just another spam call after noticing an unusual area code. I allowed the call to go to voice mail, and found out that it was a legitimate new sign request.

www.augustasigncompany.com-downtown-signage-staunton-virginia-historic-signs

RENOVATION EXPECTATIONS

The customer had recently renovated space to house two retail stores, a small cafe and a much-needed laundromat, and he wanted to interview me to see if I could help him with signage. After our initial meeting, I was able to determine his needs and get him a price based on design drawings provided by his architect. Starting a new business requires a lot of start-up capital so to limit his expense of the new signage, I was able to provide him with contact information to the specified sign bracket supplier from which he could order the customized brackets specified by the architect himself. This would save him the cost of my markup, and I was eager to help him with that if he ordered the custom ACM sign panels and the installation of the signs and brackets from Augusta Sign Company.

www.augustasigncompany.com-ACM signs-Aluminum Signs-composite metal signs-downtown signs and graphics-Staunton-VA-24401-Waynesboro-VA-22980

CALIFORNIA DREAMING

Since he lived in California and only came to the Staunton area every month or two, we timed our meetings to when he was in town. We determined a reasonable completion date to align with his final inspection and I proceeded with the construction of the signage. Once ready, I delivered the signs and installed the custom aluminum brackets into the old brick of the historic brick walls with anchor bolts reinforced with epoxy adhesive. It was an unusually windy summer evening with a passing thunderstorm in the area, but I was able to get the brackets and sign panels installed by the pre-determined deadline. While I was at it, I lettered his front door window as well!

www.augustasigncompany.com
www.augustasigncompany.com-staunton-va-laundromat-sign-special sign brackets

Mark Hackley is owner/operator of Augusta Sign Company. Augusta Sign Company is a VA Class B Contractor and is based in Augusta County, Virginia. Inquiries for new sign projects can be directed to mark@augustasigncompany.com, 540-943-9818.

Helping Waynesboro Find The Cook Colonnade

By

HISTORIC HERITAGE

There were 23,182 people considered Waynesboroites in 2024. You see, when I am not making signs or playing music out somewhere, or hanging around doing fun things with my wife Jennifer and dog Cooper, I am hand-writing the Bible. Pretty much on a daily basis I am writing about the Reubenites, or the Danites or the Gileadites, or the Perizzites, etc., but today I get to feature a story about the Waynesboroites! Waynesboro, Virginia was officially recognized as a town in 1801, and incorporated in 1834. However, the area’s history dates back to 1739. That is about the same time the early settlers began settling the area where my sign shop is located over at Arbor Hill.

www.augustasigncompany.com-waynesboro-va-colonial-wood-signs
The Old Sign on Broad Street Prior to Rehab.

LOTS OF TOURISTS

Direct visitor spending for Waynesboro reached $77.8 million last year! That is a lot of dough!! I am not exactly sure how many annual tourists it takes to spend that kind of money, but several meals, a hotel or bed and breakfast, and a tank of gas would cost at least $200-300 per visitor meaning there could be an average of 5,000 strangers in town each week looking around, trying to find things to do.

By building a set of brand new signs for a few long-time customers last fall, (Cook Realtors, Cross Stitch Station, South River Watershed Coalition, and Waynesboro Music), I hope I was able to help many of those thousands of visitors and residents alike find the cool shops located at the Hamilton-Cook Colonnade, a local specialty shopping center located at 520 West Broad Street in Waynesboro, Virginia,(established way back in 1910, when my late grandmas were age 21 and age 7).

www.augustasigncompany.com-waynesboro-va-crimora-tree-street-signs-540-943-9818
Mark working on building the signs in his workshop in Staunton, VA

ROB HAD A DREAM

It all started when Rob Seal, the owner of Waynesboro Music located at the Colonnade, reached out for an estimate on making a free-standing sign for the back entrance to the center off Lumos Plaza. Rob thought it would be very cool to have a new sign at the back so Appalachian Trail hikers wandering through town could see the advertising signs for the stores in case they were interested in those kinds of things. Rob had spent some time investigating Downtown Redevelopment Grants and found out that the shopping center was eligible for financial help from the City of Waynesboro for sign and landscaping upgrades.

www.augustasigncompany.com-waynesboro-va-22980-shopping center signs
Installing the new sign that was paid for with Downtown Redevelopment Grant funding.

CHOOSING THE BEST MATERIAL FOR THE JOB

I met with the owner of the complex, Jim Cook, about what type of materials he wanted to use for the new signage. After some discussion, we determined that painted aluminum signage was the best investment for durability and ability to make changes and updates through the years. So I was able to come up with conceptual drawings and pricing for the new sign at the back, and Jim requested that while I was doing it I should also give a quote and design to update the large tenant sign out front on Broad Street.

www.augustasigncompany.com-aluminum signage-22980-24401
The finished aluminum sign with updated landscaping.

STEP RIGHT UP AND SEE THE COOL SHOPPES AT THE HISTORIC COOK COLONNADE!!

After a few back and forth communications, we settled on a design and cost, and Rob was able to secure some funding for Jim! Wouldn’t it be great if all commercial landlords could harness the inititiative of tenants like Rob Seal? Once the deposit was received, I applied for the permits needed from the city and began ordering materials for the project. At this particular time there was a blip in the supply chain for aluminum and it took a little longer than the usual 6-8 weeks to get the posts and framing materials in; but once everything was in, it only took a week or two to complete the new signs.

www.augustasigncompany.com-cook-colonnade-signage
The updated tenant sign on Broad Street still waiting for the two hand-turned wooden spindles like before.

As I get older, I opt not to do some of the high installation work that I used to do when I was younger. Jim was able to find a sub-contractor for the rebuild of the wooden sign and a sub for the background painting for the large sign. I only provided the design and manufacture of the individual ACM panels with cut vinyl graphics. At this time, Jim is still waiting on the two decorative colonial wooden spindles for the sides. The Lumos Boulevard sign was up just in time to catch the usual 20,000 visitors at the Waynesboro Fall Foliage Festival in October, 2024. I hope they will do a good job in helping many people find these great small businesses over many years to come. As a small business myself serving Waynesboro, Staunton, and Augusta County, I thoroughly enjoy building signs that can help others succeed in business.

Mark Hackley is owner/operator of Augusta Sign Company, 1619 Middlebrook Road, Staunton, VA

540-943-9818

If you liked this article, here are a few more you may like too:

Branding a Non-Profit
Renaming a Brewery
I’ve Been Working On The Railroad
Signage for The Barns at Mattaponi Springs

Renaming a Brewery

By

The updated front ACM Sign

MUSIC AND SIGNS…ONE ARTIST, TWO MEDIUMS

As a part-time musician who gigs around with a few bands, I had played some music at the Pro Re Nata Brewery in Crozet before. It was a huge venue and sometimes we’d play outside on a stage area they made near the Rt. 250 side of the property, and sometimes we’d play on a nice stage they built inside. I guess it depended on the time of year and the weather. It was several years ago and I remember my wife and her dad and another friend came out to listen and eat some dinner. I recollect doing a pretty good job on the famous Urban Cowboy soundtrack song that was made popular in the 1980’s by Johnny Lee called “Lookin’ for Love”. I even got back up support from aspiring Nashville country artist from the Charlottesville area, Tommy Wood!

The updated sign over the main entrance doors.

THEN AND NOW

Fast forward several years to the present and I would be doing a sign project for this same restaurant now expanding to the Staunton area. Referred by the previous owner of the property who I had made signs for originally, I received a call from the new owner who had just bought him out; and he needed a name change before the grand re-opening a few months out.

The Updated Fabricated Aluminum Wall Letters.

EASY TO SWITCH BRANDS / REPURPOSING OLD ONES

The cool thing about this project was I could use the original Aluminum Composite Material (ACM) wall panels and just change out the 3M Vinyl Graphics. I could also use most of the existing fabricated aluminum wall letters to spell the new name. I just had to order a few new letters and a plus sign. All this meant a big savings on initial signage costs for the new owner and a simplified installation for me. Since all the holes and hardware for the wall signs were existing, I only had to go over to the site and remove the signs, take to the shop to reface, then take them back and hang them back up in the same holes! Easy Peasy!

BIRD POOP AND BIRDS NESTS HINDERED THE PROJECT

The wall letters would be a little trickier. I would have to remove all the letters, transport them to my shop, clean them, then make a few new letters and reorganize the letters to make the new name. I think cleaning off the bird poop from those fabricated letters was the hardest part of the project! Also, as I was removing the letters from the wall I discovered a nest of baby birds in one of the letters. It was a little sad. Since it was a super hot day, I had a feeling those poor babies wouldn’t survive transplanting them to a bush nearby. I can only hope that the parents of those baby birds were able to find them in time. Deep down, I really don’t want to know what happened as I can only imagine they didn’t survive for long out there in their new unprotected environment. I think I’ll leave wildlife management concerns to the pros and stick with corporate branding projects!!

TWO-MAN INSTALLATION

My friend Doug helped me with the installation as the two wall sign panels were bulky and quite heavy to lift up to where they needed to go. The wall letters were easy to install solo. That is the way I had originally installed the wall letters for Skipping Rock. However, since Doug was there, we handled it as a duo. A week or two after the final installation was complete one of the wall letters was blown off its mounting channel during a nasty thunderstorm that rolled through our region. Trees were uprooted, and power lines were down everywhere. I guess it was fortunate that only one letter was damaged. The letters have chemically welded brackets that attach the letter to the mounting channel, and the mounting channels are fastened to the corrugated metal wall with stainless steel screws. The extreme winds from the storm were strong enough to shear a letter from its bottom brackets, leaving it somewhat dangling on the wall.

Laying out the new arrangement of letters on the shop floor.

GOAL ACHIEVED

There was still over a month until the grand opening, so there was plenty of time to have a new letter made up with new brackets. Once the new letter was ready, I went back and finished the job, again. As they say, a signmaker’s job is never finished! It’s nice to have a cool music venue just around the block now! If you’d like to visit a brand new brewery near Staunton, VA, come out and visit PRN+.

Doug making the final attachments.

Mark Hackley owns and operates Augusta Sign Company serving Staunton, Waynesboro, and Augusta County, and practically just about anywhere across the Commonwealth of Virginia!