A few days later, the 20-year-old met them at a North Hollywood park where coaches with clipboards barked at dozens of teenagers doing push-ups, part of a regimen preparing them to spin arrow-shaped signs for tanning salons and new homes. Four days later, White quit his Little Caesars gig to join the men’s company, Aarrow Advertising of San Diego.
[…] White is part of the competitive world of “human directionals,” an industry term for people who twirl signs outside restaurants, barbershops and new real estate subdivisions.
Street corner advertising on human billboards has existed for centuries, but Southern California â€” where the weather allows sign spinners to work year-round â€” has endowed the job with style.
Local spinners have cooked up hundreds of moves. There’s the Helicopter, in which a spinner does a backbend on one hand while spinning a sign above his head. In the Blender, a spinner twirls the sign behind his back. Spanking the Horse gets the most attention. The spinner puts the sign between his legs, slaps his own behind and giddy-ups.
[…] SPECIAL spinning moves are guarded fiercely.
Aarrow keeps dozens of moves in a “trick-tionary,” which only a handful of people have seen, said co-founder Mike Kenny. The company records spinners’ movements and sends them in batches to the U.S. Patent and Trademark Office. “We have to take our intellectual property pretty seriously,” he said.