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N.J. company installs signage that is completely powered by the sun
BY JOE TYRRELL
NEWJERSEYNEWSROOM.COM
The latest billboard addition to Times Square shines as brightly as anything else along the great multi-colored way, but with all-natural power and an environmental message.
Readying for United Nations World Environment Day on June 5, Ricoh Americas Corp. of West Caldwell has installed a completely solar-powered billboard smack at the corner of Seventh Avenue and 42nd Street.
"In this case, the board itself is the message," said Linda Montefusco, spokeswoman for the office technology company. The idea is to demonstrate the company's commitment to green energy, she said.
"This is probably the most lit place in the world," Montefusco said, if the sun can make it here, it can make it anywhere. The sign draws enough power during the day to power it through the night, she said.
Ricoh officials are taking the stance that even if the sign happens to go dark, that emphasizes the underlying advertising message: their company is doing more than just talking about the environment.
"For Ricoh, if the sign goes dark, that is OK," said Jason Dizzine, director of corporate communications, in a statement. "What is more important is that Ricoh is sharing in the bettering of our planet for everyone."
"Sure, we could tie into the grid, but the point is that we don't need to and we won't," Montefusco said. "We could all do this."
Although not erected as a pilot project, the "Ricoh Eco Board" represents something more than a flashy gimmick. The company spent more than two years working with industry leader Rec Solar of San Luis Obispo, Calif., and the Cooley Group of Pawtucket, R.I.
The result is a 47-by-126-foot sign that uses 62 solar panels and 24 thin-film photovoltaic solar modules newly developed by Cooley.
That followed completion of a wind-powered billboard in Japan, home of Ricoh America's corporate parent. Ricoh established an environmental protection group in 1976, and is annually honored for its environmentally sustainable practices.
The company will leave those two billboards running as it turns off others around the world on the night of June 4, and in Japan on June 21 and July 7 as part of national effort there to reduce carbon dioxide emissions that contribute to global warming.
As governments hem and haw over emission standards, Ricoh adopted its own plan last year to cut its CO2 output 30 percent by 2020, albeit from 2000 levels, and 87.5 percent by 2050.
Whether that program will include more solar billboards is yet to be determined, but Ricoh is studying workable options, according to Montefusco.
Joe Tyrrell may be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it
