Sign spinning helps teens get off the streets

They’re twirling signage informing you of pizza shops, apartments for rent and charity events.

Meet Calgary’s sign spinners, on a street corner near you.

Many of them are working for Aarrow Advertising, a worldwide franchise marketing agency that employs dexterous youth to perform sign spinning — a growing urban sport featuring more than 300 unique tricks.

The Calgary franchise began in October 2009 and, like other Aarrow franchises, employs many teens who have been or are currently homeless, or are typically part of Calgary's large number of the working poor.

“When I started, I couldn’t find kids that wanted to do this,” says Shawna Belanger, general manager and co-owner of Aarrow Advertising in Calgary.

She went to youth shelters and safe houses and began speaking to kids about employment opportunities.

“Those kids needed jobs and they found it appealing,” says Belanger. “I felt very passionately about giving young kids in group homes and shelters a chance to not only have a real job, but more importantly be part of a family that counts and depends on one another.”

McDonald's, Papa John's, Little Caesars, Quiznos and Boardwalk Rental Communities are some of Aarrow’s larger clientele. Over the last year, the spinning dynamos have increased their business three-fold and doubled the amount of advertising hours on the streets.

Today, Aarow Advertising employs 10 full-time workers including Joel Grasley*, who helps promote businesses in Calgary.

“We’ve just being trying to learn as much as we possibly can,” says Grasley, who has been spinning for one year and three months.

At a Sunday practice at Shaw Millennium Park, amidst Tim Hortons coffees and donuts serving as fuel for spinners, Grasley stands in the middle of a circle of young people demonstrating new tricks. The others promptly mimic Grasley. A chorus of cheers erupts each time someone successfully performs a new trick.

“You can do a basic spin (with the sign), but then you do it under your leg — that’s a whole new trick,” Grasley says.

Grasley, a sign spinning success story, has lived on his own since he was 13 years old and represents Belanger’s mission of empowering youth.

She took Grasley into her home and gave him a job he’s grown to love.

“For me, to be able to do this — I love it,” says Grasley, a former busker. “I couldn’t ask for anything more in the world.”

“I love what it does for the kids and clients,” says Belanger, who also spins. “I love that the business model isn’t owners and sales managers, we’re all one team and we all work together.”

Employees are also encouraged to do charity work. Spinners who donate five or more hours to charity can qualify for a raise.

“Anything that you can do for something or a community, it’s worth giving back to because they [spinners] definitely know they came from those foundations,” she says.

In addition, if employees bring more money to a business as a result of their spinning, they may receive a bonus.

Grasley says his personal best spin shift was for a Little Caesars last year. At the end of the day the pizzeria cashed out with $5,300 — a $2,000 increase of what they would typically generate.

“To be able to know you’re doing your job better each time you’re out, I think is the best thing to possibly have in a job,” says Grasley.

Last year, Grasley took his talents down to Hollywood and competed in the Aarrow Olympics, the annual event for the most talented spinners from around the world.

He won the Iron Spinner award for plying his craft in the coldest temperatures, some days hitting minus 30 C.

Cody Wilson has also spun in the frigid temperatures.

A friend of Grasley’s, Wilson joined the team one year ago and uses his long arms and legs to perform a gamut of unique tricks.

“I like to have something to express and put myself at the centre of attention,” says Wilson, 18. “It’s the coolest job in the world.”

Wilson, formerly homeless, also lives with Belanger and praised her efforts for helping youth and bringing the urban sport onto Calgary streets.

“It’s not just important to us, but to the company and whole corporation in the States,” he says. “They have lots of spinners that came off the streets.”

Spinners practice every Sunday at Shaw Millennium Park from 11 a.m. to 1 p.m. and public is encouraged to attend and try spinning.

Reader @girlreporter was interested in knowing how much the spinners get paid. The answer? Twelve dollars an hour.

* CORRECTION MAY 5, 2011: Joel Grasley's name was originally spelled Joel Graseley. That was incorrect. We apologize for this error.