A retractable banner stand has a banner, a support base, a mast, a retracting mechanism, and a means for imparting a curvature in the horizontal plane on the banner. Typically a cross member will be provided for supporting the banner in an extended upright position and typically the base will be a housing that included the retracting mechanism. The means for imparting a curvature may comprise a pair of elongate forms each with a banner engaging area that has a curved surface. The elongate forms can be resiliently flexible to repeatably provide and release the curved surface upon set-up and take-down. Various means for holding the resiliently flexible form in place include hinged spacers, slidable spacers, hinged form, or slidable form connected to the base. Alternatively, the curved surface may be rigid and insertable into engagement with the banner.