An apparatus for installing an advertising sign is disclosed. The apparatus comprises a support structure; a lifting system fixed to the support structure; a top rail supported on the lifting system such that the top rail can be raised and lowered between a lowered mounting position and a raised display position; and a bottom rail fixed to the support structure. The lifting system comprises a cord operable to raise the top rail to the upper display position. The top rail comprises a longitudinally extending channel adapted to engage a top periphery of an advertising sign, and the bottom rail comprises a longitudinally extending channel adapted to engage a bottom periphery of an advertising sign. A method for installing an advertising sign is also disclosed. A system and a method of retaining a flexible sheet are also disclosed.