The SCREENS.tv Blog
Las Vegas Miracle Mile Signage - overkill or common sense? (1)
The launch of the 15,000 square foot LED-driven continuous streaming signage system along the Desert Passage, now renamed the Miracle Mile, alongside the old Aladdin Hotel in Las Vegas may sound like overkill, but in the great Vegas scheme of things, it's actually a sound move. (You can read our article on it here.)
Las Vegas has changed immensely in the 20 years since my SCREENS.tv colleague Guy Kewney stepped out of the taxi with my wide-eyed self.
Back in 1987 - yes Guy, it really was that long ago - Vegas was synonymous with gambling and sex. Nevada, you see, was one of the few states in the U.S. where brothels were legal.
The resort reinvented itself in the 1990s as a family destination.
But guess what - that didn't last, as family people don't gamble and keep the Vegas dollars rolling.
Today's Vegas is now an adult resort and the revamped Aladdin - now Planet Hollywood - is testament to that. The revamped Desert Passage - now known as the Miracle Mile - is replete with a wide range of shops and eateries, including classic grill Maxs Cafi, Brazilian-style Pampas Churrascaria, a microbrewery (Sin City Brewing) and the usual pizza purveyors.
With eaterie prices starting from well under $10, you'd think that the 150,000 square foot signage system at the Miracle Mile was overkill.
But it's not. Dining in Vegas has always been economical as it's offered at close to cost, so as to maximise those all-important gambling dollars, which go round and around between the casinos and the patrons, with the government and the casinos taking a slice each time they go around.
The upmarket rebranding of the Desert Passage into the Miracle Mile will see millions of people visiting the mall and its environs - many of them moved around on the movalators - and many millions of pairs of eyeballs will glance upwards at the LED panel system.
This means the cost of adverts from the likes of Apple, Coca-Cola, General Motors, LG, Nikon, Puma and Samsung reaching those eyes is greatly amortised.
Which is exactly Clear Channel Outdoor's strategy. With an existing signage installation in the Fashion Mall - said by many to be the largest in Vegas - you see the firm's strategy.
Quite clearly.
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