Billboards launch Nevada’s first public-private advertising partnership

Nine large digital display boards advertising Las Vegas-sponsored programs are at the heart of Nevada’s first public-private advertising partnership, and their installation comes at no cost to the city.

Elite Media Inc. covered the billboard installation costs, and advertisements are expected to generate millions of dollars throughout the city’s 20-year agreement with the agency, Elite Media President Chad McCullough said.

McCullough said he had the success of the city in mind when his agency chose to pursue the business venture, in which Elite installed four Parquee outdoor digital displays along U.S. Highway 95 and five along high-traffic surface streets throughout the valley.

“We believe in Las Vegas,” McCullough said. “We’ve built our business and home around it. We’re very excited about what’s happening downtown and these signs can really help promote some of those projects.”

McCullough said the plan for these advertising displays was born while former Mayor Oscar Goodman was in office, and their debut under Mayor Carolyn Goodman brought the project full-circle.

A member of Goodman’s office was not available for comment Friday.

Although revenue expectations are high, University of Florida marketing professor Richard J. Lutz said there are a few different factors that come into play when estimating the amount of money billboards will bring in.

Although the amount of traffic in Las Vegas is substantial, Lutz said it’s hard to tell what type of effect these billboards will have.

“Billboards particularly are really short messages,” Lutz said. “They are better for reminding rather than pioneering and brand-building.”

The digital display boards were designed to look similar to the historical “Welcome to Las Vegas” sign on Las Vegas Boulevard. They will primarily advertise recreational activities open to valley residents, said Jace Radke, spokesman for Las Vegas.

Radke said residents can expect advertisements on valley summer camps, swim classes and community centers, among other city-sponsored programs.

McCullough said all nine digital display board have been installed. The five surface street locations include an area near Ed Fountain park, Mike Morgan park and the city’s East Yard, which is on the corner of Mojave and Bonanza roads.