The Denver Post and 16:9 have written about a welcome sign/digital billboard on Pena Boulevard as you exit the Denver Airport.  Panasonic is the sign manufacturer.  The $14.5 million cost of the sign was to have been recovered by advertising.  the problem was that nobody at the airport did the research to learn that Pena Boulevard is a designated national highway and that only on-premise advertising is allowed for the sign.  Denver Airport officials are hopeful that they can recover the cost of the sign from on-premise advertising.

Insider’s take:  On-premise advertising will be a hard sell on a sign exiting the airport.  This underscores the importance of doing your research on sign regs before you commit to a large project.

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