Company: Mile High Outdoor
Market: Colorado.
Headquarters: 9250 E Costilla Ave, Suite 500, Greenwood Village, CO 80112.
Phone: 303-783-4800.
Email: sales@milehighoutdoor.
Mile High Outdoor was founded in 1996 and owns over 400 billboard faces in Colorado, including 20 digital billboard faces. Business Times and Watchfire have written about the company’s digital sign installations. Mile High President Steve Richards serves on the OAAA Board and is Chair of the Legislative Committee. Richards is also a Partner in Pacific Outdoor. Billboard Insider talked with Marcus Danneil the company’s VP/General Manager.
Marcus, what’s new at Mile High over the past year?
It has been a great year of growth for us through acquisitions and new builds. We built a new static 14×48 bulletin in central Denver not far from Cherry Creek. This is the first new build in Denver by any OOH company in over ten years. Mile High acquired a billboard plant in Craig CO, just west of the Steamboat ski area and resort town. Craig is most notably known as the “Elk Hunting Capital of the World”. We’ve also added a new digital billboard along I-76, targeting commuter and tourism traffic headed into Denver from the northeast.
How’s the Denver market?
Denver is still experiencing high demand from advertisers for out of home. We believe this is because it remains one of the fastest growing cities in the US. It is home to the most coveted marketing demo of 25-34, making up the largest percentage of the population, and tourism is a strong as ever. We have five major sports teams, endless outdoor activities year around, and tremendous restaurants, breweries, nightlife, and music scene. Local advertisers have definitely recognized these factors and increased their activity share within the medium over the last year.
What’s your take on the pending MRC standards for the out of home business?
We think this is fantastic for the industry as a whole. It will allow for an accredited, apples to apples comparison between mediums that buyers trust. It may also open the door for multiple audience measurement tools that will need to follow the standards set by the MRC. This creates competition within the space, leading to greater innovation and use of technology. Ultimately, we benefit by delivering more accurate information and statistics to our clients with transparency.
Mile High’s CEO Steve Richards made this comment at a panel discussion at the OAAA: “One common denominator I see in all successful sales people is that they’re really competitive.” Can you elaborate
In our experience, a competitive drive within a sales person leads to sales success. We are not talking about the competitive drive the can divide a sales team with jealousy or spite, but rather one that is typically developed in sports, especially at the high level of high school, college, and professional team sports. In order to succeed in these tiers, it takes discipline, perseverance, strategy, and a desire to win. Athletes typically embody these skills while also knowing how to perform within a team environment. The parallels to successful sales characteristics are dead on.
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