You know the feeling. The window of your car is down, and the desert is warm, and then comes the marvelous flash, that flash of light and color. Las Vegas is the place that lives at night, and it does it with the help of its billboards. Not signs, but heartbeat of the city.
But have you ever, as you looked at one, ever paused and asked yourself, “Who is the manufacturer of these things?
I did. So I went and asked. It happens, the world on the other side of those gigantic Las Vegas billboards is of real individuals with attention-grabbing, tension-filled occupations. They are the invisible dreamers, constructors and merchants of the magic which we look upon with gaping mouths. We had better draw the curtain aside and see them.
The Dreamers: The Artists and Idea people.
First up, the creative team. These are the ones who are gazing at a blank screen, and who must come up with something that would make you appear. Their biggest challenge? Most likely you are passing by in 45 miles per hour eyes on your phone.
Maria is a graphic designer of one of the largest companies that possess such signs. It is not the same as creating a beautiful site, she said to me, laughing. “You have three seconds. Tops. This is why your idea must be simple, bold, and straight to the gut.
She reports to a Creative Director whose job is to create the mood of every ad. Should it feel luxurious? Funny? Sexy? They must make a means of impressing themselves among a thousand other lights. Maria should make that vision become real. She chooses the glowing neon colors, the conspicuous and readable fonts, and comes up with the short and looping videos of dancing fountains or erupting volcanoes that you observe on the digital screens.
It is an odd combination of art and psychology, she says. It is not just that we are preparing something pretty. We are trying to make you have a sense that I need to go there, until your car travels ten feet.
The Builders: The Muscle and Brains Behind the Screens
An idea on Maria’s computer is one thing. A 100-foot-wide screen hanging over a busy street is another. This is where the tech crews come in—the welders, electricians, and crane operators. Their job is all about physical skill and guts.
I talked to James, an electrician who’s been working on these signs for fifteen years. He has calloused hands and a no-nonsense attitude. “People see the magic,” he said. “I see the 20,000 bolts, five miles of wiring, and the backup generator. My magic is making sure it doesn’t go dark.”
His team often works through the night, when traffic is a little lighter. Imagine directing a crane to lift a screen panel the size of a bus while wind whips down the Strip. It’s a high-stakes puzzle where every piece has to be perfect.
And his work is never done. The desert is tough on technology. Blazing sun, dust storms, and the occasional downpour mean these Las Vegas billboards need constant check-ups. James is the guy who gets the 3 a.m. call when a section flickers out. He hops in his truck, gets lifted 80 feet in the air in a “cherry picker” basket, and fixes it while the party goes on below.
The Sellers: The Matchmakers of the Strip
So you have a beautiful, working billboard. Now it needs an advertiser. How does a new show or restaurant end up on the best spot? That’s the job of the sales team.
David is a media sales executive. He’s the friendly, well-connected guy who knows everyone and everything in town. His job is part psychologist, part city planner.
“A client comes to me with a dream and a budget,” he explained. “A new nightclub wants to reach college kids on spring break. A high-end steakhouse wants to attract wealthy high-rollers. I’m the guy who knows which of the Las Vegas billboards is perfect for them.”
He is selling what he refers to as impressions- amounts of how many eyeballs are going to see the ad. It is an excellent place on Las Vegas Strip, which is viewed by millions and it can be a fortune. A smaller one in a side street is far less costly.
David must also be a time guru. The Las Vegas billboards which you see digitally do rotate through dozens of advertisements. He controls the clock, so that every client will have their fair share of those golden seconds of the spotlight.
It is like being a air traffic controller of advertising, he joked. You are ensuring they all arrive safely and punctually.
It’s Not Always Glamorous
Of course, it is an exciting idea to speak about the glitzy Las Vegas billboards, yet the daily routine is rather stressful.
• In the case of Maria, the designer, it is the challenge to make the tenth buffet ad of the month look special and interesting.
To James, who is the electrician, it is repairing a vital wire during the hot July swelter.
In the case of David, salesman, it is the panic of a large client canceling the sale at the last moment and leaving him with an expensive vacancy to fill.
However, when I questioned each one of them on whether they liked the job, they all replied in the affirmative.
The Real Magic
Every one working on such signs has something in common: a strong feeling of pride.
Maria said that her best part is to creep upon the street and see the faces of people who are present when her new design appears on the screen. It is best when somebody points and smiles… that is the best.
In the case of James, it is taking his kids along the Strip. You have a sign that I point at and say, father is running that thing. That’s pretty cool.”
And in the case of David, it is watching a line around the block over a client show that he assisted in promoting on the ideal billboard.
The following time you will be in Las Vegas, as you are enthralled by the light, you will not only see advertisements. You will find the art of Maria, the labour of James and the shrewdness of David. These Las Vegas billboards are a masterpiece of their talents and hard work. The lights are fantastic yet the individuals behind them are the true stars of the show.