You can’t miss it.
It’s 250 feet tall, 65 feet wide and packed with 11 million pixels spread over 10,000 square feet of LED screen.
It’s Aria’s new marquee, and it’s the tallest on the Strip, according to MGM Resorts International officials.
Unveiled for testing last week, the towering sign straddles the overpass that stretches between Crystals and the Cosmopolitan. It plays electronic ads for the Aria, its shops and restaurants. Each runs 10 to 20 seconds long.
The marquee was built by the YESCO electric sign company.
One of the ads, a spot for Aria’s hotel rooms, takes advantage of the screen’s long, narrow shape. The camera slowly pans across the hotel room until a woman steps into the shot and closes the door on the viewer’s perspective.
YESCO expects to test the sign for a few more days to adjust its display.
Aria has made headlines for its signage in the past. In early 2012, the resort replaced its 46-by-26-foot roadside sign along Interstate 15 with a 64-by-36-foot sign. At the time, MGM officials said the smaller sign wasn’t grabbing the attention of guests.
The new marquee is more than four times as large as that updated sign.