Original complete article published on The Denver Post
For more than a year, a thousand-foot ribbon of light has greeted people along Peña Boulevard at Denver International Airport. Now, the airport’s ready to make some cash on the eye-catching display.
Installed in 2017, the sprawling LED display attracted criticism for its $14.5 million price tag. Airport officials said that they would eventually recoup the money by selling ads on the billboard segments of the sign.
The profits have been paltry so far — less than $100,000 — but city officials expect business to increase under a new deal with Outfront Media. Advertising on the 48-foot billboards could be worth $1.2 million over the next year, according to early projections.