The Elara by Hilton Grand Vacations, a fifty-two-story resort hotel connected to the massive Las Vegas shopping center Miracle Mile, recently retrofitted its pylon display with EMPIRE™ Exterior LED video technology from SNA Displays.

The LED video technology is used both for on-premise messaging and digital out-of-home (DOOH) advertising.

The overhaul, which yielded three times more digital canvas, went live in time for Formula 1’s inaugural Las Vegas Grand Prix which passed near the Elara.

The monolith-shaped Elara pylon is dual-faced providing views to east- and westbound traffic on East Harmon Avenue.

Each side’s digital display is 53-feet-6-inches-tall-by-29-feet-5-inches-wide (1,020-by-560 pixels) for a combined surface area of more than 3,000 square feet.

“With so much lighting and glamor on The Strip, it’s more important than ever for Las Vegas property owners to invest in high-quality LED for their large format digital displays,” said Doug Fundator, SNA Displays’ director of sales for casinos and gaming. “It’s more cost-effective than ever to go bigger and bolder, and we’re seeing many clients substantially increase the size and impact of their messaging centers through these kinds of retrofits.”