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New DIA welcome sign raises eyebrows

October 24, 2017 Updated: October 24, 2017 at 5:38 pm
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A new welcome sign has been installed at Denver International Airport. (Courtesy of DIA)

The white tents dotting the terminal. The raging mustang with seemingly glowing red eyes. And, now, a massive electronic welcome sign greeting drivers entering and leaving the airport highlight the list of iconic symbols associated with the Denver International Airport.

The new, already-installed sign includes a 1,000-foot stretch of LED-light poles and screens forming a spectrum of moving light in the median of Peña Boulevard., The Denver Post notes.

It’s a unique first impression for airport visitors, officials say, and something the airport has been lacking, airport spokeswoman Heath Montgomery told CBS4.

The sign is impressive to look at, but the cost is raising eyebrows.

DIA was to share the $14 million cost — as well as revenue from ads displayed on the sign — with Panasonic, but the Denver City Council voted Monday to amend the contract. The city will now foot $11.5 million instead of $7 million for the sign.

Because Peña Boulevard falls under federal restrictions, DIA is limited in its advertising options, and that throws a wrench into the agreement, CBS4 reports.

Under the amendment, DIA will retain all ad revenue. Panasonic will be responsible for above-ground construction, content management and operations and maintenance, according to the city. The airport is working with lawmakers to remedy a highway designation issue.

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