The iconic Fremont Street Experience in Las Vegas is poised to receive a groundbreaking upgrade to its Viva Vision canopy, the world’s largest single video screen. Watchfire Signs, a digital display manufacturer based in Danville, Illinois, has been selected to spearhead this ambitious project, reimagining and reconstructing the canopy that has become synonymous with the Fremont Street Experience. Chosen from a competitive pool of 15 international digital screen manufacturers, Watchfire will undertake the $30 million endeavor, slated for completion in 2019.
This significant overhaul marks the first upgrade to the Viva Vision canopy in 14 years and promises a visual transformation. The enhanced screen will boast up to seven times the brightness and four times the sharpness of its predecessor, ensuring vibrant imagery even in broad daylight. This spectacular-sized screen will incorporate cutting-edge technology specifically engineered for the unique demands of the Fremont Street Experience.
At the heart of Watchfire’s innovative approach is a newly developed product tailored for this landmark project. Their pioneering design features a fabric-like module that offers unparalleled flexibility in shaping and resizing. This modularity allows for intricate configurations without compromising display integrity. Crucially, the design promotes airflow through the modules, a vital feature for installations in high-temperature environments and locations with limited air circulation. For the Fremont Street Experience, this innovative design is particularly advantageous, allowing natural light to filter through to the street level and enabling rainwater to drain effectively. The upgraded canopy will also deliver a fourfold increase in contrast ratio compared to the existing screen, enabling content to be displayed vividly on the canopy during daylight hours for the first time, revolutionizing the daytime experience at Fremont Street.
The sheer scale of the project is underscored by impressive statistics:
- A staggering 130,000 square feet of digital signage, approximately double the area of the White House.
- 16.3 million pixels powered by 49 million individual LEDs, creating unparalleled visual detail.
- 64,000 custom-designed 27mm modules, forming the building blocks of this massive display.
The Fremont Street Experience is a major draw for Las Vegas, attracting over 20 million visitors annually. Nestled amongst 10 casinos and more than 60 restaurants, it’s a central entertainment hub. The Las Vegas Convention and Visitors Authority board emphasized the importance of this upgrade, noting that an estimated 53 percent of Southern Nevada’s 43 million annual visitors explore downtown Las Vegas, with 59 percent specifically drawn to the iconic LED canopy. This spectacular digital canopy and entertainment destination stretches 1,500 feet in length and is suspended 90 feet above a bustling pedestrian mall. Each evening, the Viva Vision light and audio show captivates audiences hourly, and SlotZilla zip lines offer thrilling rides along the canopy’s length.
Patrick Hughes, President and Chief Executive Officer of Fremont Street Experience, highlighted the project’s significance: “The redevelopment of the iconic Viva Vision canopy is a major milestone for Fremont Street Experience and the City of Las Vegas. With Fremont Street Experience attracting more than 23 million visitors a year, we’re really looking forward to seeing the new energy this brings to downtown Las Vegas and the positive impact it will have on the entire community.”
Steve Harriott, president and CEO of Watchfire Signs, expressed the company’s enthusiasm: “Being chosen as the digital technology partner for the Fremont Street Experience upgrade is exciting for all of our employees, and is a natural evolution of our company. The proposal process for the project was the most rigorous in our 86-year history, and the project itself is among the most demanding, as it is located in one of the most challenging environments imaginable. We are delighted that Fremont Street Experience is confident in Watchfire’s capabilities to invent a product that meets their needs and will see it through from idea to execution. Watchfire’s track record of exceptional service and support after the sale was a key factor in the selection process.”
Watchfire’s implementation plan prioritizes minimizing disruptions to businesses and pedestrians. The canopy upgrade will be executed in eight sequential phases, replacing one-eighth of the canopy at a time. Throughout the process, the canopy will continue to operate seamlessly, with content flowing smoothly between the old and new sections. The full impact of the enhanced brightness will be unveiled upon completion, showcasing the board’s complete capabilities.
Installation commenced in early 2019 and is projected to be finalized by the close of the year, promising a revitalized Fremont Street Experience for millions of visitors.
