New electronic Hard Rock sign first of its kind in area |

New electronic Hard Rock sign first of its kind in area

Griffin Rogers
The electronic sign seen here after it was erected in December 2014 was the first of its kind under the Douglas County South Shore Area Plan.
Courtesy Hard Rock Hotel & Casino Lake Tahoe |

Hard Rock Hotel & Casino Lake Tahoe has installed a new 30-foot-tall sign in front of its property in Stateline, Nev., along with an attached 322–square-foot electronic message board — the first of its kind under a fairly new area plan.

The sign is permitted through the Douglas County South Shore Area Plan, which was approved by the Tahoe Regional Planning Agency in September 2013 and allows certain commercial properties to install such signs in the lower Kingsbury Grade and casino core areas.

At least one other casino has shown interest in adding something similar, but no additional applications have been submitted to the TRPA at this time.

Hard Rock worked with the TRPA to meet compliance requirements and obtain a permit for the sign. Agency staff approved the permit on several conditions.

The electronic message display must only show static content, content can change no faster than four times per hour, an automatic dimmer needs to be included so the display can adjust to ambient outside light and there can be no moving, blinking or flashing elements.

When content on the message board does change, it must also do so within a second, according to the TRPA.

Hard Rock has announced that it will display a new image every 15 minutes on the sign, which has effectively replaced the old Horizon Casino Resort message board in the same location.

“The sign is the result of countless hours of collaboration between our team and the TRPA, among other community entities, to ensure a final product that represents a positive final product,” stated the hotel’s Chief Operations Officer Don Marrandino, who said Hard Rock also wanted to create a sign that was “aesthetically appealing.”

The new addition is a major milestone for the property’s $60 million transformation to a Hard Rock hotel and casino, according to an announcement from the company.

Hard Rock Hotel & Casino Lake Tahoe is set to open Jan. 28.

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