News signs go up at Hard Rock Hotel & Casino in South Lake Tahoe

Another step in the right direction for the economic revitalization of South Lake Tahoe and the Highway 50 corridor occurred at the site of the new Hard Rock Casino Hotel and Casino this week.

The old Horizon sign came down and the Hard Rock sign went up.

This sign is just part of the $60 million renovation going on at the site of the original Sahara Tahoe.

As many local businesses know, one cannot put in just any flashing, moving neon sign as there are Tahoe Regional Planning Agency (TRPA) restrictions on what can and cannot go up. Additional modifications to the sign that make it less obtrusive include showing only static content, having the content not change more than four times an hour and adding automatic dimming capabilities based on ambient outside light. The new sign will display images every 15 minutes that could range from upcoming events, dining specials and other Hard Rock Hotel & Casino Lake Tahoe promotions. The former sign post and frame will remain and be modified for the new electronic message sign.

“It was critically important to us to create an aesthetically appealing sign that improves on the curbside view along Highway 50 in front of the new resort casino and addresses the debilitated sign that was an eyesore within the community for so many years,” said Don Marrandino, chief operations officer, Hard Rock Hotel & Casino Lake Tahoe. “The sign is the result of countless hours and collaboration between our team and the TRPA, among other community entities, to ensure a final product that represents a positive final product.”

The marquee is advertising the hotel casino's grand opening on January 28.