Center Outdoor Sign Review

The location of the proposed upgraded sign is shown below, in yellow, at 5001 Great America Parkway and Tasman Avenue. Spot Focus has been the exclusive digital media partner of the Convention Center since 2004. We operate and build content for digital display assets fixed inside and outside the Center, including the current LED signs. 

The New Upgraded Look  

The existing two corner signs will be upgraded with new modules that will combine the signs with a middle section to create a seamless LED sign as depicted below.  40" stainless steel SANTA CLARA letters will be positioned on top of the sign along with a 37" round digital element that will enhance the visual messaging.  The letters will be illuminated at night.  The current sign support stanchions will be utilized helping to retain the current sign footprint.

Content Movement 

For many years, content for the District partners, Center clientele and third party advertisers has incorporated movement into the sign messaging.

The video file example below depicts the typical content movement currently incorporated into messages being displayed on the Center outside signs. There are important reasons to include subtle content movement into digital messaging on the Center sign and they are:  

• The sign is utilized for event messaging and it is important to convey a large amount of information quickly. Subtle content movement allows for dates, times, keynotes and sponsor logos to be highlighted and rotated with more frequency than a typical brand message. 

• The direction of traffic approaching or stopped at the traffic light, will affect how the upgraded sign will be viewed. Minimal text movement designed within a brand message will help convey the most important information to all areas of the sign no matter what angle the sign is viewed. 

• The quality of the pixel ratio on the upgraded sign will allow for better deflected angle viewing by the audience. Content will be developed to take advantage of this fact.

Click below to see content movement example

                                    

Directional Viewing 

Below is an example of the upgraded sign shown from the perspective of a viewer sitting in a car on Tasman Avenue headed West. 

This illustration has no letters on top of the sign but conveys the fact that the far section of the sign (on Great America Parkway) cannot be seen from this viewing angle. Content will be created to maximize the entire upgraded sign with the understanding of viewing angels and how to best communicate information efficiently to the viewer. Subtle content movement would help convey and maximize information to all areas of the sign.      

The Sign in Perspective 

Below - The view from across the intersection puts in perspective the relatively small size of the upgraded sign to contextual space  The sign is positioned to convey important information to a Silicon Valley audience sometimes sitting at the traffic light for over 90 seconds. Moving content efficiently on the sign is very important to best utilize the asset while presenting a wide range of quality messages to the high tech community.

Traffic sitting or moving in the east direction on Tasman Avenue or north on Great America Parkway will see the full perspective of the content being displayed on the sign. Since the sign control system is time sensitive, content can be adjusted to best display messages during various times of the day.    

Upgraded Sign Drawings 

The actual space between the SANTA CLARA letters and the round digital element can be easily adjusted. The further the space between the letters the more the letters will be seen from the side angle as shown below. 

The Round Digital Element 

The upper round digital element can be used in many ways. From presenting the City of Santa Clara seal to a clock face. The system can change the round digital element to match any message posted to the upgraded sign or leave imagery on the round element independent of the message shown on the main display.  

Spot Focus owns and has operated digital media inside the Convention Center and Hyatt since 2004. The document below will provide information on our assets currently offered to events and local business.