In a matter of weeks, a vision years in the making will come to life as Nisqually Outdoor Advertising’s first electronic billboard – erected in March – is set to be activated and light up the skies around the Nisqually Reservation.
Positioned at Camas Plaza at the Yelm Highway/SR 510 roundabout – the site of the latest Nisqually Markets convenience store and Camas Coffee House – the structure stands as a testament to Medicine Creek Enterprise Corporation’s (MCEC) continued dedication to Nisqually’s economic prosperity.
Tony Liberal, MCEC Director of Business Development, shared insights into the journey that brought this endeavor to fruition.
“This journey started about five or six years ago when we purchased the billboard,” Liberal said. “Our goal is to erect electronic billboards on Tribal properties, renting advertising space to external entities for a passive revenue stream that will support the Nisqually Indian Tribe.”
The countdown to the billboard’s activation is in full swing, and excitement is building as the digital screens are poised to come alive with vibrant displays. With dimensions of 18 by 60 feet, this stand-out structure is equipped to showcase 16 different advertisements on each side, boasting the capability of 1,400 flips per day.
The significance of this moment stretches beyond the billboard’s innovative technology and advertising prospects, as the journey to erect the billboard was not without its challenges.
Originally intended for placement at the Nisqually Commercial Park on I-5, it faced a severe windstorm that delayed installation. Undeterred, the MCEC forged ahead with determination, but fate had other plans. Clearance for the sign was revoked, and a subsequent location near JBLM was met with a historic area ruling.
However, as Camas Plaza was being built, MCEC seized the opportunity to create infrastructure for the sign’s placement there. It is a testament to MCEC’s resilience, turning challenges into stepping stones toward success.
When the billboard comes to life, it will showcase MCEC enterprises while also providing prime advertising space to businesses across the region.
“We’ll work with the local chambers of commerce and develop a rate card so folks will be able to secure advertising space with ease,” Liberal said. “The rate we use will be standardized per side based on how many people pass through the region each day.”
The impending activation marks a hard-won first step on the journey for Nisqually Outdoor Advertising. With a forward-thinking approach and abundant placement opportunities, MCEC envisions a future where the welfare of the Tribe is safeguarded for years to come through our ever-diversifying revenue streams.
As the digital billboard lights up, it will highlight MCEC’s continued determination to embrace new opportunities. With the ongoing development of Nisqually Outdoor Advertising serving as a shining example of continued possibilities for the Tribe, the future looks bright indeed.