Thursday, March 29, 2012 | 2 a.m.
The Aria on the Strip has taken down its sign along Interstate 15 and has replaced it with a larger marquee.
The casino's new sign is part of a trend that has seen casinos making their signs bigger and flashier to stand out amid the sea of stimuli and draw the attention of passersby, said Tony Henthorne, an associate dean at UNLV’s Harrah Hotel College.
“It’s almost out of necessity,” he said. “Small signs, like small anything else, get overlooked. The big, flashy signs, people notice those.”
Here’s a look at several other large marquees around the Strip and what makes them effective:
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Harrah's
Good signs give a sense of the atmosphere and personality of a casino, Henthorne said, and the fleur-de-lis sign in front of Harrah’s helps convey the Mardi Gras and carnival inspirations the casino adopted in the 1990s.
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Caesars Palace
The two pillars that frame the sign outside of Caesars Palace along with the gold adornment and relief work help continue the Roman flavor that extends throughout the property and includes numerous fountains, statues and a replica of the Colosseum.
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Planet Hollywood
Simple and refined, Planet Hollywood’s sign is anchored by a large video board, which advertises various happenings within the casino and resort.
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Cosmopolitan
One of the newest signs on the Strip, the Cosmopolitan’s towering video billboard conveys a chic, modern image for the property and is often used to show footage from the many live music acts that perform there.
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Palms
Adorned with multicolored palm fronds, the sign in front of the Palms illuminates the night sky from its location just west of the Strip.
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Hard Rock
Adorned with the classic Hard Rock logo seen at restaurants throughout the country, the sign at the Hard Rock Casino takes the shape of a large arrow, pointing visitors to the fun and entertainment that awaits inside.
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