Watch: Interview Case Study of Miracle Mile Shops

As the new digital powerhouse on the Las Vegas Strip, Miracle Mile Shops has a little bit of everything! So, we sent out a crew to interview Randy Byrd of Sensory Interactive and two key players from our project team – Rasool Sayed, senior project manager, and Dave Kile, senior director of solutions. The resulting video case study discusses the design, coordination, and execution necessary to make Miracle Mile Shops one of the most visually appealing and functional digital signage networks in Las Vegas.

Key features for this destination shopping venue include:
✅ Two exterior LED spectaculars
✅ A 229-foot digital behemoth that zigs, zags, and curves around the contours of the Planet Hollywood façade
✅ A network of indoor dvLEDs throughout the 1.2-mile shopping center
✅ More than a dozen interactive and advertising LCD kiosks
✅ Robust backend systems

Randy Byrd, President and CEO, Sensory Interactive:

I’m Randy Byrd with Sensory Interactive. I’m the President and CEO of the company. When it comes to Miracle Mile Shops, there would have to be some type of large presence on the Strip, that would be in the form of LED displays. Ultimately, we landed with the best hardware and software installer in SNA. 

Rasool Sayed, Senior Project Manager, SNA Displays:

My name is Rasool Sayed and I’m a Project Manager with SNA Displays. Miracle Mile Shops was built in the year 2000, right in the heart of the Strip adjacent to Planet Hollywood. The reason why this was such a massive undertaking was the fact that it was built in 2000, where we didn’t have nearly as much technology as we do today. 

Randy:

There was a coordination of steel, and having an existing building, and not knowing what was behind some of those walls that you couldn’t take down until you physically started construction. There’s a very complex curve on the project, but it’s a concave-convex curve coming together. That was a challenge. People that install steel don’t realize the exact tolerance levels that are needed by these displays to the millimeters. 

Miracle Mile [Shops] is a great example of SNA’s turnkey solution where we deliver a complete system that is ready to turn on and run your display the minute it shows up on site.

Dave Kyle, Senior Director of Solutions, SNA Displays:

I’m Dave Kyle, I am the Senior Director of Solutions with SNA Displays. My team developed and installed all of the CMS systems between the LED displays and the kiosks. We built all of the racks for all the playback equipment and processing equipment in our Knoxville lab, fully pre-wired, tested, commissioned, and then shipped to site. And then our team came from Knoxville and wired all of those racks together and commissioned the entire rack room. So the minute they turned on an LED display or kiosk, we were ready to push content.

Randy:

SNA has helped in terms of fulfilling all of the technical sides of it, with the hardware and the software that goes into making this a great experience. 

Rasool:

In total, throughout Miracle Mile Shops, we’ve installed over 21,000 square feet of LED displays. The LED displays on the interior of the property are primarily used for advertising purposes. We also installed 17 digital kiosks throughout the property. What’s unique about the digital kiosks is that depending on where you come in from the mall, you’ll always find at least one kiosk that has a digital touch interface, that you can interact with to figure out where you’re going. 

Randy:

It is a complete network, where it allows a single brand to take over the entire opportunity at one time. 

Rasool:

Most notably, on the exterior of Miracle Mile Shops, we installed a digital spectacular display, which is the largest one on site at the north entrance, and the second largest at the south entrance.

Randy:

The façade of Miracle Mile Shops is defined by the LED displays. It ultimately followed the lines of the storefronts. Both of them will show the same content at the same time, so the person at the north entrance would see the same thing as a person at the south entrance. 

Rasool:

At the north entrance, you can’t engulf the entire design and image that the display is giving you from one angle. It incorporates a circular shape, it wraps corners, and it also has a very large straight section directly above the entrance. Last but not least, around the corner from the south entrance display, we’ve installed a double-sided LED blade sign. 

Randy:

We use blade signs often, because of lots of vehicular traffic that moves down Harmon, coming from the airport, coming from the games at times. This is a case where it is front and center. There’s lots of people on the Strip looking at the displays. There’s events on the Strip that are looking at these displays. And all day long there’s advertisers on here that expect the best quality. 

Dave:

Miracle Mile [Shops] is a great example of SNA’s turnkey solution where we deliver a complete system that is ready to turn on and run your display the minute it shows up on site. I really enjoy what we do behind the scenes to make something that the public sees, so spectacular. 

Rasool:

Given the global attention that Las Vegas brings, it’s been such a joy to work at Miracle Mile Shops, to showcase our products and what we have to offer to this dynamic market that consistently moves forward.


Learn more at Miracle Mile Shops in Las Vegas Modernized with High-End Video Technology or check out the Miracle Mile Shops portfolio page.

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