They say the neon lights are bright on Broadway but they’re nowhere as crisp or sharp as the new large format LED “Welcome to Nashville” sign that will greet visitors as they descend on Lower Broadway in Downtown Nashville. The screen is just one of a new fifteen (15) screen digital network being installed at Fifth + Broadway, a mixed-use development that sits at Fifth Avenue & Broadway, Downtown Nashville’s busiest and most iconic intersection. Pearl Media is the exclusive advertising and media partner for the new project.
“The dynamic digital media platform that we’re offering brands is unparalleled in downtown Nashville,” said Josh Cohen, President/CEO of Pearl Media. ““Our location at Fifth + Broadway is unlike any other property in Nashville directly located on the famous Broadway in one of the most vibrant places in all of Tennessee. Pearl Media is absolutely thrilled to be the exclusive media partner offering this premiere advertising opportunity,” added Cohen.
Developed by Brookfield Properties, Fifth + Broadway is comprised of a luxury hi-rise residential tower, Class-A office tower, 200,000 square feet of walkable shops and dining, a live music venue as well as Assembly Food Hall, a rooftop sit down and grab’n go food hall featuring a local curation of Nashville’s most eclectic chefs. The project also includes a renovated conference center, world-class entertainment offerings rooted in the thriving artistic culture of Nashville and the National Museum of African American Music (NMAAM). Greeting workers, residents and visitors heading to Lower Broadway is the “Welcome to Nashville” sign, a 40’ x 25’ large format 8mm pitch LED sign perched atop Seventh Ave North at Broadway. The sign is one of two Samsung XPE080 direct view LED installations at the development. The other is the “L Street Live” sign, a 48’ x 20’ 8MM display that shines over Sixth Avenue North which is part of the interior portion of the project.
“These are top of the line 8MM pitch direct view LED screens that fit perfectly into the overall look and feel of the amenities and offerings of the Fifth + Broadway project,” said Jen Almeida, Chief Operating Officer at Pearl Media. “At 7,500 nits they are bright, crisp and creative will definitely pop and catch the eyes of everyone going to, passing by or walking through fifth and Broadway,” she added. “Nashville is one of the most vibrant cities in America and Samsung is so proud to help the city welcome visitors with its latest installation at the new Fifth + Broadway,” says Mark Quiroz, Vice President, Display Division, Samsung Electronics America. “Not only does Samsung’s LED technology shine as bright as some of Nashville’s stars, it also provides a platform for digital marketing and advertising, and acts as an additional method for direct communication for patrons.”
On the inside of the dining, retail, office space and residential project are four (4) double sided kiosk directories and three (3) wall mounted directories featuring Peerless-AV XBH552 55” Xtreme High Bright screens. The screens will provide directory information to Fifth + Broadway visitors and display advertising and branded content. “Selecting the right digital signage solutions can be difficult – it’s hard to anticipate how the industry and society might change with how they prefer to receive communication,” said Brian McClimans, VP Sales, North America and APAC, Peerless-AV. “On top of making sure digital signage content is engaging in general, Peerless-AV’s all-weather rated Xtreme High Bright Outdoor Displays will provide Fifth + Broadway with a display that can easily withstand direct sunlight and other weather conditions, ensuring they can be seen and are durable no matter what the conditions may bring,” he added.
Also included in the network are two (2) large format Hyoco 9mm pitch LED screens located at the National Museum of African American Music. These lightweight screens are part of Hyoco’s PCB series, featuring 8’ by 16’ modules and its individual small Louver LEDs which maximize brightness and contrast while optimizing the widest viewing angle. As is the case with other Hyoco products, these individual modules boast the removable pixel technology that offers easy troubleshooting and replacement if necessary. Combined these assets make up the most dominant and robust digital screen installation in Downtown Nashville and will transform the area while providing a brilliant, dynamic canvas for brands to engage with office workers, residents and visitors as they explore the area within and around the development.
“Digital Out of Home is one of the most cost effective, efficient and brand safe forms of advertising there is today,” said Anthony Petrillo, Chief Revenue Officer at Pearl. “When you look at what’s in Fifth + Broadway combined with what’s around, brands seeking to connect with these desirable consumers in one of the country’s most desirable cities will have an unrivaled platform to do so,” he added.
Nashville is home to several major brands including Nissan North America, Bridgestone Americas, AllianceBernstein and iHeartMedia. Job growth in the Music City has been in the top five percent of all metro areas over the past five years. The city has also been a top ten metro for population growth for six straight years while recording a 14% increase since 2010, bringing the city’s population to 1.9 million in 2019. According to Nielsen the Nashville DMA is now ranked 28th in the country.