SNA Displays partnered with Los Angeles Football Club (LAFC) and BMO Stadium to retrofit two freestanding LED pylons along Interstate 110, a project that combined high-profile branding with technical precision.

Project Overview

Known as The Towers and managed by media company KEVANI, the digital billboards are positioned to capture northbound and southbound traffic. One stands just east of BMO Stadium, and the other is located near the I-110/I-10 interchange, close to the Los Angeles Convention Center and Crypto.com Arena. KEVANI estimates the installations generate 273 million audited impressions each month.

Technical Specifications

The pylons use SNA Displays’ 10 mm EMPIRE Exterior LED technology. Each structure has three seamlessly connected faces: two 50-foot-high by 42-foot-wide screens and a 9-foot-5-inch-wide spine. Together, they provide approximately 9,400 square feet of display space and more than 8.7 million pixels.

Design and Installation Challenges

Anne St. Mauro, SNA Displays’ vice president of project management, said the team used smaller LED cabinets instead of standard large subframes to precisely match the existing primary structure. “With billboards of this stature and complexity it was critical that we matched the existing primary structure perfectly,” she said.

Installation was carried out by PS Services. The retrofit required careful alignment with the steel framework to ensure both visual uniformity and structural integrity.

Impact

The displays serve as an extension of LAFC’s branding and messaging, while also supporting KEVANI’s advertising platform. The upgrade enhances visibility for advertisers and adds a large-format visual presence to the stadium area, which is home to Major League Soccer’s LAFC and the National Women’s Soccer League’s Angel City FC.