Sanya Phoenix Island Conceptual
Phoenix Island is a planned luxury resort complex built on a man-made island currently under construction in the Hainan region of China. Daktronics is providing a ProPixel® freeform LED video display system, attached to the exterior of the uniquely shaped buildings. Artist’s conceptuals shown.

Phoenix Island Chooses Daktronics ProPixel® Technology to Light Up Their Landmark Island

BROOKINGS, S.D. – Aug. 5, 2010 – Sanya Phoenix Island Development of China and Daktronics Inc. (NASDAQ-DAKT) of Brookings, South Dakota, USA, will team up to embellish the brand new Phoenix Island with light emitting diode (LED) stick video elements. The installation of the multi-million dollar Daktronics LED display system is set to be completed by the end of 2010 with the construction of Phoenix Island expected to be completed by 2014. This order was booked during the company’s fourth quarter of fiscal year 2010.

Approximately 33,000 linear meters (108,000 feet) of ProPixel® LED stick elements will be installed on the outside of the buildings. The owner of the island envisioned covering every building on the island with top quality LEDs. Working with Daktronics from the very early concept stages, the curtain-wall on the outside of each building was specifically designed to house the Daktronics LED stick elements. The specially designed exterior will allow for a sleeker, continuous look, without the appearance of add-on features.

"Early involvement in the design process allowed us to bring our experience in this type of application to the customer’s project team,” said Jon Minor, Daktronics (Shanghai) Sales Director. “Our willingness to support the customer’s design needs combined with an unparalleled product positioned Daktronics as the company of choice for the owner in his effort to create a globally recognized luxury facility."

To prove Daktronics had the product to meet the needs of Phoenix Island, a large scale demonstration was arranged that covered more than 360 square meters (3,875 square feet) on one of the actual buildings. This installation proved that Daktronics has the product to meet the needs of the development company. With the design of two different LED sticks, Daktronics also solved the challenge of installing the display components on the outside of curved buildings.

Daktronics exciting ProPixel® LED elements offer the ability to design and build freeform, video-capable architectural elements and channel letters without the constraints of traditional square LED modules. This ultra-sophisticated technology is essentially a giant, video display system with true 100% digital, 15-bit video processing and is capable of displaying more than 1 billion colors.

With full-color, full-motion capability, ProPixel® technology provides unequalled impact while consuming less power and requiring less maintenance than traditional lighting methods, such as neon and incandescent lamps.

"This product was designed specifically for large scale, multi-building applications such as this," stated Jon Settingsgard, Daktronics Product Manager. "Phoenix Island will become a global landmark, and our stick elements will help get it there."

Daktronics Keyframe® creative group was also instrumental in the project success. Keyframe®, a division of Daktronics, delivers the creative vision and technical expertise to help customers maximize the impact of spectacular display systems. Keyframe® creative services is responsible for building all creative content for the initial project opening ceremony and will build a creative content foundation. This foundation will enable the customer to open the property with a full menu of display content that will create an immediate impact.


About Sanya Phoenix Island


With six luxury apartment buildings, five-star hotel, conference center, signature seven-star hotel and domestic and international ferry terminals, Phoenix Island will be a landmark vacation destination and the highest hotel in the region of Hainan. Phoenix Island lies in the middle of “sunshine center” of Sanya, surrounded by the sea and connected to downtown Sanya by a 390 meter (1,280 foot) long bridge. Phoenix Island includes seven projects: a 200 square meter (2,150 square foot) super star hotel (which includes the hotel and an international conference center), 360 round view resort centers, a business club, a walking street, international yacht club, Olympic center and an international harbor.


About Daktronics

Daktronics has strong leadership positions in, and is the world’s largest supplier of, large screen video displays, electronic scoreboards, computer-programmable displays, digital billboards, and control systems. The company excels in the control of large display systems, including those that require integration of multiple complex displays showing real-time information, graphics, animation and video. Daktronics designs, manufactures, markets and services display systems for customers around the world, in sport, business and transportation applications. For more information, visit the company’s World Wide Web site at: http://www.daktronics.com, e-mail the company at sales@daktronics.com, call (605) 692-0200 or toll-free (800) 325-8766 in the United States or write to the company at 331 32nd Ave. PO Box 5128 Brookings, S.D.
57006-5128.


Cautionary Notice: In addition to statements of historical fact, this news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995 and are intended to enjoy the protection of that Act. These forward-looking statements reflect the Company’s expectations or beliefs concerning future events. The Company cautions that these and similar statements involve risk and uncertainties which could cause actual results to differ materially from our expectation, including, but not limited to, changes in economic and market conditions, management of growth, timing and magnitude of future contracts, and other risks noted in the company’s SEC filings, including its Annual Report on Form 10-K for its 2010 fiscal year. Forward-looking statements are made in the context of information available as of the date stated. The Company undertakes no obligation to update or revise such statements to reflect new circumstances or unanticipated events as they occur.



For more information contact:


DAKTRONICS SHANGHAI
Jon Minor
Sales & Marketing Director
tel +86-21-6661-9600
email jon.minor@daktronics.com

DAKTRONICS MEDIA RELATIONS
Mark Steinkamp
Marketing Director
tel +1-605-692-0200
email mark.steinkamp@daktronics.com

DAKTRONICS INVESTOR RELATIONS
Bill Retterath
Chief Financial Officer
tel +1-605-692-0200
email bill.retterath@daktronics.com