Park Outdoor Celebrates 50th Digital Billboard with High-Visibility Upgrade Near Syracuse

Milestone underscores self-funded growth strategy and long-standing partnership with Daktronics

BROOKINGS, S.D. – Nov. 25, 2025 – Daktronics (NASDAQ: DAKT) of Brookings, South Dakota, and Park Outdoor are celebrating Park Outdoor’s 50th digital billboard, a traditional billboard conversion serving travelers moving toward I‑81 just north of Syracuse, New York. The project advances Park Outdoor’s strategy to modernize proven locations and provide local advertisers with more flexible, timely messaging options.

“Reaching our 50th digital is an important milestone for Park Outdoor,” said Rick Steele, executive vice president and chief operating officer of Park Outdoor Advertising. “We installed our first digital panel 13 years ago and have consistently added or converted locations since then. Because our projects are self‑funded, we can move quickly when the right opportunities arise, and we expect our digital growth to remain healthy.”

“Technology has certainly improved over the years, but reliability remains our bottom line,” Steele added. “That’s the most important factor to us and our advertisers.”

The 50th installation converts an already successful traditional billboard location into a two‑sided digital display with outstanding sightlines and heavy daily traffic. 

“We focus on market‑driven criteria – traffic patterns, proximity to retail and how people move through the area – then apply a disciplined approach to upgrading our best performers,” said Bill Dugan, vice president and general manager for Park Outdoor. “This site checked every box. By converting a proven board to digital and adding the second face, we’ve created a standout asset with exceptional visibility and strong revenue potential. It looks fantastic, and the team’s diligence made it possible.”

Park Outdoor notes that about 90% of its advertiser base is local, small to medium‑sized businesses across a variety of categories, with an ongoing commitment to community service messaging when inventory is available.

“Out of home can be a tone setter for the visual landscape of a community,” says Steele. “We want to use it as a vehicle to promote positive messaging and information.”

Park Outdoor credits its VP of Leasing and Development, Stephen D. Frank, for working in cooperation with local and state stakeholders and making the conversion possible. Years of relationship‑building and thorough submittals eased earlier concerns and ultimately supported approval for the upgrade.

Daktronics OOH product manager Lori Sieler says the incredible Park Outdoor team serves as a reminder of how everything from design to production to service plays a key role in customer success. 

“Their partnership and ongoing feedback have been invaluable in helping us refine our products and advance technology to serve operators and advertisers better,” Sieler explains. “Park Outdoor’s commitment to quality and innovation reflects the very best of what our industry can achieve, and we’re grateful for the collaboration that continues to drive both of our teams forward.”

“Park Outdoor understands how to use digital OOH to lift both business outcomes and community communication,” said Joni Schmeichel, OOH strategist at Daktronics. “Celebrating their 50th digital underscores a disciplined approach to growth – thoughtful conversions, strong creative and a commitment to positive local impact.”

About Park Outdoor

Park Outdoor Advertising is a leading out-of-home media company serving Upstate New York. With a strong commitment to community engagement and advertiser success, Park Outdoor operates a growing network of static and digital billboards across the region.