The screens have four viewing screens, each 14 foot by 48 foot.The billboards already are flashing various messages, even thoughthe 1.3-million-sf Tempe Marketplace won't officially open untilfall.

David Malin, Vestar's project manager for new development inArizona, says the company wouldn't have considered the newadvertising technology if it hadn't been for Tempe Marketplace'slocation along Rio Salado Parkway, west of Loop 101. "Thesignificance of that location is that it's on the southwest cornerof loops 202 and 101," he says. "It's the only freeway-to-freewayintersection in the area and something like 650,000 cars a day gothrough there."

The unique location also is why most passersby won't see LEDspopping up on other Vestar properties. "We're going site-specificin terms of making those types of decisions," Malin says. "Thetraffic count has to justify the costs."