Office equipment supplier Ricoh has paid $3m to build the sign, which is powered by 16 wind turbines and 64 solar panels.
Together they will generate enough power to keep the billboard lit, even if there are four days in a row without wind or sun.
If that were to happen there is no backup generator, and the sign would go dark. “We think that’s fine” says Senior Marketing Vice President Ron Potesky says. But given that the hi-tech cylindrical wind turbines he is using are sensitive enough to be turned by the wind from an ordinary household electric fan, I don’t think that’s likely to happen.