Posted on: January 18, 2026, 01:09h.
Last updated on: January 18, 2026, 01:12h.
- Though only half-finished, the Hard Rock’s Guitar Hotel tower is already dominating Strip views and overshadowing LED signs.
- Seemingly in response, Caesars Entertainment installed a 17K square-foot digital billboard for Horseshoe in 2023 is currently building a smaller pylon for Caesars Palace
The irony of the current Las Vegas Strip sign war — a multimillion‑dollar contest of LED escalation — is that the spark wasn’t a sign at all. It was a building.
Rising over the former Mirage site, the Hard Rock’s 660-foot Guitar Hotel tower is poised to shrink the visual impact of every blinking marketing device caught in its ginormous shadow. Construction began after the Mirage closed in July 2024, with 28 of 42 stories complete as of this writing, and the full resort expected to open in 2027.
Even only half-finished, the structure already dominates long‑range views of the boulevard, overpowering skyline photos, drone passes, and every north–south sightline.
For roughly a decade, the Strip’s LED power structure held a kind of digital equilibrium. Major resort marquees clustered in the same general range — from a few thousand square feet up to about 11,000 — large enough to compete with one another but small enough that no single display overwhelmed the field.
That balance wobbled when Resorts World debuted its west‑tower mesh screen in July 2020. The 100,000 square-foot behemoth (294 foot high by 340 feet wide) was the largest resort sign in the history of the Strip by a factor of almost 10. However, Resorts World’s far-north location meant that it needed that scale just to register as part of the core Strip skyline.
Playing Hard (Eye)ball
The first casino company to seemingly react to the guitar pressure was Caesars Entertainment. In 2022 — the same year Hard Rock International confirmed it would replace the Mirage volcano with the Guitar Hotel — the corporation greenlit a 17,000‑square‑foot, three-sided LED pylon (180 feet tall) for the Bally’s‑to‑Horseshoe rebrand, which was operational by March 2023.
Funded by third-party Branded Cities (which sells ad space and shares revenue, according to reporting by Vital Vegas), it became the Strip’s second-largest digital resort billboard after Resorts World.
Caesars followed with a smaller pylon at Caesars Palace (85 feet tall overall, with an LED display exceeding 6,000 square feet). Under construction since late 2025, it’s scheduled for a mid-2026 launch — also via Branded Cities.
But will any of this even matter?
The Guitar Hotel isn’t just shifting the LED hierarchy — it’s steamrolling over it. The question is whether any resorts will be able to get their messages across when the skyline’s loudest, tallest and most garish object does all the talking.
