Display Technology
Tampa arena gets an electrifying LED display makeover inside and out
The Amalie Arena, home to the National Hockey League’s Tampa Bay Lighting, is a 20,000-seat multipurpose venue that, as of August 2024, housed primarily static signage. It underwent a major digital signage reset.
May 21, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
The Amalie Arena, home to the National Hockey League's Tampa Bay Lighting, is a 20,000-seat multipurpose venue that, as of August 2024, housed primarily static signage with no capability to offer guests any sort of dynamic content.
Think vinyl signs and channel lettering.
This meant limited flexibility for advertising and on-premise messaging, which obviously limited revenue opportunities for the Florida venue.
There was also little opportunity to enhance communication and information sharing with visitors.
It was time for a complete signage reset.
Choosing a partner
The arena's owner, representative, and strategic advisor, Sensory Interactive tapped SNA Displays given its experience with large-format display tech at similar venues and because SNA Displays is an LED manufacturer as opposed to a white-label display option.
Sensory Interactive offers services to identify, design, monetize and realize maximum ROI through its Dynamic Real Estate (the integration of technology in public spaces to improve guest experiences and deliver untapped value). The company works with owners, developers and investors to develop solutions at every phase of a project from pre-development to construction, and operation.
"SNA Displays manufactured the LED video technology for the upgrade. We also deployed an installation manager, Kelvin Spencer, who is well versed in arena and large-scale video display installations, to ensure installation and integration went smoothly," Barbara Barry, director of sports and live events at SNA Displays, said in an email interview.
SNA Displays also provided a project manager to coordinate all aspects of the installation — from production to delivery to commissioning and to help with the various trades involved in the arena's signage overhaul. SNA Displays worked with technology integrator AmpThink throughout the installation and integration process. AmpThink has executed projects in over 100 stadiums and arenas, hundreds of manufacturing and distribution facilities and orchestrated national roll outs for Fortune 500 retailers.
"All of our project managers are degreed engineers, capable of providing custom-engineered solutions during the installation process," said Barry.
The many benefits of digital signage
Deploying digital signage would provide the venue with a dynamic platform to display top tier content which improves fan experience, according to arena operator Vinik Sports Group, which manages the NHL's Tampa Bay Lightning as well as the arena.
It would also allow the arena to amp up excitement for upcoming Lightning games while also providing a way to deliver better-curated and pointed messaging to guests.
The project, which kicked off in September 2024, was completed near the end of February 2025.
Digital signage technology deployment
Sensory Interactive provided technology selection and procurement, documentation and acquisition as well as construction management services on behalf of Vinik Sports Group.
SNA Displays provided 6-mm and 10-mm Empire Exterior video display technology as part of the upgrade project which included enhancements outside of the venue as well.
The display technology included a large-format corner display on the arena's façade, two LED ribbons and several kiosks featuring game-themed content to boost game day excitement.
The LED corner-wrap display, suited for 3D anamorphic content, measures approximately 40-foot tall x 98-foot wide (1,224 x 2,976 pixels).
The façade mounted above the Ashley VIP Lounge, a nearly 4,000-square-foot LED display, employs a 10-mm pixel pitch and processes more than 3.6 million pixels. By replacing the static signage there are many more dynamic options for arena management.
A pair of 110-foot-long LED ribbons flank the stairs leading to Amalie Arena's main entrance from parking garages.
The ribbons, which sport a 10-mm pixel pitch at a resolution of 144 x 3,360 pixels, overlook Ford's Thunder Alley, a courtyard adjacent to the corner-wrap display that contains a taproom, a stage and other pre-game amenities.
Eight double-sided walk-up LED kiosks are staged throughout the venue's exterior. Each vertical oriented 6-mm display is 7-foot by 10-inches by 4-foot by 9-inches.
A hurricane of a challenge
While every sort of technology project faces challenges, and some unexpected hurdles, the arena's digital signage initiative faced Hurricane Milton, a Category 3 hurricane that made landfall near Tampa during the installation of the LED displays and LED kiosks.
"With inclement weather, the main priority is ensuring all onsite personnel are safe," said Barry. Secondly, the priority was keeping all display products and equipment secure and dry.
"Thankfully, the SNA Team had no major issues and we were able to keep to our timeline with minimal delay," she said.
A second project challenge, in relation to sign management, was the brightness factor in a location like Tampa, Florida.
"This is why we developed a set of tools, known as Astro, for enhanced brightness customization and control features," said Barry. "By using a combination of astronomical data, location, date, time, and real-time weather analysis to adjust screen brightness, venues like Amalie Arena get the most life out of their LED displays and create the best experience for both the fans and the arena's neighbors."
Tips, advice on digital signage deployment
The successful arena project was the result of having a good partner as well as LED supplier and AV integrator, according to Vinik Sports Group.
They recommend working directly with the LED manufacturer and finding an expert who is intimately familiar with the type of digital signage to be installed.
A key aspect is ensuring it will all work when networked together and recognizing that outdoor digital signage is different from indoor digital signage so LED displays outside a venue will be a bit different than those found inside a venue.
And one last recommendation — don't neglect to check references of the LED manufacturer and the longevity of the product.
Barry echoed the need to do due diligence on the manufacturer. Choosing one familiar with the scale and type of digital signage deployment wanted for a venue project, and one that sources a back-end system capable of handling live event, are keys to success.
"Likewise, having the experience to coordinate the different trades that work on an installation and the knowledge to come up with custom engineering solutions when necessary is key to a successful digital signage installation," said Barry.
"The earlier you can get the designer and the LED manufacturer involved in the process, the better."
About Judy Mottl
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