I wasn't as much of a fan of that as the Coke sign, but it was still kind of neat, since it was actually made of Things. It gave the impression that, unlike almost all advertising, there was someone, somewhere who actually gave a shit about it.
Robert: There were a lot of calls with Clear Channel and Atomic Props to make sure that the board wouldn't weigh too much for the roof that it was mounted on, etc.
Steve: We used a prop house in the Midwest. They were great. I think we had to buy bulbs from 4 different lighting stores in the city to fill the damn thing. We wanted chaser lights but Coca-Cola was the last company to get that approved. It was weird because you can see the two boards at the same time. I think ours would have been better with chaser lights to really embrace the motel feel a bit more.
Robert: I do recall after a year or two that we had to get it all rewired. We didn't expect that it would be up for years. We were really thinking a year or two.