The Dallas Waterfall Billboard: A Roadside Icon With a Storied Past and Unique Charm
This high visibility billboard is more than a display. It’s a cultural landmark integrating advertising, local lore and civic pride.
Clear Channel Outdoor’s (CCO) billboards are proven to grab attention and drive consumer action. But only one attracts attention not only because of the proven power of Out-of-Home (OOH) advertising but also because it features a cascading waterfall. That’s right! There’s a landmark billboard in Dallas with a 45-foot, man-made waterfall along 1-35 on Goat Hill. This icon has pumped a steady stream of water and captivated audiences since 1956 when it debuted as an advertising platform for Pearl Beer.
The board has since displayed other big brands including Absolut and Salem, and for over two decades, MillerCoors, which has established a permanent residency:
1968 Salem Cigarettes Billboard
1987 Absolut Billboard
1996 Coors Light Billboard
The iconic billboard boasts a colorful past as pranksters have thrown skinny dipping parties on-site, dyed the water orange and red during the Red River Showdown, and dumped loads of detergent into the cascade, creating mounds of soapsuds. And when temperatures dip, the waterfall is known to freeze over entirely:
The landmark board has historically highlighted local and national sporting events:
And during Mavs games or holidays, the water turns an appropriate shade for the event -- Maverick blue or a creepy red for Halloween:
Due to its history and iconic status, the City of Dallas designated the board an "Extraordinarily Significant Sign" in 2008, and with the ordinance, the site underwent a much needed facelift provided by Rock-Scapes:
And now, the landmark board will be a major draw for some lucky apartment dwellers as a new housing development has taken shape behind the site.
Make a big, bold statement with a landmark site. It worked for MillerCoors, it'll work for you!
Mike McGraw
Senior Vice President & Executive Creative Director
Mike McGraw is senior vice president and executive creative director at Clear Channel Outdoor, where he leads award-winning design teams to create high-impact out-of-home (OOH) campaigns for national and local brands. With over 25 years in OOH, including a decade shaping iconic Times Square billboards, Mike has contributed to some of the industry’s most memorable creative. Mike serves on the OAAA and Times Square Arts creative committees and previously taught at Pratt Institute.
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