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Giant Super Bowl ads set to adorn downtown buildings

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Downtown building owners are set to cash in on the upcoming Super Bowl by selling space for massive temporary advertisements.

The first two temporary signs up for city approval would hang on the north and south façades of the 12-story Pan Am Plaza office building at 201 S. Capitol Ave.

Advertising giant CBS Outdoor has applied for permits for the 4,000-square-foot, 3-story-tall signs, which would advertise Frito Lay and Pepsi products, said Kate Johnson, a spokeswoman for the city's Department of Code Enforcement.

The office buildings surrounding Monument Circle are another likely target for Super Bowl advertisers. Sponsor billboards appeared on a couple of the buildings during the NFL Kickoff event in 2007, the season following the Colts' Super Bowl win.

The owners of more than a dozen buildings within a downtown "Clean Zone"—a designated area where the city is allowing temporary signage for NFL sponsors—have partnered with the local consulting firm Mattison Corp. to seek bidders for their space.

Among the buildings up for bid: the Majestic Building at the corner of Pennsylvania and Maryland streets; the Harness Factory Lofts at Pennsylvania and Georgia streets; and the home of Claddagh Irish Pub at 234 S. Meridian St.

Mattison launched an auction for the advertising spaces this week that is scheduled to run through Dec. 16. The deadline for building owners to add their structures to the list is Thursday.

Only official Super Bowl sponsors will be allowed to bid, and building owners can reject bids if the sponsor is a competitor of a building tenant. The ads would remain for a period of 10 days including game day, Feb. 5.

Mattison partner Chris Price predicted the sale could net the 17 or so building owners he represents a total of $1.5 million.

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  • Sad . . . and DISGUSTING
    Yeah. Yeah. I know. The signs will bring money to Indy, and so on. But I believe that the signs are unfortunate. I am sure I will find them commercially intrusive, even obscene. So when are we going to "sell" downtown Indy as "The NFL Center of the World--Sponsored by Frito Lay and Pepsi"? And, yes, we will need an advertising slogan to boot. How about "Come to Indy to tackle all your problems!" Geesh.

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  1. I had read earlier this spring that Noodles & Co was going to open in the Fishers Marketplace (which is SR 37 and 131st St, not 141st St, just FYI). Any word on that? Also, do you happen to know what is being built in Carmel at Pennsylvania and Old Meridian? May just be an office building but I'm not sure.

  2. I'm sorry, but you are flat out wrong. There are few tracks in the world with the history of IMS and probably NO OTHER as widely known and recognized. I don't care what you think about the stat of Indy Car racing, these are pretty hard things to dispute.

  3. Also wondering if there is an update on the Brockway Pub-Danny Boy restaurant/taproom that was planned for the village as well?

  4. Why does the majority get to trample on the rights of the minority? You do realize that banning gay marriage does not rid the world of gay people, right? They are still going to be around and they are still going to continue to exist. The best way to get it all out of the spotlight? LEGALIZE IT! If gay marriage is legal, they will get to stop trying to push for it and you will get to stop seeing it all over the news. Why do Christians get to decide what is moral?? Why do you get to push your religion on others? How would legalizing gay marriage expose their lifestyle to your children? By the way, their lifestyle is going to continue whether gay marriage is legalized or not. It's been legal in Canada for quite a while now and they seem to be doing just fine. What about actual rules handed down by God? What about not working on Sundays? What about obeying your parents? What about adultery? These are in the 10 Commandments, the most important of God's rules. Yet they are all perfectly legal. What about divorce? Only God is allowed to dissolve a marriage so why don't you work hard to get divorce banned? Why do you get to pick and choose the parts of the Bible you care about?

  5. Look at the bright side. With the new Lowe's call center, that means 1000 jobs at $10 bucks an hour. IMS has to be drooling over all that disposable income. If those employees can save all their extra money after bills, in five years they can go to the race LIVE. Can you say attendance boost?

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