Blog
Watchfire Billboard “Retiring” After 12 Years of Service
August 7, 2019

Watchfire Signs is announcing the much-deserved retirement of the 19mm digital billboard that has been running outside its headquarters in Danville, Illinois, since 2007. The iconic display is being refaced with 16mm modules at the end of the summer.
“I’ll miss our old friend ‘Bill’, the Watchfire billboard. I love that he greets me every day without fail, always bright even on the cloudiest days. I will be sad when he retires, but after years of faithful service, he deserves a celebration,” said Roma Smith, executive assistant at Watchfire Signs.
Watchfire’s company billboard has seen the company grow from less than 100 employees when it was installed in 2007 to nearly 350 today. It’s helped the company host hundreds and hundreds of visitors. It’s been part of Watchfire movie nights, has helped the community celebrate the annual trick or treat event, welcomed new employees on their first day on the job and endured every weather change imaginable – from rain and snow, to sleet, hail and sub-zero temperatures. The board has seen it all, standing as a sentry during times of great growth for Watchfire.
“When we were getting started in the billboard business, we wanted a company display at our headquarters so prospective customers could get a firsthand look at the quality and reliability. While our display has lasted 12 years, we have billboard customers who had the same, or even a little better, longevity. It’s what we promised our customers more than a decade ago, and we’re proud to be making good on the promise,” said Darrin Friskney, vice president of Watchfire’s billboard division.
Friskney added, “We’re leaving the 2007-era cabinet in place, but replacing all the electronics in the display. It will be like-new all over again and we’ll probably get to celebrate another retirement sometime around 2031.”
In honor of our retiring billboard, let’s look back at some of the milestones at Watchfire over its lifetime.
- Watchfire launched its digital billboard division in December 2006.
- We installed a 19mm billboard in front of our headquarters in Danville, Ill., in 2007. The viewable board size was 13’ x 47’ and contained 611 modules.
- In July 2007, we expanded our manufacturing space by leasing an additional 32,000 square feet of industrial space.
- By the end 2008, just two years after we launched our digital billboard division, we surpassed over 100 digital billboards sold.
- Once again, we raised the bar by unveiling our 3rd generation billboard in 2009.
- Watchfire attained its 100th billboard customer, and became the industry’s first digital billboard manufacturer to do so in 2010.
- In 2011, Watchfire signs and digital billboards were the first in the sign industry to receive UL-Greenleaf Certification.
- Watchfire began construction on an expanded manufacturing and office facility in 2012.
- By 2013, we announced the grand opening of a new manufacturing and office facility, adding over 110,000 square feet of manufacturing space and 17,000 square feet of office space.
- In 2014, Watchfire’s first billboard customers, with boards installed seven years before, continued to be impressed with the quality, reliability and longevity.
- In 2015, Watchfire introduced the MX Class digital billboard guaranteeing brightness and uniformity for a minimum of ten years.
- Watchfire’s MV Class billboards are launched in 2016, with a five-year guarantee to maintain brightness and uniformity.
- The Watchfire Advertising Plan launched in 2017. Billboard operators learn how to save tens of thousands of dollars on the purchase of a new board, and get guaranteed ad revenue.
- In 2018, Watchfire manufactured the world’s largest digital billboard for bMedia Group in Puerto Rico.
- In 2019, two new Watchfire digital billboard advantages were released that reduce installation time and the cost of operation.
We are proud that our company’s billboard has been running reliably for over 12 years – welcoming guests, promoting company events and acknowledging the accomplishments of our employees. After years of faithful service, it has earned some time “off”. We are excited to use this opportunity to showcase the exciting 16mm product, with its faster refresh rate, superior viewing angles and an even crisper image quality.