A glowing addition to the Downtown Jacksonville skyline went live on March 6 as CSX switched on new digital signage on its headquarters building.
Mayor Donna Deegan and CSX CEO Joe Hinrichs were among local government and company leaders on hand for an event to unveil the signage on the rail transportation company’s 17-story corporate tower at 500 Water St.
“This sign that you’ll see literally is one of a kind,” said Bryan Tucker, vice president of corporate communications for CSX. “There’s nothing like it in the city of Jacksonville. I’m not aware of anything like it in the state of Florida, which is saying something.”
CSX’s new display comprises four signs, each costing $600,000, with two each facing north and south. Jacksonville-based Taylor Sign & Design Inc. is the contractor.
The signs are digital boards featuring technology that allows them to change colors and display moving images. During the mid-day event on March 6, the sign displayed customized messages showing an American flag for the Fourth of July, snowfall for the Christmas holidays and a “Go Jags!” message for NFL game days.
The technology also will allow the signs to be integrated with lighting displays at Friendship Fountain, where the March 6 event was held. The city also plans to install lighting that will project onto the exterior of the Jacksonville Center for the Performing Arts and can also be integrated with the display.
Deegan said the signs would add luster to a growing number of new public and private developments Downtown.
“I could spend all day telling you all of the exciting things happening with the cranes in the air,” she said. “I think that in a few years you’re not going to recognize this place, and I’m thrilled that we have this wonderful sign that’s going to be part of our city.”
The Downtown Development Review Board approved CSX’s request for the new signage in November 2023 but capped the size of the signage at 1,201 square feet – the size of the company’s signs at that time. CSX had requested 1,656 square feet for the upgraded signage.
The company appealed the decision, prompting a discussion with DIA staff that led to a compromise solution allowing the signage to be up to 1,330 square feet.
Other conditions that were approved by DDRB staff remained intact, including a requirement for the signs to remain static unless coordinated with the light and sound shows at Friendship Fountain and Center for the Performing Arts.
The DIA board approved the compromise solution unanimously in January 2024.
CSX said the extra square footage was needed to make the new signage, which consists of boards in the shape of CSX and a train, scale properly with each other.
