Whether you take I-35 to work or live in the area, you have definitely seen the famous billboard with a waterfall in the middle. It’s hard to miss it. Well, what’s the history behind the intriguing yet famous billboard?
Standing 45 feet tall, the billboard has overlooked Dallasites for over 50 years. Constructed in 1962 for Pearl Brewing Company, the waterfall billboard was originally located on Goat Hill, a small park close to I-35 north of Downtown Dallas. Tracy-Locke Co., a nearby advertising agency, created the design. The beer sign was the biggest in the world at the time.
Over the years the billboard has been home to many advertisements, including TopoChico in 2023.
Photo via Ryan Short
Today, it features the Coors Brewing company logo, and over 1.5 million gallons of water flow over the rock in the man-made billboard each day. The billboard has been used for various advertisements for numerous beer and tobacco products over the years and is now leased under Masterplan, a zoning and building-permitted services firm.
In 2008, the firm was hired by the waterfall billboard’s owner, Clear Channel Outdoor. The two firms worked together to get city approval to designate the billboard as an “extraordinarily significant sign” to ensure the billboard would remain in place for years to come.
Hey — the more you know.
