New Tradition Acquires Connell Outdoor, Adding Las Vegas Digital Billboards
2026-11-06 · via DailyDOOH
New Tradition has acquired Connell Outdoor Advertising, picking up 88 static and digital billboard faces and strengthening its position along the routes into and out of Harry Reid International Airport in Las Vegas. The deal also adds two billboard faces near LAX to New Tradition's Los Angeles holdings.
For operators and buyers tracking the out-of-home market, the deal is notable mainly for where the inventory sits rather than its size. Airport gateway corridors are high-value real estate for DOOH because they reach visitors before they ever reach the Strip, and New Tradition's release points to Harry Reid's nearly 55 million passengers in 2025 as the rationale for the buy.
The acquisition folds into a Las Vegas digital portfolio that already includes spectaculars at BLVD, Elara by Hilton Grand Vacations, The Venetian Resort, and Westgate Resort and Casino near the convention center. New Tradition says the city's convention traffic, nearly six million attendees in 2025 according to the release, reinforces the market's value for high-impact campaigns, not just tourism-driven ones.
The release does not break down how many of the 88 acquired faces are digital versus static, which matters for anyone trying to gauge how much programmatic or dynamic inventory just changed hands in the market. It also does not disclose deal terms or a closing date.
Don Krueger, Vice President of Connell Outdoor Advertising, is joining New Tradition and will stay on to manage the Las Vegas relationships built over what the companies describe as more than 40 years of Connell operating in the market. New Tradition says this is meant to preserve continuity for existing advertisers and property partners during the transition.
Bret Richheimer, New Tradition's Chief Operating Officer, framed the deal as building on Connell's long-standing local relationships with hotels, entertainment venues and national advertisers. Mike Connell, the outgoing owner, said he wanted a buyer with the resources and national relationships to grow the portfolio further.
What it means for the market
For media buyers, the combined portfolio gives New Tradition a pitch that pairs landmark digital placements on the Strip with broader static coverage across the wider market, useful for campaigns tied to product launches, conventions and live events that need both big-format impact and volume. For competing OOH operators in Las Vegas, it is one more sign of consolidation in a market where airport-adjacent inventory is increasingly scarce and increasingly contested. The announcement does not say whether New Tradition plans further acquisitions in the market or elsewhere.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
New Tradition Acquires Connell Outdoor Advertising
New Tradition has acquired Connell Outdoor Advertising, adding 88 static and digital billboard faces to its portfolio and expanding its Las Vegas presence with extensive coverage along Harry Reid International Airport’s entrance and exit routes.
The acquisition also includes two billboard faces adjacent to LAX, adding to New Tradition’s vast portfolio in Los Angeles.
Bret Richheimer , Chief Operating Officer of New Tradition told us “Las Vegas is a city where brands come to make an impression, and that opportunity begins well before someone reaches the Strip. Mike and the Connell team have spent more than 40 years building a one of a kind, market leading business in one of the nation’s most dynamic cities. We are proud to carry that legacy forward and welcome Don to New Tradition. Together, we are building a distinctive billboard offering that we are excited to represent, and we look forward to continuing to invest in Las Vegas alongside our new and existing partners.”
The acquired signage gives advertisers a significant presence at the gateway to Las Vegas, with coverage along key airport access routes and major arteries connecting the airport to the Strip and surrounding destinations. Harry Reid International Airport served nearly 55 million passengers in 2025, underscoring its importance as an entry point to the city.
New Tradition currently operates digital spectaculars on the Las Vegas Strip at BLVD, Elara by Hilton Grand Vacations, The Venetian Resort, as well as at Westgate Resort and Casino near the Las Vegas Convention Center. Las Vegas hosted nearly six million convention attendees in 2025, reinforcing the market’s importance as a destination for business as well as entertainment. This acquisition marks a significant expansion of its Las Vegas footprint, and the company looks forward to partnering with advertisers and agencies to deliver high-impact campaigns across the broader market.
Don Krueger , Vice President of Connell Outdoor Advertising, has joined New Tradition and will help grow the company’s Las Vegas presence while providing continuity for advertisers and property partners.
The acquisition brings together Connell’s more than 40 years in the Las Vegas market and New Tradition’s national platform. Connell’s longstanding relationships with hotels, entertainment venues, local businesses, and national advertisers have helped shape a portfolio rooted in the city’s growth and identity.
“We are proud of the business we have built and the relationships that have sustained it over the years,” said Mike Connell , owner of Connell Outdoor Advertising. “We wanted an operator that understood the value of these locations and the importance of serving our advertisers and property partners well. New Tradition brings that understanding, along with the resources and national relationships to take this portfolio into its next chapter.”
The portfolio gives advertisers the flexibility to pair landmark digital placements with broad static coverage across Las Vegas for product launches, conventions, live events, and ongoing brand campaigns. New Tradition’s team works alongside brands and agencies to identify the right locations, shape compelling ideas, and bring them to life across the market.
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