Crews begin installing 34-story Super Bowl sign

Its size is obvious.

"A pretty powerful message I guess isn't it?  It is going to make a statement," said Scott Conwell. "It is going to be seen for quite a distance."

Some are not quite sure what to make of it. It is the newest and largest Super Bowl sign in the city, a 34-story Lombardi Trophy, a much larger version of the one given to this year's champion.

Anne Dunlavy of the JW Marriott said sign installers are up on scaffolding, almost non-stop, even on bitterly cold SNF windy days, to make sure the beacon of the big game is complete on time.

"We know our hotel, the JW Marriott, is visible, but we are excited about what they are putting on our building," said Dunlavy. "We want our locals to come out and check it out. It is going to be very exciting to see."

Right now, you can see the NFL shield and part of the football in the giant jigsaw puzzle. Before a sign goes up on the side of a large building, it is put on the cutting room floor. It is stretched out, rolled up, then put together to make sure it goes up for everyone to see.

"We are very fortunate, what we design, the world sees, especially during Super Bowl time," said Frank Hancock. "It is arguably the largest TV event there is, as far as magnitude of audience. We are real proud."

Sport Graphics signed a contract with the NFL to make the signs you will be seeing. About 1,000 in total. Sport Graphics President Frank Hancock said his staff has been busy, but things will get crazy Sunday night, when this year's championship match-up is set.

"There are a lot projects that are team-specific that we are geared up to produce," said Hancock.

The larger than life sign of the Lombardi Trophy is scheduled to be completed by next week.