New Tradition, a leading independent out-of-home media company known for landmark media in iconic, high-traffic locations, today announced its acquisition of 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.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261103787928/en/

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.

“Las Vegas is a city where brands come to make an impression, and that opportunity begins well before someone reaches the Strip,” said Bret Richheimer, Chief Operating Officer of New Tradition. “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 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.

About New Tradition

Founded in 2010, New Tradition is one of the fastest-growing out-of-home media companies in the United States and a leading independent operator of large-format digital and static media. With a portfolio of iconic, high-traffic locations across major U.S. markets, New Tradition puts brands at the center of urban life and the cultural moments that capture people’s attention. Working alongside brands and agencies, the team brings bold new ideas to what out-of-home can be, combining standout media and live experiences to create new ways for brands to show up. From strategy through execution, they bring ambitious ideas to life and create work that people notice and remember. Today, the company spans sixteen U.S. markets: New York, Los Angeles, Boston, Chicago, Washington, D.C., Nashville, Miami, Atlanta, San Francisco, Detroit, Seattle, Baltimore, Portland, Las Vegas, Austin, and San Antonio.

Media gallery

About The Author
Business Wire