By John Hagerty, Public Relations Specialist, Virginia Lottery

We have all seen it before; a jackpot sign at a lottery retailer displaying an out-of-date jackpot amount. Perhaps a clerk at the store forgot to update it. Maybe store managers are unaware of the current jackpot amount. Whatever the reason, a jackpot sign displaying an incorrect amount (or no amount at all) does not generate goodwill with players.

The Virginia Lottery is testing new signs that will make the manually changed signs at retailers obsolete. "An electronic jackpot pole sign at a retailer is an efficient way to ensure continuity of message," says Virginia Lottery Executive Director Penelope W. Kyle. "It is also one less thing for the clerk to worry about."

The signs, which measure 35-inches by 47-inches, are mounted outdoors at a retailer. They are updated in the same manner as the jackpot billboards that are so familiar on highways. Shortly after each drawing, the Virginia Lottery's data center contacts Sunshine Electronic Display Corporation with the amount of the estimated jackpot for the next drawing. Sunshine then sends a phone signal to each sign. The signals are received by devices on the signs (similar to pagers). The signs automatically update to show the correct jackpot - without a human hand needing to touch them. As a result, retailers do not need to worry about adjusting signs after drawings.

"We understand that some retailers just don't have time to ensure that the manually-changed jackpot signs are current after each drawing - especially during busy, high-jackpot times," says Kyle. "But displaying the correct information can mean the difference between a customer making the snap decision to purchase a lottery ticket or buying something else. It benefits the Lottery and the retailer to make sure the jackpot information is always current." The Virginia Lottery is testing a total of 64 electronic jackpot pole signs at 32 retailer locations. The majority of those signs are located at high-volume retailers.

This article originally appeared in Lottery Insights. Click here to download a PDF of this article.

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