The Digital Signage Expo last week drew a record number of exhibitors, registrations and offered the most educational opportunities in its eight-year history. The event held at the Las Vegas Convention Center covered a broad spectrum of industries, including a heavy focus on lodging. More than 3,500 people attended the two-day event and once the audit was completed, the attendance figure was also expected to become a new high.

Many elaborate and interactive trade show booths displayed both hardware and software solutions specific for hotels looking to add or improve their digital signage offerings. The conference included seminars, live tours, workshops, roundtable sessions and theater presentations, many catering to the hotel industry.

“I highly recommend digital signage for any size property,” said Kevin Culp, director of information technology for Gaylord Entertainment, during a session titled “Using Interactive Technology to Direct and Inform. “People are information hungry, whether it be on smart phones or whatever technology. Customers are still looking for information and it’s very important to provide that no matter what size the property.”

The Gaylord Opryland in Nashville unveiled a digital signage program in November when the property reopened after massive renovations after floods forced it to close last May. The massive property now uses interactive digital signage to offer guests way-finding information and directions, outlet schedules and special event, area attraction and other general information.

Culp says it’s hard to measure a return on investment, but customer complaints are down since November and guest satisfaction scores are up. ”It’s the right thing to do for our customers,” Culp says.

Brent Rogers, director of digital services for PSAV and also on the panel, said prices could vary greatly for digital signage packages depending on the property’s size and its needs. “You don’t have to every feature and you can scale down the graphics,” he said. To what extent a property should use digital signage, Culp said, depends on the resources it has available, and regardless, it all comes down to “content, content, content.”

“You can have the best hardware and software, but it all depends on what content you put out there,” Culp added.

At the second annual awards dinner last Wednesday, the Swan & Dolphin Resort in Orlando won the Gold Apex Award, for innovative and compelling digital signage content. The JW Marriott Marquis in Miami took silver, while the Northern Quest Resort & Casino in Spokane, WA won bronze.

The Digital Signage Expo returns to Las Vegas next year from March 6-9.