The Niagara Falls, Canada skyline is pretty impressive. With tall hotels overlooking the falls, there’s nothing quite like it. While I’m American, I admit that the US side is pretty drab and depressing. But when you stay at a hotel in Niagara Falls, Canada, one thing captures your attention. And I’m not talking about the falls itself.

Seneca Niagara, right across the bridge in Niagara Falls USA, installed their giant video display back in 2012. The display is strategically placed so that it faces Niagara Falls, Canada. That means if you’re staying at any of the big hotels that face the falls, the thing that captures your attention first is a giant billboard advertising what’s happening at the US casino.

Visitors to Niagara Falls, Canada have come to associate the Seneca Niagara Casino as part of the Niagara Falls skyline. But the truth is, it’s not. It’s one of the only tall buildings on the US side and it obviously competes with the Canadian casino. Now Canada is striking back.

Fallsview Casino is replacing their iconic but slightly boring vertical “Casino” sign with a 13-storey LED display that can advertise all sorts of things. The sign will rise above the falls and be visible to those on the US side as well as those touring the Canadian falls.

This is a smart move. Aside from just advertising concerts, poker tournaments, and the likes, Fallsview Casino could use the LED billboard to promote that the US dollar goes a lot farther up north. At the time of publication, $1 US was worth about $1.25 Canadian, so staying north wouldn’t cost you as much. Sure, that means you’d win less because you put down less to begin with, but when it comes to things like dining and shows, the low loonie is a big deal.

While economically this is a good advertising move, some argue that the sign will only add to the cheese factor that Niagara Falls is famous for. Clifton Hill, the street with fun houses, mazes, wax museums, and all sorts of kitschy stuff is pretty touristy, but the area where Fallsview Casino sits tends to feel a bit classier. With the LED sign, that could soon change.

If you’re concerned about other hotels creating their own signs and making Niagara Falls look a little too Las Vegas-esque, don’t be. Fallsview Casino required the approval of City Hall to install the sign. We can’t see the city approving more LED signs, but stranger things have happened. After all, Niagara Falls is home to its own Ripley’s Believe It Or Not museum.


Simon is an overactive gambler and the Staff Writer here at Silver Oak. He loves casino bonuses, online slots, and using the em dash too often. Currently, he rests his typing hands in Vancouver, Canada.