Editors Note

Over the years, I’ve made a lot of mistakes in this business—but few were as costly as this one: treating live events like advertising jobs. I didn’t know any better at the time. A client wanted to play a video at a fundraiser? Great—same truck, same screen, same hourly rate. What I didn’t realize is that I was leaving thousands of dollars on the table every single time.

See, event clients aren’t buying impressions. They’re buying experience. And when you show up with an LED truck that enhances the energy of a tailgate, a corporate movie night, or a city festival—you’ve become the main attraction. That’s worth more. A lot more. And it took me years to understand just how big that opportunity really is.

In this issue, I’m sharing what most new MDB operators don’t realize about event pricing—and how you can start turning single-day rentals into $3K–$5K wins. I’ll also explain why this model can not only coexist with your shared route, but it is an important part of the Total360 Local Model that we train.

Let’s flip the switch on this revenue stream.

M.D.B. Startup Focus

After more than a decade in this business, one of the most expensive lessons I’ve learned—both from my own experience and watching others—is that most LED truck operators are dramatically undercharging for event rentals. They treat live events like they’re just another version of advertising, simply plugging in a new video file and showing up with the truck.

But these are two completely different business models. And if you treat them the same, you’ll never unlock the true income potential that event work can provide.

Advertising is about repetition and visibility. Events are about experience and execution. And because of that, the value you deliver—and the expectations you have to meet—are on a completely different level. It’s why video wall rental companies regularly charge $8,000–$10,000 for a single-day event. They know they’re not just bringing gear—they’re delivering the tech backbone for the event.

That’s the opportunity. If you can provide a high-quality screen, solid sound, basic A/V capabilities, and show up like a pro, you can offer these clients a premium experience for a fraction of the traditional cost—and still earn a much higher margin than you’d ever make running ads.

Events Aren’t Ads—They’re a Whole Different Product

Live events require a totally different approach from your daily ad model. When you sell advertising, you’re selling rotation, reach, and frequency. Your pricing is tied to hours and impressions. But when you show up to an event, the screen isn’t just broadcasting—it’s a central part of the experience.

You’re no longer selling based on how many people pass by. You’re selling based on how the screen enhances the moment for everyone there.

And that means the expectations shift. Clients expect you to be there early. They expect everything to work without issues. They may want video loops, live streams, slide decks, music, or sponsor reels. If the event kicks off at 6:00 PM, they expect you to be set up by 4:30 and ready to troubleshoot anything.

That prep, that pressure, and that responsibility is why A/V companies charge what they do. And if you’re offering similar outcomes, you need to charge accordingly.

The Best Niche: Underserved Events With Mid-Level Budgets

Most of the biggest A/V companies chase massive concerts and stadium shows. That leaves a wide-open opportunity for events that still have good budgets but aren’t looking to spend $10,000 on a screen.

These aren’t backyard birthdays. These are community and corporate events that want something impressive but manageable.

Some of the best opportunities I’ve found include:

• Corporate Movie Nights: These are often client appreciation events, employee family nights, or sponsored community engagements.

• College Football Tailgates: In many cases, these are booked by corporate sponsors or the university itself—not individual fans.

• 5Ks and Marathons: Organizers use the screen for pre-race loops, sponsor promotion, countdowns, and post-race entertainment.

• Concerts and City Festivals: LED screens can be used for performer intros, sponsor loops, live feeds, or schedules.

These clients often have $2,500–$4,500 to spend on a screen, but want to avoid the complexity of full-scale A/V production teams. That’s where your mobile billboard comes in—providing a high-quality experience, delivered locally, at a better price point than traditional alternatives.

Be Ready to Deliver—Not Just Show Up

One of the biggest disconnects in the operator mindset is assuming that the client will supply everything and just plug into your truck. While that might be true for some jobs, most clients expect you to handle at least some of the A/V responsibilities.

That means you need more than just the screen.

At a minimum, you should be prepared to:

• Provide loud, clean sound—especially for movie nights or any event with music or speaking.

• Play back multiple formats—videos, slideshows, sponsor loops, streaming content, DVDs.

• Offer setup support and be on-site early to test and troubleshoot.

• Handle switching between content sources (loop > live feed > back to loop).

• Work with their timeline, parking access, and event flow.

You don’t need to be a professional A/V technician. But if you’re going to charge premium pricing, you do need to provide a premium experience. At the very least, get familiar with the basics—or have someone on call who can help you handle the technical side when needed.

How to Price Events the Right Way

This is where most operators get it wrong. They charge $125 or $150 an hour—same as their route pricing—without factoring in the unique value and labor involved in delivering a smooth event experience.

That hourly mindset doesn’t work here. This is a custom, one-time-use, high-touch engagement. You need to price accordingly.

For most markets, I recommend:

• Half-Day Rental (4–5 hours): $1,500–$2,500

• Full-Day Rental (8–10 hours): $2,500–$4,500

• Sound System Upgrade or Add-Ons: +$250–$750

• Custom Content Setup: +$150–$500

• A/V Technician On-Site: +$500

• Evening Setup or Early Access Load-In: +$500–$1,000

This puts you in a sweet spot: well below the $8–10k range of full A/V firms, but well above the cost of advertising. And when you deliver, clients are usually thrilled with the outcome—and quick to refer you for the next event.

When to Add a Trailer

The truck is the best way to break into events. It gets attention. It’s turnkey. It doesn’t require as much of a learning curve. But once you start getting consistent bookings, you’re going to feel the tension between your event work and your route advertising schedule.

That’s when it’s time to invest in a trailer.

A trailer solves several key problems:

• The screen raises up in the air above the crowd and rotates to get the perfect angle.

• It can be staged ahead of time—no driver required during the event.

• It doesn’t interfere with your route schedule or advertising clients.

• It opens up multi-day or late-night events that aren’t a good fit for your truck.

• The cost of ownership is much lower than a LED truck, and most of the labor is already done when it’s parked.

• Job margins are often 90%+.

If you plan to make event rentals a real part of your business, having a dedicated trailer allows you to do it without compromising your ad revenue model. It’s one of the smartest scaling moves you can make once you have a few solid clients locked in.

Here is an example of an event focused LED trailer. This one is available for sale at Legion LED Trucks (click picture to view listing).

Where to Start: Movie Nights and Tailgates

If you’re brand new to event rentals, I recommend starting simple.

• Launch with corporate movie nights—easy to explain, high perceived value, and a format most people understand. Offer the full experience for $1,600 including content playback and audio.

• After that, go after football tailgates—especially during college season. These are short-duration events but often command a higher price because of brand involvement and urgency.

Start by partnering with a local business or sponsor to run your first event at cost. Capture video, get testimonials, and use it to market future opportunities. One event can easily lead to three or four more

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LED Truck Financing Options

Financing Options: Lease Your LED Truck with Currency

I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.

Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:

• Lease a $150,000 truck for $4,665/month on a 36-month term or $3,626/month on a 48-month term.

• A $200,000 truck can be leased for $6,221/month on a 36-month term, $4,835/month on a 48-month term, or $4,007/month on a 60-month term.

• Payments can be customized based on your needs, with turnback options at the end of the lease.

To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.

This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!

Bonus Content

Equipment For Sale

Looking for a dependable starter truck to launch your mobile digital billboard business? We’ve got several nearly identical units available, all built on 2015 GMC Savana chassis with four P4-resolution LED screens—one on each side, plus front and rear. These are workhorse trucks that were used in real-world campaigns and are perfect for operators looking to get into the business at an affordable price point.

Each truck runs strong with mileage ranging from 120k–200k, and prices start at just $75,000. Whether you’re starting your first route or adding a second unit for special events and overflow jobs, these trucks are proven performers and offer a great entry-level opportunity with reliable LED display power on all sides.

Full inventory at www.LEDtrucks.com