The white tents dotting the terminal. The raging mustang with seemingly glowing red eyes. And, now, a massive electronic welcome sign greeting drivers entering and leaving the airport highlight the list of iconic symbols associated with the Denver International Airport.

The new, already-installed sign includes a 1,000-foot stretch of LED-light poles and screens forming a spectrum of moving light in the median of Peña Blvd., the Denver Post notes.

It’s a unique first impression for airport visitors, officials say, and something the airport has been lacking, airport spokesperson Heath Montgomery told CBS4.

The sign is impressive to look at, but it is the cost that’s raising eyebrows.

DIA was to share the $14 million cost – as well as revenue from ads displayed on the sign – with Panasonic, but the Denver City Council voted Monday to amend the contract. The city will now foot $11.5 million in costs, instead of $7 million, for the sign.

Since Peña Blvd. falls under federal restrictions, DIA is limited in its advertising options and that throws a wrench into the agreement, CBS4 explains.

“That National Highway System designation means we are limited to the type of advertising we can do on those signs to what’s called ‘On-premises advertising’ or things that are at the airport,” Montgomery said.

The Department of Transportation says the roadway has been designated as such since the early 2000s, but Montgomery says it was surprise to them.

Under the amendment, DIA will retain all of the ad revenue. Panasonic will still be responsible for above ground construction, content management and operations and maintenance according to the city. The airport is working with lawmakers to remedy to highway designation issue.