"For anyone standing or driving by Highland Street at Walker Avenue, there should no longer be any mistaking what commercial district they're in.
A sign proclaiming the "Highland Strip'' now stands in bright red letters that are 6 feet high, 77 feet long and mounted high on the rooftop of the tight row of commercial buildings long known as a hangout for University of Memphis students.
And for the record, the font is slightly modified copperplate gothic.
Loeb Properties had Frank Balton Sign Co. install the letters on Friday. Loeb owns the two buildings underneath -- Whatever smoke shop and another space available for lease -- as well as other buildings the company has purchased on the Strip and in the University District over the past two years.
Neon outlines the inside edge of the letters, poised to be illuminated at night."