How to waste a lot of money lesson #1. Place a billboard at one of the busiest intersections in the city and do not mention the name of the business. Oh, and make the location so small you can’t read it.

Notice: the folks sitting at the light have their back to the board.

The folks facing the board are too far away to really read it, as well as busy navigating the scary intersection or managing the confusing bridge that has various off ramps.

And when curiosity finally gets the best of the passenger in the car and she takes a photo and enlarges it, we still do not know exactly what is being advertised.

Except that Indianapolis has outdoor gear… somewhere… all in one place (the Castleton Mall if you look close enough at the blown up photo.)