The 10x24 two-sided billboard recently installed by West Texas–based Look Outdoor next to J&M Caprock Café is the first of its kind along US 82 in Dickens, with two lighted sides and messaging exposed to 14,100 cars per week traffic count, according to information presented to the Spur Area Chamber of Commerce in June. With assistance of City of Spur hotel-motel tax funds to crosspromote Spur lodging, services, and business, Spur Hardware leased both sides of the board. “Proud of our new Spur hardware store,” “Awesome! Hometown!” and “We like it ...Thanks Jeremy” were a few of the social media comments noting the retailer’s new promotion.