Giant ladder outside The Diamond sends bold message about speeding in Richmond

RICHMOND, Va. (WRIC) — A towering yellow structure near The Diamond is turning heads, and that’s exactly what public safety officials want.

During a press conference on Friday, July 25, the Virginia Department of Motor Vehicles (DMV) partnered with Richmond city leaders to unveil a 54-foot ladder. It was installed as part of a statewide campaign to raise awareness about the deadly consequences of speeding.

The public display uses height as a visual metaphor to explain that falling from the top of the ladder mimics the impact of being hit by a vehicle traveling at 40 mph.

“It’s a powerful visual that makes the consequences of speed impossible to ignore,” said Brandy Brubaker, Director of Highway Safety Strategy for the DMV. “Our job as highway safety professionals is to find new ways of getting people’s attention, making an impression, helping people understand the consequences of their decision and influencing positive driving.”

The ladder display features mile-per-hour markings that each represent the increasing force of a collision.

“You see miles per hour ticked off... that demonstrates exactly what it would be like to push somebody off the tower or hit them with your car at that speed,” said Gerald Lackey, Commissioner for the Virginia DMV.

According to the DMV, 410 people died in speed-related crashes in Virginia last year. Ten of those fatalities happened in Richmond.

“Last year, Virginia State Troopers issued 64,000 speeding summonses,” said Colonel Matthew D. Hanley, Superintendent of the Virginia State Police.

City officials said the massive ladder is part of a broader push to make streets safer by improving road safety through enforcement and traffic calming measures.

“Speed cameras are now active in 13 of our school zones. Red light cameras are soon to be installed at 10 different intersections. Hundreds of speed tables and speed bumps have been added across neighborhoods,” said Lawson Wijesooriya, Chief of Staff for Mayor Danny Avula.

While the display may appear dramatic, officials said the message is simple -- slowing down saves lives.

“Every time you get behind the wheel, you are taking other people’s lives in your hands,” Lackey said. “Your need to get somewhere quickly does not outweigh somebody else’s need to have a life, a limb, a son or daughter.”

The ladder will remain on display at The Diamond through the weekend as the Richmond Flying Squirrels take on the Portland Sea Dogs.