Posted July 23, 2025

Media Advisory

What: The Virginia Department of Motor Vehicles (DMV) and the City of Richmond will hold a press conference to unveil a striking new public safety display: a 54-foot bright yellow ladder at The Diamond. The ladder—paired with a dramatic video of a professional climber scaling it—visually demonstrates the devastating impact of speed in crashes. A pedestrian hit by a car traveling 40 mph experiences the same force as a fall from the top of the ladder. 

This bold display serves as the centerpiece of a statewide effort to raise awareness about speed-related fatalities, which claimed 410 lives in Virginia last year — including 10 in the City of Richmond. The event is part of a coordinated speed awareness initiative across jurisdictions in National Highway Traffic Safety Administration’s Region 3. 

When: Friday, July 25 at 10 a.m.

Where: The Diamond
3001 N. Arthur Ashe Blvd., Richmond, VA 23230

Parking: Media is allowed to park on the red lot which is located at the entrance off Arthur Ashe Boulevard adjacent to Arthur Ashe Center.

Who:

• W. Sheppard Miller III, Virginia Secretary of Transportation
• Gerald Lackey, Commissioner for the Virginia Department of Motor Vehicles 
• Brandy Brubaker, Director of Highway Safety Strategy for the Department of Motor Vehicles
• Colonel Matthew D. Hanley, Superintendent of the Virginia State Police
• Lawson Wijesooriya, Chief of Staff for City of Richmond Mayor Danny Avula
• Andrew Beton, City of Richmond Councilmember and member of the City’s Safe and Healthy Streets Commission

Visuals:

• 54-foot tall ladder display with injury impact markers
• On-site interviews available

Background: Richmond, a Vision Zero city, has implemented multiple traffic safety measures including increased speed enforcement, school zone safety cameras, and the construction of 200 speed tables citywide over the past year. This campaign supports the city’s mission to eliminate traffic deaths and serious injuries.

This ladder was created through a local Richmond collaboration—conceptualized by Two Tango Collaborative, designed by Barker Designs, and is being built by BrandSafway Scaffolding Systems, with video production provided by Advanced Visual Production.

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