ARLINGTON, TX — A legal battle is brewing in Arlington as Texas Live!, the sprawling entertainment complex in the city’s vibrant Entertainment District, has demanded that Fort Worth-based Noteboom Law Firm remove a billboard advertising a $63 million verdict against the venue. The billboard, prominently displayed on eastbound Interstate 30 near Beach Street in Fort Worth, touts the firm’s victory in a lawsuit stemming from a 2018 assault at one of Texas Live!’s bars, where a security guard’s actions left a man with severe brain injuries. The dispute, which centers on allegations of trademark infringement, has reignited tensions over the high-profile case and raised questions about free speech and corporate accountability.
A Verdict That Packs a Punch
The case at the heart of this controversy dates back to November 2024, when a Tarrant County jury awarded $63 million to a disabled veteran who suffered life-altering brain injuries after a security guard at a Texas Live! bar smashed a glass over his head. The plaintiff, represented by Noteboom Law Firm, argued that the entertainment complex failed to ensure a safe environment—a claim the jury upheld in its landmark verdict. The award, one of the largest of its kind in Tarrant County history, sent shockwaves through the region, spotlighting safety concerns at the popular venue near Globe Life Field and AT&T Stadium.
Noteboom Law Firm, a longtime player in personal injury law with a track record of securing multimillion-dollar verdicts, wasted no time amplifying the win. The firm erected three billboards along I-30, each boldly proclaiming the $63 million judgment against Texas Live!. But attorneys for Live! Holdings LLC, the company managing the property, argue that the advertisements infringe on their copyright by using the Texas Live! name and logo without permission. In a letter to the firm, lawyers called the billboard “false, or at the very least misleading,” noting that the verdict is under appeal, according to emails shared with the Fort Worth Star-Telegram [Web ID: 0].
Noteboom Fights Back with More Billboards
Chuck Noteboom, the firm’s founder, isn’t backing down. In a statement, he revealed plans to double the number of billboards from three to six, while patching over the word “Live!” to alter the signage. Noteboom also accused Texas Live! of threatening to pursue legal costs against the plaintiff, claiming the company is attempting to “ignore the verdict and tie it up on appeal on garbage grounds.” He further alleged that Texas Live! offered no settlement and issued “offensive threats” to his client, a disabled veteran who has endured significant hardship since the incident [Web ID: 0].
Texas Live!, for its part, has maintained that the 2018 incident was an isolated event involving a third-party security company. “Texas Live! is committed to providing a safe environment for its millions of visitors each year,” a representative said in a statement following the verdict, emphasizing their intent to appeal the ruling [Web ID: 0]. The complex, which opened in 2018 and hosts millions annually with attractions like live music and dining, has been a cornerstone of Arlington’s entertainment scene, but this dispute casts a shadow over its reputation.
A Broader Context of Accountability
This clash isn’t the first time Noteboom Law Firm has made headlines with its billboard campaigns. The firm has a history of high-profile advertisements, often spotlighting significant verdicts to draw attention to issues of negligence, such as a $3.3 million award in a 2012 sexual assault case against an apartment complex, as noted on their official website [Web ID: 12]. However, the Texas Live! case highlights a growing tension between legal advertising and corporate pushback, a trend seen elsewhere. In Philadelphia, personal injury lawyer ads have flooded public spaces, leading to debates over their impact on litigation and public perception, according to a recent PhillyMag article [Web ID: 16].
For Arlington, a city known for its family-friendly attractions like Six Flags Over Texas, the dispute raises broader questions about safety and accountability at major venues. The Entertainment District, which also includes the recently opened National Medal of Honor Museum, thrives on its reputation as a safe, welcoming destination. As this legal saga unfolds, it may prompt closer scrutiny of security practices across the district’s hotspots.
What’s Next for Texas Live! and Noteboom?
The billboard battle is far from over. Texas Live!’s appeal of the $63 million verdict could drag on for months, if not years, while Noteboom’s expanded billboard campaign signals a firm resolve to keep the issue in the public eye. Legal experts suggest the trademark infringement claim may hinge on whether the use of “Texas Live!” in the advertisement constitutes fair use under free speech protections, a debate that could set a precedent for similar cases in Texas, as noted in discussions around legal advertising on Law360 [Web ID: 10].
For now, Arlington watches as two heavyweights—Texas Live! and Noteboom Law Firm—square off in a fight that transcends a single verdict, touching on issues of justice, safety, and the power of public messaging.
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