The big deal did not have anything to do with this billboard in Portland, Oregon or its message. It had everything to do with my purchase of a recumbent trike, which took place below the billboard.

At street level is a bike shop that used to be known as Coventry Cycle Works. In March 2015 it became RecumbentPDX. It was there in 2013 that I bought a full-suspension ICE Adventure recumbent trike.
The "big deal" refers to the cost of the trike.

I took this picture when I first visited Coventry Cycle Works to take a test ride on a trike. Immediately after that test ride I ordered a trike. Two weeks later I picked it up. The test ride and the first post-purchase ride were both taken close to the bike shop, in a residential neighborhood called “Ladd’s Addition,” a place of quiet, tree-lined streets.

My trike was made by Inspired Cycle Engineering (ICE), a company in England.