ALTOONA, Iowa (AP) — A Des Moines suburb is renting out the light color display on the city water tower. The Des Moines Register reports that Altoona charges people $50 an hour for the display. They make selections from the LED lighting colors and some limited effects. Officials say it’s a unique way to mark birthdays, the sex of a newborn or wins by sports teams. The tower is visible throughout the city and can be seen from Interstate 80.

Altoona regularly lights the tower with colors marking special occasions and causes such as cancer awareness, holidays and sporting events. The city lists the causes behind the colors on its online calendar .