Marla Letizia was born January 17, 1953 and moved to Las Vegas, Nevada when she was two years old. She grew up in Las Vegas and was a former president of Congregation Ner Tamid, as well as a founding member of the board of trustees of the Meadows School in Las Vegas. Letizia founded Big Traffic Mobile Billboards in 2001 after leaving a successful broadcast journalism career to raise her two children. She met her husband, Tom Letizia, while working at KLAS-TV channel 8 as an assistant production manager.

Mindy Unger-Wadkins was born August 10, 1965 in Los Angeles, California, and her family moved to Las Vegas, Nevada two years later when her father, Joseph Unger, was relocated by his employer. At the age of twelve, after both her parents had passed away, she moved in with her brother Bob Unger and his wife, Aydie. While studying at the University of Nevada, Las Vegas, Unger-Wadkins took a clerk job based at Yucca Mountain, and was eventually hired as a full-time public relations officer.