serial LCD problem (avrdude: stk500_getsync(): not in sync: resp=0x00)

im trying to get this LCD to work, and all i get is the "avrdude: stk500_getsync(): not in sync: resp=0x00". arduino uno r3. this is the display. http://www.nkcelectronics.com/16x2-Serial-LCD-Module-Amber-on-Black_p_349.html

The pins on the display are wired as such "pin1 connected to digital pin 1(tx), pin2 connected to ground, and pin3 connected to 5v. the orientation is lcd pins on top left when looking at the display from the front.

if i disconnect the digital pin 1 on the arduino the sketch will upload, but still doesnt work when i do hook it back up.

/*
  NKC Electronics 16x2 Serial LCD test

 16x2 Serial LCD pinout for UART serial communication
pin 1: RX
pin 2: GND
pin 3: +5V

connect pin1 to Arduino digital pin 1
connect pin2 to Arduino GND
connect pin3 to Arduino +5V

Default communication speed is 9600
 */

char ESC = 0xFE;

void setup() 
{ 
  Serial.begin(9600); 
  
  // Initialize LCD module
  Serial.write(ESC);
  Serial.write(0x41);
  Serial.write(ESC);
  Serial.write(0x51);
  // Set Contrast
  Serial.write(ESC);
  Serial.write(0x52);
  Serial.write(40);
  // Set Backlight
  Serial.write(ESC);
  Serial.write(0x53);
  Serial.write(8);
  
  Serial.print(" NKC Electronics");
  
  // Set cursor line 2, column 0
  Serial.write(ESC);
  Serial.write(0x45);
  Serial.write(0x40);
  
  Serial.print(" 16x2 Serial LCD");
} 

void loop() 
{ 
}

the verbose ouput

avrdude: Version 5.11, compiled on Sep  2 2011 at 19:38:36
         Copyright (c) 2000-2005 Brian Dean, http://www.bdmicro.com/
         Copyright (c) 2007-2009 Joerg Wunsch

         System wide configuration file is "C:\Program Files (x86)\Arduino\hardware/tools/avr/etc/avrdude.conf"

         Using Port                    : \\.\COM4
         Using Programmer              : arduino
         Overriding Baud Rate          : 115200
avrdude: Send: 0 [30]   [20] 
avrdude: Send: 0 [30]   [20] 
avrdude: Send: 0 [30]   [20] 
avrdude: Recv: 
avrdude: stk500_getsync(): not in sync: resp=0x00

avrdude done.  Thank you.

any hints would be greatly appreciated!

I would use the SPI interface to communicate with that LCD.

ieee488: I would use the SPI interface to communicate with that LCD.

The bugger is that I had this display working in this configuration at one point on a friend's arduino. I own two arduinos and I can't get it to work on either of them.