Travel & Tourism

by Kristin Kubitschek

Call it a sign of the "tourism times."

Missouri motorists will soon be seeing a fifth logo, representing attractions, added to the state's federal highway road signs. The new logo is expected to assist motorists in locating area attractions, generating additional revenue for the local and state economy. On a blue background with white lettering and border, the current road signs bear the four existing logos which represent food, gas, lodging and camping.

The Missouri Department of Transportation (MoDOT) received approval from the Federal Highway Administration to be the eighth state to enter into the three-year "Specific Business Information Signs," or fifth logo, pilot program.

MoDOT administration anticipates the program's benefits will lead to it being fully implemented in all 50 states by the end of the three-year pilot period.

Sen. Roseann Bentley first introduced Senate Bill 519 two years ago, allowing for signage, called tourist-oriented directional signs, or TODS, on rural non-interstate highways. Seeing how the fifth logo program fit with her TODS bill, she added it to the original bill to help enhance the state highways' overall signage.

Missouri's travel industry supported Sen. Bentley's bill, taking an active and strong lead in lobbying for it. Bentley's bill never passed, but MoDOT picked up the fifth logo program, deciding that they could implement the project without legislation.

"As they became more aware of the amount of interest and potential value for the state, they made the decision to move forward without the legislation," Bentley said.

David Musser, traffic studies engineer for MoDOT, said this is a service for the states' motorists.

"We want to see if it is something they want and feel is useful." The addition of the attractions category will be indicated by a number of different logos as determined by an industry or the advertising organization.

For example, Musser said, "Area wineries might collaborate and choose to use a cluster of grapes to indicate a winery, or each independent winery could use a logo unique to that business." There is no nationwide standard which businesses would have to comply with.

"No money from construction or maintenance will be used to fund the program," Musser said. Qualifying organizations would contract with the state, paying the $750 per year, per direction, for each sign, and any additional cost for ramp signs.

To be eligible, each business must meet the following requirements: be located within 15 miles of the highway interchange (though attractions located at greater distances may be considered), maintain regular business hours consistent with that type of business, be open at least five days per week (including a Saturday or Sunday), provide public restrooms and telephones, have a minimum of 10 parking spaces, draw at least 5,000 visitors per year and meet MoDOT's definition of a tourist attraction.

After an organization purchases a logo panel, the panel will then be the property of the sponsoring organization, which could move it to other qualifying federal highway locations at its discretion.

Every six months, a survey of business owners and motorists will be conducted to evaluate the program's effectiveness based on changes in attendance and revenue, motorists' understanding of the sign and its usefulness to them, the number of businesses that can and do take advantage of the program, and the effect on the demand for outdoor advertising space.

Although the fifth logo program is well on its way, implementation of the tourist-oriented directional signs would still require legislative approval. Sen. Bentley is looking forward to reintroducing this part of her bill next year. She asks interested parties to inform their local leaders of the bill's potential impact.

Bentley said that enhancing the overall state highway's signage, "is extraordinarily important to the state."

In its fifth logo program application to the Federal Highway Administration, the state says that it is "exploring a TODS program." In other words, it's taking one step at a time.

If you have questions about the fifth logo program or other travel and tourism issues, please call the Convention and Visitors Bureau at 881-5300. To participate in the fifth logo program, you may call David Musser at MoDOT, 573-751-2088.

(Kristin Kubitschek is communications coordinator for the Springfield Convention & Visitors Bureau.)[[In-content Ad]]