Bill would allow attractions to be part of blue freeway signs

By Tom Sheehan

Tuesday, February 15, 2005 2:07 AM CST

MADISON - "Attractions" would be added to the list of items featured on the little blue road signs that assist motorists near intersections in finding gas, food, lodging and camping, under a bill introduced by Rep. John Ainsworth, R-Shawano, chairman of the Assembly's Transportation Committee.

But some details about which business would qualify for the program and who makes that determination have yet to be worked out under Assembly Bill 20.

Should the state allow businesses that operate attractions to have logos posted on signs within designated freeway right

of ways? The idea is to help motorists and tourist attractions across the state, said Chet Gerlach, a lobbyist for the Association of Wisconsin Tourism Attractions.

"We support more signage, and anything we can do to promote our attractions with motorists is a good thing," Gerlach said.

The bill offers its own definition of attraction, which "must have a primary purpose of providing amusement, historical, cultural, or leisure activities to the public, regional significance and adequate parking."

Further details could be worked out as the bill works its way through the legislative process, Gerlach said.

But AB 20 doesn't appear to explicitly grant DOT rulemaking authority, which concerns some transportation officials.

"I don't think there's a way to administer this program without administrative rules, said David Vieth, state highway operations director for DOT.

On top of providing more detail on the definition of "attraction," someone also would have to decide which attractions get priority because federal standards limit the number of information signs available, Vieth said.

Sorting out rules shouldn't be too difficult because some standards exist for the categories of gas, food and lodging, Vieth said. Existing information signs are offered on a "first-come-first-served" basis, but applicants must meet specific

standards regarding distance from the intersection and other criteria, Vieth said. The current program is available on designated stretches of state highways and most of the Interstate system except for Milwaukee County, where signs would be too numerous, Vieth said.

Adding about 50 attraction signs would cost about $8,000 a year, which would be recovered through fees on businesses that have signs - the same funding mechanism for the existing program, according to a fiscal note prepared by Vieth for AB 20.

The Outdoor Advertising Association of Wisconsin would like to have language about who qualifies for the signs in the bill match language that now regulates smaller directional signs located on private property close to freeways, said Janet Swandby, a lobbyist for the group.

"We would prefer to make it clear that the requirements are identical because then, if they're (an advertiser) approved for a blue-logo sign, they'd be approved for a private sign," Swandby said.

Ainsworth said he introduced the bill because the signs are useful tools for Wisconsin motorists.

"The idea is to give people the opportunity to enjoy what we have in Wisconsin without having to look around for it," Ainsworth said.

Special Offer: Get 5 Weeks of the Journal Times for $7!