Economic development, Tourist Oriented Directional Sign Program

The Tourist Oriented Directional Sign (TODS) Program provides signs with directional information for qualifying tourist-related businesses, services or activities. TODS supports the tourism industry’s effort to promote businesses and economic development in Wisconsin.

To qualify for a special blue and white sign, the major source of income for a business must come from visitors who do not live in the immediate area. The business also must be located within five miles of a state or US highway, but cannot have direct access to a state or US highway. TODS are prohibited on freeways and expressways and in most urban areas.

Businesses that qualify for TODS fall into five categories:

Gasoline - Open at least 12 hours per day, seven days a week and provide restrooms, drinking water and a public telephone
Food - Open five days a week from at least 10 a.m. to 7 p.m. and have at least 50% of gross receipts from food and non-alcoholic beverages
Lodging - Includes hotels, motels, resorts, boarding houses or bed and breakfast establishments with parking accommodations
Camping - Provides restrooms, drinking water and a public telephone
Tourist attraction - Open at least eight hours a day, five days a week for at least three consecutive months and provides restrooms and drinking water. The attraction must also be of significant interest to the traveling public.

The Legislature introduced, approved and directed WisDOT to develop guidelines for the self-funded program. No state or federal funds support the program. All administration, manufacturing and installation costs – 1 directional sign costs about $550 for 10 years - are paid by the applicants.

Role of tourist signs in economic development

Wisconsin is a tourist destination, with tourist-related businesses serving as the economic foundation for many Wisconsin communities. The TODS program in Wisconsin supports economic development in a number of ways:

Directing tourists to small businesses off the main roadways that provide food, service, lodging and activities;
Making it easy, safe and convenient for travelers to find their destinations; and
Branding the look of the signs for a common understanding and visibility among travelers.

About 350 Wisconsin businesses are currently enrolled in the TODS program.

Specific Information Sign (SIS) Program

Specific Information Signs (SIS) are designed to direct motorists to services located up to 5 miles from Interstate highways, freeways, and conventional highways. These facilities were designated by the legislature as of May 8, 1990, as Specific Information Sign highways.

Specific Information Signs may only include the following categories of motorist services and meet the following standards for the respective category:

Gasoline – Shall have vehicle services including fuel, oil, and water, shall provide restroom facilities and drinking water, and be in continuous operation for at least 16 hours a day, 7 days per week for freeways and expressways. For other highways, facilities are required to be in continuous operation for at least 12 hours a day, 7 days per week (provided automotive fuel is available under the emergency fuel allocation program) and provide a public telephone.
Food – Requires regular operation at least 5 days a week, opening for service no later than 10:00 a.m. and remaining open until at least 7 p.m. Also requires 50% of the gross receipts are from food and non-alcoholic beverage sales. Shall have licensing or approval where required, and provide a public telephone.
Lodging – Shall have licensing or approval where required; shall also provide adequate sleeping accommodations and a public telephone.
Camping – Requires adequate parking, modern sanitary facilities, drinking water, and licensing or approval where required.
Attractions – Shall have the primary purpose of providing amusement, historical, cultural or leisure activities to the public. Shall be of regional significance, and provide adequate parking to accommodate normal traffic volumes for the facility. Attractions cannot be identified on any supplemental signing or guidance sign on the same route as the specific information sign, and must comply with the laws concerning the provisions of public accommodations without regard to race, color, age, sex, or national origin, and laws concerning the licensing and approval of service facilities.

The SIS program is designed to be self-funded. Therefore, no state or federal funds support this program as the applicants pay all of the sign manufacturing and rental fees.

Fees for the display of business panels on SIS structures are as follows:

Mainline Panels: Rental rates are $30.00 per month ($1.00 per day)
Ramp Panels: Rental rates are $10.00 per month ($.33 per day)
Conventional Highway Panels: Rental rates are $20.00 per month ($.66 per day)

The SIS Program for the State of Wisconsin was the second national logo sign program to be privatized. Derse is the only private contractor in the country that uses its own production staff and equipment (only assisted by sub-contractors when needed). Using Derse employees for production ensures high quality gained through total control during all phases of the program. This is the primary reason Wisconsin’s SIS program is recognized as a quality program throughout the country. Wisconsin’s SIS program was designed to be “fair” to all potential consumers, regardless of location or size of business. Derse has worked closely with WisDOT to provide signage for the most qualified businesses while always keeping motorists and tourists in mind.

For more information, see WisDOT's directional and information signs Web site, or contact John Noll.

Example of a tourist oriented directional sign

Related information:

Directional and informational signs