Tom Warne Report, 27 August 2013
PHOENIX – Businesses in Arizona’s urban areas may soon have a new perk that has only previously been available to the rural regions. The state Department of Transportation is going to begin installation of the white with blue signs located near exits that inform travelers of the services available, and include the merchant’s logo. These signs will not be offered as a service to businesses, however, will be included for a fee.
The fees are not going to be a flat rate, however. With a limited number of signs for each exit, and limited spaces on each sign, ADOT will award the slots to the highest bidder. Win Holden, who is running the program, said the set up will be a win-win for both merchants to attract business and to motorists looking for services.
The one benefiting the most could actually be ADOT, which is relatively new to the logo business. The state is expected to bring in $2.3 million from the signs in rural areas. Once the urban signs are up, that number could increase to $10 million a year. Funds will go toward road work throughout the state.
For the past 20 years, the state has hired Arizona Logo Sign Group, a private company, to contract with businesses for the on-highway signs in rural regions. A prohibition, that was repealed four years ago, had prevented the state from making money on signs on the rights of way of state roads.
Holden, who is also the publisher of ADOT-run Arizona Highways magazine, said how many businesses are interested in the urban areas is not yet known. The first test will be on the Route 101/Agua Freeway and Indian School Road. He said merchants nearby have until later this month to submit their bids.
