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 – 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 300 Wisconsin businesses are currently enrolled in the TODS program.

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