I-70 Corridor Enhancement Plan Enhancements/Chapter 5...The Bay Game, Maryland ... A comprehensive video of statewide attractions, cultural sites, and entertainment events ... River

Showcase Missouri Sign ProgramOne of the goals for enhancing the New I-70 Corridor is to show-case the best of what Missouri has to offer. The preliminary listof features to be considered for this showcasing effort is as fol-lows:

The tool proposed to communicate these features is a compre-hensive informational and educational signage program to"Showcase Missouri." This signage program could be modeledafter other programs throughout the country. Examples anddescriptions of a few are provided for reference.

The Bay Game, MarylandAn educational program for children and tourists to learn moreabout environmental, historical and cultural aspects of theChesapeake Bay in Maryland is called “The Bay Game”. Thegame book is published annually, and uses a cartoon pelicancharacter on temporary roadway signage surrounding the Bayfrom Memorial Day to Labor Day. Each sign contains the pelicancharacter and a unique number, which corresponds to numbersin a game book that is distributed at toll booths along U.S. Route50. These books are also available by contacting the MarylandDepartment of Natural Resources (refer to Figure V-1).

By referencing the numbers on the signs with information in thebook, participants can review information about that site or sub-ject. In addition, the book provides games and coupons from

BayGame sponsors. The program has been successful due tothe collaboration of Maryland State Agencies, Federal Agenciesand private corporate sponsors. Federal enhancement funding issupplemented by private corporate sponsors to make this pro-gram a reality.

The I&M Canal National Heritage Corridor, Illinois An educational program for this corridor was developed based on

a 75-mile driving tour using the back roads to canal towns, parks,trails and historic sites. A logo of a boy and mule is used on sig-nage and printed materials to represent the boys who workedlong hours tending the mules who pulled 150-ton boats down thecanal. Participants can "follow the boy and mule" along the trailwith wayfinding signage to learn more about the surrounding areaas well as thehistory of the canal.

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Lewis and ClarkGeology & MiningMissouri WildflowersEconomyAgricultureMineola HillHistoric TrailsAfrican American HeritageWetlands/Overton BottomsCivil WarBig Muddy National Wildlife along I-70Firefighter's MemorialUnique Ozark Landscape

RailroadsWhiteman Air Force BaseKaty TrailWine CountyUniversity of MissouriMissouri RiverState Tree, Bird, FlowerWildlife RefugePre-History of RouteInterstate SystemHistoric LanduseDaniel BooneShowplace for Historic BridgesEast to West History

Figure V-1 - Exhibit of Showcase Missouri Sign Program. Other examples are shown. 21

International Prairie Passage, Canada to MexicoThe International Prairie Passage extends from Canada toMexico, and is a program focused on preserving and restoringthe natural prairie and historic and cultural sites. These sitesextend from Minnesota, through Iowa, Missouri, Kansas,Oklahoma and Texas. Brochures, maps, interpretive signage andother informational materials are used to educate the publicabout this program.

All signage along the corridor displays a common logo indicatingthe location of Prairie Passage or Prairie Restoration sites. Moststates involved have secured federal enhancement funds withsome additional state funding to help with native seeding costsand brochures or other printed materials.

I-70 Signage ConceptsA strong and recognizable logo for the “Showcase Missouri”(Show Me Missouri) corridor program should be developed. Thislogo should be used consistently on all program signs and pro-motional materials.

A method for distributing the program information will also needto be developed. One alternative could include printing programinformation on all state maps. Other alternatives for distributioninclude creating an educational activity or game for children,which could be in the form of a booklet similar to the MarylandBayGame. These booklets could be available at rest areas andstate visitor's centers, or ordered through a state agency.

Signage throughout the corridor could use the "ShowcaseMissouri" logo and a system of numbers or symbols to allow trav-ellers to identify sites along the highway and match them withcorresponding information on maps or booklets. The programsigns could be displayed in a wide variety of ways. Optionsinclude installing unique "stand alone" signs, signs attached to astructure such as a bridge abutment or pier, or signs co-locatedon existing highway signs (refer to Figure V-1). It is important tocreate a consistent appearance and location to assist travellers ineasily identifying the signs. All State and Federal regulations regarding the placement of signs within highway rights-of-waymust be followed.

Incorporating Technology AlternativesTechnology could also play a role in this program. The use oflow frequency radio and transmitters strategically placed through-out the corridor could allow travellers to tune in and learn moreabout the “Showcase Missouri” program. Once within range ofthe point of interest, a pre-recorded audio program could be trig-gered to provide descriptions and information about specific fea-tures of the corridor. This technology could also be used tobroadcast traffic information to assist travellers in avoiding delaysdue to accidents, construction, or other incidents.

As technology continues to advance, more automobiles are inte-grating the use of wayfinding navigation programs as well asDVD players and entertainment systems. Future opportunitiesmay include creation of informational CD’s or DVD’s containingprogram information to further showcase unique Missouri sitesand features along the corridor. A comprehensive video ofstatewide attractions, cultural sites, and entertainment eventscould be produced to inform and educate residents and visitors.Travellers could match the numbered signs identifying the pointof interest with corresponding tracks on the discs.

These discs could be distributed in similar fashion to printedmaterials. All of this information could also be uploaded to statewebsites and made available to the public to allow individuals toprint or record the information on their own CD’s or DVD’s, thusminimizing and/or eliminating printing and distribution costs bythe state.

Funding AlternativesA program like this could provide opportunities for other parties toparticipate and benefit from collaborative implementation.Several of the example programs utilize federal enhancementfunds to offset some of their costs, which could be a viablesource of supplemental funding. Additionally, private sponsorscould be sought to purchase advertisements in booklets andprinted materials, radio broadcasts, or in supplemental informa-tion incorporated into the CD or DVD programs. These sponsorscould include tourism groups and destinations, local Chambers ofCommerce, hospitality and service providers, or perhaps large

corporate sponsors.

Preserving and Restoring Visual Quality Large portions of the existing corridor are dominated by a land-scape of billboard advertising, and are particularly prevalentbetween Kingdom City and Wentzville. These billboards have asignificant negative impact on the visual appearance and aesthet-ics of the corridor.

There are some areas though that are devoid of billboards due tofactors including the current land owner’s choice and MoDOTrestrictions on billboard placement.

The Mineola Hill area is an example of a current landowner inter-ested in preserving the scenic quality of the area by not allowingbillboards to be installed on their land. There are other areasadjacent to the corridor that have value worthy of preservationincluding, but not limited to, the Loutre River Valley, the MissouriRiver (Overton Bottoms), the Blackwater River crossing, theLamine River Valley and the Auxvasse Creek crossing. Efforts topreserve views to these and potentially other areas throughoutthe corridor should be explored further during the future enhance-ment design guidelines phase.

Scenic America defines the terms scenic and scenic resource asfollows:

Scenic - The composition of features that are regionallyrepresentative, associative or inspirational and these features are measured by their memorableness and distinctiveness of visual impression, their intactness andtheir unity.

Scenic Resources - The visual attributes of landscape that include features having natural, cultural, social, historic, archaeological and recreational significance; and views that are distinctly characteristic of a region.

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Consideration should be given to identifying methods for remov-ing and significantly reducing, if not eliminating, these billboardsfrom significant portions of the New I-70 Corridor. The new corri-dor is proposed to be much wider and will likely require existingbillboards to be purchased as part of the right-of-way acquisition.This could create a “clean slate”, representing an opportunity tosignificantly improve and restore the visual character of the newcorridor through use of creative and restrictive measures.

Current MODOT policy does not allow advertising, real estate orpolitical signs on state property including interstate right-of-way.A permit must be obtained for all outdoor advertising within 660'of the interstate right-of-way and visible from the national high-way system. All signage must also follow MoDot's guidelines forspacing and size restrictions as well as no flashing, intermittent ormoving lights. Changes to these policies are not presently antici-pated to be made in the near future.

Scenic EasementsOne method worthy of consideration for preserving and restoringthe visual character of the corridor is to acquire significant sceniceasements adjacent to the corridor. Scenic easements are oneway to protect views along the corridor and to prohibit develop-ment and billboards within close proximity to the roadway.Permanent easements can be donated by the property ownerand monitored by the grantee of the easement - in this caseMoDOT or another coordinating agency. These easements willbecome part of the property title and will transfer to each newowner of the property. Donating scenic easements can createtax benefits for property owners as well as create aesthetic bene-fits for those travelling the corridor.

One example of scenic easement acquisition in conjunction witha new corridor is the Ozark Mountain Highroad located just northof Branson, Missouri. In this case, easements approximately 650feet wide adjacent to the corridor were obtained in order to pro-hibit advertising signage adjacent to the corridor, thus preservingthe natural and scenic qualities of the surrounding landscape.

Scenic Byway DesignationAnother method worthy of consideration for preserving andrestoring the visual character of the corridor is to designate por-tions of the corridor as a scenic byway. The Scenic BywaysProgram is a nationwide program initiated through the IntermodalSurface Transportation Efficiency Act (ISTEA) in 1991. This actencouraged individual states to institute state scenic byway pro-grams.

The Scenic Byways Program was designed to recognize andsupport designation of byways related to six intrinsic qualities thatare considered representative, unique, irreplaceable, or distinctlycharacteristic of an area:

Archeological quality involves those characteristics of the scenicbyway corridor that are physical evidence of historic or prehistoriclife that are visible and capable of being inventoried and interpret-ed.

Cultural quality is evidence and expressions of the customs ortraditions of a distinct group of people. Cultural features include,but are not limited to, crafts, music, dance, rituals, festivals,speech, food, special events, and vernacular architecture that arecurrently practiced.

Historic quality encompasses legacies of the past that are dis-tinctly associated with physical elements of the landscape,whether natural or man made, that are of such historic signifi-cance that they educate the viewer and stir an appreciation of thepast.

Natural quality applies to those features in the visual environ-ment that are in a relatively undisturbed state. These featurespredate the arrival of human populations, and may include geo-logical formation, fossils, landforms, water bodies, vegetation andwildlife.

Recreational quality involves outdoor recreational activitiesdirectly associated with, and dependent upon, the natural andcultural elements of the corridor’s landscape.

Scenic quality is the heightened visual experience derived fromthe view of natural and man made elements of the visual environ-ment.

Interpretation of these intrinsic qualities involves making the emo-tional and intellectual connections between the meanings of theresource and the interests of the visitor.

Programs exist at both National and State levels to promote andsupport scenic byways. The following information related to sce-nic byway designations is referenced from the Missouri ScenicByways Program Manual as provided by MoDOT.

National Scenic Byways Program is a national effort to identify,promote, and manage a national system of highways and roadsthrough community efforts. In order to qualify for nomination as anational scenic byway or All-American Road, the byway must firstreceive official designation under the State Scenic BywayProgram.

All-American Roads must have national significance, meaning,that they must contain at least two of the intrinsic qualities thatare significant on a regional level, but are also recognized nation-ally as being unique or the most outstanding examples of theirkind.

National Scenic Byways must contain at least one intrinsic qualitythat has regional significance, which is defined as representativeof a geographic area encompassing two or more states.

Communities are encouraged to consider establishing a scenicbyway when the designation would meet the needs and interestof the involved communities. A byway should be conceived by,shaped and managed to serve the communities through whichthe byway passes.

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The benefits of scenic byway designation include:

1. Value of recognition by attracting attention to the intrinsicqualities of the area to signify its outstanding character.

2. Awareness of the significance of the area will generate inter-est in seeing and understanding the intrinsic features of theareas, thereby, increasing community recognition and the poten-tial of utilizing tourism as an economic development strategy.When a route is designated, it becomes eligible for federal scenicbyway funds for improvements such as interpretive centers, over-looks, and rest areas.

3. Communities may also use the designation as a source ofpride and to promote the quality of life of the area in an effort toattract new businesses. This development may involve commu-nity planning and development efforts such as main street proj-ects, community beautification, restoration projects, and otherefforts to enhance the community.

Management of the Missouri Byways program is accomplishedthrough MoDOT utilizing a Scenic Byways Advisory Committee(SBAC) and working with the various federal, state and local part-ners.

The uniqueness of a scenic byway is the story to be told alongthe route. This story may utilize a wide range of interpretivemethods and techniques, and can be told through the use ofbrochures, signs, audio/video recordings, publications, exhibitsand displays.

The sign program and technology ideas identified in this reportcould assist greatly in supporting a scenic byway program for theNew I-70 Corridor.

For more information on the National Scenic Byways Programcontact the National Scenic Byways Resource Center at 1-800-4-Byways.

Missouri Scenic Byway ExamplesThere are at least four corridors in Missouri that have been rec-ognized as State Scenic Byways, and could become models forsimilar designation efforts for the New I-70 Corridor.

Little Dixie Highway of the Great River Road NationalScenic Byway, Pike County, Missouri

Crowley’s Ridge National Scenic Byway, Dunklin County, Missouri

Cliff Drive State Scenic Byway, Kansas City, Missouri

Spirit of Kansas City Heritage Trail, Kansas City, Missouri

To support the “Showcase Missouri” enhancement goal, furtherconsideration of the scenic byway program should be included inthe future enhancement design guidelines phase of the project.

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