V - Showcase Missouri Plan
I-70 Corridor Enhancement Plan
Showcase Missouri Sign Program
One of the goals for enhancing the New I-70 Corridor is to showcase the best of what Missouri has to offer. The preliminary list
of features to be considered for this showcasing effort is as follows:
Lewis and Clark
Railroads
Geology & Mining
Whiteman Air Force Base
Missouri Wildflowers
Katy Trail
Wine County
Economy
University of Missouri
Agriculture
Mineola Hill
Missouri River
Historic Trails
State Tree, Bird, Flower
Wildlife Refuge
African American Heritage
Pre-History of Route
Wetlands/Overton Bottoms
Interstate System
Civil War
Historic Landuse
Big Muddy National
Daniel Boone
Wildlife along I-70
Firefighter's Memorial
Showplace for Historic Bridges
Unique Ozark Landscape
East to West History
BayGame sponsors. The program has been successful due to
the collaboration of Maryland State Agencies, Federal Agencies
and private corporate sponsors. Federal enhancement funding is
supplemented by private corporate sponsors to make this program 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 signage and printed materials to represent the boys who worked
long hours tending the mules who pulled 150-ton boats down the
canal. Participants can "follow the boy and mule" along the trail
with wayfinding signage to learn more about the surrounding area
as well as thehistory of the canal.
The tool proposed to communicate these features is a comprehensive informational and educational signage program to
"Showcase Missouri." This signage program could be modeled
after other programs throughout the country. Examples and
descriptions of a few are provided for reference.
The Bay Game, Maryland
An educational program for children and tourists to learn more
about environmental, historical and cultural aspects of the
Chesapeake Bay in Maryland is called “The Bay Game”. The
game book is published annually, and uses a cartoon pelican
character on temporary roadway signage surrounding the Bay
from Memorial Day to Labor Day. Each sign contains the pelican
character and a unique number, which corresponds to numbers
in a game book that is distributed at toll booths along U.S. Route
50. These books are also available by contacting the Maryland
Department of Natural Resources (refer to Figure V-1).
By referencing the numbers on the signs with information in the
book, participants can review information about that site or subject. In addition, the book provides games and coupons from
Figure V-1 - Exhibit of Showcase Missouri Sign Program. Other examples are shown.
21
V - Showcase Missouri Plan
I-70 Corridor Enhancement Plan
International Prairie Passage, Canada to Mexico
The International Prairie Passage extends from Canada to
Mexico, and is a program focused on preserving and restoring
the natural prairie and historic and cultural sites. These sites
extend from Minnesota, through Iowa, Missouri, Kansas,
Oklahoma and Texas. Brochures, maps, interpretive signage and
other informational materials are used to educate the public
about this program.
All signage along the corridor displays a common logo indicating
the location of Prairie Passage or Prairie Restoration sites. Most
states involved have secured federal enhancement funds with
some additional state funding to help with native seeding costs
and brochures or other printed materials.
I-70 Signage Concepts
A strong and recognizable logo for the “Showcase Missouri”
(Show Me Missouri) corridor program should be developed. This
logo should be used consistently on all program signs and promotional materials.
A method for distributing the program information will also need
to be developed. One alternative could include printing program
information on all state maps. Other alternatives for distribution
include creating an educational activity or game for children,
which could be in the form of a booklet similar to the Maryland
BayGame. These booklets could be available at rest areas and
state visitor's centers, or ordered through a state agency.
Signage throughout the corridor could use the "Showcase
Missouri" logo and a system of numbers or symbols to allow travellers to identify sites along the highway and match them with
corresponding information on maps or booklets. The program
signs could be displayed in a wide variety of ways. Options
include installing unique "stand alone" signs, signs attached to a
structure such as a bridge abutment or pier, or signs co-located
on existing highway signs (refer to Figure V-1). It is important to
create a consistent appearance and location to assist travellers in
easily identifying the signs. All State and Federal regulations
regarding the placement of signs within highway rights-of-way
must be followed.
Incorporating Technology Alternatives
Technology could also play a role in this program. The use of
low frequency radio and transmitters strategically placed throughout the corridor could allow travellers to tune in and learn more
about the “Showcase Missouri” program. Once within range of
the point of interest, a pre-recorded audio program could be triggered to provide descriptions and information about specific features of the corridor. This technology could also be used to
broadcast traffic information to assist travellers in avoiding delays
due to accidents, construction, or other incidents.
As technology continues to advance, more automobiles are integrating the use of wayfinding navigation programs as well as
DVD players and entertainment systems. Future opportunities
may include creation of informational CD’s or DVD’s containing
program information to further showcase unique Missouri sites
and features along the corridor. A comprehensive video of
statewide attractions, cultural sites, and entertainment events
could be produced to inform and educate residents and visitors.
Travellers could match the numbered signs identifying the point
of interest with corresponding tracks on the discs.
These discs could be distributed in similar fashion to printed
materials. All of this information could also be uploaded to state
websites and made available to the public to allow individuals to
print or record the information on their own CD’s or DVD’s, thus
minimizing and/or eliminating printing and distribution costs by
the state.
Funding Alternatives
A program like this could provide opportunities for other parties to
participate and benefit from collaborative implementation.
Several of the example programs utilize federal enhancement
funds to offset some of their costs, which could be a viable
source of supplemental funding. Additionally, private sponsors
could be sought to purchase advertisements in booklets and
printed materials, radio broadcasts, or in supplemental information incorporated into the CD or DVD programs. These sponsors
could include tourism groups and destinations, local Chambers of
Commerce, hospitality and service providers, or perhaps large
corporate sponsors.
Preserving and Restoring Visual Quality
Large portions of the existing corridor are dominated by a landscape of billboard advertising, and are particularly prevalent
between Kingdom City and Wentzville. These billboards have a
significant negative impact on the visual appearance and aesthetics of the corridor.
There are some areas though that are devoid of billboards due to
factors including the current land owner’s choice and MoDOT
restrictions on billboard placement.
The Mineola Hill area is an example of a current landowner interested in preserving the scenic quality of the area by not allowing
billboards to be installed on their land. There are other areas
adjacent to the corridor that have value worthy of preservation
including, but not limited to, the Loutre River Valley, the Missouri
River (Overton Bottoms), the Blackwater River crossing, the
Lamine River Valley and the Auxvasse Creek crossing. Efforts to
preserve views to these and potentially other areas throughout
the corridor should be explored further during the future enhancement design guidelines phase.
Scenic America defines the terms scenic and scenic resource as
follows:
Scenic - The composition of features that are regionally
representative, associative or inspirational and these
features are measured by their memorableness and
distinctiveness of visual impression, their intactness and
their 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.
22
I-70 Corridor Enhancement Plan
Consideration should be given to identifying methods for removing and significantly reducing, if not eliminating, these billboards
from significant portions of the New I-70 Corridor. The new corridor is proposed to be much wider and will likely require existing
billboards to be purchased as part of the right-of-way acquisition.
This could create a “clean slate”, representing an opportunity to
significantly improve and restore the visual character of the new
corridor through use of creative and restrictive measures.
Current MODOT policy does not allow advertising, real estate or
political 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 highway system. All signage must also follow MoDot's guidelines for
spacing and size restrictions as well as no flashing, intermittent or
moving lights. Changes to these policies are not presently anticipated to be made in the near future.
Scenic Easements
One method worthy of consideration for preserving and restoring
the visual character of the corridor is to acquire significant scenic
easements adjacent to the corridor. Scenic easements are one
way to protect views along the corridor and to prohibit development and billboards within close proximity to the roadway.
Permanent easements can be donated by the property owner
and monitored by the grantee of the easement - in this case
MoDOT or another coordinating agency. These easements will
become part of the property title and will transfer to each new
owner of the property. Donating scenic easements can create
tax benefits for property owners as well as create aesthetic benefits for those travelling the corridor.
One example of scenic easement acquisition in conjunction with
a new corridor is the Ozark Mountain Highroad located just north
of Branson, Missouri. In this case, easements approximately 650
feet wide adjacent to the corridor were obtained in order to prohibit advertising signage adjacent to the corridor, thus preserving
the natural and scenic qualities of the surrounding landscape.
Scenic Byway Designation
Another method worthy of consideration for preserving and
restoring the visual character of the corridor is to designate portions of the corridor as a scenic byway. The Scenic Byways
Program is a nationwide program initiated through the Intermodal
Surface Transportation Efficiency Act (ISTEA) in 1991. This act
encouraged individual states to institute state scenic byway programs.
The Scenic Byways Program was designed to recognize and
support designation of byways related to six intrinsic qualities that
are considered representative, unique, irreplaceable, or distinctly
characteristic of an area:
Archeological quality involves those characteristics of the scenic
byway corridor that are physical evidence of historic or prehistoric
life that are visible and capable of being inventoried and interpreted.
Cultural quality is evidence and expressions of the customs or
traditions 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 are
currently practiced.
Historic quality encompasses legacies of the past that are distinctly associated with physical elements of the landscape,
whether natural or man made, that are of such historic significance that they educate the viewer and stir an appreciation of the
past.
Natural quality applies to those features in the visual environment that are in a relatively undisturbed state. These features
predate the arrival of human populations, and may include geological formation, fossils, landforms, water bodies, vegetation and
wildlife.
V - Showcase Missouri Plan
Scenic quality is the heightened visual experience derived from
the view of natural and man made elements of the visual environment.
Interpretation of these intrinsic qualities involves making the emotional and intellectual connections between the meanings of the
resource and the interests of the visitor.
Programs exist at both National and State levels to promote and
support scenic byways. The following information related to scenic byway designations is referenced from the Missouri Scenic
Byways 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 roads
through community efforts. In order to qualify for nomination as a
national scenic byway or All-American Road, the byway must first
receive official designation under the State Scenic Byway
Program.
All-American Roads must have national significance, meaning,
that they must contain at least two of the intrinsic qualities that
are significant on a regional level, but are also recognized nationally as being unique or the most outstanding examples of their
kind.
National Scenic Byways must contain at least one intrinsic quality
that has regional significance, which is defined as representative
of a geographic area encompassing two or more states.
Communities are encouraged to consider establishing a scenic
byway when the designation would meet the needs and interest
of the involved communities. A byway should be conceived by,
shaped and managed to serve the communities through which
the byway passes.
Recreational quality involves outdoor recreational activities
directly associated with, and dependent upon, the natural and
cultural elements of the corridor’s landscape.
23
I-70 Corridor Enhancement Plan
The benefits of scenic byway designation include:
Missouri Scenic Byway Examples
1. Value of recognition by attracting attention to the intrinsic
qualities of the area to signify its outstanding character.
There are at least four corridors in Missouri that have been recognized as State Scenic Byways, and could become models for
similar designation efforts for the New I-70 Corridor.
2. Awareness of the significance of the area will generate interest in seeing and understanding the intrinsic features of the
areas, thereby, increasing community recognition and the potential of utilizing tourism as an economic development strategy.
When a route is designated, it becomes eligible for federal scenic
byway funds for improvements such as interpretive centers, overlooks, and rest areas.
3. Communities may also use the designation as a source of
pride and to promote the quality of life of the area in an effort to
attract new businesses. This development may involve community planning and development efforts such as main street projects, community beautification, restoration projects, and other
efforts to enhance the community.
V - Showcase Missouri Plan
Little Dixie Highway of the Great River Road National
Scenic 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, further
consideration of the scenic byway program should be included in
the future enhancement design guidelines phase of the project.
Management of the Missouri Byways program is accomplished
through MoDOT utilizing a Scenic Byways Advisory Committee
(SBAC) and working with the various federal, state and local partners.
The uniqueness of a scenic byway is the story to be told along
the route. This story may utilize a wide range of interpretive
methods and techniques, and can be told through the use of
brochures, signs, audio/video recordings, publications, exhibits
and displays.
The sign program and technology ideas identified in this report
could assist greatly in supporting a scenic byway program for the
New I-70 Corridor.
For more information on the National Scenic Byways Program
contact the National Scenic Byways Resource Center at 1-800-4Byways.
24