In a recent article, a Pueblo, Colorado businesswoman discussed the importance of signage on tourism. It appears that despite the charm of the city, that its two major highways are just corridors for travelers to other parts of the state. The problem, according to the author of the Pueblo Chieftain article “Signage needed to pull in tourists”, is just that, a lack of signage that can encourage people to stop and take a look at Pueblo.
The Riverwalk Historic District had billboards from one side of town to the next and an attractions sign at a key exit, to draw people to the district. The effect was clear: people stopped and shopped – and brought much needed revenue to the city. Then, the magic stopped, when three years ago the signs were removed. As the signs came down, so did the foot traffic to the area, and the associated revenues and sales tax that had been such a boon to Pueblo’s economy.