LEBANON, Missouri- The Lebanon Laclede County Route 66 Society says an Interstate 44 billboard “to showcase Route 66 attractions in Laclede County” was approved Tuesday night by the Lebanon City Council.
The council approved a one-year lease with The Lamar Companies, which will install and maintain by 20×40 billboard. Total cost is $8,100, with payment from the city’s “Tourism Fund 40.”
The billboard will be at the 134.4 mile marker – about seven miles east of Lebanon – facing eastbound to catch traffic heading toward Springfield from St. Louis.
“Sign is on the right hand side of the road with illumination at night and is in a prime location,” tourism director Nicole McGinnis wrote in a proposal for the council.
McGinnis explained: “Previous billboards were done through the coop marketing with the state that, under the guidelines, had to be at least 50 miles from the location being advertised. It was not effective marketing with travekers often forgetting what they saw 50 miles prior to the exit.
“With this billboard and future billboards, we hope to pull travelers off the interstate showcasing our attractions closer to the exits.”
The city’s Tourism Advisory Committee recommended the billboard agreement at its Aug. 8 meeting.