By Jim Hunt for the News and Journal
When driving down the interstate in search of a restaurant or gas station, are you drawn to the
towering signs that beckon you to stop? Businesses clearly believe in their power, investing
millions of dollars in these colorful beacons to advertise their offerings. These signs are regularly
updated to reflect new logos or brand overhauls, ensuring they remain fresh and relevant. Iconic
symbols, like McDonald’s “Golden Arches,” don’t even need text to attract attention—they
communicate trust and familiarity instantly.
But what about a sign with lights burned out or missing letters? Does it send a subliminal
message that if they neglect their signage, their food preparation or services might also lack care
and attention? These small details matter because they reflect the values and priorities of the
business they represent.
Similarly, welcome signs in the 18,000 cities, towns, and villages across the country serve as an
important, yet often overlooked, economic development tool. As I travel the nation, one of the
first impressions I form of a community is based on its welcome sign. A well-landscaped,
thoughtfully designed sign suggests a safe, vibrant, and thriving city. Conversely, a neglected or
damaged sign can create a negative impression, much like the foreboding signs often depicted in
horror movies.
In my new book, The Entrepreneurial City-Building Smarter Governments Through
Entrepreneurial Thinking, I discuss how cities can embrace a business mindset to address
common challenges and seize opportunities. Welcome signs may seem like a small detail, but
they are a key example of how entrepreneurial thinking can transform perception and create a
lasting impact. When I interviewed city officials with outstanding welcome signs, they all shared
a common belief: these signs were more than just a greeting—they were an investment in their
city’s brand and identity. Many cited their signs as a critical factor in improving community pride
and attracting visitors and businesses alike.
A lot of cities seem to view the entrance to their cities as an afterthought, not worthy of much
attention or dollars. They put thousands of dollars into their Main Street or commercial plazas
but barely cut the weeds around their welcome signs. Yet, as these forward-thinking cities have
shown, a well-maintained welcome sign sends a clear message that the community cares about
its appearance and its people.
As cities, we need to look at welcome signs the same way that multi-billion-dollar corporations
do: as a smart investment. A vibrant, inviting sign can set the tone for everything that follows,
opening the door to opportunity, growth, and a sense of belonging. After all, when it comes to
your city’s future, it pays to roll out the welcome mat with style and purpose.