Madison…..A law enacted recently will add “Attractions” with “Gas, Food, Lodging & Camping” categories for signs on certain highways should help the state’s tourism industry says Senator Dale Schultz..

Schultz helped pass the law that adds the Attractions category to the Specific Information Sign (SIS) program. SIS signs have blue backgrounds and usually have the name and logo for multiple businesses on a single sign.

Schultz helped win a provision allowing an attraction up to 30 miles off a highway to have an Attraction sign.

“It’s about driver expectation,” Schultz explained. “Drivers expect gas, food and lodging will be close to the road and that’s why the distance limit for those sign categories is just a few miles. For attractions, travelers know they may drive further to reach the destination.”

“The 30-mile limit makes sense, especially in rural regions,” Schultz said. “Interstate 94 is SIS designated and the Necedah National Wildlife Refuge in Juneau County is nearly 30 miles off the road in Juneau County. Refuge visitors want to see the home base for cranes learning to migrate with help from ultra-light aircraft and enjoy a myriad of flora and fauna. In Iowa County, The House on the Rock is within 30 miles of Hwy 18, also a SIS highway. The House on the Rock surely ranks among the most unique and original attractions on earth.”