There are 40 rest areas across the State of Iowa. Soon, they could start looking more like billboards. The state just approved guidelines for corporate advertising at rest areas.
Right now, the only advertising you'll find at an Iowa rest stop are in the pages of the newspapers on sale outside. But within months, visitors who pull in to make a "pit stop" could get a greeting on behalf of a commercial business.
"I guess if it keeps them open and maintained it probably would be worth the investment," said Kristi Ferguson, a traveler from Iowa City.
This is great news for the businesses who win the bids, because roughly 16 million people stop at Iowa's highway rest areas every year. This is also going to be a huge relief for the Iowa Department of Transportation. The Iowa DOT spends $3.7 million every year keeping Iowa's rest areas in operation.
The idea is to attract bids from reputable businesses like tourist attractions, casinos, restaurants, and other commercial services. But Iowa DOT leaders realize there is a chance the highest bidders could be controversial groups.
In Virginia, PETA tried to sponsor a highway. The group's signage urges visitors not to go fishing, which angered some. In Georgia, the Ku Klux Klan is trying to adopt a highway. Many people in that state feeling uncomfortable with the possibility.
"I guess there would need to be screening on who the groups are," said Ferguson. "I don't know how you would go about doing that. I wouldn't want to go to the KKK rest stop so I'd probably pass that one by."
It's unclear right now how much money these sponsorships will generate, but the Iowa DOT is hoping for millions, which would help cover operating costs.
