Tourist-oriented directional signs
Wis. Stat. § 86.196
in effect(1) In this section:
(a) “Tourist-oriented directional sign” means a sign providing identification of and directional information for tourist-related businesses, services or activities.
(b) “Tourist-related business, service or activity” means a business, service or activity the major portion of whose income or visitors is derived during the normal business season from motorists not residing in the immediate area where the business, service or activity is located.
(c) “Urban areas” means the areas located within the urban area boundaries contained in the January 1, 1989, document prepared by the department in cooperation with the federal highway administration and entitled “Urban Federal Aid Systems”.
(2) The department shall establish by rule standards for tourist-oriented directional signs. The rule shall conform to federal standards for tourist-oriented directional signs adopted under 23 USC 131 (q) and with the manual of uniform traffic control devices adopted by the department under s. 84.02 (4) (e). The rule shall include all of the following:
(a) Criteria for eligibility for signing.
(b) Criteria for limiting or excluding businesses, services and activities that maintain signs that do not conform to requirements under s. 84.30.
(c) Provisions for fees to cover costs of sign manufacture, erection and maintenance to be collected through a permit system.
(d) Provisions specifying sign design and composition.
(f) Criteria for determining when to permit advance signing.
(g) Criteria for determining when to permit signing for facilities that are not located on a crossroad of a highway upon which tourist-oriented directional signs are permitted.
(h) Criteria for signing at at-grade intersections of expressways.
(i) Provisions specifying conditions under which the time of operation of a business, service or activity is shown.
(j) Provisions for covering or removing signs during off seasons for businesses, services and activities operated on a seasonal basis.
(k) Provisions specifying the maximum number of signs permitted per intersection.
(L) Provisions for limiting the number of signs and for establishing information centers when the number of eligible sign applicants exceeds the maximum number of tourist-oriented directional signs permitted.
(m) Provisions to integrate specific information signs erected under s. 86.195 with tourist-oriented directional signs erected under this section.
(3) Upon the request of any person, a local authority that has adopted an ordinance permitting the erection of tourist-oriented directional signs may authorize their erection within the right-of-way of any highway under the jurisdiction of the local authority, except that tourist-oriented directional signs may be erected only outside of urban areas and not within the right-of-way of a freeway or the right-of-way of any highway designated in s. 86.195 (2) (ag) for specific information signs. No tourist-oriented directional sign may be erected unless it is erected in compliance with rules promulgated by the department for such signs.
(4) The department may contract for the erection, installation and maintenance of tourist-oriented directional signs within the right-of-way of any highway under the jurisdiction of the department, except that tourist-oriented directional signs may be erected only outside of urban areas and not within the right-of-way of a freeway or the right-of-way of any highway designated in s. 86.195 (2) (ag) for specific information signs. No tourist-oriented directional sign may be erected unless it is erected in compliance with rules promulgated by the department for such signs.
(5) A tourist-related business, service or activity may not be located more than 5 miles from the highway on which the tourist-oriented directional sign for that business, service or activity is erected.
(6) Notwithstanding any eligibility criteria established under this section and rules promulgated under this section, the department shall install and maintain, on I 94 in Milwaukee County, 2 signs meeting the specifications under this section and rules promulgated under this section. One sign shall be viewable from the northbound lanes of I 94 and shall be located between Rawson Avenue and College Avenue. The other sign shall be viewable from the eastbound lanes of I 94 and shall be located in the proximity of the Waukesha County line. Both signs shall highlight lakefront attractions in the city of Milwaukee and shall include information about the Milwaukee Art Museum, the Betty Brinn Children’s Museum, Discovery World, Summerfest, and the Milwaukee County War Memorial.
Source: WI Statutes (Official Site)URL: https://docs.legis.wisconsin.gov/document/statutes/86.196Fetched: 10/7/2026