Chapter Trans 200

Trans 200.06(1)(k) (k) When there are more business signs requested than the number that may be permitted, the businesses with existing permitted signs shall have priority; then the businesses that are nearest the through federal-aid primary or secondary highway shall have next priority. At double-exit interchanges, the distance shall be measured separately for each pair of double exits, and the shorter distance shall determine priority.

Trans 200.06(1)(L) (L) Any business sign for a motorist service operated on a seasonal basis shall be removed or covered during off seasons.

Trans 200.06(1)(m) (m) No business sign, brand, symbol, trademark or any other message may be erected or maintained that resembles any official traffic control device or railroad sign or signal.

Trans 200.06(1)(n) (n) No business sign may be erected or maintained that does not meet the department’s specifications.

Trans 200.06(1)(o) (o) No business sign may be erected or maintained that has an objectionable appearance as determined by the department due to vandalism, fading, deterioration or other causes.

Trans 200.06(1)(p) (p) No business sign may be erected or maintained for a motorist service that does not fulfill the service requirements of s. 86.195 (3), Stats.

Trans 200.06(1)(q) (q) No business sign may be erected or maintained by any applicant for the sign.

Trans 200.06(1)(r) (r) No business sign may be erected or maintained that fails to conform with s. 86.19, 86.191, 86.195 or 346.41, Stats., or rules interpreting and implementing these statutes, as determined by the department.

Trans 200.06(1)(s) (s) No business sign may be erected or maintained that fails to conform with Wisconsin statutes or federal statutes.

Trans 200.06(1)(t) (t) No business sign may be erected or maintained in violation of an order of the department or any court of competent jurisdiction.

Trans 200.06(1)(u) (u) No business sign may be erected or maintained for any business that fails to conform with all applicable laws concerning the provisions of public accommodations without regard to race, religion, color, sex, sexual orientation or national origin.

Trans 200.06(1)(v) (v) Sign removal shall not be stayed by filing any appeal of the department’s decision or order to remove a sign.

Trans 200.06(1)(w) (w) Sign removal shall not affect a sign requestor’s liability for any unpaid fees, interest and costs of collection as determined by the department.

Trans 200.06(2) (2) Services permitted. The motorist services for which the department may authorize the erection and maintenance of business signs on specific information signs within a highway are limited to “GAS,” “FOOD,” “LODGING,” “CAMPING” or “ATTRACTION” in accordance with s. 86.195 (3), Stats.

Trans 200.06 Note Note: The 36 highway segments currently (2005-06) designated as eligible for these signs are shown on the map in ch. Trans 200 Appendix A.

Trans 200.06(2g) (2g) General requirements for “attraction” eligibility. To qualify for display on a specific information sign as an “ATTRACTION,” a business shall meet the following criteria:

Trans 200.06(2g)(a) (a) Have the primary purpose of providing amusement, historical, cultural or leisure activities to the public.

Trans 200.06(2g)(b) (b) Be of regional significance.

Trans 200.06(2g)(c) (c) Provide adequate parking to accommodate normal traffic volumes for the facility.

Trans 200.06(2g)(d) (d) Not be identified on any supplemental signing under sub. (1) (f) or guidance sign on the same route as the specific information sign.

Trans 200.06(2g)(e) (e) Be located within 3 miles of the interchange and have adequate signage to direct motorists to their location after exiting the highway. If no business, facility, or activity in the category of “ATTRACTION” is available or chooses to participate in the specific information sign program within the 3-mile limit, the limit may be extended to a maximum distance of not more than 5 miles from the highway, unless the distance limit for the category of “ATTRACTION” is increased by a statutory enactment of the Wisconsin Legislature that is consistent with federal law.

Trans 200.06(2g)(f) (f) Comply with laws concerning the provisions of public accommodations without regard to race, religion, color, age, sex, or national origin, and laws concerning the licensing and approval of service facilities.

Trans 200.06(2g)(g) (g) Have adequate supplemental signage under sub. (1) (f) to direct motorists to their location after exiting the highway.

Trans 200.06 Note Note: The 3 to 5-mile distance to services limitation in par. (2g) (e) is required by s. 86.195 (5) (a), Stats. (2005-06). The public accommodations requirement in par. (2g) (f) is required by Section 2F.01 of the 2003 Manual on Uniform Traffic Control Devices (Rev. 1 included) that reads: “Eligible service facilities shall comply with laws concerning the provisions of public accommodations without regard to race, religion, color, age, sex, or national origin, and laws concerning the licensing and approval of service facilities.”

Trans 200.06(2r) (2r) Advisory council. The advisory council appointed by the department under ss. 15.04 (1) (c) and 15.09, Stats., for the tourist-oriented directional sign program under s. Trans 200.08 (3) shall also serve as the advisory council to review applications for the display of business signs on specific information signs in the “ATTRACTION” category. The department shall make the final decision on applications. The department may act on any application not acted upon by the advisory council within 60 days of forwarding of the application to the council. Members of the advisory council will not be compensated for their services or reimbursed for their expenses, except the department may reimburse private citizen members in hardship cases for actual and necessary expenses incurred in the performance of their duties.

Trans 200.06(2r)(a) (a) Amusement, historical, cultural or leisure activities. In making its recommendations regarding whether an applicant’s business qualifies as an “ATTRACTION,” the advisory council may consider the following non-exclusive list of business facilities that presumptively provide amusement, historical, cultural or leisure activities to the public:

Trans 200.06(2r)(a)1. 1. Agri-tourism businesses such as breweries, gardens, cheese factories, vineyards, and wineries.

Trans 200.06(2r)(a)2. 2. Aquariums, wildlife facilities, wildlife preserves, wildlife sanctuaries, and zoo facilities.

Trans 200.06(2r)(a)3. 3. Cultural, historic or scientific sites, galleries, halls of fame, museums, and performing arts facilities.

Trans 200.06(2r)(a)4. 4. Nature or scenic areas such as beaches, gorges, nature facilities, nature preserves, nature sanctuaries, observation points, observation towers, parks, scenic areas, trails, lakes, waterfalls, waterways, and bluffs.

Trans 200.06(2r)(a)5. 5. Recreation facilities such as amusement parks, casinos, racetracks, speedways, and theme parks.

Trans 200.06(2r)(a)6. 6. Religious sites or shrines. Religious sites or shrines, typically not including cathedrals, churches, chapels, synagogues, temples, or mosques, and only when the site or shrine is readily recognized regionally.

Trans 200.06(2r)(a)7. 7. Scenic rides or sightseeing tours such as balloon, boat, helicopter, lift, airplane, train, and trolley rides are more likely to qualify in more rural less densely populated areas or where there is a large selection of such activities in one place.

Trans 200.06(2r)(a)8. 8. Sport arenas, sport facilities or sport stadiums.

Trans 200.06(2r)(a)9. 9. Shopping mall, or downtown/business area only if it has a readily regionally recognized and dominant attraction and regionally well-known identifying logo for the mall or downtown/business area and is not better identified by alternative directional signing.

Trans 200.06(2r)(b) (b) Primary purpose. In making its recommendations regarding whether an applicant’s business qualifies as an “ATTRACTION,” the advisory council may consider the following factors to determine whether a business facility has the primary purpose of providing one or more of the above qualifying activities to the public:

Trans 200.06(2r)(b)1. 1. Percent of business and land area devoted to the eligible activity.

Trans 200.06(2r)(b)2. 2. Percent of business gross and net revenue derived from the eligible activity.

Trans 200.06(2r)(b)3. 3. Focus of any business advertising primarily for the eligible activity.

Trans 200.06(2r)(b)4. 4. Percent of annual attendance attributable to the eligible activity.

Trans 200.06(2r)(c) (c) Regional significance. In making its recommendations regarding whether an applicant’s business qualifies as an “ATTRACTION,” the advisory council may recognize or consider the following in determining whether a business facility has regional significance:

Trans 200.06(2r)(c)1. 1. Regional significance generally is demonstrated by a market presence or significant public awareness of the attraction beyond the local community. While the concept of regional significance is consistent around the state, the significance of a given attraction should be considered relative to other attractions in the area. Areas of the state that are more heavily tourism oriented and those areas that are more rural and less densely populated may result in different determinations of regional significance.

Trans 200.06(2r)(c)2. 2. Regionally significant attractions are more likely to be pre-planned ultimate destinations than convenience stops.

Trans 200.06(2r)(c)3. 3. Annual attendance, typically over 5,000 at minimum, size of geographic market, percent of customers or visitors from beyond 50-mile radius, existence and size of a regional advertising budget, the number of parking spaces, accommodations to handle large groups such as transit or tour bus facilities, the number of seats in performing arts facilities, the percentage of out-of-state plates, the number of hours and days of continuous operations, the availability and number or tours, and the expected contribution to the success of regional tourism may also be considered indicators of regional significance.

Trans 200.06(2r)(d) (d) Changeable electronic signs. Due to spacing requirements, geographic and other limitations on the number of “ATTRACTION” category sign opportunities that may be available, the department may allow changeable electronic sign technology for the specific information sign program to the extent permitted by federal laws and regulations, and subject to the ability to meet contractual and cost provisions acceptable to the department. Changeable electronic signs may serve to make the limited number of spaces available to more “ATTRACTIONS” and other permitted categories.

Trans 200.06(2r)(e) (e) Permissive alternative recommendations when appropriate. If the advisory council recommends against allowing an “ATTRACTION” category sign to an applicant, the council may recommend:

Trans 200.06(2r)(e)1. 1. Alternative signing under the tourist-oriented directional sign program under s. 86.196, Stats., and s. Trans 200.08 when appropriate on any highway, other than those designated by the state for the specific information sign program.

Trans 200.06(2r)(e)2. 2. Alternative directional or destination guide signs authorized by the federal Manual on Uniform Traffic Control Devices 2003 Edition, Revision 1, including Sections 2H.08 and 2H.09 and some parts of Sections 2D and 2E as adopted by the department pursuant to s. 84.02 (4) (e), Stats., when appropriate, with further explanations and guidance provided in the department’s traffic guidelines manual. Section Trans 200.03 is an additional source of direction for guidance signing.

Trans 200.06 Note Note: Chapter Trans 200 Appendix B is an illustration of a Specific Information Sign and associated business sign. Chapter Trans 200 Appendix C is an illustration of a Tourist-Oriented Directional Sign. Chapter Trans 200 Appendix D is an illustration of other directional or guidance signs generally known as Traffic Generator Signs.

Trans 200.06(3) (3) Application and permit renewal procedure.

Trans 200.06(3)(a) (a)

Trans 200.06(3)(a)1. 1. The department shall provide forms for business sign applications at region offices. Completed applications shall be submitted to the region office for the region where the sign is to be located. Each applicant shall provide all information required on the department’s application form. If the application for the sign is denied, the application fee shall be returned.

Trans 200.06(3)(a)2. 2. In lieu of or in addition to the form and procedure in subd. 1., the department may enter into a contract that specifies alternative application forms with a private contractor.

Trans 200.06(3)(c) (c) Each applicant shall indicate on its application whether its business is seasonal and the closing and opening dates of the business if seasonal. The applicant shall give assurance to the department that it will provide prior notification to the region office of the region in which the sign is to be located of any change in seasonal dates.

Trans 200.06(3)(e) (e) Each applicant shall state on its application that it shall furnish the department’s contractor the brand, symbol or trademark or business sign meeting the department’s specifications for the business sign.

Trans 200.06(3)(f) (f) If an application is approved and a permit issued, an annual permit renewal fee shall be required for administrative costs and routine inspection. Annual renewal of the permit shall be subject to review and approval or denial by the department. If there are more business signs requested than the number that may be permitted, the permit shall be denied or not renewed in favor of existing permitted signs and then any eligible applicant providing a motorist service that is nearer the through federal-aid primary or secondary highway. If motorist services are at equal distance from the through federal-aid primary or secondary highway upon which the sign is to be placed, then the earliest received application shall have priority.

Trans 200.06(3)(g) (g) Applications for permits may be submitted to the department within periods announced and publicized by the department. Applications received during announced periods may be considered project groups.

Trans 200.06(3)(h) (h) The business for which a business sign is requested shall be the applicant and the permit shall be issued to the business.

Trans 200.06(3)(i) (i) In lieu of the application and permit renewal procedure stated in pars. (a) to (h), the department may enter into a contract that specifies alternative application and permit renewal procedures with a private contractor.

Trans 200.06(4) (4) Fees. The applicant requesting the erection of a business sign shall pay to the department an application fee of $40 for administrative costs and the cost of routine sign inspection. A separate application and $40 fee is required for each business sign requested. A business sign along the main roadway and its corresponding sign on an exit ramp sign under sub. (7) (a) 4. shall be considered 2 business signs. The applicant granted a permit shall pay the department an annual permit renewal fee of $40 for each business sign and $40 for each corresponding business sign on an exit ramp sign, if any, before the anniversary date of the erection of the business sign each year following erection of the sign. If the department does not receive payment of the annual renewal fee by the anniversary date, the department shall not renew the permit.

Trans 200.06(5) (5) Contracts.

Trans 200.06(5)(a) (a) The department shall prepare plans and specifications for the manufacture, erection and maintenance of signs. The department’s specifications shall require all sign panel supports to be of a breakaway design. The department may elect to undertake the manufacture and erection of signs by erection contract or by maintenance contract. The department may also elect to undertake the manufacture of specific information signs by separate contract from the maintenance or erection contracts, and contracts may be of any statewide, regional, district or local scope deemed reasonable and cost effective by the department. All erection and maintenance work shall be done under contracts administered by the department. No work may be done by any applicant. The applicant shall furnish the department’s contractor the applicant’s brand, symbol, trademark or name, or combination of these, or the business sign meeting the department’s specifications as the business sign. All materials furnished as business signs by an applicant or by the department’s contractor shall become and remain the property of the department once erected within any public highway, or as otherwise specified in the department’s contract with its contractor. Failure to deliver the business sign within the specified period, to provide necessary supplemental signs, or to conform the sign to the department’s specification may result in the forfeiture of the $40 fee and another business may be given the opportunity to qualify for the vacated space.

Trans 200.06(5)(b) (b) Sign maintenance contracts shall include provisions for installation of additional business signs on existing specific information signs; replacement of damaged, defective or obsolete signs; removal of signs; and covering and uncovering or removing and replacing signs for seasonal services.

Trans 200.06(5)(c) (c) Maintenance contracts may contain provisions for a negotiated price for unanticipated erection of specific information signs, including supports.

Trans 200.06(5)(d) (d) In lieu of or in addition to the contracting procedures stated in pars. (a) to (c), the department may enter into a contract that specifies alternative manufacture, erection, maintenance, marketing and implementation methods with a private contractor.

Trans 200.06(6) (6) Signing criteria.

Trans 200.06(6)(a) (a) Distance to motorist service. The distance from a highway to a business shall be measured from the nearest edge of the main travelled roadway of the highway at an intersection or from the gore between the main travelled roadway and the exit ramp at an interchange to the centerline extended of the closest driveway to the business on the crossroad. At a double-exit interchange, the distance shall be measured for each pair of double exits and the shorter distance shall govern.

Trans 200.06(6)(b) (b) Lateral location. The location for specific information signs shall be determined by the department to preserve highway safety, to take advantage of natural terrain, to have the least impact on the scenic environment, to minimize conflict with scenic easements, and to avoid visual conflict with other signs within the highway or with signs authorized or permitted under s. 84.30, Stats.

Trans 200.06(6)(c) (c) SIS grandfather provision. Specific information signs lawfully erected with the department’s approval before May 8, 1990, may be maintained subject to all other conditions of this section.

Trans 200.06(6)(e) (e) General sign specifications.

Trans 200.06(6)(e)1. 1. Specific information signs. The sign panels for specific information signs shall have a blue background with a white legend and border. The sign panels, legend and borders shall be reflectorized but not illuminated. The size of the sign panels shall not exceed the minimum size necessary to accommodate the maximum number of business signs permitted using the required legend height and the interline and edge spacing.

Trans 200.06(6)(e)2. 2. Business signs. Business signs shall have a blue background with a white legend and border. Business signs shall be reflectorized. The principal legend should be at least equal in height to the directional legend on the specific information sign. If a business brand, symbol or trademark is used alone for a business sign, the border may be omitted. Business signs, including the brand, symbol or trademark or name, or combination of these, meeting the department’s specifications, shall be provided to the department’s contractor by the business. The brand, symbol or trademark or name, or combination of these, and any required legend shall not exceed the standard business sign size and any integral legend shall be in proportionate size. Businesses that provide diesel fuel as well as “GAS” services are encouraged to provide “DIESEL” as an integral legend on their business sign. The vertical and horizontal spacing between business signs on specific information signs shall not exceed 8 inches and 12 inches, respectively.

Trans 200.06(6)(f) (f) Legends. All directional arrows and all letters and numbers used in the name of the type of motorist service and the directional legend shall be white and reflectorized.

Trans 200.06(7) (7) Interstate highways and other freeways special requirements.

Trans 200.06(7)(a) (a) Sign location.

Trans 200.06(7)(a)1. 1. Separate specific information signs. Except as provided in par. (b) 3., a separate specific information sign shall be provided for each type of motorist service for which business signs are displayed.

Trans 200.06(7)(a)2. 2. Relationship to exit gore. The specific information signs shall be erected between the end of the acceleration lane at the previous interchange and 800 feet in advance of the beginning of the deceleration lane at the interchange from which the motorist services are available. There shall be at least 800 feet spacing between the signs. Excessive spacing shall be avoided. Spacing may be adjusted to avoid visual conflict with other signs.

Trans 200.06(7)(a)3. 3. Convenient reentry. Specific information signs shall not be erected at an interchange where the motorist cannot conveniently reenter the freeway and continue in the same direction of travel.

Trans 200.06(7)(a)4. 4. Exit ramp signs. At single-exit interchanges where motorist service facilities are not visible from a ramp terminal, ramp signs shall be installed along the ramp or at the ramp terminal. These signs shall be provided by the business and shall correspond to the specific information signs along the main roadway but shall be reduced in size. Business signs for visible facilities may be omitted. The exit ramp signs shall include the distance to motorist service installations exceeding 3 miles and directional arrows in lieu of words. The minimum letter height shall be 4 inches except that any legend on a symbol shall be proportional to the size of the symbol.

Trans 200.06(7)(b) (b) Sign composition.

Trans 200.06(7)(b)1. 1. Single-exit interchanges. At single-exit interchanges, the name of the type of motorist service followed by the exit number shall be displayed in one line above the business signs. At unnumbered interchanges, the directional legend “NEXT RIGHT (LEFT)” shall be substituted for the exit number.

Trans 200.06(7)(b)2. 2. Double-exit interchanges. At double-exit interchanges, the specific information signs shall consist of 2 sections, one for each exit. The top section shall display the business signs for the first exit and the lower section shall display the business signs for the second exit. No more than one-half of the maximum number of signs permitted at an intersection shall be permitted for each exit. The name of the type of motorist service followed by the exit number shall be displayed in a line above the business signs in each section. At unnumbered interchanges, the legends “NEXT RIGHT (LEFT)” and “SECOND RIGHT (LEFT)” shall be substituted for the exit numbers. Where a type of motorist service is to be signed for at only one exit, one section of the specific information sign may be omitted. The number of business signs, total of both sections, shall be limited to the number specified in s. 86.195 (5) (b), Stats.

Trans 200.06(7)(b)3. 3. Interchanges with fewer facilities.

Trans 200.06(7)(b)3.a. a. At interchanges where not more than 3 qualified facilities are available for each of 2 or more types of motorist services, business signs for 2 types of motorist services may be displayed on the same specific information sign. When 2 types of motorist services are displayed on one sign, the business sign panels shall be limited to 3 for each motorist service type, or 4 for one motorist service type and 2 for the other motorist service type. Not more than 6 business sign panels may be displayed on one specific information sign.

Trans 200.06(7)(b)3.b. b. At interchanges where not more than 2 qualified facilities are available for each of 3 or more types of motorist services, business signs for 3 types of motorist services may be displayed on the same specific information sign. Not more than 2 business signs for each type of motorist service may be displayed in combination on a specific information sign with 3 types of motorist services. When it becomes necessary to display a third business sign for a type of motorist service displayed in combination, the business signs involved shall then be displayed in compliance with subd. 1., 2. or 3. a.

Trans 200.06(7)(b)3.c. c. The name of each type of motorist service shall be displayed above its respective business signs, and the exit number shall be displayed above the names of the types of motorist services. At unnumbered interchanges, the legend “NEXT RIGHT (LEFT)” shall be substituted for the exit number. Business signs shall not be combined on a specific information sign when it is anticipated that additional motorist service facilities will become available in the near future.

Trans 200.06(7)(c) (c)

Trans 200.06(7)(c)1. 1. Business sign size. Each business sign displayed on a “GAS” specific information sign shall be contained within a 48-inch-wide and 36-inch-high rectangular background area, including border. Each business sign displayed on a “FOOD,” “LODGING,” “CAMPING” OR “ATTRACTION” specific information sign shall be contained within a 60-inch-wide and 36-inch-high rectangular background area, including border. If 2 business signs are displayed for 3 different types of motorist services on one specific information sign, the business sign size shall be contained within a 48-inch-wide and 36-inch-high rectangular background area, including border.

Trans 200.06 Note Note: After August 1, 2007, the Department may require all newly-erected or replacement specific information signs to contain business signs within a 48-inch wide and 36-inch high rectangular background area, including border, in order to accommodate the newly added ATTRACTIONS category of signs.