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IMZADI1979, Wikimedia Commons // Public Domain

IMZADI1979, Wikimedia Commons // Public Domain

How Much Do Companies Pay to Get Their Logos on Those Blue Highway Exit Signs?

IMZADI1979, Wikimedia Commons // Public Domain

IMZADI1979, Wikimedia Commons // Public Domain

When you’re driving down the highway searching desperately for a bathroom and a Big Mac, the appearance of one of those blue exit signs—the ones that advertise food, lodging, and other amenities along highway off-ramps—can seem like a miracle, alerting you to the unexpected appearance of a Taco Bell or the all-important availability of a gas station. But who or what determines which businesses get their logos on those signs?

As usual, it all comes down to money. But how much do businesses have to pay to get their names on those signs? Jalopnik tracked down the rules and regulations that govern those highway signs, and they’re more complicated than you might think.

While the regulations vary from state to state, not every business can slap its logo on what’s called Specific Services Signing. It has to be in a certain category of services, for one—food, pharmacy, gas, camping, etc. Then, there are restrictions on what those businesses have to offer to be eligible. In New Jersey, for instance, regulations require that gas and food establishments be within three miles of the highway, operate 12 to 16 hours a day, and provide public bathrooms and telephones. In Oregon, restaurants must have indoor seating for at least 20 people and serve at least two meals a day, among other qualifications [PDF].

If your business does qualify to erect an exit sign, how much it costs varies based on the location. Some states contract out their programs to private companies like Interstate Logos, which then create and maintain the signage, while other states maintain the signs themselves. In Oregon, permit fees are determined based on daily traffic estimates—heavily trafficked stretches of highway cost $605 per year, per mainline sign, while highways with less than 20,000 drivers passing per day only cost $360 per sign per year [PDF]. In Colorado, a mainline sign costs $750 per direction [PDF]. In Virginia, a single sign can cost as much as $1000 a year [PDF].

Then there’s the cost of manufacturing the logo sign itself to attach to the blue board, which can run several hundred dollars per sign. Washington State’s guidelines estimate that the smallest logo—a 2-by-1-foot sign—can cost between $84 and $530, and a 5-by-3-foot sign can cost between $330 and $530.

Typically, there can only be six logos per mainline sign (meaning the ones that come before the exit ramp), and often there are more businesses vying for signage than there are spaces for logos. In Colorado, logos are rotated in and out annually, while Washington maintains a waiting list; Arizona uses a bidding process, and Michigan [PDF] assigns priority based on the closest proximity to the highway.

But businesses wouldn’t deal with the application process if it wasn’t worth it. Waiting lists to get on the signs can be decades long, and there’s typically low turnover of businesses opting out of the programs (just 1 to 2 percent in Kentucky). Clearly, there are a lot of drivers out there just waiting to be swayed into stopping for fast food.

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Big Questions
How Do Aerial Skiers Perfect Their Jumps?
Cameron Spencer, Getty Images
Cameron Spencer, Getty Images

If you've ever watched an aerial skier in action, you know that some of the maneuvers these athletes pull off are downright jaw-dropping—and you've probably seen more than a few of these skiers land on their rear ends at some point. The jumps are incredible, but they're also so technical that one seemingly insignificant motion can drop a skier on his or her tail.

Given that the skiers can fly up to 60 feet in the air and come down on a 37-degree grade, it seems like just going out and trying a new trick would be a good way to break your neck. That's why you'll need one unexpected piece of equipment if you want to start training for aerials: a towel.

Instead of perfecting their flips and twists over the snow, aerial skiers try out their new maneuvers on ramps that launch them over huge swimming pools. The U.S. national team has facilities in Park City, Utah and Lake Placid, New York that include specially designed pools to help competitors perfect their next big moves. The pools have highly aerated patches of bubbles in their centers that decrease the surface tension to make the water a bit softer for the skiers' landings.

If you're an aspiring aerial skier, expect to get fairly wet. New skiers have to make a minimum of 200 successful jumps into water before they even get their first crack at the snow, and these jumps have to get a thumbs up from coaches in order for the skier to move on.

This sort of meticulous preparation doesn't end once you hit the big-time, either. American Ashley Caldwell, one of the most decorated athletes in the sport, is competing in her third Olympics in Pyeongchang, but failed to advance past the qualifiers on February 15, as she wasn't able to land either one of the two triple-flipping jumps she attempted. Still, it's this very sort of risk-taking that has brought her to the top of her game, and caused friction with more than one of her past coaches.

"Why win with less when you can win with more?" Caldwell said of her competition mentality. “I don’t want to go out there and show the world my easiest trick. I want to show the world my best trick, me putting everything on the line to be the best.”

You can check out some of Team USA's moves in the video below:

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Is There Really Such Thing As 'Muscle Memory'?
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Is there really such a thing as 'muscle memory'? For example, in the sense of your fingers remembering where the keys of the keyboard are?

C Stuart Hardwick:

Yes and no. There is no literal memory in the muscles, but the thing people call “muscle memory” exists, though the name is a misnomer.

A better name might be “subconscious memory,” as the information is stored in the brain, but is most readily accessible—or only accessible—by non-conscious means.

What “non-conscious” refers to here is the brain’s enormous capacity to train up what might almost be called “subroutines,” that exist outside our conscious experience. I like the term for this that at least one researcher in the field uses: “zombie agency.”

Zombie agents are non-conscious, or sub-conscious (in the literal, not the Freudian sense) that can do essentially everything you can do except make value judgments. So, for example, you don’t consciously know how to control your muscles in order to walk —in all likelihood, you wouldn’t know where to begin—but your zombie agents do, and they’ll take you wherever you want to go, dodging curbs and puppies, and “waking you” when appropriate to decide which babies to stop and kiss.

Zombie agents can be rather startling things. When you suddenly become aware that you’ve driven halfway across town in the direction of the office instead of going to the shoe store Saturday morning, you have zombie agents to thank. You “wake” as if from slumber, and with the frightening realization that you’ve been flying down the highway at prodigious speed while your mind was on other things. You feel as if you’ve been asleep, and in a way you have—but a very funny kind of sleep in which it is only the uppermost layer of abstract reason that is disassociated from the rest of conscious experience. Your zombie agents have been driving to work, responding to traffic, adjusting the radio, noting the check engine light, all the things you think of as “you, driving the car,” except the big one: deciding where to go. That part was on automatic pilot (which is another good way to think of this).

This is at the advanced end of the spectrum. Typing your friend’s phone number using “muscle memory” is at the other, but it’s the same phenomenon.

We didn’t evolve to remember phone numbers, so we aren’t very good at it. In fact, we are so bad at it, we invent all sorts of mnemonic devices (memory aids) to help us [in] relating numbers to words or spacial memory, either of which are closer to the hunting and gathering we are evolved for. The illusion of “muscle memory” arises because we are supremely well adapted to manual manipulation and tool-making. We don’t need to invent a memory aid to help us remember what we do with our hands, we only have to practice.

So the conscious mind says “dial Tabby’s number,” and our fingers—or more correctly, the zombie agent which learned that task—do it. Similarly, after sufficient training, we can do the same thing with tasks like “play a major fifth,” "drive to work,” or “pull an Airbus A380 up for a go-around.”

It feels like muscle memory because the conscious mind—the part you experience as being you—is acting like a coach driver, steering the efforts of a team of zombie agents, all harnesses to collective action. But it isn’t muscle memory, it's just memory—though it may be stored (or at least some of it) in the deeper, motor cortex parts of the brain.

This post originally appeared on Quora. Click here to view.

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