Opinion: The outdoor advertising industry is coming for Utah’s scenic byways

Proposed changes to the Utah State Scenic Byway Program outlined in SB28 offer a poorly conceived solution to an issue fabricated by Utah’s outdoor advertising lobby.

The outdoor advertising needs on Utah’s byways are being met, and SB28 should not receive a favorable recommendation from any legislative committee or, worse, be signed into law by Gov. Spencer Cox.

In 2015, I worked closely with my Rep. Mike Noel and Sen. Kevin Van Tassel to enable legislation allowing Tourism Oriented Directional Signage (TODS) on byways in Utah. The program adopted by UDOT, provided Utah businesses and attractions located adjacent to scenic byways the opportunity to effectively and affordably advertise on the byways. The program is working as intended.

The dramatic changes to the State Scenic Byway Program proposed in SB28 do not serve the interests and preferences of scenic byway stakeholders, nor Utahns in general. This legislation is about outdoor advertising, which is restricted for a good reason on Utah’s byways. Making every opportunity available for every business is not the goal of the Scenic Byway Program.

The Utah Office of Tourism and Utah Department of Transportation effectively manage stakeholder interests in Utah’s Scenic Byways. The addition of an outdoor advertising representative on a pared down committee can only lead to conflict between the nationally recognized byways that restrict billboards, in favor of Utah’s epic scenery, and the outdoor advertising companies lobbying for the passage of this legislation in the interest of business development.

Since the size and types of signs Reagan, Young, etc. construct and manage are not allowed on byways, except in the case of segmentation, their industry and businesses are unharmed by the fact that they don’t have a seat at the State Scenic Byway Committee table.

As the original Byway Coordinator for Scenic Byway 12 All-American Road, which was established in 2004 through a collaborative effort by Garfield and Wayne County Commissions and their offices of tourism, along with local business representatives, public land management agencies and UDOT, I can understand that Utah’s outdoor advertising companies are not satisfied with being restricted on Utah’s treasured byways. However, actual stakeholders — tourists, local residents, businesses, land management agencies and towns have expressed satisfaction with the blue TODS signs found on byways across the state.

Scenic byways must be kept spared from outdoor advertising. They are valuable assets and benefit the communities they serve by:

Preserving heritage. These byways traverse landscapes steeped in history, from ancient petroglyphs to pioneer trails. They act as corridors, connecting travelers to a sense of place and fostering appreciation for Utah’s unique heritage and diverse communities, like Trail of the Ancients.

Promoting local art and traditions. Byways wind through charming towns and vibrant cities, showcasing local artisans, music and culinary traditions. This exposure fuels cultural exchange and enriches the visitor experience.

Connecting us with nature. The byways provide access to breathtaking natural wonders, instilling a sense of awe and respect for the environment. This connection to nature strengthens cultural values like stewardship and conservation.

Boosting tourism. Scenic byways attract millions of travelers annually, generating significant revenue for local businesses like hotels, restaurants and outfitters. This economic activity creates jobs and supports rural communities. Scenic Byway 12, for example is estimated to generate $13 million in economic activity annually for nearby communities.

Diversifying tourism opportunities. Byways lead to destinations beyond established tourist hubs, encouraging exploration and spreading economic benefits to more remote areas — like the Nebo Loop, which connects rural farming communities with urban centers.

Encouraging infrastructure development. The program invests in road improvements, signage and interpretive centers, enhancing infrastructure and quality of life along the routes.

Utah’s scenic byways currently present a win-win scenario for the state, enriching its cultural tapestry while driving economic growth. They offer a unique travel experience for visitors, connect communities and foster a deeper appreciation for Utah’s diverse landscape and heritage — all without the influence of the outdoor advertising industry.

John Holland

John Holland lives in Tropic, Utah. He is the former byway coordinator for Scenic Byway 12 All-American Road and served for seven years on the State of Utah’s Tourism Development Board.

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