The expected 300,000-plus visitors to Detroit for the NFL Draft later this month should have little trouble knowing they’ve hit the city limits as they drive eastbound on I-94 from Detroit Metro Airport.
On Tuesday morning, contractors for the city of Detroit began installing the first of six “DETROIT” gateway signs that will be placed along freeways and major corridors throughout the week and stand in perpetuity as a way of welcoming visitors to the city.
The first sign, which consists of seven individual letters standing eight feet high and mounted on two-foot-tall concrete blocks, was installed Tuesday along eastbound I-94 between Central and Cecil avenues, about 15 miles northeast of the metro airport.
While the signs may convey a likeness to the famous “Hollywood” sign in the hills above Los Angeles, Detroit city officials say the intention is not to copycat.
“It's not as big as the Hollywood sign, but it is the Detroit sign,” Jessica Parker, deputy COO for the city, told Crain’s just before crews began installing the letters. “We don't want to be compared to California, (it’s a) different landscape. But here in Detroit, this is one of our many beautification projects, and we're just happy about this.”
The city is spending “a little over” $400,000 on the signs, smaller versions of which are also being installed in the coming days at I-75 at 8 Mile, I-96 at Telegraph, I-94 at Moross, Southfield at 8 Mile and Southfield at Ford Road, according to the city.
The signs were built by Fairmount Sign Co., a 40-year-old sign making business headquartered on Detroit’s east side, which has done the marquees for the Fox and Madison theaters in the city’s central business district, as well as signs for numerous businesses in the area.
Nick Hanna, a manager for the project for Fairmount, told reporters that the company has been working with the city, the Michigan Department of Transportation and the Federal Highway Administration for “many years,” to get in place the proper permits and ensure safety.
Hanna said he believes the company has achieved that.
“You could hit it with a semitruck and it’s not going to move,” he said.
Ultimately, Hanna said the signs — which will be illuminated at night by LED lighting and have an anti-graffiti coating — should convey a welcoming sign to visitors.
“The city of Detroit needs a welcome sign,” Hanna said. “When you land at the airport and … you’re driving to downtown Detroit, you need something to say, ‘Hey, you’re in Detroit. Welcome. We’re happy that you’re visiting.'”
Prior to installation, city officials say they worked to undertake significant engagement with residents of the neighborhoods where signs are being placed.
“So the community did participate in what the letters were going to look like and where they were placed,” said Eva Torres, District 6 manager for the city of Detroit. “And they were all very excited about the process and are excited to see them go up today.”
Detroit city officials and various affiliated partners are undertaking a myriad of projects ahead of the NFL Draft, which officially starts April 25.
The city’s Downtown Development Authority is spending at least $5.7 million on items such as repair of brick pavers and wayfinding signage, at least some of which is being done by Fairmount Sign, according to Hanna.
As well, an art installation put on by the city called “DCLEATED” will have 20 giant football cleats installed at various landmarks likely be visited by NFL Draft tourists.
