Montana Logos highway ad sign costs double, pricing out Montana business owners

Montana highway exit sign sponsorship costs have recently doubled following a period of at least 21 years without rate changes.

Montana Logos renegotiated its contract with the Montana Department of Transportation, resulting in a significant price increase for tourist-oriented directional signs (TODS). This shift has imposed new financial pressures on some small businesses that rely on such advertising to attract visitors.

The contract renewal within the last year revealed no rate changes had occurred in at least 21 years, prompting a doubling of prices. For example, Kristy Mastin’s invoice rose from $2,400 to $4,800 between last year and February, while Jamie Redger’s costs increased from $1,200 to $4,800, now requiring payment for a full year instead of half. Bob Heiser, MDT’s Right of Way bureau chief, confirmed the rate review led to this revision, intended to support highway and infrastructure funding. Several small business owners voiced concerns over the affordability and fairness of the hike, while Montana Logos did not respond to requests for comment. Affected entrepreneurs, with assistance from the Hardin Chamber of Commerce, are exploring grant options and alternative advertising methods.

As this situation unfolds, local stakeholders may seek further solutions to alleviate the burden on Montana’s small tourism businesses.

For Montana’s rural economy, where tourism plays a critical role, these increased costs could reshape how small enterprises allocate marketing dollars. Given Montana’s vast geography and reliance on highway travelers, changes in sign sponsorship affordability might affect business visibility and regional visitor patterns.

Montana Highway Sign Sponsorship Costs Double After 21 Years

By Vanessa Willardson, KBZK News