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As America's vast network of interstate highways crisscrosses the country, it creates unique economic opportunities at its intersections for local communities. These interstate interchanges serve as gateways to small rural communities, offering potential for growth and development. However, many of these communities struggle to capitalize on the steady stream of travelers passing by. By effectively marketing their interstate interchanges, rural towns can attract visitors, boost local businesses, and stimulate economic growth.

According to the U.S. Department of Transportation, the Interstate Highway System spans over 48,000 miles and connects major urban centers across the country. However, it's the thousands of interchanges in rural areas often go unnoticed and underutilized. The Federal Highway Administration reports approximately 70% of the Interstate System's length passes through rural areas, presenting a wealth of opportunities for small communities.

The National Association of Development Organizations found well-developed interstate exits increase local tax revenues by up to 20% and create hundreds of jobs in rural areas. Despite this, many rural interchanges remain underdeveloped, with only basic services like gas stations and fast-food restaurants. How can local communities take advantage of this?

One of the most effective ways to market a rural interchange is by showcasing the unique attractions of the local community. This could include historical sites, natural wonders, or cultural experiences that set the town apart from others along the interstate. The small town of Wall, South Dakota (population 876) has successfully marketed its interstate exit by promoting Wall Drug, a quirky roadside attraction that draws over two million visitors annually. By plastering billboards along hundreds of miles of interstate, Wall Drug has become a must-see stop for many travelers, bringing significant economic benefits to the town.

Creating a strong, consistent brand for the interchange and surrounding area can help it stand out in travelers' minds. This branding should reflect the character of the local community while also appealing to a broad audience of potential visitors.

The town of Limon, Colorado (population 1,880) has embraced this approach with its "Hub City" branding. Located at the intersection of two major interstates, Limon markets itself as a convenient stopover point for travelers, offering a variety of services and attractions within easy reach of the highway.

In today's digital age, effective marketing of rural interchanges must include a strong online presence. This may include

developing a mobile-friendly website with information about local attractions, accommodations, and services. Utilizing social media platforms to engage with potential visitors and share compelling content about the area. Encouraging visitors to leave online reviews and share their experiences, creating valuable word-of-mouth marketing. The town of Paducah, Kentucky (population 25,000) has successfully used social media to promote its cultural attractions and events, drawing visitors from the nearby interstate to explore its historic downtown and thriving arts scene.

Rural communities can amplify their marketing efforts by partnering with regional and state tourism organizations. These collaborations can provide access to broader marketing channels and help integrate the interchange into larger tourism initiatives.  The Alabama Tourism Department's "Alabama Road Trips" campaign is an excellent example of this approach. By featuring small towns and attractions along interstate routes, the campaign helps drive traffic to rural interchanges across the state.

Clear, attractive signage along the interstate and at the interchange itself is crucial for attracting travelers. The Manual on Uniform Traffic Control Devices (MUTCD) provides guidelines for interstate signage, but communities can also invest in additional wayfinding signage to guide visitors to local attractions and services.  The town of Metropolis, Illinois (population 6,000) has leveraged its connection to the Superman character with eye-catching signage and a giant Superman statue visible from the interstate, drawing curious travelers to exit and explore the town.

Creating amenities tailored to the needs of interstate travelers can make an interchange more attractive. This might include travel centers with expanded services beyond basic gas and food. IT might include pet-friendly areas for travelers with animals. It may include information kiosks highlighting local attractions and events. The town of Cuba, Missouri (population 3,300) has embraced this approach with its Route 66-themed welcome center at the interstate interchange, providing travelers with information about local attractions and encouraging them to explore the historic downtown area.

While marketing rural interchanges offers significant potential, it's not without challenges. Communities must navigate zoning regulations, infrastructure costs, and potential environmental impacts. Additionally, there's a delicate balance between development and preserving the rural character that makes these communities unique.

John Newby is a nationally recognized Columnist, Speaker, & Publisher. He consults with Chambers, Communities, Business & Media. His “Building Main Street, not Wall Street,” column appears in 60+ newspapers and media outlets. As founder of Truly-Local, he assists chambers, communities, media, and businesses in creating synergies that build vibrant communities. He can be reached at: John@Truly-Local.org.