AUGUSTA -- Newly installed signs with bold colors and large letters and arrows point people entering the city to its historic riverfront downtown.
click image to enlarge

IT'S A SIGN: New signs have been installed around Augusta.

The 18 signs, which cost about $75,000, went up last week at gateways to the city and key intersections and turns. They are meant to help people coming to the city find and explore its historic but struggling downtown on the banks of the Kennbec River.

"For years, a major community and City Council goal has been to attract visitors and private investment to our historic riverfront," Mayor Roger Katz said. "One of the roadblocks to redevelopment has been that our downtown is just not easy to find. Through this destinaton-signage program, we were able to encourage people to visit our riverfront and steer them in the right direction.

"With 21,000 cars a day on Western Avenue and another 16,000 on Civic Center Drive, we have a great opportunity. I think they look great, they really pop out at you as you're driving down the road."

The total cost of the 18 signs was just over $75,000.

Katz noted the signs were purchased using funds sheltered with the downtown's tax incremement financing, or TIF district.

Katz said the end result of the city using TIF funds is the net cost of the signs to the city will be about $37,500.

The sign project was put out to bid and Councilor David Rollins, chairman of the city's Branding Committee, said it was one of the lowest bids offered.

"We worked carefully to make sure we didn't spend money needlessly," Rollins said. "Seventy-five thousand is a relatively small amount to maintain the appearance of our city, the image, the brand. And it makes us a much more friendly city to get around. And a much more contemporary city."

The funds, which Katz noted are a one-time expense, were appropriated for the project two years ago.

"I believe it will prove to be a wise investment in the recovery our our downtown," Katz said. "I'm optimistic this will be a piece of the puzzle."

The signs are designed to break away from the ground if struck by a vehicle, to reduce the odds a driver could be injured.

That design requirement further added to the cost, Katz noted.

Some of the new signs are now blocked from some angles by older city directional signs.

The old signs, Rollins noted, will be removed.

The new signs feature a wave-like logo and the motto -- "Augusta! A Capital Opportunity" -- chosen as part of the city's efforts to create a "brand" for marketing purposes.

The signs feature arrows and "Historic Downtown," in large letters, over a red background with a stylish outline of Old Fort Western.

Some of the installations include smaller signs pointing travellers to other sites in the city, including the state Capital complex, the Kennebec River Rail Trail, Old Fort Western and Mill Park.

Keith Edwards -- 621-5647 -- kedwards@centralmaine.com