By Sara StrongLuverne’s retailers and tourism-related industries may see more money — or at least get a better view — with consistent city signage and lighting.The Luverne Area Chamber of Commerce and Convention and Visitors Bureau is leading the new aesthetic effort.The overall plan for the city is moving along quickly.On Tuesday, Feb. 24, about 24 Chamber members met to brainstorm and gauge interest. From there, a committee formed and met again Friday.The committee members are Mark Opitz, Craig Hohn, Jane Wildung, Angie Foerster, Jamie Tofteland, Kellee Valnes and Glen Gust.Valnes said, "Things have been moving slowly on this front, and I’m glad that we are going to just jump into it."She said the meetings have been energetic and productive."I think if we get the right theme, we can start with some signs and take it from there," Valnes said.Chamber Director Dave Smith said the group has tentatively decided to capitalize on what Luverne is already known for: the prairie.Smith said, "We’re a prairie community — and the grasses, the quartzite and the bison can all come together."Bill Thompson’s graphic arts students at Luverne High School are working on designs that the committee could use for developing the theme.Bringing it homeStatewide, tourism is almost equal to agriculture in terms of dollars it brings into the state, at $8.1 billion.Locally, the lodging tax funds the Convention and Visitors Bureau, which amounted to $22,000 this year. The lodging tax is one concrete way to measure money spent in the community, because people staying here eat here, use gas stations and might shop here.If that income is going to increase, the city has to find a way to draw traffic through the city.A visual draw could come from just the right mix of signage and lighting, which work together to repeat the theme.Appealing to tourists isn’t the only reason for a new look for the city, Smith said."Tourism is just a seasonal thing," he said, "But we need business all year. We want the city to be more attractive for everyone."He said beautifying the city’s main roads will be good for residents and frequent shoppers who come from out of town.The southeast corner of Highway 75 and Main Street (the former Britz house location) is a small lot that could be a welcoming gateway to downtown and south Highway 75.Entrance points from all sides of the city will be considered prime locations for new signs.Besides searching for a theme and new look, Smith said rules from the Department of Transportation have to be considered in all placements.
