The Missouri Department of Transportation (MoDOT) has proposed changes to its policy for the brown highway signs referred to as "traffic generator" signs. These signs direct travelers to historic sites and cultural attractions throughout Missouri in communities both large and small. MoDOT has proposed eliminating the signage for any attraction drawing less than one million visitors per year. This policy could be disastrous for MIssouri's local cultural heritage tourism, resulting in a loss for smaller attractions while supporting only larger sites, most of which already produce large attendance numbers and substantial income. We feel that this policy would be unfair to smaller historic and cultural institutions and attractions and could have a severely negative impact on cultural heritage tourism in Missouri. Instead of eliminating the clutter of highway signage, it may even cause the proliferation of larger highway billboards if institutions are forced to promote their sites elsewhere. We urge MoDOT to abandon its plan to eliminate signs for smaller attractions and help support the benefits of heritage tourism on the economies of communities both large and small in Missouri.