In rustic, muted tones, they beckon weary travelers headed from Georgia to spend a night in Gainesville.
The five billboards, which line Interstate 75 southbound from the Georgia state line to Gainesville's city limits, were commissioned by VisitGainesville, a government agency founded in 1990 designed to increase tourism in the region. However, several hotel managers have found no business increase since the boards' placement.
The ads target weary travelers, often on their way to destinations deeper in Florida such as Naples, Sanibel or Miami, said Roland Loog, executive director of VisitGainesville.
VisitGainesville is funded by a 3 percent hotel room tax, and the billboards cost a total of $28,000 annually, Loog said. By placing signs far outside of Alachua, VisitGainesville hopes to lure lodgers and their money away from nearby Marion and Columbia counties.
"We don't usually do billboards, but this year our walk-in industry took a huge hit, "Loog said, referring to business gained from passing travelers.
Local artist Jim Harrison was commissioned by the organization to design the billboards, each touting Gainesville's thousands of hotel rooms. The boards reflect Harrison's signature vintage fruit-crate label style.
According to Loog, motels and lodging directly on the interstate are expected to see the greatest increase in customers.
Currently, the Alachua County Hospitality Council is preparing a report on the effects of the billboards, but some Gainesville hoteliers are already pessimistic.
"No, I don't think it will help,"said Mike Patel, manager of America's Best Value Inn. "They come because of our own advertising".
Of the four hotel managers interviewed, none reported an increase in walk-in guests, and two were not aware the campaign existed.
"We haven't had any more guests than usual, but that's just how the summers go,"said Katie Johns-Hupp, a representative of the Sweetwater Branch Inn added.
