This is what we’ve spent the last few days building into the P&L financials (design, manufacture, placement, sales expense, permit fees, advertising revenues, etc.) at the National Bicycle Greenway business plan:
NBG Mile Markers
Since most of our route across this Nation will take place on back roads, especially once they move beyond America’s more densely populated cities and towns, NBG Mile Markers will appear. Set at one mile increments, these will let cyclists know where they stand on our route. To find directions to any of the services they may need, all they have to do is use their phones to look up mile marker X in our system.
This will also provide the National Bicycle Greenway with a revenue stream. And a way to make sure these passages are kept tidy. At 10-mile increments, these markers will change to bear a sponsor logo.
As an incentive for communities along the way to embrace our markers, from the monies we will have received from logo placements, we will upgrade the travel way per the spec each of them agrees upon. These enhancements/improvements will be allocated to the cities along the way on a city by city basis up to $4 million a year in total in year six.
In 1928, the Lincoln Highway people, in one of their final acts, commissioned Boy Scout troops to place 3,000 markers along every mile of its coast to coast route (2,436 markers were actually placed). 220 pounds of concrete, reinforced with steel rebar, they were built as a memory to Abraham Lincoln. A rectangular head on top of a hexagonal shaped post, the markers featured the Lincoln Highway logo, a bronze medallion and arrows to indicate the route of the memorial highway.
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