Way-Finding Project Will Brand Touchet Valley

WAITSBURG – After several years of dedicated effort, the Regional Way-Finding System Project has finally entered its final phase: the installation of the road and pedestrian signs that will brand the Touchet Valley corridor.

Port of Columbia Manager Jennie Dickinson and Tourism Walla Walla Executive Director Ron Peck presented an update on the project to Waitsburg's city council at their April 15 meeting. With sign designs recently approved, Dickinson asked that Waitsburg keep the project in mind as they replace signage and/or as funds become available.

The project's steering committee is comprised of Dickinson, Peck, Duane Wollmuth of the Walla Walla Valley Wine Alliance and Elio Agostini of the Downtown Walla Walla Foundation.

"We have been working on this for years. We're a good team," said Dickinson. She said the way-finding idea originated with Walla Walla Valley wineries that were concerned with people being able to find their way around. "But this isn't about private businesses; it's about pointing the way to public services and area attractions," Dickinson said.

The project consists of a system of signs that will be placed throughout what is considered the economic region of the Walla Walla Valley to help direct tourists around the region. The 30-mile travel corridor stretches from Dayton to Milton-Freewater, and includes Waitsburg, Walla Walla and College Place.

"The functional economy of the Walla Walla Valley stretches from Milton Freewater to Dayton, meaning our communities are geographically, socially, and economically tied together," Dickinson said. "It makes sense to provide a cohesive system of directional signs throughout that same area, helping residents, visitors, and passersby find their way to what we have to offer – parking, services, area attractions, historic downtowns, etc."

Dickinson said that the City of Waitsburg and the Waitsburg Commercial Club contributed funds to the planning phase of the project which took place in 2011. In Phase 2, which was completed in 2013 at a cost of $130,000, the steering committee worked with community partners to design the signs. "Now we're to the implementation phase, which is the hardest. That's about funding and actually getting the signs installed," Dickinson said.

Peck and Dickinson presented the recently approved sign designs to the Waitsburg council. The largest are gateway signs which welcome visitors to the Walla Walla Valley and will be placed at Nine Mile Hill entering Walla Walla on Highway 12, on Highway 124 entering Waitsburg from the Tri-Cities, and on Highway 12 entering Dayton from Spokane. Smaller gateway signs welcome visitors to each city, though Dickinson said municipalities are free to use their own designs if they choose.

Each downtown will have a kiosk with a map of that downtown and its attractions on one side and a map of the entire region on the other side. Vehicular directional signs will point drivers to services and attractions such as hospitals, museums, parking and city pools. Finally, pedestrian signs will be placed on poles and lampposts.

Dickinson said the plan now is to partner with the Walla Walla Foundry on fabrication and installation and to nail down the purchasing process.

"Working with so many municipalities is complicated so we're working with the Walla Walla city attorney about putting up an interlocal agreement so that monies could be funneled through the Downtown Walla Walla Foundation, which is a 501c3 and used for the project," she said.

Dickinson said Tourism Walla Walla ($15,000), the Walla Walla Valley Wine Alliance ($17,000), the Dayton Development Task Force ($30,000), and the City of College Place ($60,000) have all committed or budgeted funds for the project. "We are not asking for anything tonight, we just wanted to update you on what we are doing and encourage you, as you are budgeting, to think about budgeting money for signs," Dickinson said, addressing the Waitsburg council.

When asked for a timeline, Peck said the committee realizes that funding sources and opportunities will change and the Way-Finding System is seen as a phase-in project. "As signs become available or as funding comes we hope that you will consider utilizing the signs so that we have a consistent quality," he said. "The first sign we'll see will probably be in Dayton," he added.