Directional Signing Program

What Directional Signing Program does

Directional Signing Program LLC, operating as Virginia IDSP, is the designated contractor that administers the Virginia Department of Transportation's (VDOT) Integrated Directional Signing Program (IDSP). Headquartered in Richmond, Virginia with 8 employees, the company took over the VDOT IDSP contract on July 1, 2020 and is a subsidiary of LoneStar Logos, which has operated the analogous Texas signing program for over 13 years. It runs an umbrella of five core sign programs—LOGO Guide Signs, Tourist-Oriented Directional Signs (TODS), Supplemental Guide Signs (SGS), General Motorist Service Signs (GMSS), and Historical Markers—plus special programs such as Civil War Trails, the Virginia Bird & Wildlife Trail, Virginia Waterways, Virginia Scenic Rivers, and a Winery program. Its platform combines a Microsoft PowerApps customer portal for applications, billing (via PayFabric), and account management; ArcGIS-based interactive inventory dashboards for sign mapping and issue reporting; and Google 360 Street View for documentation and inspection. The technology is principally process automation, GIS inventory, and self-service tooling rather than differentiated IP.

The company's revenue model is built on recurring annual subscription fees per sign placement: LOGO signs at $800–$1,000 per direction per year (depending on traffic volume), TODS panels at $450 per year, SGS signs at $250–$700 per year, with one-time fees for GMSS applications ($250) and Historical Markers (approximately $2,880 per marker). Non-profit and government entities are exempt from SGS annual fees, and wineries receive bundled pricing. Customers are Virginia businesses located near highway interchanges and primary/secondary roadways across gas/food/lodging, camping, attractions, government, and historical categories. Go-to-market is a hybrid of self-service via the portal, inside sales support, a dedicated National Account Manager for enterprise franchises (Exxon Mobil, Cracker Barrel, Chick-fil-A, Waffle House, McDonald's, Panera Bread), and government-authorized exclusivity through its VDOT designated-contractor status. The company generates measurable customer outcomes—Cracker Barrel cites up to 15% revenue uplift following sign installation—anchored to a recognizable blue sign format that has been trained into motorist behavior over decades.

Name

Directional Signing Program

Legal name

Directional Signing Program LLC

Website

https://vaidsp.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Directional Signing Program LLC is VDOT's designated contractor administering Virginia's Integrated Directional Signing Program (LOGO, TODS, SGS, GMSS, Historical Markers) for highway-interchange businesses, attractions, and government entities, on recurring annual subscription fees.

Ownership category

akta.pro rank

Product category

Highway Directional Signage Services

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Construction - Special Trade Contractors (1700)

akta.pro industry

PRIMARYTLAJAGAB

Road Signage, Markings & Delineation (Regulatory/Warning/Guide Signs, Pavement Markings, Reflectors)

Transportation & Logistics/Transportation Infrastructure & Operations (Roads, Rail Networks, Traffic Management)/Road Safety Infrastructure & Services (Barriers, Signage, Speed/Red-Light Enforcement)

SECONDARYBPABAKAL

Permitting, Validation & Credential Programs (Permits, Passes, Validations)

Business & Public Services/Facilities Management & Building Services/Parking & Traffic Management Services

SECONDARYBPAHAKAN

Wayfinding, Signage & Environmental Graphic Design

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Architecture, Design & Planning Services

Keywords

• Highway signage services
• Directional sign programs
• VDOT IDSP contractor
• Tourist-oriented directional signs
• Supplemental guide signs

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. LOGO Sign Program Annual Fees: Annual fees charged to businesses (gas, food, lodging, camping, attractions) for placement on highway-specific service signs. Fees vary by traffic volume: High volume (40,000+ ADT) at $1,000/year per direction, Regular volume (under 40,000 ADT) at $800/year per direction. Additional fees for trailblazer signs at $150/year each.
2. TODS Sign Program Fees: Tourist-Oriented Directional Signs with $100 one-time application fee and $450/year base annual fee per panel. Trailblazer panels at $100/year. VAIDSP covers construction and maintenance costs.
3. Supplemental Guide Signs (SGS) Fees: Annual fees based on sign size: Minor signs (under 12 sq ft) at $250/year with $250 application fee; Major signs (12+ sq ft) at $700/year. Wineries pay $450/year per set of 5. Non-profits and government entities exempt from annual fees.
4. General Motorist Service Signs (GMSS): One-time application fee of $250 for standard symbol-based service signs. Business responsible for fabrication and installation costs.
5. Historical Markers: Markers manufactured by Sewah Studios at approximately $2,880 per marker, paid by sponsors. VDOT handles installation in some jurisdictions with additional charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Directional Signing Program LLC is VDOT's designated contractor for the Integrated Directional Signing Program (IDSP), administering five categories of roadway signage on Virginia's interstate, primary, and secondary highways: LOGO Guide Signs, Tourist-Oriented Directional Signs (TODS), Supplemental Guide Signs (SGS), General Motorist Services Signs (GMSS), and Historical Markers, plus special signing programs such as Civil War Trails, Virginia Bird & Wildlife Trail, the Winery Signing Program, and Virginia Waterways/Scenic Rivers. Customers apply through a unified PowerApps portal, pay recurring annual fees or one-time charges, and receive fabrication, installation, and maintenance services for their approved signage.

Product overview

Directional Signing Program (Virginia IDSP) administers the Integrated Directional Signing Program (IDSP), an umbrella program for Virginia Department of Transportation (VDOT) comprised of five core sign types: LOGO Guide Signs, TODS (Tourist-Oriented Directional Signs), SGS (Supplemental Guide Signs), GMSS (General Motorist Service Signs), and Historical Markers. The program serves as a one-stop signing program helping guide motorists to essential services, businesses, attractions, tourist destinations, and points of interest. The company also manages special signing programs including Civil War Trails, Virginia Bird & Wildlife Trail, Virginia Waterways Signing Program, Winery Signing Program, and Virginia Scenic Rivers Program.

Differentiator

Problem solved

Functional benefit

Brands

• LOGO Signs: Travel Services (LOGO) Signs providing directional guidance on interstates to gas, food, lodging, camping and attractions establishments
• TODS
• SGS
• Historical Markers
• GMSS
• Civil War Trails
• Virginia Bird & Wildlife Trail
• Virginia Waterways Signing Program
• Virginia Scenic Rivers Program

Products and services

• LOGO Guide Signs (Travel Services)

Quantifiable outcome

• Business increase up to 15% after sign installation

Named customers8 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Virginia Department of Transportation (VDOT)coreStrategic or Co-development Partner · 1 July 2020Directional Signing Program was selected as the new administrator of VDOT's Integrated Directional Signing Program starting July 1, 2020. They manage all sign types including LOGO, TODS, SGS, GMSS, and Historical Markers on VDOT-maintained highways.
• LoneStar LogoscoreOthersDirectional Signing Program is a subsidiary of LoneStar Logos, which has successfully operated the Texas signing program for over 13 years, bringing proven experience to Virginia operations.
• Sewah StudiossupportingImplementation/ SI/ Consulting PartnerOhio-based foundry contracted by VDOT since 2017 to manufacture all new historical markers. Produces approximately 2,880 markers for Virginia's historical marker program.
• Virginia Department of Historic Resources (DHR)supportingStrategic or Co-development PartnerDHR approves proposed text and authorizes manufacture of Historical Markers. Serves as point of contact between marker sponsors, the foundry, VDOT, and the IDSP Contractor. Administers application and review process.
• Virginia Department of Conservation and Recreation (DCR)supportingStrategic or Co-development PartnerPartners with Virginia Waterways Signing Program and Virginia Scenic Rivers Program to raise awareness on watershed areas and protect rivers with outstanding scenic, recreational, historic, and natural characteristics.
• Virginia Department of Environmental Quality (DEQ)supportingStrategic or Co-development PartnerPartners with Virginia Waterways Signing Program as part of state's outreach program on watershed awareness and environmental quality.
• Virginia Department of Wildlife Resources (DWR)supportingStrategic or Co-development PartnerDWR manages the Virginia Bird & Wildlife Trail program with over 600 viewing sites. Special signing program exempt from IDSP annual fees.
• Virginia Statewide Directional Signing Advisory CommitteesupportingStrategic or Co-development PartnerCommittee organized by VDOT in December 2002 that solicits input from stakeholders including gas, food, lodging, tourism, attractions, localities, and FHWA. Meets twice yearly in May and November.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Others

• Cracker Barrel: A flagship enterprise customer of DSP, citing a 15% business lift from LOGO sign installation. Included as an ecosystem participant because its network growth is a direct demand driver for DSP's LOGO/TODS revenue.
• Federal Highway Administration (FHWA): Federal agency that sets national standards (including MUTCD) governing highway signage programs. Not a commercial peer but the regulatory body whose rules determine the design, eligibility, and economics of every sign program DSP administers.
• Exxon Mobil: Major petroleum customer participating in the LOGO highway sign program; cited by DSP as evidence that motorists are 'trained to look for these signs.' Customer (not competitor), but its nationwide fueling footprint materially shapes DSP's addressable market.
• Virginia Department of Transportation (VDOT): The contracting public agency for which DSP serves as designated IDSP contractor. Not a competitor but the principal counterparty that owns the program, retains policy authority, and controls contract renewal — making it the most important ecosystem participant.

Regional players

• Fairway Outdoor Advertising: Regional outdoor advertising operator focused on the U.S. Southeast/Mid-Atlantic, including Virginia. Comparable in serving roadside advertiser demand in DSP's home geography but is a billboard operator rather than a state DOT signing contractor.

Broad incumbents

• Clear Channel Outdoor: Global outdoor advertising operator with significant U.S. billboard presence. Competes for advertiser attention budgets alongside DSP but offers broader formats and geographies rather than state-specific service signs.
• OUTFRONT Media: Major U.S. outdoor advertising company with transit and billboard inventory. Comparable in capturing motorist eyeballs via roadside media but operates at national scale across multiple formats rather than a single state's directional signing program.
• Lamar Advertising Company: One of the largest outdoor advertising operators in North America, including billboards and travel-related signage. Overlaps with DSP in monetizing roadside attention from motorists but operates a much broader portfolio across many states and ad formats.

Direct peers

• LoneStar Logos: Parent company that has administered the Texas LOGO/Specific Service signing program for 13+ years. Operates the exact same model (highway service signs, enterprise accounts, government-contracted administration) as Directional Signing Program, just in a different state.
• Interstate Logos: Independent operator of state-specific highway service signing programs in multiple states. Competes with LoneStar Logos and DSP for state DOT contracts and serves a similar enterprise/franchise customer base (gas, food, lodging, attractions) using the same fee-per-direction model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DspVirginia
• Facebookfacebook.com/VAIDSP
• Instagraminstagram.com/idspvirginia
• LinkedInlinkedin.com/company/directional-signing-program

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Directional Signing Program