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[] The New Detroit Sign on I-94: Everything You Want to Know!
It's the Motor City's version of the Hollywood sign.
Key takeaways:
- The sign is between Dearborn and Detroit on I-94 E.
- The sign was built in anticipation of the 2024 NFL Draft.
- Reception initially was mixed but now is more so positive.
Originally published April 29, 2024
Since its inception, Detroit's newest sign along I-94 E has attracted a lot of attention.
The sign has been called the D-E-T-R-O-I-T welcome sign, the Gateway sign, or some variation of the 'I-94 Detroit Sign'.
In this article, I am going to provide you everything you want to know about the Motor City's latest tourist attraction!
Where is the new Detroit sign located?
The new Detroit sign has its own address! It is 4975 Florida St, Detroit, MI 48210.
For context, the sign sits on the right side of I-94 eastbound, a.k.a the E Edsel Ford Freeway, toward Detroit, between Dearborn and Detroit. As for streets that stretch above the freeway, the sign rests between Central St and Cecil Ave.
Each of the sans serif mint green letters stand eight feet tall and span five feet wide on an elevated patch of grass.
To snag the best views of the sign, I recommend pulling off on the side of the freeway. When you step out of your car, be mindful of traffic, as you'll be arm's reach away from speedy traffic!
If you find yourself off the freeway and in the residential part south of the freeway, you'll see the back of the sign between Proctor St and Florida St.
Why was the new Detroit sign built?
Today, the sign is designed to be a welcoming landmark for visitors traveling into downtown Detroit from the airport.
The motivation to build the sign, however, originated back in 2022. On March 8th of that year, the National Football League (NFL) declared that Detroit would host the draft in 2024.
If you're not a 'sportsball' fan, like I am, this may not sound like a big deal to you. For enlightenment, I present two big reasons why the draft commands mainstream attention:
The first reason, which you and I may care more about: due to the influx of wealthy players, owners, and coaches from around the country visiting the city, it triggers a spike in tourism, so cities want to look their best.
The second reason: the draft promotes parity in sports, as the worst teams get to pick first from fresh talent.
Following the announcement of the draft, Detroit-based creative agency DG3D constructed the Countdown Clock in Campus Martius.
The structure resembled a tire, paying homage to the city's history in the automotive industry. On the top rested a graphical readout counting down to the second when the draft would begin.
It ranked among the coolest pieces of Detroit public art. So many travelers enjoyed getting their picture taken beneath it, and now it's gone! I really wish the city didn't get rid of it!
As for the sign, the City of Detroit placed in a bid with the mayor and City Council to greenlight the construction of the sign and five smaller 'Welcome to Detroit' signs scattered throughout the city.
Who built the new Detroit sign?
The Fairmont Sign Company, a Detroit-based and family owned business for over 50 years, built the new Detroit sign. The same company also constructed the lettering on the Fox Theatre in downtown.
The total cost of the large sign amounted to $269,275. The five smaller 'Welcome to Detroit' signs cost a total of $135,900. Altogether, the City of Detroit paid Fairmont Sign Company $405,175.
DTE Energy, another Detroit-based company, added the LED lights to the sign on April 15th, 2024.
My thoughts of the new Detroit sign.
I'd rather have the sign than not. I lean more so to liking it, though, I will admit the sign is forgettable in comparison to much of the public art structures in Detroit, like the Dodge Fountain and The Fist.
As I stated earlier, the 8x5 dimensions of the letters and the patch of grass pale in comparison to the grandeur of the 45x30 Hollywood letters stationed on Mount Lee in Los Angeles.
Many Michiganders expected the Detroit sign to be similar in size to the iconic Los Angeles landmark. But, for the money, I think we got what we paid for.
Recall the Detroit sign cost $269,275 to build. Back in 1923, the Hollywood sign cost $21,000, which in 2025 dollars, amounts to $396,725.61-- a difference of almost $130,000.
The letters of the Detroit sign were built from alumimum and plastic, with concrete blocks keeping the letters in place. The letters of the Hollywood sign were built from wood and sheet metal, kept in place with wooden telephone poles.
Also, there are seven letters in 'Detroit' compared to 'Hollywoodland', which contain thirteen letters. Yes, the LA sign used to have 'land' attached but this was removed in 1949.
Even if all this trivia circulated when the sign debuted, it wouldn't have stopped people from whining, and that's what about half of Michiganders did.
However, I feel people gradually warmed up to it, and now reception tilts more on the positive side. Especially after the LED lights were added on.
The most comedic responses I saw to the new Detroit sign in 2024 came from metro Detroit towns, such as Warren and Redford, erecting their own signs. I'm not sure if the signs are still there in 2025, as I rarely drive around those places.
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