City weighs relocating welcome sign, industrial-park billboard and parcel options as Benchmark readies properties

At the Aug. 20 Economic Development Committee meeting, City Administrator Chad Hearst briefed members on potential actions to raise visibility of New London's industrial parcels and to support future development.

Hearst said Benchmark Realty intends to market two parcels on the south side of the city along a primary corridor and that the city owns a roughly 0.9-acre parcel with the current city sign. He proposed relocating the city sign to a more prominent corner on Highway 45/1545 and reported a preliminary check with the Department of Transportation indicates permitting is possible. “One thing I would like to recommend is that the city sign, if we can relocate it on the corner of 1545. So you see the city of New London sign on that prominent corner instead of tucked back and industrial Low Loop Road and Mill Street,” Hearst said.

Committee members also discussed a larger highway billboard at the 45/50 corridor to promote the industrial park and businesses. Staff provided an order-of-magnitude estimate for a large highway sign and business paneling, saying, “This would be a very large sign. It's probably gonna be a 100,000 to $200,000 to do something to that magnitude.” Committee members discussed possible funding sources and whether individual businesses would pay for panel slots; no final funding decision was made.

Members noted local businesses have reported recruitment challenges and that some candidates are unaware the businesses and industrial park exist. The committee suggested exploring industrial-park signage to increase public awareness and considering whether proceeds from any future land sale could help fund sign relocation or billboard installation. Hearst said the item could be included in the proposed 2026 budget for further study and that the committee would revisit the billboard and sign discussion at a future meeting.