Three new signs are up to welcome people to Gore as they arrive in the town through its state highways entrances.
The new signs were erected to replace the old ones, which were in bad condition, Gore District Council roading asset manager Peter Standring said.
“You may recall they were moss-covered, chipped and outdated,” Mr Standring said.
“[They ] didn’t do anything to enhance the town’s image.”
The new signs were 2.4m by 1.2m in size.
An angler trying his luck fly fishing was featured on them.
The council chose the image from other options because it represented the district well.
“It celebrates the district’s reputation as the brown trout capital of the world.
“It’s also a great scenic shot of the Mataura River.”
The council had been planning to replace the signs for a couple of years, but the road to the change had not been smooth.
“Since the council decided on the billboard option .. there have been a few delays,” Mr Standring said.
Those included the February flooding and the Covid-19 pandemic.
“The council has also had to work through getting the frames made and gaining consent from NZTA and adjacent land owners.”
Social media feedback on the signs was evenly split, he said.
Some people said they liked the signs while others thought the money would have been better spent elsewhere.
Councillor Doug Grant was said replacing the signs had been on the council’s radar for more than three years.
He expected the signs would last for 15 years, and the framework for at least 30 years.