Point of Interest: Every Sign Has A Story

An Iowa farmer is preserving the history and art of American advertising

By Haley Banwart | Photos by Joseph L. Murphy

If Hal Colliver’s colorful collection of road signs and billboards could talk, they would tell stories of America’s highways and byways and the endless products, goods and services they promoted to motorists whizzing by each day.

Almost every inch of the outbuildings on Colliver’s farm, located 1 mile south of West Chester, are covered in colorful advertising memorabilia. From petroleum and hardware to bus lines and seed corn, his unique collection is a kaleidoscope of history and art.

Colliver, a retired farmer and truck driver, says he started collecting signs 45 years ago. A majority of his collection has been sourced from flea markets, auctions and conventions over the past two decades.

Hal Colliver pauses for a portrait in front of an out building covered in signs he has collected.

“I always took note of billboards when I traveled. One sign led to another, and my hobby for collecting became almost like a disease,” he jokes.

Made from porcelain, neon, wood, tin, plastic and glass, just a few of Colliver’s finds required restoration, and nearly all are in their original condition.

Although most of his signs were found in Iowa, some of Colliver’s collection originated from places as far away as Arizona and Tennessee.

VALUE BEYOND A PRICE TAG

Collectible road signs are valued for their age, rarity and design. Colliver credits the growing popularity of sign collecting to hit TV shows like “American Pickers,” which stars a team of antique enthusiasts from Le Claire.

Today, he says the price of these rare artifacts depends on how much someone is willing to pay.

“They aren’t getting any cheaper. Every sign has a price tag, but to me, their worth is invaluable,” Colliver says.

“You just don’t see road signs and billboards like you used to,” he adds. “They are a piece of history. To me, sign collecting is about preserving some of old Americana.”

A LEGACY WORTH SHARING

In true Iowa fashion, Colliver doesn’t keep his collection solely for personal enjoyment. It’s something he openly shares with his community and the frequent stream of passersby. Over the years, he has hosted tour buses, car clubs and international visitors who often comment the display is unlike anything they’ve seen before.

Colliver’s collection has also expanded to novelties, such as antique gas pumps, oil cans and other one-of-a-kind vintage treasures. One of his more recent finds includes an authentic wooden windmill.

Sunset is a popular time for visitors to stop and admire the iconic advertisements from years gone by. Many guests drive in after dark to get a glimpse of the gas pumps illuminated against the night sky.

“Everyone is welcome,” Colliver says. “That’s what it’s here for.”

Each sign’s story comes to life for visitors who are willing to slow down, take a detour and soak in the patchwork of American advertising history.

To view the full spread, view this magazine in your internet browser on your phone, tablet or desktop.