Most Fulton residents have likely driven past the sign on U.S. 54 so many times it barely registers.
But for a visitor, or a traveler just passing through, those few words - formerly "If you lived in Fulton you'd be home now" - might be their first and only impression of town. The sign is now blank, and those few words could be your own.
The City of Fulton is running a competition to choose a new slogan for the sign, located off U.S. 54 just north of the Route H exit. Hopefuls may enter until Dec. 31.
"Some of the letters were breaking off the old sign," Public Information Officer Darin Wernig said. "It'd been up for a while."
Letting the community nominate slogans seemed like a fun way for the city to engage residents, he said.
The contest is open to all Fulton utility customers. Entry forms may be picked up at Fulton City Hall, at 18 E. 4th St., or completed online at fultonmo.org/sign-slogan.
Entries shouldn't be longer than a sentence and should be clean - no strong language or earthy humor. Other than that, go wild, Wernig said. Entering is free and encouraged.
"It could be something catchy, it could be something witty, it could be something serious, it could be something that stands out," Wernig said. "There's no specific style we're looking for. No matter how crazy your idea is, it doesn't hurt to submit it."
After the deadline, a city committee will select five finalists and the Fulton City Council will vote to choose the winning slogan no later than February.
The winner will receive a $100 credit toward their utility bill.
"This won't be an annual thing - it'll be up there for at least a while," Wernig said.
The city has received about 50 entries so far, he added.