A long time La Crosse business is being asked to take down their main marketing tool along the I-90 corridor.
You've probably seen the sign for SSE Music coming through La Crosse from Interstate 90.
During planning for the Exit 3 Project last summer, SSE owner, Steve Earp said the DOT told him the sign was there illegally and lacked the proper permit.
In January, Earp received a formal letter telling him the sign has to go.
"To me it's just so much wasted energy. I mean we like to spend our energy doing things in the community and this is just wasted energy and dollars. Anything we spend on this project is money that we would have spent somewhere else and we're a small business. We have 15 employees. We're a mom and pop music store."
Earp and his wife plan to appeal the order to remove the sign. They have until March 21.
The DOT responded in a statement. "The existing SSE music sign was discovered to be unpermitted through the right of way acquisition process for the Exit 3 Project.The sign is not located on the SSE Music property and cannot function as an on premise sign, according to state statutes."
Earp estimates the cost to remove the sign would be about $10,000.