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Directional Signs at Jubitz Travel Center are Fun and Informative

Posted in: Truckstop Travels

Editor's note: Darren Schulte, NATSO vice president of membership, frequently visits NATSO members to review their locations and offers impactful merchandising and operations improvements. Contact Schulte at or (915) 526-5820 to learn more about the costs and details of this service.

Jubitz Travel Center-Diesel Lanes-Card Lock-Truck Wash-Scale-SignageJI.jpg

With all of the cars and heavy-duty trucks coming and going at a truckstop or travel plaza, it is important drivers know where to go. Jubitz Travel Center in Portland, Oregon, has done a fantastic job with its directional signage, which provides customers with important information, improves the customer experience and increases safety.

Jubitz is located off I-5 at Exit 307, and I liked the signage that kept the Interstate theme going, directing customers to different areas within the location.

The location has 15-minute parking for trucks that don’t fuel. That has been really successful. 

Jubitz Travel Center-Truck Near 15 Minute Parking SignJI.jpg

Whether customers are stopping in for the first time and unfamiliar with their surroundings or they’ve been there dozens of times, signage helps get them to their destination. Jubitz understands this and it shows.

We’ve written quite a bit about the benefit of signage. Take a look at how Guthrie Travel Center is using graphics to get customers’ attention. Check out how Coffee Cup Fuel Stop in Summit is using signage to draw customers in and help them find what they’re looking for. Get more tips on signage best practices here.

Jubitz Travel Center-Driver's Store-Tire Service-Tire Sales SignageJI.jpg

 /// Did you know most weeks can find Darren Schulte, NATSO's Vice President of Membership, visiting a NATSO member truckstop location, spending three to four days, using his merchandising and operations expertise to help them grow their business? Learn about NATSO’s Profitable Retail Review program here.


Photos Credit: Darren Schulte/NATSO

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About the Author

Darren Schulte

Darren Schulte

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators.

Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Learn about NATSO's Profitable Retail Review program here.

Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: 

  • Love's Travel Stops and Country Stores,
  • HESS Corporation, 
  • Petro Stopping Centers, and
  • TSC Global/Barjan LLC.