South Dakota Enhances Highway Safety with Upgraded Message Displays

Daktronics technology supports safer travel with modern, full-color highway messaging

BROOKINGS, S.D. – Aug. 5, 2025 – The South Dakota Department of Transportation (SDDOT) has contracted Daktronics (NASDAQ-DAKT) of Brookings, South Dakota, to provide upgraded dynamic message signs (DMS) across the state as part of a wide-reaching transportation safety initiative. The effort includes replacing 30 aging signs and installing one additional unit, covering all DMS locations along Interstates 29 and 90.

Originally installed more than two decades ago, the state’s existing amber displays had reached the end of their service life. The new 20-millimeter full-color displays enhance legibility and provide greater flexibility in the content the SDDOT can display. The modernized signs support real-time alerts, Manual on Uniform Traffic Control Devices (MUTCD) compliant graphics and safety messaging that help keep travelers informed and protected.

“This marks a meaningful leap forward for South Dakota’s Intelligent Transportation System (ITS),” said Jason Morrison, Daktronics market manager for ITS. “These displays give SDDOT new capabilities to communicate quickly and clearly with the public, improving awareness, response time and overall roadway safety.”

The upgraded signs will continue to distribute key public service information, such as travel advisories, Amber Alerts, safety reminders and emergency messages. Although the displays are capable of full-color visuals, initial deployments are using amber-on-black content only, while SDDOT revises operational guidelines.

“The combination of traffic symbols and text increases message comprehension within the short viewing times available to drivers,” stated Joel Jundt, SDDOT transportation secretary. “The upgraded DMS provides better adaptability for changing road conditions, improved communication and an overall added public safety benefit.”

This DMS upgrade forms part of a broader modernization effort, which will soon include South Dakota’s first deployment of variable speed limit signs along I-29. Several of those signs will integrate with the new DMS units in the Brookings area, enabling traffic control responses to winter weather, traffic congestion or incidents in real time. This capability is expected to reduce crashes, especially during winter months.

About SDDOT

The mission of the South Dakota Department of Transportation is to provide a safe and efficient public transportation system. For the latest on road and weather conditions, road closures, construction work zones, commercial vehicle restrictions and traffic incidents, please visit https://sd511.org or dial 511.

Read more about the innovative work of the SDDOT at https://dot.sd.gov.