These billboards have appeared on all the major highways as you approach downtown. Why? The Arch has been open since 1966. I think the reason is that the streets around the monument are a complete mess while the huge renovations of the area are in progress. Some of the ideas are great and some are breathtakingly idiotic. Access on and off the highways to the river side of downtown is much more difficult. Evening rush hour traffic is awful when the Cardinals have a night game because you have to drive right by the stadium to get to most of the entrance ramps. People may believe that you can't get there from here. Bad planning and execution.