Connecticut has unveiled new interstate highway signs, including one that boldly proclaims, “Welcome to Connecticut, Home of the Pizza Capital of the United States.” The signs, visible along the I-95 and other major routes, are part of a recent effort to highlight the state’s unique qualities. Other signs tout Connecticut as the “Basketball Capital of the World” and the “Submarine Capital of the World.”
Governor Ned Lamont introduced the new signs earlier this month, describing them as a way to invite visitors to explore “one of the best states to live, work, and play.” This initiative coincides with the state’s broader rebranding effort, “Make It Here,” launched in 2023, though the signs are not directly tied to that campaign.
Local historian and entrepreneur Colin Caplan, a New Haven native, called the signs a clever marketing move. “It’s all about tourism,” Caplan said. “This whole thing has been backed by everybody in the tourism office because it’s free marketing.”
According to Samaia Hernandez, a spokesperson for the Connecticut Department of Transportation (DOT), the signs were due for replacement as part of routine maintenance. Working with the Governor’s office and the State Office of Tourism, the DOT created the new designs, with a budget of nearly $100,000. However, there was no extra cost to taxpayers, as 80% of the funding came from the U.S. Department of Transportation, with the rest covered by the state’s regular DOT budget.
Anthony, Chief Marketing Officer for the Office of Tourism, explained that the goal of the signs is to boost Connecticut’s image. “One, it’s to make a statement about Connecticut’s identity. Two, it’s to show that there’s plenty to do here. And three, it’s to give state residents a sense of pride.”
This isn’t the first time Connecticut has laid claim to being the pizza capital. On National Pizza Day earlier this year, Governor Lamont declared Connecticut the “Pizza Capital” of the U.S. U.S. Representative Rosa DeLauro echoed that sentiment in May, reading a statement on the floor of Congress and introducing it into the Congressional Record. New Haven pizza institutions like Sally’s Apizza and Frank Pepe’s, along with historian Caplan, were involved in the declaration.
“We went to the Capitol and fed the Capitol Police with pizza from Pepe’s in Alexandria, Virginia,” Caplan recalled, referring to the celebration before DeLauro’s statement. “It was classic New Haven style.”
The new signs have stirred up friendly competition with neighboring states. New Jersey Governor Phil Murphy responded on social media platform X, saying, “You’re not even the pizza capital of the tri-state area.” Massachusetts Governor Maura Healey joined in, posting a photo of a sign that dubbed Connecticut the “Basketball Capital of the World,” with her own edits replacing “Connecticut” with “Massachusetts” in reference to basketball’s origins in Springfield, Mass.
The signs have sparked massive online discussion, garnering over 4.1 billion impressions on social media by Wednesday, according to Anthony. “It’s been everything from Stephen Colbert to local media,” Anthony said, noting that the state’s tourism office had 4.2 billion media impressions throughout all of last year.
Caplan emphasized that the purpose of the campaign is to promote community pride, not fuel interstate rivalries. Local pizzerias, including Frank Pepe’s and Sally’s Apizza, have embraced the signs. Victoria Pierce, Director of Marketing at Frank Pepe’s, expressed excitement over the recognition of New Haven’s pizza legacy.
Christian Bonaventura, brand advisor at Sally’s, agreed, saying, “We definitely feel the state is heading in the right direction to embrace New Haven Apizza culture.” He added that the mission is to bring the best pizza experience to more communities as awareness grows.
New Haven’s iconic apizza style dates back to the 1920s, and the city’s pizzerias are thrilled to see its tradition celebrated on such a grand scale.