Welcome to a landmark you never intended to visit

Why does the massive sign "Welcome to the Throgs Neck Bridge" exist at its tolls?

Almost no one ever considers a bridge a destination, unless he or she plans to either a) fish or b) jump off it.

Did wildlife and game and euthanasia lobbyists unite to pressure the MTA into this display? What tourism board thinks this is a bright idea? Are postcards available? I need to know these things.

Theories welcome. I'm genuinely stumped.