Joke Still Funny After 48 Years

Since 1978, air travelers approaching Milwaukee Mitchell International Airport have gotten an unexpected greeting while soaring over photographer Mark Gubin’s studio on South Delaware Avenue.

It was then, back during the height of the disco era, when on a whim, Gubin decided to go onto the roof of the building in the airport’s flight path and paint “Welcome to Cleveland” in large white letters.

Since that time, the sign on the approach to runway 19 has been responsible for countless smiles and, most likely, several panic attacks as the plane taxis to the gate. After all, it has to be a jarring sight for any first-time visitor on the heels of a three-martini layover.

Shortly after painting the message, Gubin left on a trip. He returned to find he’d be inundated with media inquiries from around the world. And they haven’t stopped coming since. His roof has been covered by everything from the Today show, the Tonight Show, GQ, and the Daily Mail. It even ended up being a clue on Jeopardy.

Gubin didn’t have any particular reason for pulling the prank; it was just a bit of wholesome mischief designed to spread joy. He certainly couldn’t have imagined it would still be getting laughs — and getting interview requests — 48 years later.

The sign is getting a fresh coat of paint this spring, so the sign’s legacy will continue. If you’re flying into Milwaukee and want a laugh, keep an eye out for it. Or, better yet, get an aisle seat and watch for other passengers frantically pressing the call button.