Those traveling down Highway 99 will have no trouble finding Dust Bowl Brewing Company's new brewhouse and taproom, as a giant neon sign now adorns the roof of the Fulkerth Road facility.

The neon sign is 77 feet long and comprised of letters approximately 4 feet, 8 inches tall mounted on an exposed metal frame and illuminated on the side that faces the freeway.

The Turlock Planning Commission voted in February to approve a conditional use permit for the rooftop sign as it is outside of the City of Turlock's current sign regulations. The sign was approved mainly because the brewery is a tourist destination and is located off the freeway.

Although the neon sign was installed during the early morning hours on Wednesday, the new Dust Bowl brewhouse and restaurant have been open for two months. The new building serves a dual purpose for the company, expanding its brewery operations to allow Dust Bowl to go from producing 4,800 barrels a year to 15,000 to 20,000 barrels a year and creating a larger taproom.