The I amsterdam sign is one of those things that took off in a way people never expected. It started, back in 2004, as a slogan to help market Amsterdam abroad. (Think Pure Michigan.) It worked. They say tourism is up (12,000,000 people visited Amsterdam in 2016.) It shouldn't surprise me we have yet to see the sign behind the Rijksmuseum without a throng of people around it.
Of course, after quietly walking through the museum, the kids were ready to have a go at the sign. It's huge - the lower case letters are about 6 1/2 feet tall and the whole sign is 72 feet long. There are actually three sets of letters: one at the Rijks, one at the airport and a traveling set that moves around the city.
We had to giggle - as we were walking away Katie noticed a sign saying, "Klimmen op eigen risico" - Climb at your own risk. Both kids agreed - it was worth it.
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