Hell is Real

So I've seen this sign quite a few times on my trips to my brother's house and, more specifically, on the way back to Louisville. This sign is located on I-65 North, somewhere between the Kentucky/Tennessee state line and Elizabethtown. On the other side of the sign, when you are I-65 South-bound, you are treated to an enlarged sign that shows you the 10 Commandments. I've always just found this sign funny, especially with the subtle red-lettering of "Hell". I wonder how much money it costs to keep this sign up (and it's been up for at least a couple of years, as I always remember seeing it on I-65 since I've been in Louisville).