A constant struggle for teachers at all levels is finding ways to successfully teach students complex theories and concepts. Student comprehension is often enhanced by applying these theories and concepts to real world situations. This project demonstrates central place theory by examining highway billboard signs along major Wisconsin highways. In addition, the concepts of range, threshold, and intervening opportunities are demonstrated. Using global positioning systems (GPS) and geographic information systems (GIS), data were collected on the location, distribution, and type of establishment advertised. Using statistical and spatial analysis this article suggests an alternative method for teaching undergraduate students urban theories through fieldwork, GIS, and GPS. (Contains 2 tables and 7 figures.)