New Sign on Route 16 in Rochester, New Hampshire, is Confusing People

I don't reside in Rochester, New Hampshire, but to put it plain and simply, I love a lot of people who live there! I am a proud member of the You KNOW you're from Rochester, NH if you Facebook group (imposter alert: so grateful they let me in), and I must say, it is one of the more entertaining Facebook groups I follow. The people of Rochester are proud of their city but don't take themselves too seriously, and that is refreshing.

According to the group, something people are talking about around town is the new signage off Exit 11 on Route 16 North.  A member of the group shared a photo of the sign and asked, "Which way you would turn to go to Rochester?" Over 500 people reacted to the post, and it was shared almost 40 times.

Now, I've never designed a sign before, and I am not saying I could do it better. But it does take a minute to sort through. If you are unfamiliar with the area, you might not have that kind of time to process this sign.

With Rochester being so far over to the right, my eyes want to associate it with the arrow above it that is pointing right. However, after taking a closer look, the obvious answer is that Rochester is to the left, right? Oh man. Now I'm confused.

Also, why are their arrows in both directions next to Old Dover Road? This feels a little unnecessary, as most roads go both ways when you come off of an exit ramp.

To long-term residents of the area, this sign is probably as clear as day. However, out-of-towners might have a difficult time trying to decipher what's going on here. What do you think of this new sign?