I think this is a cool find from a seldom seen company that should be very interesting to Virginia region petroliana collectors. It does not have any logo graphics that would make it a hot collectible. A picture of a 6 volt battery and an old car would do it big time.
Look at what motor oil can display racks are going for. Here's a peek at eBay completed items:https://www.ebay.com/sch/i.html?_fr...amp;_sacat=0&rt=nc&LH_Complete=1
Look at the green prices showing sold values.
If the sign has rust bleed-through, that hurts the value. If it's just dirty and will clean up that helps. It should be worth at least as much as an oil company branded rack with a logo and more to a Virginia region collector.