The origins and evolution of Route 66, officially U.S. 66, is a fascinating story and a new chapter will soon be written. Arguably this is not just the most famous highway in America, it may be the most famous highway in the world.

From its inception on November 11, 1926 it has become affectionately known as the Motehr Road and the Main Street of America. From Chicago this iconic highway courses through the heartland of America, across the plains and the stunning landscapes of the southwest, and on to the coast of California at Santa Monica.

Depending on which alignment is counted, the highway runs 2,448 miles and links rural communities to urban centers. It has played a vital role in America’s economic and social evolution, served as a major migration route during the Dust Bowl, a strategic corridor during World War II, and a symbol of freedom and adventure during the postwar boom, and again in the era of Route 66 renaissance.

The U.S. Highway 66 Association

Recognizing the need to promote and maintain the highway, Cyrus Avery of Oklahoma and John Woodruff of Missouri, visionaries with an eye on the future, established the U.S. Highway 66 Association in 1927. This pioneering organization championed the development of Route 66, marketing it as the best route from Chicago to Los Angeles. It was also instrumental in securing its full pavement by the late 1930s and in positioning Route 66 as a premier travel corridor, fostering economic growth for towns along its path.

The U.S. HIghway 66 Association was instrumental in transforming the highway into the icon we know today. The replacement of Route 66 by the interstate highway system signaled the end of the U.S. Highway 66 Association. But with decommissioning of Route 66 in 1985, and the dawning of the highways renaissance, there was initially a void in organized advocacy and marketing for the historic road.

The Struggle to Fill the Void (1985-2025)

Following the closure of the U.S. Highway 66 Association, numerous organizations emerged to carry forward its mission. These groups, while successful in their own right, were never able to build the cohesive national structure or network of cooperative partnerships and financial backing of their predecessor. Each, however, played a role in ensuring that Route 66 would remain a destination into the highways centennial and beyond.

Among them:

• The Route 66 Federation (established in 1989) worked to provide travel guides and historical information but primarily functioned as a resource rather than an advocacy group.
• The National Historic Route 66 Federation (founded in 1994) successfully lobbied for federal recognition and preservation.
• The Route 66 Corridor Preservation Program (launched in 1999 by the National Park Service) provided grants for preservation projects but lacked a dedicated marketing and promotional arm. Kaisa Barthuli, program director, worked tirelessly to promote the highway, assist with preservation initiatives, and build a network of cooperative partnerships. Unfortunately her early retirement was necessitated with the funding cuts of spring 2025. This and suspension of the program will have a negative impact on Route 66 centennial projects.
• The Route 66 Road Ahead Partnership (established in 2016) sought to unite various Route 66 stakeholders but has faced challenges in achieving widespread grassroots support and long-term sustainability.

State Route 66 Associations and Their Contributions

Each state along Route 66 has formed its own association to promote and preserve the highway within its borders. But Route 66 is unique. Author Michael Wallis has referred to Route 66 as a linear community.

So, even though these organizations have played crucial roles, and often worked together, their efforts remain fragmented compared to the centralized impact of the U.S. Highway 66 Association.

• Illinois Route 66 Association (est. 1989) – Focuses on preservation projects and public awareness.
• Missouri Route 66 Association (est. 1990) – Advocates for historical markers, preservation, and heritage tourism.
• Kansas Historic Route 66 Association (est. 1995) – Works on maintaining Kansas’ short but historically rich stretch.
• Oklahoma Route 66 Association (est. 1989) – Promotes travel and maintains historic roadside attractions. With Rhys Martin as president this association has become a template to be emulated. Multistate partnerships, innovative marketing and preservation initiatives, and a leadership position in Route 66 centennial marketing are worthy the U.S. Highway 66 Association.
• Texas Old Route 66 Association (est. 1991) – Focuses on business revitalization, preservation, and tourism development.
• Route 66 Association of New Mexico (est. 1989) – Actively preserves neon signage and historic buildings, and has in the past pioneered marketing. However, recently the association was crippled by an internal dispute that resulted a faction splintering the association and then creating a competing organization, New Mexico Route 66 Association.
• Arizona Route 66 Association (est. 1987) – One of the first to advocate for preservation, a pioneer in the Route 66 reniassance movement that is credited with sparking renewed interest in the highway, its history, its culture, and its importancce as a tangible link to 20th century American history.
• California Route 66 Association (est. 1990) – Works on landmark recognition, preservation, and tourism promotion.

While these groups have been instrumental in preserving the spirit of Route 66, the lack of a unified national presence has limited their reach and effectiveness.

The Need for a Rebirth of the U.S. Highway 66 Association

As Route 66 approaches its centennial in 2026, and with its second century on the horizon, the need for a reborn U.S. Highway 66 Association has never been greater. A unified organization could:

• Ensure Sustainable Preservation – By coordinating efforts across states, securing funding, and advocating for national historic protections.
• Strengthen Marketing & Promotion – Pooling resources to develop marketing campaigns to attract both domestic and international travelers.
• Support Economic Development – Helping businesses along Route 66 thrive by connecting them with grants and promotional opportunities that link them with the linear Route 66 community.
• Act as a Legislative Advocate – As with the original organization, lobby to ensure government policies favor Route 66 preservation and enhancement efforts.

The original U.S. Highway 66 Association transformed Route 66 into an American legend. Today, a modern version of this organization could ensure that the road continues to inspire and serve future generations, preserving its history while adapting to contemporary travel and tourism trends. With a unified voice, Route 66 can remain a vibrant and essential piece of America’s cultural heritage well into its second century.

The Impact of Cars and the Contributions of Michael Wallis

The 2006 animated film Cars played a monumental role in reviving interest in Route 66 for a new generation of road trip enthusiasts. Produced by Pixar and directed by John Lasseter, the film’s setting was inspired by the landscapes, towns, and businesses of Route 66. The story highlighted the decline of small towns due to interstate bypasses, bringing international awareness to the preservation needs of the historic road.

Michael Wallis, a renowned Route 66 historian and author, served as a consultant and voice actor (the Sheriff) for Cars. His expertise helped ensure the film’s authenticity, and his passionate storytelling introduced a new generation to the romance and history of the highway.

Wallis’ books, including Route 66: The Mother Road, have been instrumental in documenting and promoting Route 66’s legacy. His advocacy has inspired preservation efforts and strengthened the cultural identity of Route 66 as more than just a road, but a living piece of Americana.

The 2014 International Route 66 Festival in Kingman, Arizona

The 2014 International Route 66 Festival, held in Kingman, Arizona, played a pivotal role in the modern Route 66 renaissance. The event drew thousands of enthusiasts, historians, and business owners, fostering a renewed interest in Route 66 preservation and economic revitalization.

Key highlights of the 2014 festival included:

• Global Participation – Attendees and presenters came from over 30 countries, underscoring the international appeal of Route 66.
• Educational Conferences – At the Crossroads of the Past and Future Conference sustainable tourism, economic development, and the role of Route 66 in local economies was discussed. The annual Route 66 Miles of Possibility Conference was spawned by this conference.
• Historic Route 66 Branding and Marketing Panels – These discussions led to a stronger emphasis on branding Route 66 as a global travel experience, and development of the European Route 66 Festivals.
• Art and Cultural Exhibits – Showcasing the highway’s rich artistic and musical heritage.
• Community Impact – The festival spurred investment in local businesses and infrastructure improvements in Kingman, and inspired other Route 66 communities to enhance their own tourism efforts ss well as embrace technological opportunities. As example, economic development director Larry Clounts in Shamrock, Texas used information from the conference, and contacts made at the event, to install EV charging stations at the iconic U Drop Inn.

The event demonstrated the economic potential of Route 66 tourism and highlighted the need for a cohesive national strategy to maintain momentum.

The Crystal Ball

Pioneers in the era of the Route 66 renaissance such as Jerry McClanahan, Michael Wallis, Angel Delgadillo, and Jim Ross continue to make contributions to the Route 66 community. And the torch is being passed to a new generation of passionate visionaries such as Rhys Martin, his wife Samantha, Elizabeth Olwig, and Connie Loveland.

Jim Hinckley’s America is a part of this movement. So, are an array of bloggers, podcasters, community organizers, authors, photographers, and business owners. But we still need a reincarnation of the U.S. Highway 66 Association.

What are your thoughts about the future of Route 66, and how to ensure it remains relevant to the bicentennial?