Technology and tradition, AI and entrepreneurial innovation are shaping the future of Route 66 as we prepare to celebrate that storied highways centennial. For nearly a century this highway has served as a stage where history, community, and road trip adventure come together. It is a living time capsule. And it is America’s longest small town, and a bit of a theme park.
But as with everything about the America story, the legendary Mother Road is evolving. Technology has given rise to websites, cell phones, artificial intelligence, mobile apps, and social media networks.
Technology has become a powerful tool for travel planning, historic preservation, marketing, and networking in the Route 66 community. The result is a 21st-century Route 66 experience that blends nostalgia with innovation.
At Jim Hinckley’s America, we’ve always said our mission is sharing America’s story and inspiring road trips by telling folks where to go. Today, that story includes a new chapter. It is the story of how technology is helping communities, travelers, and enthusiasts breathe new life into Route 66.
Connect66: Promise and Pitfalls
The newest tech-driven initiative on the road is Connect66. This is an ambitious multi-faceted project designed to create a digital hub that links Route 66 businesses, attractions, and communities. But it is also envisioned as a community, a place where the Route 66 enthusiast gathers to share their road trip adventure and discoveries. And it is also an archive, a research libray where the history of Route 66 is preserved.
The endeavor is in an embryonic stage. But, warily, folks are discovering that the platform also aims to give small businesses a fighting chance in the digital age by connecting them with travelers in real-time. With each passing day this becomes increasingly important, especially for the business that lacks a budget for website development.
In my initial review I see a multitude of potential benefits for the Route 66 community. But as with any ambitious project, numerous challenges remain if Connect66 is to reach its full potential. Still, the concept highlights a crucial truth. As during the dark days of the Great Depression, Route 66 will thrive even in the digital age. But only if communities work together and folks are willing to try something new.
Technology and Tradition
In the Route 66 Centennial Initiative group on Facebook, Ken Youden had this to say about an introductory Connect66 posting. “There tends to be a voice within the 66 community that we should “gate keep” and therefore be wary of newbies (people or organizations). I hope the Centennial is an occasion to welcome new voices, new talent, and fresh energy. I hope……”
A degree of wariness is warranted in the Route 66 community. After all, the highway has always been a magnet for grifters and opportunists. And with the centennial fast approaching, the attraction for these type of folks is even stronger. But so is the attraction for people possessed with an ambitious entrepreneurial spirit, a vision for the future, and a passion for ensuring Route 66 remains relevant into the future and beyond.
Touch Media: From Maps to Apps
The projects from Touch Media illustrate another issue with the Route 66 community that could have an impact on the highways future. When first introduced, a competitor of the innovative Route 66 Navigation app chose to call attention to the company’s Slovakian location rather that develop a better version.
Route 66 may be an American highway. But it is an international community. And that is another reason that technology will play an increasingly important role in the highways ongoing renaissance.
Leveraging Technology and Tradition
Touch Media was an early proponent of leveraging technology and tradition to enhance the Route 66 experience. Their contributions include:
- Route 66 Navigation App: A GPS-based tool designed specifically for Route 66 travelers. Unlike generic apps, it guides drivers along all alignments. That eliminates a lot of frustration as the old highway is poorly signed in many locations, and there are lots of turncated segments.
- Free Travel Guide in Eight Languages: A lifeline for international travelers. This ebook is a guide that breaks down cultural barriers and helps keep Route 66 globally accessible.
- Route 66 Passport: A collectible souvenir that encourages travelers to stop in small communities, collect stamps, and engage with local businesses. This project is a manifestation of the developers passion for the Route 66 community. It was conceived as a way to support the small business owner, enhance the travelers experience, and foster development of a network of cooperative partnerships.
Touch Media has expanded international engagement. And it has given the Route 66 community a modern marketing edge. The app, as might be expected, has its detractors. And there is always room for improvement.
But future Route 66 historians will see Touch Media as a pioneer in linking technology with tradition.
Storytelling in the Digital Age: Coffee With Jim & Online Communities
Storytelling has always been an integral part of Route 66’s evolution from highway to icon. Today, podcasts and online forums are carrying that tradition forward.
- Coffee With Jim Podcast (Jim Hinckley’s America): Weekly conversations with Route 66 leaders, preservationists, and entrepreneurs provide both inspiration and practical insights. It’s a blending of technology and tradition. Think of it as a virtual diner where folks gather to learn how history connects to present-day heritage tourism.
- Historic Route 66 Facebook Group: With several hundred thousand members, this community hub connects travelers worldwide. Photos, stories, and travel tips are shared daily. This creates a living, breathing digital scrapbook. It is also a travel planning tool, and a small town with a strong sense of community.
Both highlight the new power of networking in a modern era. Travelers are no longer exploring in isolation but as part of a vast, interconnected community.
Organizations and Associations: The Backbone of the Renaissance
Since Route 66 was decommissioned in 1985, its survival has depended on passionate individuals and organizations. Some successes, some stumbles. But each have been an important part of this amazing old highways story.
- Route 66 Alliance: Founded by author Michael Wallis and attorney Rick Freeland, this group envisioned large-scale preservation and promotional efforts. While high-profile, the Alliance struggled with long-term momentum in spite of hosting the annual International Route 66 Festivals that provided communities with a promotional platform.
- National Historic Route 66 Federation: Established by David and Mary Lou Knudson, this nonprofit was a pioneering workhorse in the early years of the Route 66 renaissance. The federation published the popular Route 66 Dining & Lodging Guide that was developed with the assistance of volunteer “ambassadors” that reviewed motels and restaurants during their travels. This organization was instrumental in the spearheading of key preservation projects. Perhaps their greatest contribution is publication of The EZ 66 Guide for Travelers by Jerry McClanahan, one of the most popular travel guides available.
- Route 66 Road Ahead Partnership: Endorsed by the National Park Service Route 66 Corridor Preservation Program, this coalition led by Bill Thomas of Illinois emphasizes economic development and community building. Though bureaucratic at times, it remains an important unifying force even though it not been able to bring all envisioned projects to fruition.
- Route 66 Centennial Commission: With Bill Thomas serving as president, this nonprofit is steering preparations for the 2026 centennial. Their mission: ensure Route 66 isn’t just remembered but celebrated as a living corridor of culture and commerce into the centennial and beyond.
- State Route 66 Associations: From Illinois to California, these groups (like the Missouri Route 66 Association and Oklahoma Route 66 Association) are often the unsung heroes. Volunteers maintain museums, host events, and publish newsletters that keep local pride alive. And they work at the grassroots level to build a network of cooperative partnerships between state, local, and federal governments and small business owners as well as community organizers.
Events That Put Route 66 Back on the Map
Events have been the glue binding this renaissance together. A few highlights:
- Route 66 Fun Run (Arizona, since 1988): Developed by the Historic Route 66 Association of Arizona, this annual May event draws hundreds of classic cars, thousands of visitors, and countless memories. It remains a model of community-based tourism. And it has evolved into an attraction. Some foreign based companies include the Fun Run as part of a Route 66 tour package.
- 2014 International Route 66 Festival (Kingman, Arizona): With author Michael Wallis as a keynote speaker, the Crossroads of the Past & Future Conference became the cornerstone for the Route 66 Miles of Possibility Conference. This festival is often credited as the catalyst for the renaissance that is transforming the historic heart of Kingman, Arizona. It also showcased just how global the Route 66 passion had become. Travelers from 30+ states and numerous countries were in attendance.
- Route 66 Miles of Possibility Conference (Illinois, since 2015): Founded by historian and author Cheryl Eichar Jett, and in partnrship with Terri Ryburn and Debyjo Ericksen, this annual event blends scholarship, networking, and community inspiration. It has become the think tank of the Route 66 revival.
These events demonstrate that when communities come together, sometimes with little more than volunteer passion, they can keep Route 66 in the global spotlight. And when linked with technology such as that being developed by Touch Media or Connect66, the Route 66 community is assured a bright future.
Looking Ahead: The Road to 2026 and Beyond
Technology, AI, and digital innovation are not replacements for Route 66’s infectious magic. They’re amplifiers. From apps that help travelers stay on the old road to podcasts that spread its stories across the globe, the new tools are writing the next chapter of the Mother Road.
But let’s not forget. The real heartbeat of Route 66 has always been people. The waitress pouring coffee in a small-town diner. The volunteers repainting a faded neon sign. The historians and dreamers working behind the scenes.
As the centennial approaches in 2026, the challenge is clear. Use technology to connect, not divide. Blend innovation with tradition. And above all, keep Route 66 what it has always been—a road that brings people together.
Thank you. Shared adventures are the best adventures.