Organized in early 1927, the U.S. Highway 66 Association was similar in nature to many organizations and businesses established before the creation of the federal highway system to promote roads such as the Lincoln Highway and the National Old Trails Highway. The association had two primary goals; lobby to have U.S. 66 fully paved from Chicago to its western terminus at Seventh and Broadway in Los Angeles, California and the development of marketing initiatives to promote tourism on the highway. The organizations marketing endeavors were so successful, U.S. 66, iconic Route 66, is arguably the most famous highway in America even though it hasn’t officially existed for more than three decades.
A key component in the organizations success was the development of cooperative partnerships with businesses and communities. Many of the challenges faced by the Route 66 community today are the same as those addressed by that pioneering organization more than nine decades ago. So, isn’t it logical to assume that development of a community of partners would resolve issues that range from preservation to marketing, and ensure that the old highway remains vibrant into the centennial and beyond?
The National Route 66 Museum in Elk City, Oklahoma, a stop on our fall tour.
Jim Hinckley’s America is about, well, America. Still at the center of all that we do is Route 66, the Main Street of America. It was never my intent to replicate the original U.S. Highway 66 Association. However, I have volunteered my services to every reputable effort to create a modern incarnation of this entity. And I have developed a multifaceted promotional platform that promotes Route 66 as a destination, a distinct difference from early marketing designed to promote U.S. 66 as a preferred highway for those making a cross country jaunt.
Have no doubts. Today Route 66 is no mere highway. It is a destination. It is, to borrow an adage from author Michael Wallis, a linear community. The problem is that with the exception of passionate travelers affectionately referred to as roadies, few communities or businesses along the highway corridor see Route 66 as a destination.
And so I launched the development of community educational initiatives. Linked with this was creation of a marketing network designed to provide businesses, and communities, with an opportunity to magnify their promotional initiatives regardless of budget. One component was the crowdfunding initiative on the Patreon platform. If five hundred followers of the Jim Hinckley’s America travel programs each contributed as little as $1 or $5 per month, I could purchase needed equipment, keep necessary subscriptions updated, cover some travel expenses and dedicate time for the creation of programs such as the recent Adventurers Club in which I interviewed the president of Route 66 Association of New Mexicoand Texas Old Route 66 Association.
As the concept of creating a pooled resource cooperative evolved I began providing businesses with advertising opportunities for as little as $12.50 per week. With each and every step of development my focus has been on using Jim Hinckley’s America as a venue for the promotion of Route 66 as a destination. I am quite pleased by the comments received from advertising sponsors, major sponsors including the City of Cuba and Grand Canyon Caverns, and most importantly, travelers.
Promotional materials distributed along Route 66
Together, one partnership at a time, we can transform Route 66 into a linear community of partners. Together we can market and promote the most famous highway in America as a destination. So, with that said, can your community or business use a promotional boost?
One of the overlooked chapters from the story about the dawning of the American auto industry is how it went from being a circus sideshow curiosity to multi-million dollar industry in less than two decades.
“Take the children to see the fad before it passes.” Even astute entrepreneurs with vision can be wrong when it comes to predicting the future. These words were spoken by Montgomery Ward, the pioneering department store tycoon, in 1896 when the circus came to town with promotional posters that gave a Duryea Motor Wagon top billing over the albino, bearded lady and dog boy. It was the dawn of a new era, a time of such dramatic transition that within 20 years every aspect of American society had been transformed.
Buffalo Bill Cody at the tiler of a 1903 Michigan. Photo Jim Hinckley collection.
Within seven years of Ward’s recommendation, shorty after the turn of the century, an automobile had been driven from coast to coast. David Buick, Henry Ford, Ransom E. Olds, and dozens of swashbuckling captains of industry were establishing automotive manufacturing empires worth tens of millions of dollars. By 1906 a steamer built by the Stanley brothers had been driven to nearly 150 miles per hour, a new record, on Ormond Beach in Florida. In 1909, 828,000 horse drawn vehicles and 125,000 automobiles rolled from American factories. Two decades later a mere 4,000 horse drawn vehicles were manufactured.
What fueled such a dramatic societal evolution? Marketing. Advertisement. Promotion. An advertisement for the 1900 Porter Stanhope featured a small lithograph type print of the car and a heading in bold print, The Only Perfect Automobile.” Several hundred words of descriptive prose followed. It was groundbreaking, after all in the May 1897 issue of Motorcycle, editor Edward Goff said, “The manufacture of a motorcycle (or automobile) is in a position to take advantage of more free advertisement than any other industry.”
As early as 1903, even though the automobile was still somewhat of a novelty, a tsunami of competition in the industry necessitated advertisement, marketing, and promotion if an automotive manufacturer was to survive. Enter Ernest Elmo Calkins, owner of an advertising agency that chose artistic standards that showcased cars in attention getting scenes rather than lengthy word pictures. Within a few years Calkins & Holden, with the luxury auto manufacturer Pierce Arrow as a primary client, had become the first company to exclusively develop automotive advertising campaigns.
As automotive technologies were being advanced with stunning speed, it was appropriate that the next stage in advertising and marketing would utilize something new as well as exciting. Cadwallader Washburn Kelsey, Cal to his friends, launched his career in automotive marketing with Maxwell-Briscoe. His promotional stunts were worthy of P.T. Barnum. Then in 1907 he contracted with Lubin Film Studios, a pioneering cinematography company that specialized in the making of nickelodeon films for theaters in the northeast, to film his stunts. The automotive commercial was born.
Automobile manufacturers sold dreams made manifest in steel and glass. Automobile marketing companies simply sold the dream. They transformed the automobile from sideshow curiosity to necessity. They replaced the horse by instilling a hunger for horsepower. The art of selling the sizzle rather the steak, that is the fuel that drove the evolution transformed America, and the world.
Some people fear death and obsess about diet, exercise, and
face lifts as they make valiant but futile attempts to stave off the inevitable. As a result, to borrow a slogan from Belmont Winery in Leasburg, Missouri, they don’t have time to enjoy the simple taste of life. Work alcoholics suffer a similar malady. One of the greatest challenges in this life is to strike a balance. We need to work to live and not live to work. We need to avoid the trap that is killing time and never forget that time is finite.
I will be the first to admit that often in the rush to meet a deadline, these are simple lessons that are forgotten. This is in spite of the fact that on a daily basis, as I write about lives cut short, I am reminded about the brevity of life, the futility of myopically focusing on work with the hope that at some point in the distant future there will be time to enjoy life. (more…)