by jimhinckleysamerica | Mar 31, 2023 | Adventure, community development, Kingman Arizona, Lifestyle, National Old Trails Road, RECOMMENDED LOCATIONS, Route 66 authors, Route 66 centennial, Route 66 Events, Route 66 history, Route 66 restaurant, Travel, Travel Tips, urban exploration
Pontiac in Illinois is a town where the lick and promise approach isn’t good enough, and it shows. Photo Jim Hinckley’s America
When it comes to utilizing tourism as a catalyst for economic development, and historic district revitalization, towns in the American southwest have a distinct advantage. And if those communities happen to be on Route 66, those opportunities are magnified exponentially, especially with the highways centennial fast approaching.
So, what do communities along this storied highwway need to do to capitalize on the Route 66 centennial?
After publication of The Grapes of Wrath in 1939, Route 66 was billed as the Mother Road. Prior to that, in 1927, the U.S. Highway 66 Association borrowed a slogan from a 1913 promotion for the National Old Trails Road, and began marketing Route 66 as the Main Street of America.
From its inception the highway signed with a double six has had tremendous promotion and publicity and as a result, Route 66 is one of the most iconic highways in America. Depending on which alignment is followed, the highway stretches for 2,448 miles from Chicago to Santa Monica. It cuts through the heartland of America as it passes through eight states.
Certified as a U.S. highway on November 11, 1926, Route 66 has morphed into a symbol of freedom, adventure and opportunity. For legions of international enthusiasts it has come to represent the quintessential American road trip.
As a result, in 2026, many states, communities, and organizations are already making plans to capitalize on the centennial. Promotion of special centennial events and activities, Facebook groups that are organizing centennial cruises, and an increasing focus of media on Route 66 indicate that this historic milestone will have a tremendous economic impact on communities along the highway corrdior.
Route 66 corridor signage in Illinois is an example that can be emulated all along the Route 66 corridor. ©Jim HInckley’s America
The Route 66 Centennial Commission Act, signed into law by President Biden on December 23, 2020, established a 15-member commission from each of the eight Route 66 states to coordinate and promote the centennial celebration. The commission will also be tasked with assisting in the production of various materials, films and documentaries to chronicle the history, the culture, and legacy of Route 66.
What can communities along Route 66 do to capitalize on this once-in-a-lifetime opportunity? How can they use the centennial to attract more visitors, generate more revenue, to revitalize blighted historic business districts, and as a catalyst for the creation of long term economic development initiatives? Here are some suggestions base on successful projects and initiatives:
Enhance and revitalize Route 66 signage
One of the first projects approved by the Oklahoma Route 66 Centennial Commission was to improve and update the historic Route 66 signage throughout the state. Illinois has developed signage that clearly designates the course of Route 66, what years an alignment was in use, and what segments are designated bicycle corridors. Rich Dinkela, president of the Route 66 Association of Missouri pioneered the use of templates to paint the Route 66 shield directly on pavement, with the years of use.
Other states should follow suit and make sure their signs are visible, accurate and well-maintained. This will help drivers navigate the route more easily and safely, as well as create a more authentic and consistent experience.
Promote and participate, and develop, Route 66 events
Even though the centennial is still several years away, many events and activities are already being developed to celebrate the centennial. Other annual events, such as the AAA Route 66 Road Fest, have been developed to capitalize on the centennial.
Recognizing the economic potential of such events, in some communities tourism departments and organizers are creating festivals such as the Birthplace of Route 66 Festival in Springfield, Missouri that bolster historic district revitalization initiatives and support local businesses. Surprisingly some events, such as the Kingman 66 Fest, are being developed with plans to grow the festival into a major centennial celebration, but yet they are severed from existing events, and do not support historic district businesses.
A number of organizations are providing free event promotion to magnify marketing of these festivals. And at Jim Hinckley’s America, there is no charge for having an event promoted on our website. Communities should use events to foster development of a a sense of community. And to successfully market an event, promotion should commence at least 18 months in advance. Marketing should be developed using community tourism websites and social media network.
Author Jim Hinckley with a Dutch group traveling Route 66 at the Powerhouse Visitor Center in Kingman, Arizona. ©
These promotions should also be developed as a cooperative partnership linked with Route 66 associations and groups. And if a community has a personage with name recognition, their inclusion with personalize marketing initiatives. Marketing should also be developed as a collaboration with nearby communities and organizations to create regional or thematic events that showcase their unique area attractions and stories.
Preserve and showcase Route 66 landmarks
Route 66 is rich with historic landmarks, such as motels, diners, gas stations, museums, bridges, murals and sculptures. But there are also natural or scenic atractions, and historic sites that predate Route 66.
These landmarks not only tell the story of Route 66, but also reflect the unique culture and identity of each community. Communities should preserve and restore these landmarks as much as possible. These can be highlighted on maps, brochures and in projects such as the narrated self gudied tour in Kingman, Arizona developed by Kingman Main Street.
They should also seek recognition from national or state historic preservation programs or agencies, such as the National Park Service Route 66 Corridor Preservation Program or the National Historic Route 66 Federation.
Other Points to Consider
– Develop and diversify Route 66 attractions. While preserving the past is important, communities should also look to the future and develop new attractions that appeal to modern travelers. An example would be the Historic Electric Vehicle Association museum and conference center being developed in Kingman, Arizona.
These attractions could include outdoor recreation, arts and crafts, local cuisine, craft beer and wine, live music, sports or wellness. Communities should also diversify their offerings to cater to different segments of visitors, such as families, couples, seniors or international tourists. They should also leverage their existing assets and resources, such as natural scenery, cultural diversity or historical significance.
– Connect and network with Route 66 stakeholders. This is crucial.
Communities along Route 66 are not alone in their efforts to capitalize on the centennial. There are many other stakeholders who share their interests and goals, such as state travel and tourism offices, Route 66 associations, chambers of commerce, historical societies, museums, businesses and media outlets. Communities should connect and network with these stakeholders to exchange information, ideas and best practices. They should also join or support national or regional initiatives that aim to promote and preserve Route 66, such as the Route 66 Road Ahead Partnership or the Oklahoma Route 66 Centennial Commission.
The Route 66 centennial is a great opportunity for communities along the Main Street of America to showcase their history, culture and charm to a wider audience. By enhancing their signage, promoting their events, preserving their landmarks, developing their attractions and connecting with their stakeholders, they can make the most of this occasion and ensure that Route 66 remains a vibrant and vital part of America for generations to come.
by jimhinckleysamerica | Nov 9, 2021 | Adventure, community development, Kingman Arizona, Lifestyle, Miscellaneous, Route 66 centennial, Route 66 Events, Travel, Uncategorized
There is an old adage about not missing something until it is gone. This aptly sums up the economic impact of Route 66 related tourism. Many communities along the highway corridor either took it for granted, or were not aware of its scope, until the COVID 19 pandemic travel restrictions were imposed.
The Route 66 renaissance has been a literal gold mine for communities along that highways corridor from Chicago to Santa Monica. Surprisingly few communities have really tapped into the opportunity. But to be honest, only a few communities fully harness the power of tourism for economic development, historic district revitalization, and for showcasing their communities to potential new residents.
With that as introduction I would like to tiptoe through the mine field, and test my diplomatic skills. This past weekend the first (annual?) Kingman 66 Fest took place in Kingman, Arizona. And the internationally acclaimed artist Gregg Arnold introduced a campaign sculpture to Giganticus Headicus at Antares Point Visitor Center.
As per request, I shared a few photos from both events on the Jim Hinckley’s America Facebook page. I also made an attempt at diplomacy as I responded to notes, emails, and comments about the events, how they were organized, the successes and the failures. As the inquiries have become a tsunami it seemed best to respond with a a blog post since there are simply not enough hours in a day to respond individually.
With that said, please don’t shoot the messenger. Civility may have become an endangered species in our country but it is still the order of the day at Jim Hinckley’s America. And if you have criticisms to share, make sure that it is done respectively and that you provide ideas on how issues should be resolved.
Choosing Lewis Kingman Park as a site for Kingman 66 Fest was innovative. This is an expansive park with access to ample parking. It is a great green space with mature trees and so is a good location for an event such as this. And it has an historic connection to Route 66 as it was a popular roadside rest area at the junction of U.S. 66 and U.S. 93.
Only a small portion of the park was utilized for this initial Fest. There simply were not enough vendors, etc. to fill the space. But it was a first year event so this is understandable.
But I am not sure if it is to be an annual event or if it will be linked to Route 66 centennial events. And that is the first issue, in my opinion. It also underlies the primary issues with the event, lack of promotion and failure to harness the promotional network that was available. If this is to be an annual event, shouldn’t the 2002 Kingman 66 Fest have been promoted during the event? It could have been something as simple as see you next year on … for the second annual Kingman 66 Fest.
Small business owners everywhere have taken a beating this past eighteen months. In an effort to regain some solvency, First Friday is promoted as a means to draw people to the historic business district. Kingman 66 Fest was held the same evening, several miles from the historic district. So business owners were obviously upset. Even worse, business owners learned that the event was taking place at about the same time as the general public, which was just a couple months before the Kingman 66 Fest.
The lack of communication, especially with vested parties, fueled discontent and as a result, contentious post event debates on social media. It left many business owners wondering why the event was not held downtown in Locomotive Park and Metcalf Park. These parks are across the street from each other. They are also the usual location for festivals.
Use of these parks would have had the added benefit of allowing usage of two of the city’s primary attractions, the Powerhouse Visitor Center and the newly installed, and very popular, Route 66 drive through arch. In addition the recently built neon lit Welcome to Kingman arch would have become an instant promotion for the city as it would have figured prominently as a backdrop in many photos.
The first Kingman 66 Fest in Kingman, Arizona ©Jim Hinckley’s America
But, as I said, Lewis Kingman Park was a good choice for the event. But let’s take a moment and unleash the imagination. What if this park was used for a food truck festival and vendors as well as activities such as the zip line? What if the Powerhouse Visitor Center had extended hours, a music festival was held in Metcalf Park, and a car show in Locomotive Park? And what if all the activities had been promoted in coordination with Gregg Arnold’s big reveal just 15 miles east of Kingman? Think of the diverse promotional opportunities!
Kingman Main Street is developing an innovative narrated self guided historic district walking tour. Kingman 66 Fest was in part a fund raising initiative for this project. And so their booth was prominently placed.
That provided a promotional boost for Kingman 66 Fest. There was also local promotion – banners, local press stories, etc.
But the historic district merchants were out of the loop. The Kingman Route 66 Association was not informed about event development until everything was set. This organization has more than 100 members, and international contacts. But they were not consulted or asked to assist with promotion or marketing. Route 66 associations were not provided with press releases. Car clubs and organizations such as the Studebaker Drivers Club did not receive an invitation and they have active chapter just one hundred miles away in Las Vegas.
And Route 66 News picked up on the event resultant of the contentious discussion about the events location. This major source of information for the international Route 66 community had only how divisive the event was as a story.
The developer of the Route 66 Navigation app offers free event listings. And this company also manages the largest Route 66 centered Facebook. They were never consulted about promotion or marketing.
Kingman 66 Fest
This shortcoming was magnified by an array of competing events being held in Lake Havasu City just sixty miles away. Some of these were annual events held for a number of years. And they all benefitted from months, and in some cases a year, of promotion.
So, in my humble opinion there are two key areas that need to be addressed if the event is to be held in 2022, and if it is to be a successful event that builds a sense of community rather than foster divisions. One, is the immediate holding of meetings with key organizations that are in a position to assist with promotion and marketing. The second is to keep downtown business owners apprised as event development progresses.
With the Route 66 centennial fast approaching, Kingman 66 Fest in historic Lewis Kingman Park has tremendous potential. But, first, event developers need to honestly evaluate and address shortcomings of the first Fest. And then they need to utilize all available assets.
by jimhinckleysamerica | Feb 20, 2018 | Uncategorized
With the deadline for the new book fast approaching, and an array of
Traveling home from the first European Route 66 Festival in 2016. Photo Sylvia Hoehn
other projects demanding an inordinate amount of my time, a weekly blog posting is the best I can manage. Still, there are a number of very exciting developments that I just could not wait to share.
Let’s start with the European Route 66 Festival in Zlin, Czech Republic. It has been our plan to attend the event, especially as I had accepted a request to assist with the creation of a Route 66 information booth, and tentatively agreed to make a presentation on Route 66 as well as show the two part Jim Hinckley’s America video series produced by MyMarketing Designs. However, even with the launch of the crowdfunding platform, the cost of the trip made attendance questionable. Yesterday Jim Flynn of Kingman Chevrolet-Buick confirmed sponsorship in the form of airfare, and a couple nights lodging. We still have a ways to go but a major hurdle was cleared. (more…)
