IPW 2023: The Legendary Route 66 or a Journey through Time

Chris Thompson, president and CEO of Brand USA, spoke Monday at IPW 2023 in San Antonio, Texas, on some of the major events the U.S. travel industry is poised to celebrate in 2026, such as the World Cup and the 100th anniversary of the iconic Route 66.

Route 66, also known as the "Main Street of America" or the "Mother Road," holds a special place in the hearts of adventurers, road trip enthusiasts, and history buffs alike. Spanning over 2,400 miles (3,862 kilometers) across the United States, from Chicago, Illinois, to Santa Monica, California, this iconic highway played a significant role in shaping American culture and fostering a sense of adventure. Join us as we embark on a journey through time and explore the captivating history of Route 66.

Birth of a Legend

In 1926, amidst the rise of the automobile industry and the need for an interconnected national road system, Route 66 was born. The route aimed to link rural and urban communities, offering a direct path from the Midwest to the West Coast. The highway became a symbol of hope during the Great Depression, providing opportunities for economic growth and migration to the West.

Early Days and Historic Landmarks

As the popularity of Route 66 grew, so did the unique roadside attractions, motels, and diners that dotted the landscape. Historic landmarks such as the Chain of Rocks Bridge in St. Louis, the Meramec Caverns in Missouri, the Cadillac Ranch in Amarillo, and the Wigwam Motel in Holbrook became iconic symbols of the route. These quirky and vibrant sites transformed the journey into an experience to be cherished and remembered.

The Great Migration and Route 66

During the Dust Bowl and the Great Depression, Route 66 became a lifeline for thousands of families seeking a better life in the fertile lands of California. Known as the "Okies," these migrants from the Midwest embarked on the treacherous journey along Route 66, hoping for a brighter future. Their experiences, immortalized in literature, music, and art, reflect the resilience and determination of the American spirit.

The Mother Road in Popular Culture 

Route 66's significance transcended its physical existence, finding a special place in popular culture. It inspired numerous songs, including the famous hit "(Get Your Kicks on) Route 66" by Bobby Troup, which further popularized the highway. Additionally, Route 66 featured prominently in John Steinbeck's novel "The Grapes of Wrath" and served as the backdrop for movies and TV shows like "Easy Rider" and "Cars."

The Rise and Fall

With the construction of the Interstate Highway System in the 1950s and 1960s, Route 66 gradually lost its significance as a major thoroughfare. Sections of the highway were bypassed by faster and more efficient interstate routes, causing a decline in business for the towns along the old route. In 1985, Route 66 was officially decommissioned, but its legacy lived on.

Preserving the Legacy

Recognizing the historical and cultural significance of Route 66, preservation efforts began in the 1980s. Various organizations and enthusiasts rallied to protect and restore sections of the route, ensuring that future generations could experience its magic. Today, Route 66 is a designated National Scenic Byway in multiple states, attracting tourists from around the world.

Embarking on the Journey Today

Although Route 66 may no longer serve as a primary means of transportation, its allure remains intact. Traveling along its remaining sections provides a unique opportunity to experience a bygone era. Adventurers can discover vintage motels, roadside diners, nostalgic neon signs, and charming small towns that still embody the spirit of Route 66. The road's enduring legacy continues to captivate the imaginations of those who venture forth.

All in all, Route 66 stands as a testament to the spirit of exploration, the pursuit of dreams, and the resilience of communities along its path. From its humble beginnings as a highway connecting America's heartland to the glimmering promise of the West Coast, Route 66 has left an indelible mark on the nation's history and culture. As we traverse this storied road, we honor its heritage, preserving its legacy for generations to come.