Party planning

Residents gave the New Mexico Route 66 Centennial Coordination Group plenty of ideas for the fabled highway's upcoming centennial.

The group, established by an executive order from Gov. Michelle Lujan Grisham in September, held its first of several Route 66 stakeholders meetings Thursday morning at the Tucumcari Convention Center. More than 60 people signed in - many of them business owners or officials from Tucumcari or San Jon.

Attendees included Tucumcari Mayor Mike Cherry, Quay County manager Daniel Zamora, Tucumcari MainStreet director Connie Loveland, Tucumcari city manager Paula Chacon, county commissioner Brian Fortner and San Jon Mayor Billie Jo Barnes.

The group's chair, Bill Lee, said the purpose of the stakeholders meeting was "to generate ideas to celebrate the Mother Road" during its 100th anniversary in 2026. Other stakeholder meetings will be scheduled this year in Santa Rosa, Santa Fe, Albuquerque and Grants.

Facilitators broke attendees into groups for 20-minute sessions to discuss ideas for infrastructure, events, marketing and attractions for Route 66 in the area.

Among the proposals by residents and other Route 66 enthusiasts were:

- Implementing a Route 66 passport program in New Mexico;

- More signs directing travelers to Route 66;

- A map of Tucumcari's murals;

- A revival of the Rockabilly on the Route festival in Tucumcari;

- A grant program to restore the highway's neon signs;

- A grant program for improving historic buildings.

One woman, noting a substantial number of Route 66 travelers drive classic cars, said the poor condition of Interstate 40 and old Route 66 alignments makes that nearly impossible.

Lee, seen observing some of the breakout sessions, said he was impressed by that he saw.

"I'm hopeful we get this kind of passion and turnout across the state," he said. "I am really blown away by the amount of ideas, wonderful thoughts. There's just so many ways to market, things that I hadn't even thought about. And that's that's the beauty of this kind of process."

Cherry held many of the same thoughts.

"Sitting through this, there was a host of great ideas just to promote tourism in the city, not just the centennial," he said. "It's been great. I was kinda reluctant at first, but it's been productive."

Members of the New Mexico Route 66 Centennial Coordination Group received goodie bags that included salsa from Del's Restaurant and a pint glass with Tucumcari's official logo. Receiving a catered lunch from Watson's BBQ, they also toured the New Mexico Route 66 Museum in an adjacent wing of the convention center.

During the group's afternoon meeting, New Mexico Tourism Department Cabinet Secretary Lancing Adams said a spending bill recently passed by the legislature contained $2.5 million for Route 66 projects.

Adams also said the U.S. Route 66 Centennial Commission, which also has asked for ideas to celebrate the centennial, probably will announce additional funding for such projects, though the amount remains unclear.

"I'm really encouraged by that," Adams said.

Adams said Brand USA is "very much interested" in promoting Route 66's centennial to international travelers. He said its campaigns will be readied for the United Kingdom, Germany, France, Mexico, Australia and Brazil by March 2025.

The group discussed a forthcoming scoring process on project recommendations. A couple of members expressed reservations that otherwise worthy educational proposals might score lower with the current criteria.

Co-Chair Ray Mondragon said he supported giving a heavier weighted score to community support.

"There's no doubt community support in Tucumcari is amazing," he said.

Lee said he wanted to ensure the effects of Route 66 centennial projects persist well beyond 2026.

"Route 66 will have survived 100 years," he said. "I'd like to see it go 100 more."

During public comments, former New Mexico Route 66 Association president Johnnie Meier noted Illinois and Oklahoma each have set aside $6.6 million for Route 66 centennial projects.

Lee responded that the coordination group definitely would seek more funding in the 2025 legislative session.

David Nidel, a charter member of the association, said New Mexico needs another survey of its Route 66 directional signs, noting the last one was in the early 1990s.

Tucumcari resident Randi Eidsmoe said Brand USA and state marketers need to add Japan to its efforts.

She also said many international Route 66 travelers don't speak English and that QR codes would be helpful for language accessibility.

David Brenner, owner of the Roadrunner Lodge Motel in Tucumcari, said reminded the group that "we don't sell a place to sleep; we sell an experience."