It’s Show Time
BY NICK GERLICH
First appeared in Route 66 New Mexico magazine (Vol. 31, No. 3)
If there is one structure in America's cities that captures the ethos of the community, the culture, the social aspect, it is the theatre. Forget about the suburban cineplexes that started dominating the landscape in the 1970s. No, it was those glorious one-screen monoliths that were the anchors and cornerstones of the downtown district.
They were where people went to see and be seen, to consume the latest in entertainment, to wear their fanciest, and participate in life apart from work and drudgery. Theaters were simultaneously escape and fantasy as much as healthy release from the tedium of everyday life. Their glorious marquees, with neon tubes buzzing and bulbs by the score burning brightly enough to burn a few retinas, were testament to the good taste of a community.
And Route 66 across New Mexico is no exception. We’re about to take a journey across New Mexico’s 66, theatre to theatre.
A Little Back Story
Early in the 20th century, theatres started gracing the streets of 66 towns and cities, small and large. They were a place where rich and poor could come together to watch a film (silent or talkie) or enjoy the opera. Country came to town as well during those years, if only because there was little else to do.
And that is one of the enduring artifacts of the success of those theatres. There truly was little else to do, even for townies. There was no cable or satellite television, no VCRs or DVD players, and certainly no streaming options. And until the mid-century, even television was scarce. The theatre was where people went for entertainment.
Interestingly, even towns with as few as 1,000 people could sometimes support a theatre, especially if they could draw from a wide rural area. And larger cities would find numerous theatres, simply because of sheer numbers.
Of course, just as the interstate did its best to kill Route 66, the spread to suburbia did the same to the center city theatre. Fewer and fewer people lived in the central business district, much less even came there to shop. Everything shifted to the outlying areas, and sprawling shopping malls with the multi-screen cinemas came to rule the roost. While once upon a time it sufficed to have one screen and one movie showing at a theatre, suddenly theatre goers had options. Many options, and numerous screenings each day.
Good luck competing with that.
And so the gorgeous old theatres of the past slowly started down the slippery slope of irrelevance. One by one, these stately fortresses were abandoned and boarded up, cast to the curb of extinction. It is rare today even in the largest U.S. cities to find theatres that have made it to the current era without a gap in their operation. The evacuation to the banality of the suburban theatre was profound.
They were where people went to see and be seen, to consume the latest in entertainment, to wear their fanciest, and participate in life apart from work and drudgery. Theaters were simultaneously escape and fantasy as much as healthy release from the tedium of everyday life. Their glorious marquees, with neon tubes buzzing and bulbs by the score burning brightly enough to burn a few retinas, were testament to the good taste of a community.
And Route 66 across New Mexico is no exception. We’re about to take a journey across New Mexico’s 66, theatre to theatre.
A Little Back Story
Early in the 20th century, theatres started gracing the streets of 66 towns and cities, small and large. They were a place where rich and poor could come together to watch a film (silent or talkie) or enjoy the opera. Country came to town as well during those years, if only because there was little else to do.
And that is one of the enduring artifacts of the success of those theatres. There truly was little else to do, even for townies. There was no cable or satellite television, no VCRs or DVD players, and certainly no streaming options. And until the mid-century, even television was scarce. The theatre was where people went for entertainment.
Interestingly, even towns with as few as 1,000 people could sometimes support a theatre, especially if they could draw from a wide rural area. And larger cities would find numerous theatres, simply because of sheer numbers.
Of course, just as the interstate did its best to kill Route 66, the spread to suburbia did the same to the center city theatre. Fewer and fewer people lived in the central business district, much less even came there to shop. Everything shifted to the outlying areas, and sprawling shopping malls with the multi-screen cinemas came to rule the roost. While once upon a time it sufficed to have one screen and one movie showing at a theatre, suddenly theatre goers had options. Many options, and numerous screenings each day.
Good luck competing with that.
And so the gorgeous old theatres of the past slowly started down the slippery slope of irrelevance. One by one, these stately fortresses were abandoned and boarded up, cast to the curb of extinction. It is rare today even in the largest U.S. cities to find theatres that have made it to the current era without a gap in their operation. The evacuation to the banality of the suburban theatre was profound.
Left to right: Kimo - Albuquerque; Princess - Tucumcari; Odeon - Tucumcari; and Pecos - Santa Rosa.
The Scope of Work
Through the years, many theatres were simply demolished in the name of Progress or suffered a fatal fire. Others were transformed into retail space or other uses, such as bars. Still others stood (and still stand) vacant for years, frozen in time, their marquees waiting for a first-run film to promote, but with nothing remotely close to happening. And then there is the handful of vintage theatres either still in existence, or those that have been revived and either showing films or serving some other cultural duty, resuscitated from the dustbin of cultural purgatory and given a new lease on life.
Given that some theatres have completely disappeared through the years, it is prudent that the scope of this project be limited to those buildings that can still be found and photographed today. They may be functioning as a theatre or performance hall, retail or other space, or simply be abandoned. Also included in the mix is a small number of drive-in theatres, a completely different genre yet still significant, because they signaled the beginning of car culture in the mid-century. While many of these are on Route 66 proper, some are very close, and thus within the corridor of study.
Finally, since most Route 66 travelers proceed from east to west, the journey begins in Tucumcari, concluding in Gallup, and then with the Santa Fe Loop (including Las Vegas, because it is always included in 66 discussion) to conclude. Dim the lights, the show is about to begin.
Through the years, many theatres were simply demolished in the name of Progress or suffered a fatal fire. Others were transformed into retail space or other uses, such as bars. Still others stood (and still stand) vacant for years, frozen in time, their marquees waiting for a first-run film to promote, but with nothing remotely close to happening. And then there is the handful of vintage theatres either still in existence, or those that have been revived and either showing films or serving some other cultural duty, resuscitated from the dustbin of cultural purgatory and given a new lease on life.
Given that some theatres have completely disappeared through the years, it is prudent that the scope of this project be limited to those buildings that can still be found and photographed today. They may be functioning as a theatre or performance hall, retail or other space, or simply be abandoned. Also included in the mix is a small number of drive-in theatres, a completely different genre yet still significant, because they signaled the beginning of car culture in the mid-century. While many of these are on Route 66 proper, some are very close, and thus within the corridor of study.
Finally, since most Route 66 travelers proceed from east to west, the journey begins in Tucumcari, concluding in Gallup, and then with the Santa Fe Loop (including Las Vegas, because it is always included in 66 discussion) to conclude. Dim the lights, the show is about to begin.
Left to right: Guild - Albuquerque; Sunset - Albuquerque; Lyric - Albuquerque; and Sunshine - Albuquerque.
The Journey Begins
While there is evidence in print of a theater in San Jon on the far eastern side of the state, there is no evidence street side. The passage of time has not been kind of many theatres that once graced New Mexico's 66, nor the rest of the nation. Were it not for old newspaper articles and fading memories, they would have vanished completely from our history.
But Tucumcari, though, is different in that its two movie houses are still stand-ing, and one is showing movies once more. The Princess Theatre (110 E. Main Street) opened in 1917, but soon converted to film, starting with silent movies and later the talkie versions. It suffered fires in 1943 and 1962, and today sits boarded up in the middle of downtown. Its ticket booth is still prominent, and a frequent target of photographers. Rumors indicate there may be movement afoot for a restoration.
Around the corner is the Odeon (123 S. 2nd Street), which opened in 1935. It still hosts first-run attractions, although has gone through multiple owners in recent years. COVID forced its temporary closure, during which time renovations occurred. The theatre reopened, albeit with balcony seating only, in 2022. It was recently put up for sale in hopes of finding a new owner to keep Tucumcari in the bright lights. A late spring hailstorm also damaged their neon sign.
Still, that a town never exceeding 8,500 in population could support two grand theatres, as well as long-gone drive-ins, illustrates the appeal of the medium.
Farther west is Santa Rosa, where the Pecos Theatre is enjoying its reincarnation. Opened in 1919 as El Paso Tiempo Theatre, it changed names several times through the years, ultimately closing in 2010. Local efforts, though, saved it from dereliction. Guadalupe County purchased the building and began renovations, reopening in 2019. Today, it has 126 cozy leather seats that recline. It's almost like watching a streaming channel at home. Santa Rosa once too had a drive-in, but the site has been completely obliterated.
While there is evidence in print of a theater in San Jon on the far eastern side of the state, there is no evidence street side. The passage of time has not been kind of many theatres that once graced New Mexico's 66, nor the rest of the nation. Were it not for old newspaper articles and fading memories, they would have vanished completely from our history.
But Tucumcari, though, is different in that its two movie houses are still stand-ing, and one is showing movies once more. The Princess Theatre (110 E. Main Street) opened in 1917, but soon converted to film, starting with silent movies and later the talkie versions. It suffered fires in 1943 and 1962, and today sits boarded up in the middle of downtown. Its ticket booth is still prominent, and a frequent target of photographers. Rumors indicate there may be movement afoot for a restoration.
Around the corner is the Odeon (123 S. 2nd Street), which opened in 1935. It still hosts first-run attractions, although has gone through multiple owners in recent years. COVID forced its temporary closure, during which time renovations occurred. The theatre reopened, albeit with balcony seating only, in 2022. It was recently put up for sale in hopes of finding a new owner to keep Tucumcari in the bright lights. A late spring hailstorm also damaged their neon sign.
Still, that a town never exceeding 8,500 in population could support two grand theatres, as well as long-gone drive-ins, illustrates the appeal of the medium.
Farther west is Santa Rosa, where the Pecos Theatre is enjoying its reincarnation. Opened in 1919 as El Paso Tiempo Theatre, it changed names several times through the years, ultimately closing in 2010. Local efforts, though, saved it from dereliction. Guadalupe County purchased the building and began renovations, reopening in 2019. Today, it has 126 cozy leather seats that recline. It's almost like watching a streaming channel at home. Santa Rosa once too had a drive-in, but the site has been completely obliterated.
Left to right: Don Pancho - Albuquerque; Lobo - Albuquerque; Sandia - Albuquerque; and Hiland - Albuquerque.
The Duke City
As the state's largest city, Albuquerque offers cinema historians a plethora of current and former venues. No fewer than an even dozen may be viewed. Arguably the crown jewel of the city's as well as the state's theatres is the Kimo (423 Central Ave. NW). Opened in 1927 with its distinctive Pueblo Deco architecture, it had 700 seats. But like many other inner-city theatres, it hit a rough patch by the 1970s as suburbia expanded with its shopping centers and cinema complexes. By 1974 it was showing adult films, and in 1977 came close to being demolished. It was saved and added to the National Register of Historic Places. In 2000 it was renovated, and its restored neon sign is now a beacon downtown. The KiMo once again is a destination venue, for concerts, performances, and film.
Other downtown theatres have morphed into performance venues as well, including the Sunshine (120 Central SW) and El Rey (622 Central SW). The Sunshine opened in 1924, while El Rey turned on the lights in 1941. One of the more interesting adaptations was the Lyric (312 Central SW), which now houses The Library Bar & Grill.
In the Nob Hill District are several more theatres, including the Hiland (4804 Central SE), which today hosts live theatre and special events. Its huge marquee is still intact, a poignant reminder of its opening in 1950. The Lobo (3013 Central SE) opened in 1938, but had closed by 2000, after which a church took over tenancy. Recently, the property has become a lounge and event center.
The Guild (3405 Central NE) opened in 1966 as an adult theatre, and thus had nowhere to go but up. It is perhaps the tiniest theatre along New Mexico 66, and today screens art films. Conversely, Don Pancho's Art Theatre (2108 Central SE) started out as an art house, but later switched to adult movies and second-run films It is now home to a restaurant, with no semblance inside or out of it being a theatre at one time.
Elsewhere in town are the remains of the Sunset Drive-In (1700 Arenal Road SW), which welcomed patrons from 1951 through 2000. The Sandia (1816 Central SW) opened in 1946, but today houses the Aveda Institute. The vertical lettering has been adapted, and the structure still retains the exterior appearance of a theatre Lastly, the Yucca Theatre (2609 Fourth NW) opened in 1947 along what was the early Santa Fe Loop. It closed in 1952, and a retail establishment now occupies the oddly-shaped building.
As the state's largest city, Albuquerque offers cinema historians a plethora of current and former venues. No fewer than an even dozen may be viewed. Arguably the crown jewel of the city's as well as the state's theatres is the Kimo (423 Central Ave. NW). Opened in 1927 with its distinctive Pueblo Deco architecture, it had 700 seats. But like many other inner-city theatres, it hit a rough patch by the 1970s as suburbia expanded with its shopping centers and cinema complexes. By 1974 it was showing adult films, and in 1977 came close to being demolished. It was saved and added to the National Register of Historic Places. In 2000 it was renovated, and its restored neon sign is now a beacon downtown. The KiMo once again is a destination venue, for concerts, performances, and film.
Other downtown theatres have morphed into performance venues as well, including the Sunshine (120 Central SW) and El Rey (622 Central SW). The Sunshine opened in 1924, while El Rey turned on the lights in 1941. One of the more interesting adaptations was the Lyric (312 Central SW), which now houses The Library Bar & Grill.
In the Nob Hill District are several more theatres, including the Hiland (4804 Central SE), which today hosts live theatre and special events. Its huge marquee is still intact, a poignant reminder of its opening in 1950. The Lobo (3013 Central SE) opened in 1938, but had closed by 2000, after which a church took over tenancy. Recently, the property has become a lounge and event center.
The Guild (3405 Central NE) opened in 1966 as an adult theatre, and thus had nowhere to go but up. It is perhaps the tiniest theatre along New Mexico 66, and today screens art films. Conversely, Don Pancho's Art Theatre (2108 Central SE) started out as an art house, but later switched to adult movies and second-run films It is now home to a restaurant, with no semblance inside or out of it being a theatre at one time.
Elsewhere in town are the remains of the Sunset Drive-In (1700 Arenal Road SW), which welcomed patrons from 1951 through 2000. The Sandia (1816 Central SW) opened in 1946, but today houses the Aveda Institute. The vertical lettering has been adapted, and the structure still retains the exterior appearance of a theatre Lastly, the Yucca Theatre (2609 Fourth NW) opened in 1947 along what was the early Santa Fe Loop. It closed in 1952, and a retail establishment now occupies the oddly-shaped building.
Left to right: Yucca - Albuquerque; Coronado - Las Vegas; and El Rey - Albuquerque.
Farther West
Grants, the Uranium Capital of the United States, was also no stranger to the silver screen. Through the years it has been home to two theaters, as well as two drive-ins. Of these, only the West Theatre still shows films. The West (118 W. Santa Fe), named for the man (J.C. West) who completed a failed start-up that was to be El Sol Theatre, opened in 1959.
Like many vintage theatres, the West was "twinned," with the balcony being converted to a second screen. This was done in an effort to maintain competitiveness with the growing number of cineplexes, as well as drive-ins. While drive-ins had far lower overhead, if only by virtue of having one or more large screens, a projection house, and snack bar, they did occupy much more land than a standard theatre. Still, car culture presented a viable threat, and so twinning became fairly common.
The West still plays first-run movies, but the Lux (1018 W. Santa Fe) on the other side of town, has stood vacant for years. Opened in 1937, it was purchased by Mr. West in 1950, who then went on to complete his namesake theatre, thus giving him a monopoly on theatres in Grants. A fire significantly damaged the Lux in 1970, but it reopened for a decade before finally shuttering.
Lastly on the far western reaches of the state is Gallup, a town storied in movie product if only by virtue of its relative proximity to the rugged terrain for which New Mexico has long been known. El Rancho Hotel has played home to many movie stars through the years, particularly in the 1930s and 1940s, even if filming locations were miles away.
Gallup residents had two drive-ins and two historic theatres; of these, only one theatre remains in operation. El Morro Theatre (207. W. Coal) opened in 1928 and had a seating capacity of 900. It is owned by the City of Gallup today. A 1991 restoration brought it up to modern standards, although seating was reduced to 430. Its distinctive Spanish Colonial architecture makes it stand out in the downtown district, and no doubt was once the pride and joy of this growing city.
The Chief Theatre (228 W. Coal) opened in 1920 and was not as architecturally distinct as the later El Morro. To counteract this threat, it was remodeled in 1936 with a Pueblo Deco motif. Long closed, the building now houses retail operations that feature Native American goods. It is located on the same city block as El Morro, which decades ago was a miniature theatre "district."
Grants, the Uranium Capital of the United States, was also no stranger to the silver screen. Through the years it has been home to two theaters, as well as two drive-ins. Of these, only the West Theatre still shows films. The West (118 W. Santa Fe), named for the man (J.C. West) who completed a failed start-up that was to be El Sol Theatre, opened in 1959.
Like many vintage theatres, the West was "twinned," with the balcony being converted to a second screen. This was done in an effort to maintain competitiveness with the growing number of cineplexes, as well as drive-ins. While drive-ins had far lower overhead, if only by virtue of having one or more large screens, a projection house, and snack bar, they did occupy much more land than a standard theatre. Still, car culture presented a viable threat, and so twinning became fairly common.
The West still plays first-run movies, but the Lux (1018 W. Santa Fe) on the other side of town, has stood vacant for years. Opened in 1937, it was purchased by Mr. West in 1950, who then went on to complete his namesake theatre, thus giving him a monopoly on theatres in Grants. A fire significantly damaged the Lux in 1970, but it reopened for a decade before finally shuttering.
Lastly on the far western reaches of the state is Gallup, a town storied in movie product if only by virtue of its relative proximity to the rugged terrain for which New Mexico has long been known. El Rancho Hotel has played home to many movie stars through the years, particularly in the 1930s and 1940s, even if filming locations were miles away.
Gallup residents had two drive-ins and two historic theatres; of these, only one theatre remains in operation. El Morro Theatre (207. W. Coal) opened in 1928 and had a seating capacity of 900. It is owned by the City of Gallup today. A 1991 restoration brought it up to modern standards, although seating was reduced to 430. Its distinctive Spanish Colonial architecture makes it stand out in the downtown district, and no doubt was once the pride and joy of this growing city.
The Chief Theatre (228 W. Coal) opened in 1920 and was not as architecturally distinct as the later El Morro. To counteract this threat, it was remodeled in 1936 with a Pueblo Deco motif. Long closed, the building now houses retail operations that feature Native American goods. It is located on the same city block as El Morro, which decades ago was a miniature theatre "district."
Left to right: West - Grants; Lux - Grants; El Morro - Gallup; and Chief - Gallup.
Left to right: Photoplay - Las Vegas; Kiva - Las Vegas; Serf - Las Vegas; and Fort Union - Las Vegas.
The Santa Fe Loop
Although Las Vegas is technically six miles off the earliest Route 66 alignment, it is generally included in Mother Road travels as well as historical discussions. If anything, it offered early travelers pas, food, and loaging in an otherwise scantily populated area.
Furthermore, the National Old Trails Road, an early transcontinental and predecessor of Route 66 once the two merged in Romeroville, is also of interest to 66 historians.
The Fort Union Drive-In (3300 7th Street), which opened in 1960, is the only anve-in on or near Route 66 that is still operational. it shows first-run features on weekends each summer, and has room for 350 cars.
Meanwhile, the Serf Theatre Hall (707 Douglas) is now a performance venue. Opened in 1937 with 793 seats, it remained open until eany this century. It reopened in 2014, and is now a popular fixture. It had competition a short distance away in the Photoplay (614 Douglas), which is now a nails and tanning salon, and the Coronado around the corner (625 6th), whose facade has been modernized The Photoplay only functioned as a theatre from 1914-1926, while the Coronado was operational in the 1940s and 1950s.
Las Vegas is unique in that it has two business districts, the one closest to the railroad (and where the Serf is located), and the other near the historic Plaza. This is where the Kiva Theatre (109 Bridge Street) still stands, marquee intact but the lights out. It opened in 1912, which at the time placed it as the second-oldest theatre in New Mexico. It closed in 2013
Santa Fe, as the state's capital and center of culture and history, has multiple old theatre buildings that can still be found, albeit with only one functioning in that capacity. The Lensic (221 W. San Francisco) is now a performing arts center the features film, music, and theatre. It opened inn 1931 with 1000 seats, and closed in 1999. Thanks to impressive fundraising to the tune of $8.2 million, it was renovated and reopened in 2001. It is now the premier arts venue in the city.
Within walking distance are three other former theatres, including the Alley Theatre (212 W. San Francisco) across the street. The Alley, though, is now converted retail space, and bears no resemblance to a theatre.
One block east, El Paseo (123 W. San Francisco) was built in 1948 on the location of a prior theatre that had burned to the ground. It remained open until the late-1980s, and then converted to retail. Once again, its distinctive size and shape, especially as viewed from the side, betray its former existence as a movie house.
The Plaza area was home to El Oñate at the corner of Palace and Lincoln. El Oñate was only a theatre from 1921-1924, at which time it became retail space. Through the years, the building's appearance has been modified, and is now home to a bank
The Santa Fe Theatre (521 Cerrillos Road) opened in 1948, but was only a theatre until 1957, at which time it became an automobile dealership. Today, it houses retail and offices, and has no exterior appearances of having been a theatre.
Lastly on the Santa Fe Loop is the Zia Theatre in Bernalillo (925 Camino del Pueblo), which operated from 1938 to 1950. But then the former Route 66 was widened to four lanes, which required removing 30 feet from the front of the building. The Pottery House now occupies the building, with no exterior semblance of a theatrical past.
Fade to Black, Roll Credits
It is still possible to visit 29 theatres on or near New Mexico's Route 66. While many more theatres and drive-ins once existed along this corridor, the healthy number of remnants allow modern day movie buffs to mount a very different type of Route 66 adventure. Classic motels and diners are but two of the many categories of commerce to be documented and enjoyed along the Mother Road.
Of course, that's no guarantee they will survive into the longer term, thus serving as motivator to take one more journey along 66 to see these vestiges of the state's cultural past and present. They were and still are-the heart and soul of these cities.
Although Las Vegas is technically six miles off the earliest Route 66 alignment, it is generally included in Mother Road travels as well as historical discussions. If anything, it offered early travelers pas, food, and loaging in an otherwise scantily populated area.
Furthermore, the National Old Trails Road, an early transcontinental and predecessor of Route 66 once the two merged in Romeroville, is also of interest to 66 historians.
The Fort Union Drive-In (3300 7th Street), which opened in 1960, is the only anve-in on or near Route 66 that is still operational. it shows first-run features on weekends each summer, and has room for 350 cars.
Meanwhile, the Serf Theatre Hall (707 Douglas) is now a performance venue. Opened in 1937 with 793 seats, it remained open until eany this century. It reopened in 2014, and is now a popular fixture. It had competition a short distance away in the Photoplay (614 Douglas), which is now a nails and tanning salon, and the Coronado around the corner (625 6th), whose facade has been modernized The Photoplay only functioned as a theatre from 1914-1926, while the Coronado was operational in the 1940s and 1950s.
Las Vegas is unique in that it has two business districts, the one closest to the railroad (and where the Serf is located), and the other near the historic Plaza. This is where the Kiva Theatre (109 Bridge Street) still stands, marquee intact but the lights out. It opened in 1912, which at the time placed it as the second-oldest theatre in New Mexico. It closed in 2013
Santa Fe, as the state's capital and center of culture and history, has multiple old theatre buildings that can still be found, albeit with only one functioning in that capacity. The Lensic (221 W. San Francisco) is now a performing arts center the features film, music, and theatre. It opened inn 1931 with 1000 seats, and closed in 1999. Thanks to impressive fundraising to the tune of $8.2 million, it was renovated and reopened in 2001. It is now the premier arts venue in the city.
Within walking distance are three other former theatres, including the Alley Theatre (212 W. San Francisco) across the street. The Alley, though, is now converted retail space, and bears no resemblance to a theatre.
One block east, El Paseo (123 W. San Francisco) was built in 1948 on the location of a prior theatre that had burned to the ground. It remained open until the late-1980s, and then converted to retail. Once again, its distinctive size and shape, especially as viewed from the side, betray its former existence as a movie house.
The Plaza area was home to El Oñate at the corner of Palace and Lincoln. El Oñate was only a theatre from 1921-1924, at which time it became retail space. Through the years, the building's appearance has been modified, and is now home to a bank
The Santa Fe Theatre (521 Cerrillos Road) opened in 1948, but was only a theatre until 1957, at which time it became an automobile dealership. Today, it houses retail and offices, and has no exterior appearances of having been a theatre.
Lastly on the Santa Fe Loop is the Zia Theatre in Bernalillo (925 Camino del Pueblo), which operated from 1938 to 1950. But then the former Route 66 was widened to four lanes, which required removing 30 feet from the front of the building. The Pottery House now occupies the building, with no exterior semblance of a theatrical past.
Fade to Black, Roll Credits
It is still possible to visit 29 theatres on or near New Mexico's Route 66. While many more theatres and drive-ins once existed along this corridor, the healthy number of remnants allow modern day movie buffs to mount a very different type of Route 66 adventure. Classic motels and diners are but two of the many categories of commerce to be documented and enjoyed along the Mother Road.
Of course, that's no guarantee they will survive into the longer term, thus serving as motivator to take one more journey along 66 to see these vestiges of the state's cultural past and present. They were and still are-the heart and soul of these cities.
Left to right: Lensic - Santa Fe; Alley Theatre - Santa Fe; El Paseo - Santa Fe; and Santa Fe Theatre - Santa Fe.
Left to right: El Onate - Santa Fe; and Zia - Bernalillo.
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ABOUT THE AUTHOR
Nick Gerlich is Hickman Professor of Marketing at West Texas A&M University, where he has taught since 1989. He is an active cyclist, hiker, and traveler, and spends much of his time photographing vintage signage across the US. He also writes for several magazines, and is co-author of A Matter Of Time: Route 66 Through The Lens Of Change, as well as ROUTE 66: Westwärts auf Amerikas legendärem Highway (Westward on America’s Legendary Highway). Finally, he is a photographer specializing in landscapes and abandonment. His photos can be found on Instagram and Threads @nickgerlich. |
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