New Mexico Centennial Coordination Group November Meeting Update

The New Mexico Route 66 Centennial Coordination Group held its fifth centennial stakeholders meeting November 19, 2024, in Grants for both Grants and Gallup communities.

​The meeting started off with Lancing Adams, acting secretary, New Mexico Tourism Department providing results of this years NMTD Route 66 Centennial Grant Program. $2.5 million was appropriated by the 2024 Legislative Session to be expended in FY25.

MARKETING AND PROMOTIONS—$400,000
Through a strategic digital marketing campaign, creative production, promo item (up to $2,000), and web enhancement (up to $5,000).

Marketing and Promotion grant winners are:
Albuquerque  —  Visit Albuquerque
Barelas  —  Barelas Community Coalition Inc. (Albuquerque)
Historic Old Town  —  Historic Old Town Association (Albuquerque)
Santa Fe  —  TOURISM Santa Fe
Moriarty  —  City of Moriarty
Tucumcari  —  Tucumcari/Quay County Chamber of Commerce
Grants  —  City of Grants
Gallup  —  City of Gallup
Pecos  —  Village of Pecos
Santa Rosa  —  City of Santa Rosa

INFRASTRUCTURE AND DESTINATION ENHANCEMENTS—$1,040,000
Infrastructure and Destination Enhancements grants award winners are:
$250,000  —  City of Albuquerque: Art installation along Route 66
$28,514  —  City of Gallup: Wayfinding system; public art
$55,769  —  Village of San Jon: Comprehensive wayfinding system
$42,333  —  TOURISM Santa Fe: Wayfinding enhancements
$122,885  —  Guadalupe County (Santa Rosa): Beautification and enhancements to highway overpass
$121,000  —  Tucumcari MainStreet: Wayfinding enhancements
$172,500  —  Historic Old Town Assn. (Albuquerque): Enhanced gateway signage
$250,000  —  New Mexico State Fair Commission: Refurbishment of State Fair Tower

SPECIAL EVENTS—$70,000
Special Events grants award winners are:
$10,000  —  City of Albuquerque: Route 66 Summerfest
$20,000  —  Gathering of Nations (Albuquerque): Gathering of Nations 
$4,000  —  Grants MainStreet: Spokes on 66 Car Show
$4.000  —  City of Moriarty: Pinto Bean Route 66 Centennial Fiesta
$5,000  —  Santa Fe Children's Museum: Noon Year's Eve
$6,500  —  Guadalupe Community Development Corp.: The Bridges of Celebration on Santa Rosa Route 66           
$5,000  —  Village of Pecos: Route 66 Rodeo
$7,500  —  Santa Fe Railyard Community Corp.: Railyard Route 66 Festival
$4,000  —  Downtown Albuquerque MainStreet Initiative: Mothership on the Mother Road
$4,000  —  TOURISM Santa Fe/Tumbleroot Brewing: First Sunday Route 66 Market
 
REMAINING—$990,000
The remaining $990,000 was dispersed between National and International advertising provided by Tourism Exchange USA (Brand USA), an Interactive map provided by FocalShift Media, and New Mexico Magazine, published by the New Mexico Tourism Department.

See full list of those awarded and not awarded.
 
Adams shared the results of a recent study on domestic and international interest in the Centennial. They found about 13% of all potential visitors are aware of the Centennial. When they were made aware, 57% said that information made them more likely to travel the route. Domestic visitors are most motivated to travel Route 66 by: history/culture, iconic places, and nostalgia. International visitors are most motivated by: scenic places, iconic places, a sense of freedom, and nature. More than half of potential visitors said they would drive the entirety of Route 66. Of those that would only drive a segment, the Southwest ranks highest among likely regions.
 
Special guest speakers included Nate Huff, president, Tourism Exchange USA (Brand USA) and Thomas Elliot Fite, director of marketing, FocalShift Media.
 
Matt Robinson, Gallup-McKinley County Route 66 Committee, and Rose·Eason, executive director, gallupARTS, presented for Gallup. Les Gaines, executive director, Grants-Cibola County Chamber of Commerce, and Denise Hanson, executive director, Grants Mainstreet, presented for Grants. All sharing accomplishments made as they prepare for the Route 66 Centennial as well as plans for funds recently received through the Coordination Group 66 Centennial grants.
 
The accomplishments and teamwork displayed by Grants and Gallup were amazing! In addition, and Cindi Williams, village manager, Milan were on hand to share their recent accomplishments of reviving their communities and preparing for the centennial.
 
Daniel Gutierrez, director, Mainstreet and Centennial Coordination Group board member gave a brief overview of Route 66 Mainstreet communities.

New Mexico Route 66 Association president, Melissa Beasley-Lee was present to provide input on questions pertaining to national centennial celebration collaborations with the seven sister state associations as well as projects the New Mexico Route 66 Association has in the works throughout the Land of Enchantment.

Coming up in 2025 from the Route 66 Centennial Coordination Group:

• Review and endorsement of projects to be passed onto the National 66 Commission
• Opportunity for New Mexico to host a National Route 66 Centennial Summit
• Status updates and presentations from New Mexico Tourism Department Route 66 Grant recipients
• Collaboration and communication with local/regional Route 66 committees
• Updates on New Mexico Tourism Department activities related to international marketing and travel trade
• Status updates from New Mexico Tourism Department, New Mexico Department of Cultural Affairs, Economic Development Department on activities related to Route 66 Centennial
• Further develop initial project ideas into actionable initiatives
• Identification and collaboration with industry association partners

2025 Meeting dates were not mentioned.