Route 66

Development and Diversification of New Products

Route 66, the iconic highway that holds a special place in the nation's history, runs through the heart of Albuquerque and is of significant importance to the city. With Albuquerque boasting the longest continuous urban stretch of Route 66, spanning 18 miles, this historic road is a vital part of the city's tourism assets. From the Route 66 Visitors Center to key tourism corridors like Downtown, Nob Hill, Old Town and the Barelas neighborhood, Albuquerque offers a range of attractions and experiences tied to this famous route. As an integral component of the city's identity, Route 66 attracts both domestic and international visitors, contributing to Albuquerque's tourism industry and cultural heritage. However, to truly maximize the impact of Route 66 tourism, it is crucial to ensure that the overall experience rises to the level of inspiring an overnight stay.

Recognizing the significance of Route 66 and its potential to become a major tourism draw, investment and enhancement efforts should be prioritized to transform Route 66 into a destination of its own in Albuquerque. By preserving its historical charm while introducing new attractions and amenities to niche market segments, the city can capitalize on the allure of this iconic highway, attract more visitors and create a memorable experience that celebrates the rich heritage of Route 66 in Albuquerque.

Declare And Enhance Route 66 As the Ultimate Experience

Strategy 1: Spearhead a task force with partners such as University of New Mexico and the City on Route 66 to position it as a destination and advocate for enhancement and improvement initiatives.
Visit Albuquerque's Role	Lead	Partners	Progress Made
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico City of Albuquerque Department of Arts & Culture New Mexico Tourism Department National Park Service Route 66 Museum in Tucumcari
Strategy 2: Work with partners to support and advocate for the tourism case for necessary improvements to infrastructure along Route 66, including road maintenance, directional signage and historical markers.
		New Mexico Route 66 Association National Route 66 Association University of New Mexico City of Albuquerque Department of Arts & Culture New Mexico Tourism Department National Park Service Route 66 Museum in Tucumcari
Strategy 3: Collaborate with local artists to create large-scale murals and public art installations that depict the history and culture of Route 66.
		New Mexico Route 66 Association University of New Mexico City of Albuquerque Department of Arts & Culture
Strategy 4: Work with local businesses to create exclusive Route 66-themed products and experiences.
	Visit Albuquerque	Local ABQ Businesses Albuquerque Regional Economic Alliance (AREA) Small Business Administration (SBA) New Mexico Small Business Development Center (NM SBDC) Greater Albuquerque Chamber of Commerce Albuquerque Hispano Chamber of Commerce
Strategy 5: Work with event organizers to support events and festivals that celebrate the spirit of Route 66, such as car shows, live music performances and vintage fairs.
	Visit Albuquerque	Event Organizers City of Albuquerque Department of Arts & Culture New Mexico Department of Cultural Affairs New Mexico Tourism Department

Collaborate with UNM and National Route 66 Research Center

Strategy 1: Establish a partnership with UNM and the Route 66 National Research Center to develop a joint marketing campaign promoting the significance of Route 66.
Visit Albuquerque's Role	Lead	Partners	Progress Made
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico Route 66 Museum in Tucumcari
Strategy 2: Explore opportunities for joint branding initiatives, such as co-branded merchandise and promotional materials.
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico Route 66 Museum in Tucumcari
Strategy 3: Consider collaborating with the Graduate hotel chain, known for its association with universities, to establish a hotel concept that celebrates Route 66's history and complements the research center.
		Graduate Hotel Chain

Create Immersive Experiences and Itineraries for Elevating the Profile of Route 66

Strategy 1: Collaborate with UNM, the National Route 66 Research Center and other relevant partners to develop themed itineraries highlighting unique attributes of Route 66, such as the experience of movement to the ‘west’, historic diners and motels, old movies, regional cuisine and car culture.
Visit Albuquerque's Role	Lead	Partners	Progress Made
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico Route 66 Museum in Tucumcari
Strategy 2: Partner with private companies, the film industry and technology experts to advocate for creating immersive VR and AR experiences that bring Route 66's history to life.
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico City of Albuquerque Department of Arts & Culture Private Partners Film Crews Technology Firms
Strategy 3: Establish partnerships with local attractions, museums and cultural institutions to offer discounted or bundled experiences that encourage visitors to explore Route 66 fully.
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico Route 66 Museum in Tucumcari
Strategy 4: Collaborate with travel agencies and tour operators to include Route 66 as a featured itinerary in their offerings.
	Visit Albuquerque	Inbound Tour Operators New Mexico Route 66 Association National Route 66 Association University of New Mexico Route 66 Museum in Tucumcari

Enhance Route 66 as the ‘Key to the West’ to Garner Investment

Strategy 1: Conduct targeted marketing campaigns to raise awareness among potential investors about the cultural and economic opportunities associated with Route 66 and its car culture. These targeted campaigns should include more niche market segments that currently are not a big focus of Visit Albuquerque, such as car enthusiasts, and history buffs.
Visit Albuquerque's Role	Lead	Partners	Progress Made
	Visit Albuquerque	New Mexico Route 66 Association National Route 66 Association University of New Mexico Route 66 Museum in Tucumcari
Strategy 2: Work with the City and potential developers and investors to highlight the benefits of investing in Route 66-related businesses, such as themed hotels, retro-style diners and vintage car rental services.
		City of Albuquerque New Mexico Route 66 Association National Route 66 Association
Strategy 3: Collaborate with economic development agencies to provide incentives and support systems for investors interested in starting or expanding businesses along Route 66.
		Albuquerque Economic Development Department Albuquerque Regional Economic Alliance (AREA) Small Business Administration (SBA) New Mexico Small Business Development Center (NM SBDC) City of Albuquerque Business Development Center Greater Albuquerque Chamber of Commerce Albuquerque Hispano Chamber of Commerce
Strategy 4: Collaborate with UNM and the National Research Center for Route 66 to curate exhibitions, interactive displays and educational programs.
	Visit Albuquerque	Route 66 Association National Route 66 Association University of New Mexico
Strategy 5: Partner with UNM and the National Route 66 Research Center to support Visit Albuquerque's current initiative of creating a microsite dedicated to Route 66. This collaboration can bring forth valuable insights, research and resources to ensure the microsite becomes a comprehensive hub of information and engagement. Additionally, the microsite can serve as a valuable long-lasting legacy and resource of the Route 66 Centennial Celebration for those seeking in-depth information about Route 66's history, cultural importance and ongoing preservation efforts.
	Visit Albuquerque	Route 66 Association National Route 66 Association University of New Mexico City of Albuquerque Department of Arts & Culture

Route 66

Development and Diversification of New Products

Declare And Enhance Route 66 As the Ultimate Experience

Visit Albuquerque's Role

Lead

Partners

Progress Made

Collaborate with UNM and National Route 66 Research Center

Visit Albuquerque's Role

Lead

Partners

Progress Made

Create Immersive Experiences and Itineraries for Elevating the Profile of Route 66

Visit Albuquerque's Role

Lead

Partners

Progress Made

Enhance Route 66 as the ‘Key to the West’ to Garner Investment

Visit Albuquerque's Role

Lead

Partners

Progress Made