In late 2024, the New Mexico Tourism Department awarded $1.5 million to communities as part of their Route 66 Centennial Grant Program. This grant funding will support special events, infrastructure improvements, and marketing/promotion activities for the upcoming Route 66 Centennial.
The Route 66 Centennial in 2026 is an opportunity for New Mexico communities to celebrate the Mother Road’s history, recognize our state’s contributions to the famous route, and honor the businesses and people that make the route a special destination to this day.
“We know that communities across New Mexico’s stretch of Route 66 are excited to invest in the centennial so we can share our slice of the Mother Road with the rest of the world,” said Acting Tourism Department Secretary Lancing Adams. “This grant program was created to provide flexibility in how we can support destinations that best fit their needs – whether its infrastructure development, promotion or special event support.”
Many projects in NM MainStreet districts and project-based initiatives received generous support from the Tourism Department:
Special events
- City of Albuquerque (Nob Hill MainStreet) – Route 66 Summerfest ($10,000)
- Grants MainStreet – Spokes on 66 Car Show ($4,000)
- Guadalupe Community Development Corporation (Santa Rosa MainStreet) – The Bridges of Celebration on Santa Rosa Route 66 ($6,500)
- Downtown ABQ MainStreet Arts & Cultural District – Mothership on the Mother Road ($4,000)
Infrastructure
- Guadalupe County (Santa Rosa MainStreet) – Beautification and enhancements to highway overpass ($122,885)
- Tucumcari MainStreet – Wayfinding enhancements ($121,000)
- ABQ Historic Old Town Association – Enhanced gateway signage ($172,500)
Marketing
- Barelas Community Coalition, Inc.
- ABQ Historic Old Town Association
- City of Santa Rosa
Take a closer look at projects in three NM MainStreet Districts:
Grants, Santa Rosa, and Tucumcari.
Grants Mainstreet is revving up for their second annual Spokes on 66 Car Show on June 7, 2025. This special event will showcase automotive artistry and celebrate the rich history of America’s Mother Road.
Car enthusiasts, collectors, and families are invited to enjoy activities, live music, local vendors, and food trucks. The event aims to be more than just a car show; it’s a celebration of community spirit and pride in Grants’ unique cultural and historical roots.
What to expect:
- Automobile showcases: Explore a variety of vehicles, from antique cars to high-performance models, with owners on hand to share the stories behind their wheels.
- Live entertainment: Enjoy performances by local musicians, celebrating the region’s talent.
- Family-friendly activities: A kid’s corner with fun and educational activities ensure there’s something for every age.
- Local flavors and crafts: Vendors and food trucks will offer a taste of Grants, featuring local delicacies and handmade goods.
Whether you’re an automotive enthusiast, local resident, or traveler seeking a unique Route 66 experience, the Spokes on 66 Car Show is an event you won’t want to miss. Mark your calendar for June 7, 2025, and become part of a new tradition that captures the heart and soul of Grants.
Santa Rosa MainStreet and their partners present the Route 66 Centennial Celebration and 18th annual Bozo & Crew Fun Run and Car Show on September 18-19, 2025. This special event aims to engage tourists and locals to commemorate the community’s love for Route 66.
Their schedule of events offers historical education, community celebration, and entertainment, ensuring that all attendees have a memorable experience while deepening their connection to Santa Rosa and Route 66.
Friday, September 18:
- Opening ceremony: Kick off the celebration with a welcome address by local officials and Route 66 historians. Learn about the history of Route 66 in Santa Rosa and the significance of the mural project.
- Classic car show & motorcycle rally: Stroll through the streets lined with classic cars and motorcycles. Enjoy live music from local bands as you admire the vehicles, chat with their owners, and enjoy a burger cookout.
- Food truck fiesta: Sample a variety of local and regional cuisines from food trucks set up near Park Lake and local vendors. Picnic areas will be available for families to enjoy lunch by the water.
- Guided historic Route 66 walking tour: Join a tour exploring Santa Rosa’s historic Route 66 landmarks, historic Pecos movie theater, and Route 66 Auto Museum.
- Car parade through Santa Rosa: Watch as classic cars and motorcycles parade through Santa Rosa, culminating in a group photo at the historic Route 66 sign.
- Live music & dance party: Enjoy an evening of live music from local bands, with a dance floor set up for those who want to groove to the sounds of the 50s and 60s.
Saturday, September 19:
- Official mural unveiling & ribbon cutting ceremony: Gather at the I-40 overpass for the official unveiling of the Route 66 Centennial mural. Local artists and officials will be present to discuss the mural’s significance, followed by a ribbon-cutting ceremony.
- Classic car show awards: Join us as we announce the winners of the classic car show and present awards in various categories, including Best in Show, Best Motorcycle, and People’s Choice.
- Route 66 Centennial BBQ & picnic: Enjoy a traditional BBQ picnic with local specialties, live country music, and games for the whole family.
- Water activities at Blue Hole: Cool off with a swim at the famous Blue Hole or enjoy paddle boating and other water activities at Park Lake.
- Sunset cruise along Route 66: Participants can join a scenic drive along Route 66, ending with a photo opportunity at a historic landmark as the sun sets.
- Farewell concert & fireworks finale: Close out the celebration with a high-energy concert featuring a Route 66 tribute band, followed by a spectacular fireworks show lighting up the Santa Rosa sky.
Tucumcari MainStreet is using the Route 66 Centennial Infrastructure Grant to refresh and expand their downtown wayfinding system. The new wayfinding system will reflect Tucumcari’s brand identity and guide travelers to key points of interest, attractions, and amenities. Tucumcari is rich with Route 66 nostalgic charm, classic neon, restored vintage motels, murals, retro car culture, museums, and much more – all of which will drive visitors to experience the Mother Road in Tucumcari during the Centennial.
New Mexico MainStreet Revitalization Specialists Amy Bell, Julia and Cam Wilde provided technical assistance on this special project, and Tucumcari MainStreet completed several community meetings and preliminary sign designs. The first round of signs will be installed by mid-June 2025.
“Tucumcari MainStreet is thrilled to have been awarded a Route 66 Centennial grant for our wayfinding project, which will be a vital asset for visitors during the Route 66 Centennial and beyond,” said Tucumcari MainStreet Executive Director Connie Loveland. “The new wayfinding signage will not only help guide travelers through town but will also connect them to our heritage, encourage them to explore, and engage with local attractions and businesses. By strengthening this connection, we aim to boost tourism and economic opportunities for the entire community.”