SANTA FE, NM – The New Mexico Tourism Department (NMTD) is awarding $1.5 million in grant funding to nine New Mexico communities along U.S. Route 66 to prepare and promote the Route 66 Centennial in 2026.

The Route 66 Centennial Grant Program issued grants for three purposes: marketing and promotion, infrastructure and special events. Marketing and promotion grants totaled $400,000, infrastructure grants totaled $1,043,000 and special events grants totaled $70,000.

“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 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.”

The Route 66 Centennial Grant Program, which opened for applications on July 15, allowed for eligible entities to submit projects related to consumer experiences, events, destination enhancements and marketing campaigns that celebrate and recognize New Mexico’s role in shaping the history of Route 66.

One of those destination enhancement projects is a wayfinding system refresh and expansion for Tucumcari MainStreet. Through a $121,000 Route 66 Centennial infrastructure grant, Tucumcari MainStreet will be able to enhance its wayfinding system that reflects the destination’s brand and will better guide visitors to key points of interest, attractions and amenities that travelers expect.

“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.”

Eligible entities include nonprofit tourism-related organizations, municipalities, county and tribal governments and special districts. Successful applicants were able to demonstrate a clear association between the significance of Route 66 and the applicant’s destination. Community organizations were also encouraged to work with their local government entity or destination management organization on an application. All projects funded by this grant program must be planned or completed by June 15, 2025.

Funding for this grant program was sourced in part from a $2.5 million special appropriation allocated to NMTD during the 2024 Legislative Session. Funds from that special appropriation will also be used for national and international marketing campaigns and special projects from New Mexico Magazine.

Below is a complete list of grant recipients for the Route 66 Centennial Grant Program:

The $400,000 in marketing and promotions grants was distributed among the following entities: Visit Albuquerque, Barelas Community Coalition Inc., Historic Old Town Association (Albuquerque), TOURISM Santa Fe, City of Grants, City of Moriarity, City of Santa Rosa, Village of Pecos, City of Gallup and Tucumcari Quay County Chamber of Commerce.