SANTA FE, NM – New Mexico communities and organizations looking to join in the celebration of the Route 66 Centennial in 2026 are invited to participate in a grant program launched by the New Mexico Tourism Department (NMTD) that will provide support for marketing campaigns, special events and infrastructure related to Route 66.

The Route 66 Centennial Grant Program, which opened on July 15, allows 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.

“From Tucumcari through Albuquerque to Gallup, New Mexico is home to some of the most iconic Route 66 heritage in the country,” said Acting Secretary Lancing Adams. “The Route 66 Centennial is an incredible opportunity to share the Land of Enchantment with the rest of the country and the world. This grant program can provide New Mexico Route 66 communities with the financial resources and technical support they need to take full advantage of this once-in-a-lifetime celebration.”

Eligible entities include nonprofit tourism-related organizations, municipalities, county and tribal governments and special districts. Successful applicants must demonstrate a clear association between the significance of Route 66 and the applicant’s destination. Community organizations are 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 executed by June 15, 2025.

Applications for the special events option of the grant must demonstrate that the event promotes the Route 66 Centennial, supports both in-state and out-of-state visitation, and has a methodology to report on essential visitation data for the event. Through this option, applicants may receive up to $20,000 in sponsorship support if certain criteria of the event are met.

Applications for the marketing and promotions option would need to demonstrate how their destination is tied to the history of Route 66 and what regions, experiences or amenities they plan to promote with grant support. NMTD will cover 100 percent of costs for creative production or advertising campaign deployment through this portion of the grant. Additionally, NMTD will cover up to $2,000 in promotional items and up to $5,000 in website development services through this option.

Applications for the infrastructure option of the grant must demonstrate that the proposed destination enhancement project is located within a community along the historic route. Examples of eligible projects through this option include signage, wayfinding, public art, historic restoration, beautification, conservation and more. Successful applications may receive up to $250,000 through this option.

Applications for the marketing and promotions option will close on August 13, 2024. Applications for the special events and infrastructure options will close on August 19, 2024.

During the 2024 Legislative Session, the Legislature allocated a $2.5 million special appropriation to NMTD to be used for promotion of the Route 66 Centennial. Funds from that special appropriation will be used to support the Route 66 Centennial Grant Program. Additionally, NMTD will use funds from that special appropriation for national and international marketing marketing campaigns and special projects from New Mexico Magazine.

More information about this program, including downloadable resources and links to apply, are available on the Tourism Department website.