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America's Mother Road turns 100

The year 2026 is one of the most important milestones for New Mexico in recent memory with the celebration of the 100-year anniversary for Route 66. New Mexico shares one of the longest stretches of Route 66 of any state, along with one of the richest histories. The Route 66 centennial presented an opportunity to promote and showcase all of New Mexico’s tourism offerings both on and off the route. The New Mexico Tourism Department has spearheaded a variety of programs and initiatives to best prepare and position the Land of Enchantment as an ideal destination to experience the Great American Road Trip along Route 66.

Route 66 Centennial Grant Recipients

In FY25, the New Mexico Tourism Department instituted this specialized grant program to support communities and tourism-related entities along New Mexico's stretch of Route 66 with the implementation of marketing campaigns, infrastructure projects and special events all in preparation of the Route 66 Centennial in 2026. 

The program was refreshed with a second round of grant funding for FY26.

A list of those projects by fiscal year is provided below.

Route 66 Centennial Coordination Group Endorsed Projects 

The Route 66 Centennial Coordination Group was created by the State of New Mexico to review and recommend Route 66 events, programs and activities to the federal Route 66 Centennial Commission for further support. Below is the list of proposed projects endorsed by the Route 66 Centennial Coordination Group:

  • Route 66 Remixed: The City of Albuquerque’s Department of Arts and Culture, in collaboration with New Mexico creative companies and local artists, is developing a series of augmented reality (AR) art stops along Central Avenue. 
  • Gallup Summer Indian Dances & Art Market: An exhilarating celebration of Indigenous cultures includes the Zuni Pueblo, Navajo Nation, Ohkay Owingeh, and Apache tribes, among others. The Summer Indian Dances take place from June to August in historic Downtown Gallup.
  • Indian Pueblo Cultural Center Journey Through Time: Pueblo Life and Route 66: This project will enhance the Indian Pueblo Cultural Center’s (IPCC) permanent exhibit, We Are This Place: The Pueblo Story, by incorporating a dedicated section exploring the profound impact of Route 66 on Pueblo communities. New Mexico Route 66 Centennial COORDINATION GROUP The New Mexico Route 66 Coordination Group was established by Executive Order in 2023 for the purpose of identifying projects and activities that align with the U.S. Route 66 Centennial Commission.
  • New Mexico Arts/Department of Transportation Rattlesnake Draw Rest Area Sculptures: The Art in Public Places Program of New Mexico Arts and the Local Selection Committee (LSC) of the New Mexico Department of Transportation (NMDOT) will commission 1-2 artists/artist teams to create and install a monumental exterior sculpture for two designated outdoor areas at the eastbound and westbound Rattlesnake Draw Rest Areas along Interstate 40 near Moriarty, New Mexico. Artwork will celebrate the history and culture of Route 66 and the spirit and history of movement and transportation in New Mexico during the last 100 years.
  • University of New Mexico Route 66 Connected: A multidisciplinary project by the University of New Mexico reinterprets the historic highway through multimedia storytelling, including interactive maps, interviews, videos, and websites. The project highlights the road’s evolving cultural and architectural identity while examining Route 66’s iconography, ethnic contributions, and community connections across eight states.
  • City of Santa Rosa’s Route 66 Municipal Golf Course Celebration: Santa Rosa will be marketing and promoting Tres Lagunas Golf Course leading up to the 2026 Centennial celebration. Tres Lagunas is a city-owned municipal course with a rich heritage of providing a golfi ng oasis in a beautiful desert landscape, both for locals and travelers to the area.
  • Grants Spokes on 66 Car Show: The Spokes on 66 Car Show in Grants is the ultimate celebration of historic Route 66, bringing together classic cars, live music, family activities, and the vibrant culture of one of America’s most iconic highways. With Route 66 passing right through the heart of Grants, this event provides a unique opportunity to explore the rich history of the Mother Road while enjoying a weekend full of fun, adventure, and nostalgia.

 

National Marketing

Route 66 was a key fixture of the New Mexico Tourism Department's national marketing and advertising campaign for Spring/Summer of 2025. This specific placement highlights the Route 66 experience throughout New Mexico. Check it out!

New Mexico True: Route 66 Centennial 30

Other Initiatives

 

New Mexico Magazine Feature: A dedicated feature and pull-out showcasing Route 66 destinations and special events. The 16-page insert included a narrative of the entire route, special geographic focuses and a guide to things to do and places to visit. The project also inspired the content for the exclusive Route 66 Centennial microsite, interactive map, Route 66 VisitWidget app, and special section in the 2026 True Adventure Guide.

Mother Road Summit: New Mexico True was a sponsor of the Mother Road Summit, a milestone event held in New Mexico that brought together representatives from all eight Route 66 states. The summit served as a platform for collaboration, creativity, and planning for the Route 66 Centennial. Through a series of panels and discussions, participants explored Route 66’s legacy, shared innovative ideas, and built partnerships focused on preservation, tourism, and storytelling that will shape the future of the Mother Road for the next 100 years.