The World Monuments Fund this month released its report on the “Route 66: The Road Ahead” roundtable held in November at Anaheim, California, that involved many movers and shakers of the Route 66 community.
The 67-page Acrobat document can be read in its entirety here. I commend it to your attention.
Much of the report dovetails from the Route 66 Economic Impact Study (you can read the summary here). But the roundtable produced its own highlights:
- Stakeholders see an urgency — and an opportunity — with the National Park Service’s Route 66 Corridor Preservation Program expiring in 2019 and Route 66’s centennial in 2026. The implication is the Route 66 community needs a central organization that can dole out preservation grants much as the NPS program does now.
- Vintage motels can tap into a niche market of so-called “heritage tourists” and those who want a vintage-Route 66 experience.
- A missed opportunity is attracting a growing number of Hispanics — especially since the proportion of such populations on the Mother Road is twice as high as the national average. Stakeholders said Route 66 also needs to attract other minorities, such as American Indians — which have a long history with the highway in the Southwest — and African-Americans.
- Roundtable participants discussed the possible need of Route 66 getting a permanent federal designation, such as a National Historic Trail. More about that idea can be read here.
- President Obama has set a goal of 100 million international visitors in the United States annually by 2021. The U.S. market share of spending by international travelers dropped from 17 percent to 11 percent from 2000 to 2010 — presumably from the effects of 9/11.
- Preservation of vintage roadways and bridges often is overlooked, but must be considered for the benefit of heritage tourists.
- Landscape protection is the third-most important aspect for Route 66 travelers. Route 66’s open spaces are under threat from wind farms, solar farms, oil and gas exploration, cell towers and urban development.
- Route 66 will need to attract the post-baby boom generation, which has no memories of U.S. 66 and less spending money than their forebears. However, the movie “Cars” and smartphones have provided a way to tap into that market.
And the report saw fit to print the entire text of a speech by the mayor of Pontiac, Illinois, Bob Russell. He told a lot of interesting things about how Route 66 benefits his town, and they may prove applicable to your town as well:
As the mayor of a community that is located on the route, I have been heavily involved in the promotion of Route 66. It is obvious to me that the only way that our community, and all the communities along the road, will be able to continue to support the route is to look at it as an economic development opportunity. Even though the City of Pontiac has had great success in this endeavor, there is continuing resistance from taxpayers, and understandably so in this economy. It is very difficult for our residents to understand how tourism can benefit our city when they live on streets that are in need of repair. Our passion alone will not be enough to be make this a successful endeavor. Our state and federal governments are poised to continue cutting the funds that we receive from them to provide the necessary day to day services that our residents expect. In light of this, it has forced us in Pontiac to take our fate into our own hands. The only available option for us has been the promotion of tourism that Route 66 has afforded.
In an economic era when many of the communities in Illinois are boarding up their storefronts, our city has achieved almost 100% occupancy in our downtown business district. The Route 66 Hall of Fame Museum in Pontiac has created opportunities for other museums to locate to the city, which in turn has convinced restaurant and retail store owners, along with bed and breakfast operators, to move their operations here. I have had to explain to residents for several years now that you do not attract retail stores until you have the foot traffic. Now we have the foot traffic and that indeed has attracted new retail stores, restaurants, and bed and breakfasts. All of the Route 66 development must create additional sales tax and provide for more jobs. Without these two components, we will not be successful in the continued promotion and preservation of Route 66.
The one benefit that we had not anticipated is the investment of wealthy entrepreneurs who visit our city from other countries. The majority of the Route 66 visitors from European and Asian countries are fairly well off financially, and they still view the U.S. as one of the best opportunities for investing their money. As such, we are promoting the availability of land the city owns along our interstate and state highways as good locations for them to invest their money to start new businesses. We have been promoting this idea for the last 25 years with some success, but now have a renewed interest from our Route 66 visitors. The goal of this endeavor is the same as our retail development, and that is to create jobs and tax revenue.
The only promise I made to our residents when they asked me to serve as their mayor was that while I am in office, there will be no increase in our real estate taxes. The development of Route 66 tourism will enable me to keep that promise through the end of my term. The other somewhat hidden components that the Route 66 redevelopment has provided for the City of Pontiac is quality of life and community pride. The opening of new restaurants and shops in our downtown has provided our residents with wonderful places for them to get together with old friends to have a great meal and to just sit and chat with one another and then take a leisurely stroll around from shop to shop. It is always fun for me to see our local residents showing their friends or family around our city and seeing the pride that they have in doing so. Without the development of the Route 66 tourism, I have no doubt that our city would look tired and worn, as so many other communities do.
To make tourism work is not an easy task. The first obstacle for many communities is to get the elected officials to buy into the idea. The majority of them want to be able to see tangible results in a very short period of time. This is nearly impossible to provide, first, because it takes many years to develop, and second, because it is very difficult to quantify. For the City of Pontiac to make this work, the elected officials, our volunteers, our City Administrator, our Department Head, and all of our employees have all had to go that “extra mile.” All of our museum buildings are owned or leased by the city and we are in partnership with all the museum operators. We get a percentage of their income to offset our expenses. There have been thousands of volunteer hours provided by all of the above groups to get the museums ready and to keep them staffed. Some of the elected officials volunteer one to two days a week at the museums and some of our residents volunteer at least two to three days a week in helping to curate the museums. I have personally worn out a couple pairs of shoes over the last few years by spending so much time greeting all of our visitors and giving personal tours to various groups. If a municipality wants to be successful in developing tourism, they must put together a very dedicated team that is willing to work tirelessly to get it off the ground. Is it all worth it?
The answer is yes. The results for our city have been more than I, or anyone involved, could have ever imagined. The word that I keep hearing used in describing our community is “energy.” Many of our visitors tell me that there seems to be a lot of energy here, and there is. The people who love their community will put in as much energy as it takes to make their community a better place to live. I believe that we have just seen the beginning of the development of Route 66 tourism as an economic development tool. So many people from so many countries are just learning about it, and I am continually being told by our visitors that everyone from their country wants to make the trip.
We now have the opportunity as communities to grasp it by working together to promote it. I believe the strategic roundtable that World Monuments Fund sponsored was the best opportunity we have had to make this happen. Let’s do it!