Can Route 66 towns survive on nostalgia?

Route 66, the historic 2,500-mile highway connecting Chicago to Santa Monica, faces a critical juncture as it marks its centennial. While the 1980s interstate network marginalized many roadside towns, current preservation efforts and heritage tourism are revitalizing local economies. Business owners like Roman Rich Dinkala and museum directors such as Corey Cart emphasize that international interest and nostalgia drive significant revenue, with some secondary roads generating up to $450,000 per mile in visitor spending. Angel Delgadillo, instrumental in saving Seligman, Arizona, highlights how the road’s cultural legacy serves as a vital economic lifeline. Despite these gains, the threat of modernization remains, as seen in the erasure of historic sites like the Ribbon Road. Sustaining these small businesses requires ongoing investment and a shift in perception to ensure the Mother Road remains a viable destination for future generations.