In the 1930s, more than 200,000 people traveled Route 66 to escape drought, debt and hardship. A century later, travelers follow the same highway for strikingly different reasons: nostalgia, history and the chance to experience one of America's most iconic roads.
Many of those road trippers stop in Springfield, Mo., the birthplace of Route 66. City officials spent the two years leading up to the highway's 100th anniversary developing new attractions and visitor experiences.
"We saw an opportunity to do more than welcome visitors for the Centennial," said Mark Hecquet, president and CEO of Visit Springfield. "We wanted to change the way people experience Springfield by helping them find more reasons to explore, stay longer and connect with the city. Route 66 is an important part of our story, but the larger goal is to help visitors experience all of Springfield."
Where Springfield Meets the Road
The changes begin before drivers even reach the historic roadway. A new Route 66 Welcome Center at 318 Park Central East provides visitor information, maps and trip-planning resources in the downtown district. Travelers arriving at Springfield-Branson National Airport will find a new Airport welcome and information center, where digital kiosks provide visitor resources immediately after landing.
Along Route 66 itself, Queen's Gate 66 rises nearly 30 feet above St. Louis Street just west of Glenstone Avenue. The illuminated arch and sculpture mark Springfield's connection to the highway's history while honoring the city's identity as the Birthplace of Route 66 and the Queen City of the Ozarks.
Nearby on St. Louis Street, a stretch of road does something only a handful of roads in the country do: it plays music. The newly installed Musical Road uses specially spaced rumble strips to produce the melody of "America the Beautiful" for drivers traveling 30 mph, a nod to Route 66's legacy as America's open road and the country's 250th anniversary.
"This project started with a simple goal: we wanted to create a unique new experience for visitors traveling Route 66 in Springfield," Hecquet said. "The Musical Road does exactly that. It gives people something unexpected, memorable and fun, while adding another reason to stop, explore and experience Springfield in a new way."
The harmonious highway was developed in partnership with Route 66 Musical Roads LLC and installed with support from the City of Springfield Public Works Department. Springfield's Musical Road joins a small number of similar attractions across the United States.
A Digital Pass That Rewards Exploration
The Route 66 Digital Pass, developed in partnership with AAA, rewards visitors who discover the city through a points-based game. Visitors download the free pass on their phones and check in at participating locations by entering a PIN, scanning a QR code or using GPS. Hotels earn 30 points per visit; attractions earn 10. Points can be redeemed for Route 66-themed rewards including stickers, T-shirts and a limited-edition hoodie available to the first 166 redemptions. Visitors who want all available rewards need to check in at 50 participating locations across the city.
"The Route 66 Digital Pass and the Springfield 66: Sculpture Route provide new ways for visitors to experience Springfield that are both engaging and meaningful," adds Andrea Copeland, vice president of marketing for Visit Springfield. "Whether exploring local businesses or discovering public art, these programs help tell the story of our city in a way that encourages people to stay longer and see more."
16 Sculptures, One Self-Guided Route
Public art connects those same streets through the Springfield 66: Centennial Sculpture Series. Developed in collaboration with Heidi Herrman-Bacon, director of The Springfield 66 Project, the initiative placed 16 large-scale sculptures around the city.
The sculptures highlight transportation, agriculture, sports, nostalgia and contemporary creativity through the work of local artists. Featured installations include "Game On, Springfield" by Janelle Patterson, "Preserving the Passion" by Jeff Kesinger and "Intersecting Journeys" by Emily Million, among others.
A free, self-guided mobile app links all 16 locations. Visitors can navigate an interactive map, scan QR codes at each installation for artist information and check in via GPS to earn collectible sculpture pins. Three pin designs are available; visiting 15 sculptures unlocks all three.
"The Springfield 66: Centennial Sculpture Series was created to celebrate creativity, storytelling and community pride through public art," Copeland says. "The Sculpture Series Route builds on that foundation by helping visitors more easily explore the full collection and experience more of Springfield along the way."
The initiative received support from sponsors including Visit Springfield, the Hatch Foundation, Best Western Coach House and Rail Haven. A map of sculpture locations and additional information is available at springfield66.com.
History at Every Stop
The History Museum on the Square partnered with Visit Springfield to create the Springfield 66: Story Trail. The free mobile experience guides visitors to GPS-based stops along Route 66 in Springfield. At each location, users can unlock local stories, learn about Springfield's Route 66 history, answer trivia and earn digital stamps.
Together, the three programs offer visitors several ways to experience Springfield, combining public art, local history and rewards for exploration. And it doesn’t go away at the end of the year. Visit Springfield designed these programs to continue well beyond the centennial celebration. The Digital Pass remains active for 365 days after sign-up, and the Sculpture Series remains a permanent addition to the city's public landscape.
"The Centennial gave us an opportunity to think beyond a single event and take a closer look at how visitors experience Springfield," Hecquet says. "By investing in new experiences throughout the city, we're giving people more reasons to visit, explore more, stay longer and build a stronger connection with Springfield for years to come."
One hundred years after Route 66 changed the course of American travel, Springfield gives visitors new reasons to stop where the Mother Road began.
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