Amarillo is gearing up to enhance its reputation as a key destination along the historic Route 66, as discussed in the recent City Council meeting. The city is implementing a multi-channel marketing strategy that includes digital and print advertising, public relations, and in-person events to attract visitors and promote local attractions.

A significant focus of the marketing campaign is storytelling, positioning Amarillo as a must-stop city on the iconic highway. The Texas Route 66 Festival, which has gained prominence over the past three years, will continue to be a highlight, alongside other major events like the Centennial Caravan and the Great Race. These events not only draw national attention but also boost local tourism, filling hotels and restaurants with visitors.

In addition to these festivals, Amarillo will host the Texas premiere of the documentary "Texas Route 66: Main Street of America" and events surrounding the capital Christmas tree in November. The city is also increasing its outreach to influencers and content creators to share the Route 66 experience through social media and other platforms, aiming to inspire travel and create engaging itineraries.

The discussions highlighted the importance of partnerships at regional, national, and international levels, which have been crucial in promoting Amarillo as a desirable destination. The city’s efforts to leverage the allure of Route 66 are expected to significantly impact local businesses and the community as a whole.

As Amarillo continues to build its reputation, the City Council remains focused on ensuring that these initiatives align with broader community goals, fostering growth and engagement for residents and visitors alike.