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Flagstaff lays out multi-year Route 66 centennial plan focused on tourism, beautification and local business participation
Summary
City economic and tourism staff described a multi-year Route 66 centennial program that will run through 2027, highlighting new branding, events, signage, partnerships with state tourism and businesses, and efforts to involve cultural and historic communities.
Flagstaff economic-vitality and Discover Flagstaff staff on Feb. 25 presented a multi-year plan to mark the 100th anniversary of Route 66, emphasizing branding, events, visitor programming and physical signage across the city.
Why it matters: the plan aims to use the centennial to drive out‑of‑town visitation and support small businesses along Flagstaff’s 14.2‑mile stretch of the Mother Road, while spotlighting historic and cultural stories tied to the corridor.
Economic Vitality Director Heidi Hansen told the council the city has been planning the centennial for more than a year and will lean on a cross‑departmental team that includes Economic Vitality, PROS, Capital and Engineering, marketing and Discover Flagstaff. The city rolled out a centennial logo and brand that incorporates the San Francisco Peaks and references Flagstaff’s high elevation and dark‑sky identity. Trace Ward, Discover Flagstaff director, and Lori Pappas, marketing and media relations, described audience targets that include…
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