Flagstaff lays out multi-year Route 66 centennial plan focused on tourism, beautification and local business participation
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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 domestic and international travelers, history and photography enthusiasts, and multi‑generational households.
Key program elements include: months of earned, owned and paid media; two headline events (a large event scheduled for June 6, 2026, and a smaller event on Nov. 11, 2026, the actual centennial date); a 2026‑2027 program of parades, signage and interpretive materials; a Route 66 passport and keepsake publications; a new audio walking tour of the South Side Historic District; and monument signs and banners along the route. Staff said ADOT had approved temporary streetpole banner permits for the route and that NOAZ would install the banners.
Staff also described physical improvements and beautification: repainting and updating the Visitor Center mural; three monument signs marking the start, middle and end of Flagstaff’s portion of Route 66; repairs and new displays at a small Route 66 pocket park (near the Auto Park turnoff); and work with property owners — including the El Pueblo Motel — on respectful restoration, historic interpretation and temporary fencing/banner treatments that recognize Code Talker history.
Council members pressed staff about how the program will engage historic and cultural communities, including Indigenous residents and multicultural groups that historically used Route 66. Trace Ward and Lori Pappas said Flagstaff Food Link, the Museum of Northern Arizona and other partners will be invited into programming; staff also described deliberate community workshops and targeted outreach to center Indigenous viewpoints in early planning. Councilmember House asked staff to expand outreach to culturally historic neighborhoods; staff said they had already added meetings in Loop and at the STAR School to better capture Indigenous and educator perspectives.
Staff noted partnerships with the Arizona Office of Tourism and Brand USA for regional promotion, and described ongoing sales missions, trade shows (including IPW) and outreach to car and motorcycle clubs. They also said they were pursuing earned‑media placements, signage collaborations, museum partnerships and potential activations tied to national partners including Smithsonian‑type features and a possible Hot Wheels/maquette activation being reviewed by Mattel.
What’s next: staff asked council for continued direction and noted internal coordination with Capital & Engineering (to avoid construction impacts during peak visitation), PROS (events), visitor services (passports and merchandise) and public outreach. Council asked staff to return with details on engaging historic neighborhoods, specific outreach steps and whether City Hall or public parks could host centennial displays. Staff said they would return with any necessary follow‑ups and event permits as dates firmed up.
Staff sources: presentation and Q&A led by Heidi Hansen (Economic Vitality Director), Trace Ward (Discover Flagstaff director), Lori Pappas (Marketing & Media Relations), Ralph Rauschmidt (creative services) and other members of the Discover Flagstaff/PROS team.
