This presentation is part of Are We There Yet? Preservation of Roadside Architecture & Attractions Symposium, Tulsa, Oklahoma, April 10-12, 2018.

By Amy Webb and Grant Stevens


During the summer of 2018, the National Trust for Historic Preservation (NTHP), in partnership with the Road Ahead Partnership and other Route 66 organizations, plans to conduct a major marketing campaign focused on supporting federal designation of Route 66 as a National Historic Trail (NHT). The campaign will be a national celebration of Route 66 – the places, the people, and the stories that make it an irreplaceable part of the American landscape. As the National Historic Trail Act celebrates its 50th anniversary, it seems appropriate that the 20th National Historic Trail would tell the story of arguably the most iconic American road in the 20th Century: Route 66.

In partnership with a select group of corporate brands, NTHP will launch a larger-than-life road trip that engages hundreds of thousands of people and enlists their support in protecting Route 66. Millions more will follow the journey through earned local and national media, as well as unique social media activations and other interactive online experience. The goal will be to tell the full story of Route 66 and encourage Congress to protect and preserve it as a permanent National Historic Trail.

While the campaign is currently under development, we expect the major elements to be determined by the April Symposium, and would welcome the opportunity to share this information with a friendly, supportive audience of roadside architecture and attractions enthusiasts! If accepted, our presentation would be a preview of the upcoming summer campaign and a status update on current federal legislation.  We would share ways for individuals, organizations, and other entities to get involved and would welcome a discussion around possible content ideas, crowdfunding projects, in-person meet-ups, and other ways to promote designation of Route 66 as a National Historic Trail.


Amy Webb is a heritage tourism specialist with 34 years of hands-on experience in preservation and heritage tourism including work at the national, regional, state and local level.  She joined the National Trust for Historic Preservation in 1993 and directed the Trust’s heritage tourism program for sixteen years.  In that capacity she worked with individual historic sites as well as regional heritage tourism efforts. Amy holds a Masters in architectural history and historic preservation from the University of Virginia.  She currently serves as a Senior Field Director in the National Trust’s Denver Field Office, overseeing the Trust’s field offices in Denver and Houston.

Based in the Denver Field Office of NTHP, Grant Steven’s work focuses on creating compelling and engaging campaigns that combine in-person activities and online engagement to save places, while inspiring others to do the same. His wide-ranging work has taken him from coast to coast, working on ballot initiatives in Houston and Cincinnati; efforts to save midcentury modern masterpieces in Miami, Portland, and Milwaukee; and awareness campaigns in El Paso, Chicago, and Nashville, among many others. You can most often find him out on the road saving places, exploring the West’s public lands, or getting distracted by a vintage sign

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