Customers seek out unique experiences.
Bass Pro Shops parlayed that philosophy into the biggest tourist attraction in the state with the “granddaddy of all sporting goods stores.” Universities create welcoming front doors to maximize first impressions for families – such as the recent Bear Boulevard. Downtown coffee shops carefully craft their own mocha moments.
For far too long Springfield has failed to capitalize on its role as “the birthplace of Route 66.” Pilgrims worldwide have trekked through the Queen City only to find a handful of suitable photo opportunities. The Best Western Rail Haven Motel, Steak ’n Shake on St. Louis Street and Bud’s Tire and Wheel are not nearly enough to appropriately reflect the bold vision of John T. Woodruff.
That is finally beginning to change.
The Springfield Convention and Visitors Bureau renovated its Welcome Center with a Route 66 theme. The History Museum featured an exhibit on the Mother Road in its rapidly expanding complex on the public square. The West Central Neighborhood hosted the third-annual Birthplace of Route 66 Festival, drawing 200 classic cars and 3,000 patrons. The city facilitated a year-long planning process for the College Street corridor, where the Route 66 emphasis quickly emerged as the idea to rally behind.
The multipronged College Street plan calls for a roadside park to be connected to the West Meadows greenway trail, gateways and streetscapes; new zoning to allow for a live-work district for small businesses; and tax incentives for new investments in the blighted area.
The recently launched crowdfunding campaign will raise money for the first major installation in the roadside park – a replica of the Red’s “Giant Hamburg” sign. On
CrowdIt.com/route66sgf, more than $10,500 has been pledged toward the $15,000 goal.
Those are important mile markers, but Springfield needs to keep its foot on the accelerator. Three areas will have to be improved for this initiative to be successful.
• Communications. The city, CVB, Springfield Area Chamber of Commerce and Urban Districts Alliance should continue to seek every opportunity to tell the Route 66 story with coordinated and consistent messaging.
Brochures, social media, banners and other materials should be updated to include Route 66’s rich history and upcoming projects.
• Public art. Springfield should have multiple signature Route 66 “Kodak moments” for visitors. They are planned in the roadside park but also should be strategically located on Park Central Square and along the entire route. Groups such as the ideaXfactory, Springfield Regional Arts Council and area universities could identify fun and inspiring ways to celebrate the legacy of the Mother Road during the next decade.
• Redevelopment. Private investment is needed on College Street and throughout all the major streets: Kearney, Glenstone, St. Louis and College, west of Kansas Expressway. Gift shops, antique stores, art galleries, restaurants, auto repair and other related goods and services should be aggregated when possible to offer customers a range of choices.
New residents will be needed to bring the desired density to support the growing commercial spaces. The College Street redevelopment plan offers single-family, live-work and multifamily opportunities.
Route 66 can be a distinctive asset for Springfield by promoting its history and envisioning its future through the arts and entrepreneurship.
Rusty Worley, executive director of Urban Districts Alliance, can be reached at rusty@itsalldowntown.com.
