SPRINGFIELD, MO – As Springfield prepares for the National Route 66 Centennial Kickoff Celebration, Visit Springfield is showcasing a two-year transformation of the city’s visitor experience designed to help travelers explore more, stay longer and connect more deeply with Springfield.
Through new welcome points, digital tools, public art, curated trails and Route 66 experiences, Visit Springfield has created a more connected path for visitors from the moment they arrive to the places, stories, neighborhoods and local businesses that make Springfield memorable. The Centennial has become a catalyst for a broader effort to strengthen the visitor experience across Springfield and give travelers more reasons to explore the city.
“We saw an opportunity to do more than welcome visitors for the Centennial,” said Mark Hecquet, President and CEO of Visit Springfield. “We wanted to change the way people experience Springfield by helping them find more reasons to explore, stay longer and connect with the city. Route 66 is an important part of our story, but the larger goal is to help visitors experience all of Springfield.”
That work begins with how visitors arrive. The Route 66 Welcome Center at 318 Park Central East now serves as a modern gateway in downtown Springfield, connecting travelers with local recommendations, trip planning resources and ideas for exploring the city’s Route 66 corridor, neighborhoods and attractions.
At Springfield-Branson National Airport, Visit Springfield has opened a new Airport Welcome and Information Center featuring digital kiosks that give travelers immediate access to visitor information, local recommendations and trip planning tools as soon as they arrive.
Along the Route 66 corridor, Queen’s Gate 66 creates a bold, illuminated entry point to the historic roadway. Nearby, the Musical Road turns the drive itself into an interactive experience, playing “America the Beautiful” for travelers along the route.
Several new experiences connect directly to Springfield’s role as the Birthplace of Route 66. The Route 66 Digital Pass, developed in partnership with AAA, turns exploration into a mobile experience where visitors can check in at participating locations, earn prizes and discover landmarks, attractions and lesser-known stops throughout the city.
The Springfield 66: Centennial Sculpture Series, created in collaboration with Heidi Herrman-Bacon, brings Route 66 storytelling into the public landscape through 16 large-scale sculptures across Springfield. Designed by local artists, the installations reflect themes tied to Springfield’s identity, including transportation, agriculture, sports, nostalgia and modern creativity.
A free self-guided mobile route connects the sculpture series, giving visitors another way to explore Springfield at their own pace and experience the city through public art, storytelling and place.
Visit Springfield has also partnered with the History Museum on the Square to introduce the Springfield 66: Story Trail, a free mobile experience that guides visitors to GPS-based stops along Route 66 in Springfield. At each location, travelers can unlock local stories, explore historical content, answer trivia and earn digital stamps, bringing Springfield’s history directly into the hands of visitors and residents.
Together, these initiatives make Springfield easier to navigate, more engaging to explore and more memorable for visitors. The Centennial has created important momentum, and these enhancements are designed to strengthen Springfield’s visitor experience well beyond 2026, creating lasting value for travelers, local businesses and the community.
As the Centennial approaches, Visit Springfield’s focus remains on building a visitor experience that honors the legacy of Route 66, reflects the energy of Springfield today, and continues to evolve for future visitors.