Travelers on Interstate 40 will soon have no doubt they’re driving through the heart of Route 66 country.
Community leaders, business owners and state officials gathered Thursday, Aug. 21, outside the Starlight Ranch, across the street from the Slug Bug Ranch, to unveil the first of dozens of new signs that will guide visitors along the historic Mother Road through the Texas Panhandle. The project, led by the Old Route 66 Association of Texas with support from TxDOT and funding from the Big Texan Steak Ranch, comes as Amarillo prepares for the highway’s 100th anniversary in 2026.
The Texas Route 66 Signage Project is the result of months of collaboration between the Old Route 66 Association of Texas, the Texas Department of Transportation (TxDOT), and the Big Texan Steak Ranch. Under the plan, TxDOT will install signs along Interstate 40 from Glenrio to McLean, while the Big Texan is funding 27 custom signs within towns along the route. The association coordinated the effort, meeting with stakeholders and securing partnerships to restore signage that was removed in 2019.
“Route 66 put The Big Texan on the map,” said Bobby Lee, co-owner of the Big Texan Steak Ranch. “We know how important that road is, not just to us, but to every small town it crosses. These signs are about making sure people don’t just drive through; they stop, explore, and spend time in our communities.”
Lee said his family committed the funding because they felt the Panhandle could not afford to wait for outside help. “For years we’ve watched other states make big investments in Route 66, while Texas fell behind,” he said. “We didn’t want to miss this moment. The centennial is coming, the travelers are coming, and somebody had to step up. We decided we would.”
He added that the project matters not only for businesses, but also for preserving local identity. “Route 66 brought the world to the Panhandle, and I-40 still carries that flow of travelers right through Amarillo,” Lee said. “If people don’t know where the route is, they miss the character and the history of these towns. This project is about making sure the story of Route 66 is visible to the next generation.”
The Old Route 66 Association pushed for signage for several years before the project came together. President Gary Daggett said that persistence, coupled with new partnerships, finally moved the idea forward. “Six of the other eight states have way better signage than we do,” Daggett said. “We’re constantly asked by visitors, ‘Where is it? We can’t find it.’ These signs will help guide people into our towns, where they’ll spend money and experience the history that keeps Route 66 alive.”
Brady Wilson, membership and communications director for the association, called the project a milestone for the Panhandle. “Route 66 is more than just a stretch of pavement,” Wilson said. “It’s a lifeline for small towns, a symbol of American spirit, and a bridge between generations. These signs restore visibility, but they also restore pride in the communities that make up the Mother Road.”
TxDOT Amarillo District spokesperson Jason Britsch said the agency saw the project as part of its mission to both maintain highways and preserve history. “When it comes to Route 66, it’s more than just signs,” Britsch said. “They’re reminders of the significance of the road and the communities that came about because of it.”
Britsch added that the centennial offers TxDOT a chance to highlight its role in connecting towns across the Panhandle. “I-40 may carry the traffic today, but Route 66 is the reason so many of these towns exist,” he said. “Installing these signs is about honoring that legacy and making sure people don’t just pass through — they see the history that built this region.”
Kashion Smith, executive director of the Amarillo Convention and Visitors Bureau, said the timing is crucial as Amarillo prepares to be one of six satellite cities tied to the national Route 66 Centennial celebration in Springfield, Missouri, on April 30, 2026. “Good signage really makes a good showing,” she said. “It calls to mind that we are a Route 66 town, and it makes people curious enough to stop and explore.”
Potter County Commissioner Blair Schaffer said the economic impact of Route 66 should not be underestimated. “Having signage that gets travelers off the interstate and into our neighborhoods means more tourism dollars, more attention to our local history, and more opportunities for businesses,” he said.
Thursday’s event included local dignitaries, chamber leaders, and tourism advocates. The unveiling marked the start of installation across the Panhandle, which will continue in the coming weeks.
Daggett said the project reflects the same spirit that has defined Route 66 for nearly a century. “This is just the beginning of what’s ahead as we prepare for the Route 66 Centennial in 2026,” he said. “With Amarillo serving as a satellite city for the national celebration, the signs ensure travelers won’t just pass through — they’ll know they are in Route 66 country, and they’ll stop to be part of its story.”
This article originally appeared on Amarillo Globe-News: New Route 66 signs launched in Texas with Big Texan partnership
Reporting by Michael Cuviello, Amarillo Globe-News / Amarillo Globe-News
USA TODAY Network via Reuters Connect
