GRANTS, N.M. - On August 20, the name change of Santa Fe Avenue to Route 66 was officially approved during a Grants City Council meeting.
After providing three opportunities for public input, the city council approved the name change and the mayor signed the resolution.
Inspiration Behind the Initiative
The push to adopt this change stemmed from Councilman George Garcia’s candidacy for city council in 2022.
Engaging with local residents and key organizations such as the Grants Cibola County Chamber of Commerce and the Grants-Milan Rotary Club, he discovered widespread enthusiasm for the idea. Sylvia Anzures Gonzales, then president of the chamber of commerce, played a pivotal role by encouraging him to “actively pursue the concept”, igniting discussions about the benefits of the name change.
“When I first presented the idea to the Council, the support was unanimous.” Garcia ex- plained.
Honoring a Cultural Landmark
Route 66, known as the 'Mother Road,' carries immense significance, both regionally and nationally. The part of Historic Route 66 that flows through New Mexico is notably the longest continuous stretch in any state, with the original route including 4th Street in Albuquerque, Los Lunas (El Camino Rael), Santa Fe (Old Santa Fe Trail), between Albuquerque through Grants, onto Gallup, and the Ancient Native American Trails.
“We are one of the cities still on the original route.” Garcia explained, adding “It is rumored [that] many celebrities passed through and stayed in our area because of our location [along Route 66].”
This rebranding not only preserves the area's heritage but also acknowledges the countless travelers— from celebrities to everyday people—who have passed through Grants, making it a landmark in American culture.
Councilman George Garcia explained, “There has always been a not only national, but world-wide interest in clubs traveling Route 66… There was a renewed interest in the ‘Mother Road’ by the current generation that was raised on the animated movie ‘Cars’. Many identified the story with our local community.”
Anticipating Positive Impacts
Transitioning the name is expected to have a multitude of benefits for Grants.
By embracing the Route 66 identity, the town aims to clarify any confusion for tourists who may mistakenly associate Santa Fe Avenue with the city of Santa Fe, New Mexico. This name change, coinciding with the upcoming 100th anniversary of Route 66, can significantly enhance tourism, attracting travelers on I-40 to make detours and explore the community further.
“This will be a continuing part of our community tourism plan and identity. We have to use what is attractive and peculiar to our area to drive tourism. Our Cibola Trail Alliance & Mining Museums are good examples of that. People want to experience the wild west.”
The businesses along Santa Fe Avenue will have to make a significant amount of changes. These changes will include updating their signage, letterhead, business contact information, as well as notifying the post office, 911 dispatch, utility, and mapping services.
Route 66 Centennial
Garcia explained “The 100th anniversary of Route 66 will bring an increase in tourism. With the name change there is more incentive for travelers along I-40 to detour through our city.”
The Grants Main-Street Project is organizing a Route 66 Centennial Kick-Off Celebration on September 13th at Fire & Ice Park and City Hall Park. The event promises a lively atmosphere with fun runs, food trucks, live music, and more.