‘Get Your Kicks on Route 66’

La Verne shares in the nostalgic 100th anniversary of Route 66.

Showing off their 1929-’30 Model A cars that match the ones that traveled along Route 66 when it first opened, Jaye Steinbrick, La Verne native and former Pomona Valley Model A Club president; Edna Blackwell; Ed Tolman, former National President of the Model A Ford Club of America; Jamie Gray, of the Metropolitan Water District of Southern California, and wife Margie Gray, a retired elementary school teacher, park in front of La Paloma Restaurant in La Verne. The restaurant location has a rich history on Route 66, first serving as a 1926 fruit stand travel stop when Route 66 first connected to the city of La Verne. / photo by Amore Mason

by Alexander Hernandez
photography by Amore Mason

“The road didn’t cut through the land. It moved with the land, you know? It rose, it fell, it curved. Cars don’t drive on it to make great time. They drove on it to have a great time.” The 2006 animated Disney film “Cars” breathes life into what we see as inanimate: cars, machines, roads. The very pavement that we run over is seen as the spiritual pathway to success and freedom. The road in both fantasy and real life is the same: Route 66. 

The Historic Route 66 Rancho Cucamonga Service Station, known as the Richfield Station since 1915, has been restored to its original look and now serves the public as a museum. / photo by Amore Mason

As the road approaches its 100th anniversary mile marker, it may be chipped, fragmented and faded, but it still holds the same driving spirit. For a century, Route 66 has been a gateway into the western United States, allowing travelers to chase the sunset, wind and their dreams.  

Dedicated Nov. 11, 1926, Route 66 became a way for a third wave of hard luck American migration to the West (wagon trains and transcontinental trains were first). The Dust Bowls of 1934, and 1936 and 1939 pushed people toward a pioneering spirit of packing their belongings up and taking this route west to a better life. With little to rely on due to the economic and environmental disasters set before them, and what seemed like a never-ending drought that was gripping the southwestern United States, families by the thousands migrated along the mother road, hoping to find an even chance at life. John Steinbeck’s 1939 novel “The Grapes of Wrath,” along with the John Ford film adaptation a year later, detailed this migration from the point of view of the Joad family as they took the harrowing journey from Oklahoma to California to find a better life. 

 The song “Get Your Kicks on Route 66” romanticized the adventure. Nat King Cole sang the song in 1946, followed by a cover by the Rolling Stones, which debuted on the Ed Sullivan Show. For the band, the song became the first-listed track on their first ever album when it was released in the UK in 1964. Chain restaurants like the Harvey House restaurant and hotel, staffed by its famous “Harvey Girls,” beckoned to drivers passing through in their Model T and A Ford mass produced vehicles. Route 66 featured the very things people looked for 100 years ago: freedom, escape and a new start.  

Route 66 passes through La Verne on its march to Santa Monica and the sea, where a sign on a pier reads, “Santa Monica 66: End of the Trail.” La Verne in 1926 was thriving under a citrus-based economy. A sea of orange and lemon trees arched toward the newly paved farm highway. But there was one break in the orange and lemon trees: the Wilson family established a fruit stand at the eastern city limits, which they rapidly re-envisioned in 1928 as ‘Wilson’s Sandwich Shop.” The restaurant’s fame spread, and by 1962, it became the destination “Wilson’s Steakhouse.” In that same footprint is an acclaimed Mexican restaurant named “La Paloma.” And while La Verne, like its neighbors San Dimas and Claremont, tones down the Route 66 moniker to Foothill Boulevard, this is the authentic historic route. 

The Rancho Cucamonga trailhead is a park that offers a rich history of the city along with its ties to Historic Route 66. The park was built and dedicated in 2012 and offers an excellent interpretation of the area’s history. / photo by Amore Mason

“Beginning around 1907, popular opinion had grown to accept that a connected foothill route was needed as a continuance of the old Santa Fe Trail. As a result of the ground swell of support, the county of Los Angeles allocated funds for the planning. In 1910, the state dedicated funds for highway improvement and by the next year had decided that a major east-west highway in the area was needed,” writes John Neiuber in the Claremont Courier. 

The Route 66 Trailhead offers a timeline of the regional history dating from the mid 1800s to the late 1900s. Along the trail, walkers can discover the history of the Pacific Electric Company and other important landmarks along Route 66. / photo by Amore Mason

From there, the Foothill Boulevard Association was born—a group of individuals who advocated for a straightaway path, instead of the dirt and rock road that existed. Among this association was Frank Wheeler, a real estate professional in Claremont. Wheeler advocated for the city of Claremont to be included on the Foothill project, joining a team of 19 cities to secure the funding from the state of California. Claremont was then connected to cities such as Ontario, Pasadena and Azusa and bolstered Foothill Boulevard as a gateway to travel, commerce and expansion.  

Though the Foothill Boulevard name remains imprinted over the Route 66 title, local cities Glendora, Upland, Ontario and Rancho Cucamonga have totally embraced the mother road signage and lineage, with the road that continues to cross the state. “The need for something like that is so diminished today with all of the freeway system and transportation that we have, but it’s still there, and I hope the generations to come will continue to think of it that way,” former mayor of Glendora Gary Boyer says.  

Near the border of Rancho Cucamonga and Upland, there is an eye-catching sculpture that presides over the Pacific Electric Bike Trail overpass at the intersection of Baker Avenue and Foothill Boulevard, near the Sycamore Inn. The public art features the slogan “ROUTE 66 AMERICA’S ROAD,” along with three-dimensional states of California, Arizona, New Mexico, Texas, Oklahoma, Kansas and Missouri.

Present day Route 66 still embraces commerce, and for La Verne, it is where the town migrated and transformed to city status. La Verne’s City Hall, community center and library are there, as is a Vons shopping center, a Target, an Edwards Regal movie theater, the Habit, an El Pollo Loco, even an AAA Auto Club office. The list of restaurants and stores is long and distinguished. In so many ways, this is the new La Verne, with the purposeful push by city leaders to generate tax revenue on Foothill Boulevard while presenting the once-thriving Old Town La Verne area into a historic center of restaurant, boutique and jewelry stores.  

Jaye Steinbrick, La Verne native and former Pomona Valley Model A Club president, appears in period dress with his yellow Model A in front of the famous La Verne La Paloma sign on Route 66. Jaye grew up near the Mt. Baldy Drive-In (present day location of the Target shopping center) and remembers watching movies from his bedroom window. The family-owned La Paloma Mexican restaurant, on the site of a 1926 fruit stand, has been serving travelers on Route 66 since 1966. / photo by Amore Mason

Despite their drastic change in scenery from 1926, towns like La Verne helped to cultivate the zeitgeist historic culture of hopes and dreams that makes the road famous. Historical touch places like La Paloma are reminders of the gravitational economic and cultural pull the mother road brought forth from its inception. Citizens of the region hold many personal stories of traveling along this route with their families, with their motivation, circumstances and hopes packed in the car. All ages traveled this route, sick or healthy, rich or poor, old or young. 

Richard Gelm, professor of political science at the University of La Verne, was one of those children who traveled with his family to California along Route 66 in 1966, from St. Louis, Missouri. “It was scary, but it was exhilarating. I remember when my family came over, none of us had been to California before my mother. We packed up the car; we had no money, but we packed up. The car drove out, and it was like, ‘I hope my dad can find it,” he remembers. “I’m so glad I’m not stuck in St. Louis right now. This is what dreams are made of; this is what the human spirit is about.” Gelm says he achieved his academic career in California because of this journey, attending the University of California San Diego for a bachelor’s degree, and the University of California Davis for both his master’s and Ph.D. degrees. His family’s move via Route 66 made his dreams of success blossom on the West Coast.

The family owned Vince’s Spaghetti, located in Rancho Cucamonga, has served great Italian cuisine on Route 66 for 80 years. Its sign signifies the restaurant as a Route 66 landmark. / photo by Amore Mason

This notion of remembering; this spirit of everlasting hope and dreams was recognized by the federal government with the Route 66 Centennial Commission Act in 2020, which established a “commission to study and recommend in a report to Congress activities that are fitting and proper to celebrate the anniversary in a manner that appropriately honors the Mother Road of the United States.” The official bill set up a commission of 14 commissioners to discuss ways to “celebrate and honor the road, economic development along the route, ideas that generated tourism demand, and overall national collaboration and communication.” 

“I’m not going to get involved if all we do is create a giant party to celebrate the 100th anniversary. It needed to be much more purposeful from my frame of reference,” says commissioner William Thomas who leads as the co-chair of the Route 66 Road Ahead Partnership. This organization acted as a flagship with Congressional lawmakers to pass the initial bill in 2020. 

Thomas and the other commissioners have taken a more collaborative strategy with their campaigns, wanting the public to be as involved as possible when it comes to identifying markers of celebration. And he wants to involve the very people for which the road was built. In this program, which creates an outlet “for the people, by the people,” the Route 66 Centennial Certified Program allows for projects built by the American public, organizations and agencies to be labeled as official projects and featured on the commission’s website and other communications. “I knew, some others knew, and others agreed, individuals are going to have ideas for activities and projects. Communities are going to have ideas. Organizations and businesses are going to have ideas, so we need to find a way to recognize them and promote them.” 

Route 66 signs like this one near a Starbucks in Upland are placed along Route 66 and bring attention to the history, legacy and businesses on the famous road. / photo by Amore Mason

Just like those who migrated along the road during the last 100 years, Thomas and his fellow commissioners saw the same thing: opportunity. “There’s an opportunity—opportunity for anyone, any individual, organization, community, state or whatever on a subnational level to participate. Right now, we have a bill in Congress that we have been trying to get passed for four years now to have Route 66 designated a new national historic trail. It will give us an ongoing federal designation that recognizes 66 as a historic asset to the whole country that will never go away. That is a forever designation so to move into its second 100 years, the road really needs that,” Thomas says.  

La Verne does not currently have items, events or activities on its docket celebrating the centennial, despite its rich national history. But Thomas believes that the program can support recognition efforts. “We hope we can help the folks in La Verne.” Thomas says he will continue lobbying for Route 66 recognition, hoping to honor the people in La Verne and along Foothill Boulevard.  

The city of La Verne, however, does have the centennial anniversary on its roadmap for 2026. Wendy Lau, who is a La Verne City Council member, University of La Verne Board of Trustee member and alumna, says that the city knows the history of the road and hopes that staff and internal departments can come together to highlight the rich history for community members. “We’re asking ourselves how do we preserve some of these historic landmarks and make sure that charm of this area is preserved, and that people have an understanding of why this is such a vital piece of transport infrastructure,” Lau says. Asked to tell in just a few words how the city of La Verne fits into the overall tapestry and history of Route 66, she answered with one saying: “Go west young man! Go west!” Lau highlights the bolstering of education La Verne and nearby cities have fostered, with Route 66 allowing for this aspect to bloom. “Once you get to California, especially into La Verne and Claremont, we’re looking at some cool places in terms of education. Some people might call the universities hidden gems. I think that we have gotten more notoriety in recent years than we have in the past.”

The smell of burnt rubber, exhaust and gasoline still lingers in the air, just as it did one century ago. The sights of commerce, education, eateries and fuel pumps signify the thriving nature of the road many took a chance on. The sound of a tire screech and engines revving as a stoplight turns from red to green signal for the adventure to continue. As Route 66 approaches its 100th anniversary celebration, it continues to live and breathe, allowing for the present and future generations of travelers to cruise and have a great time.

The Pacific Electric Bridge passes over and commemorates Route 66. This bridge follows the old path of the Pacific Electric Railway and is now used by pedestrians crossing over the road. / photo by Amore Mason

A Shared 66 Spirit

The Inland Empire 66ers Embrace the Centennial.

The Inland Empire 66ers, a minor league baseball team located in San Bernardino, California, celebrates Route 66 in all aspects throughout its organization. “Baseball and Route 66 go hand-in-hand,” says Joe McIntyre, account executive of the 66ers organization. “The spirit of Route 66 embraces baseball and vice versa.” 

A historic Route 66 sign in Claremont, across from the Claremont Colleges, lets people know they are traveling along a historic route. / photo by Amore Mason

Route 66 has inspired and cultivated more aspects of American culture. Outside of the more popular cultural areas like movies, television, music, automobile culture and commerce, the Mother Road has also left its mark on sports. Outside of the typical smell of roasted peanuts and popcorn, the symphony of “Take me Out to the Ballgame” and the sight of a nail-biting ninth-inning stretch, the Inland Empire 66ers set themselves apart by utilizing all aspects of the moniker in their own marketing and overall branding. Taking inspiration from automobile culture, the baseball brand modernizes the thoughts, ideas and culture around them, making sure they are not stagnant. McIntyre notes that new thematic team jerseys outfit the players this season. Their logo and mechanic themed mascot—Slick—will remain the same.

McIntyre emphasizes that the team and brand do not take the Route 66 history for granted and, like many other history buffs around the country who are eagerly counting down the days until the actual Nov. 11, 2026, anniversary day, the 66ers are excited to celebrate the centennial anniversary of the Route. The organization is also working with the federal Route 66 Centennial Commission to properly honor its brand and namesake through community partnerships. “It’s more than just a celebration. A lot of things we do in minor league baseball is an educational component. There’s a big national preservation movement, and we’re part of that. We want to preserve the history of Route 66, and we want to preserve that cultural importance. Not only that, we want to educate so that knowledge is passed on,” McIntyre explains. “At our games, there’s going to be educational videos showing the importance of Route 66, and how it really did affect people in this area,” he says.

The name “66ers” was chosen through a fan contest before the 2003 season. It replaced previous team names like the “Spirit” and “Stampede.” With that name, the 66ers tie the team to the iconic highway, a significant cultural and historical landmark in California and the nation.

With the 2026 season marking the team’s 30th season in San Bernardino, McIntyre looks forward to the upcoming year, and what it signifies for not only the organization, but for the relationship between the baseball diamond and the Mother Road. “The quest for the road—or the horizon—as some might call it, is similar to the calling of the baseball fan coming to a game,” he says. “We’re working together to bring life and to remember the history of how baseball on Route 66—for decades—has walked hand-in-hand.”

Jamie Gray of the Metropolitan Water District of Southern California, and wife Margie Gray, a retired elementary school teacher, appear in period dress with their red Model A in front of the historic Route 66 La Paloma Restaurant sign. The family-owned Mexican Restaurant, on the site of a 1926 fruit stand, has been serving travelers on Route 66 since 1966. / photo by Amore Mason