This Monday, partners from across Chicago’s tourism industry gathered at the Chicago Architecture Center for our final in-person Choose Chicago Roundtable of the year: The Mother Road Starts Here. With the 100th anniversary of Route 66 on the horizon next year, the timing couldn’t have been better, and the conversation reflected the excitement building for this milestone.

Why we gathered

For the past two years, our Roundtables have been a key initiative to break down silos, strengthen collaboration, and plan as one unified city. Monday’s discussion was that mission in action.

Route 66 begins right here in Chicago—at Adams St. and Michigan Ave.—before heading southwest on Ogden Ave. toward Santa Monica. While the Mother Road is beloved worldwide as a symbol of American spirit, Chicago’s role as the starting point is often overlooked. That gap presents a major opportunity: to claim our rightful place in the Route 66 story.

With the centennial approaching, we convened the roundtable to:

  • Learn the history of Route 66 and its impact on Chicago
  • Understand its enduring appeal, especially among international travelers
  • Explore how we—as one community—can use this milestone to drive visitation, economic impact, and storytelling
  • Ensure Chicago is recognized as the gateway to Route 66

Our guiding question:
How do we turn this once-in-a-century moment into measurable impact for Chicago?

What we heard

Moderated by the incomparable Geoffrey Baer, the panel brought together perspectives on how Chicago can seize next year’s opportunity.

Rob Fojtik: Chicago’s History & Chicago’s Moment
Rob Fojtik, Choose Chicago’s Vice President of Neighborhood Strategy, kicked things off with a look back at Route 66’s Chicago roots—and a look ahead to how we can collectively shape its future. He encouraged partners to share their ideas, reminding the room that this centennial belongs to all of us. 

Cory Jobe: The Illinois Expert
Cory Jobe, President & CEO of Great Rivers and Routes and Chair of the Illinois Route 66 Centennial Celebration Commission, offered a statewide lens. He highlighted what makes Illinois’ stretch of Route 66 special—from the classic diners to icons like the Gemini Giant—and reinforced that Chicago plays a central role in Illinois’ centennial plans. 

Grant DePorter: Lighting a Competitive Fire
Grant DePorter, CEO of Harry Caray’s Restaurant Group, shared plans for a major Route 66 celebration at Navy Pier on March 25—and a bold idea to officially extend the road to begin at the Pier, creating a “Pier to Pier” connection with Santa Monica. His message: Chicago should aim high and position ourselves to win Route 66.

Flo Lawnicki: A Modern Take on the Mother Road
Chicago influencer Flo Lawnicki brought the traveler’s perspective. Her recent Route 66 road trip with her son showed how the Mother Road inspires connection, nostalgia, and joy. For families and international visitors alike, that emotional pull is powerful—and a major opportunity for Chicago.

A Special Thanks to Geoffrey Baer
PBS host, writer, and Chicago Architecture Center docent Geoffrey Baer brought his signature storytelling talent to the moderator’s role, weaving together history, context, and vision throughout the discussion.

Where we go from here

As the Route 66 centennial approaches, one thing is clear: Chicago has an extraordinary opportunity to lead. From cultural programming and neighborhood activations to global marketing and major events, we have a moment—and a story—to make our own.

We want to hear from you:

  • How is your organization planning to celebrate Route 66?
  • How can we work together to amplify Chicago as the official start of the Mother Road?

Share your ideas with us. Email Rob Fojtik at rfojtik@choosechicago.com.

Thank You

A big thank you to Lauren Bakos and the Chicago Architecture Center for hosting this week’s roundtable and for your continued partnership. There is no better place to spark big ideas and bold conversations about the future of our city’s visitor economy.

Together, let’s make sure the world knows what we know:
The Mother Road starts here.