Every month, ITN profiles a tourism industry leader whose success can be used as an example of how to develop fresh ideas to promote Illinois. This month, we introduce Patty Ambrose, executive director of the Illinois Route 66 Heritage Project and Historic Route 66 in Illinois.

Illinois Historic Route 66 is home to a number of wonderful attractions, and Patty Ambrose is responsible for maintaining them as viable destination drivers. She’s been the executive director of the Illinois Route 66 Heritage Project and Historic Route 66 in Illinois—America’s Byway since October 2005.

Ambrose’s hard work for Illinois Route 66 has benefited the tourism industry in many ways. Her leadership led to the funding for a Route 66 Interpretive Master Plan as well as a new byway logo. She continues to speak to local communities and chambers of commerce regarding the economic impact of Route 66, and serves as a liaison with the other seven Route 66 states.

As director of Route 66, Ambrose is extremely excited about the marketing opportunities ahead. One of Ambrose’s goals is to use tourism for economic development in the small communities to revitalize their downtown business districts. When communities embrace their Route 66 heritage, they offer visitors a piece of history and true Americana.

Community involvement has always been important to Ambrose. She is especially proud of her service as Director of the Carlinville Christmas Market—an outdoor winter festival that quickly became one of Central Illinois’ leading festivals. In addition, she and her husband owned a local newspaper for a short time until the mayor of Gillespie asked her to start a chamber of commerce. In response, she gathered some business associates, formed a committee and founded the Coal County Chamber of Commerce.

Ambrose’s strongest advice to the industry is to think big. As an example, she cites her current efforts to provide lodging along the byway.  In the past, Route 66 was lined with mom-and-pop motels and individual cottages. She would like to see those lodging options return and plans to achieve this by tapping into the baby boomer market that these accommodations would appeal to the most.  Another avenue she’d like to explore is partnering with a larger lodging establishment to determine their interest in expanding their domain into a cottage market.

Another of Ambrose’s projects is a small community called Benld. Located on the southern section of road that was popular during prohibition, Ambrose sees it as a little gold mine waiting to be developed.  Visitors once traveled from all around to dance at the Coliseum in Benld, and Ambrose’s plan is to encourage a resurgence of the Coliseum and ancillary businesses by seeking grants, applying for listing on the Historic Sites Register and using good old-fashioned word-of-mouth.

Cooperation is a huge emphasis for Ambrose, especially when it comes to promotion. Smaller businesses sometimes lack the funds to advertise, but can gain a share in the marketplace by working together through co-op advertising. The same goes with promotional opportunities. For example, Route 66 communities can opt to spend a day at the State Fair promoting their destinations in conjunction with Historic Route 66.

Patty Ambrose was born and raised in Carlinville and continues to live there with her husband and two sons.