The Joliet (Ill.) Herald-News has a story about the city trying to take advantage of the burgeoning Route 66 tourism in its town.
As reported last week, the old Rich & Creamy ice cream shop apparently is going to be one of the anchors in the city's efforts. The article also has a photo of the shop.
City leaders have proposed restoring Rich & Creamy back to the retro appearance from its heyday as part of a larger plan by area officials to brand Joliet as the place for tourists to begin their journey along The Mother Road.
"We want to be the gateway to Route 66 on the east end of Route 66," said Don Fisher, Joliet's planning director.
Although many local residents may not know or care that Broadway and Ottawa Street are part of the famous road, visitors from other parts of the country and world have taken notice.
Businesses already have received patrons from other countries who visited Joliet as they traveled along the route, said Tom Mahalik, vice president of Joliet's City Center Partnership that markets downtown Joliet.
"They think of Route 66 as that quintessential American experience," said Susan English, director of the Joliet Area Historical Museum, which operates the Route 66 Welcome Center.
With the knowledge that Joliet could promote an existing asset, a special Route 66 committee was formed in 2005 with members from the city, city center partnership, the Joliet City Visitor's Bureau, the museum and the Illinois Route 66 Authority.
"The Route 66 (market) is a huge niche market that we want to tap into," said Rebecca Lantka, marketing and communications manager at the Joliet Visitor's Bureau.
It startles me that Joliet took so long to recognize this potential. Better late than never.