Texas Route 66 Festival revs up with 10 days of fun across Amarillo and Panhandle towns

The Texas Route 66 Festival returns June 5-14, celebrating classic cars, Western heritage and small-town charm along the iconic highway with 10 days of events across Amarillo and neighboring historic Route 66 towns in Texas. Organizers say this year’s festival is the biggest yet and a full-scale lead-up to the Route 66 centennial in 2026.

At a press conference Thursday, May 29, the Amarillo Convention and Visitors Bureau (CVB) shared how the festival continues to grow, drawing tourists, boosting local business and uniting communities along the Texas stretch of Route 66.

“We’re incredibly excited. This is our third year to do the 10-day festival,” said Kashion Smith, executive director of the Amarillo CVB. “We’ve got many partners not only in Amarillo but throughout Texas Route 66 that participate and put on their own events that are themed to Route 66 and placed under the festival umbrella.”

Tourism strategy tied to Route 66 branding

The festival showcases both Amarillo attractions and destinations across the Panhandle, aiming to create lasting experiences for out-of-town guests while strengthening the region’s economic engine.

“If you want something that’s very Western, you can come in at the beginning and do the cattle drive,” Smith said. “If you want something more traditionally Route 66, you can do the finale, which is vendors and a car show and has a little more of that nostalgic feel.”

Hope Stokes, director of marketing for the Amarillo CVB, spoke about the financial boost events like this provide to the region’s businesses.

“I visually see cash going from hands into cash registers — that’s $1,900 per minute going straight into local businesses,” Stokes said. “And that’s from people who don’t live here or use our amenities year-round. It’s hugely impactful.”

Stokes said the bureau has invested more than $100,000 this year in Route 66 marketing, a campaign aimed at increasing visibility for Amarillo and surrounding destinations.

“Normally our marketing is Amarillo overall,” she said. “But this centennial and these 10 days allow us to do a huge investment in promoting the Route 66 brand in Texas.”

Addressing concerns from shop owners in the Historic District

Smith also responded to questions raised by some merchants in the Amarillo Route 66 Historic District about whether the event drives foot traffic to local stores.

“Whether or not they’re seeing wonderful sales during that time, we bring vendors in and there’s a lot of shopping options,” Smith said. “People come down for the experience. What’s key is that during the finale, we put so much marketing dollars behind Route 66 in Texas. It’s not just about that day — it’s about building awareness that drives people back.”

Smith encouraged shop owners to stay visible and proactive during the festival.

“The connections made during these 10 days lead to visits again in October, December, or next summer,” she said. “We want people to discover a place they’ll come back to.”

Texas Route 66 Festival 2025 – Full Schedule of Events

Thursday, June 5

• Coors Cowboy Club Ranch Rodeo Kick-Off | Amarillo National Center

• First Thursday on 6th | Amarillo Route 66 Historic District

• Karaoke on Route 66 | Old Tascosa Brewery

Friday, June 6

• 11:30 a.m.: Bull and Bloom | Cactus Cove

• 3 p.m.: Celebrity Fast Draw

• 6 p.m.: Night Under the Neon | U-Drop Inn, Shamrock

Saturday, June 7

• 10 a.m.: Coors Cowboy Club Cattle Drive | Downtown Amarillo

• 10 a.m.: 60 Years on the Square | Wolflin Square

• 5 p.m.: Coors Cowboy Club Ranch Rodeo

Sunday, June 8

• 6 p.m.: Low Rider Cruise | Will Rogers Park

Monday, June 9

• 6:30 p.m.: Amarillo Film Society Screening | Goldenlight

Tuesday, June 10

• 7:30 p.m.: June Jazz | Amarillo College

Wednesday, June 11

• 8 a.m.–5 p.m.: TX 66 East Bus Tour

• 12 p.m.: High Noon on the Square | Potter County Courthouse Lawn

• 5 p.m.: Big Texan Soiree | The Big Texan Steak Ranch

Thursday, June 12

• 8 a.m.-5 p.m.: TX 66 West Bus Tour

• 5:30 p.m.: Texas Route 66 Visitor Center Celebration

• 5:30 p.m.: Comedy on 6th | The Bliss 66

Friday, June 13

• After sunset: Hot Rods and Hollywood | Tascosa Drive-In

Saturday, June 14

• Fitness @ KT Black Route 66 5K

• Texas Route 66 Festival Finale | Route 66 Historic District, Amarillo

A grand finale in the Historic District

The event concludes with the Route 66 Festival Finale on June 14 in Amarillo’s Historic District — a one-mile celebration packed with music, vendors, food trucks, and a new pet pageant.

“This is not a block party,” Smith said. “It’s a family-friendly event, and all the kids’ activities are free.”

Back for another year as host is Guy Bell, better known as Bellbis, who keeps the crowd energized throughout the finale.

“I’m so blessed to be hosting the finale again,” Bell said. “A lot of people think of a festival as a one-day thing — this is 10 days of fun. Don’t miss the bus tours either. I’ve lived here my whole life and still learned new things.”

Bell added, “We’ve got great bands, and I’m going to keep the energy going all night.”

Looking ahead to the 2026 Route 66 Centennial

Smith said the 2025 event is a full-scale practice run for the centennial, with plans to expand the footprint of the finale, introduce smaller year-round pop-up events, and align with celebrations in Missouri and Oklahoma.

“A little bit of support can go such a long way,” she said. “When business groups feel supported, they thrive — and the visitor experience improves with that partnership.”

For the complete schedule and more information on events in Amarillo and Route 66 attractions across Texas, go to VisitAmarillo.com.

This article originally appeared on Amarillo Globe-News: Texas Route 66 Festival 2025: Amarillo area events & full schedule