SANTA MONICA, Calif. (November 11, 2009) - After 83 years, the Santa Monica Pier was designated as the official Western Terminus of Route 66 today by the Route 66 Alliance, an organization that promotes and preserves the historic roadway between Chicago, Ill. and Santa Monica, Calif. in a ceremony at the Southern California landmark where a replica of the once lost "End of the Trail" sign was unveiled by local dignitaries and civic officials. 

The ceremony was preceded by a processional motorcade of 66 vintage cars and motorbikes that drove the final western tip of the highway, beginning at Santa Monica Blvd. and Lincoln Blvd. and ending on the Santa Monica Pier.

The official designation of the Santa Monica Pier as the West Coast's end to Route 66 during the Pier's centennial year was developed in partnership with the Santa Monica Convention and Visitors Bureau, Route 66 Alliance, 66 to Cali Inc. and the Santa Monica Pier Restoration Corporation to acknowledge a commonly held public perception that the pier was the end of the historic roadway, although never officially recognized.

"This Veterans Day marks the 83rd anniversary of Route 66, and we are proud to on this day unite the nation once again from Illinois to California by commemorating the national link the 'Main Street of America' delivered so many years ago," said Jim Conkle, chair of the Route 66 Alliance, "We believe that unveiling this sign at the iconic Santa Monica Pier today will resonate deeply with those across the country who are passionate about the roadway's enduring legacy."

The sign's unveiling was a tribute to a historic and famous sign that read "End of the Trail" that once stood overlooking the Santa Monica Pier during the 1930s. Although long ago disappeared, the sign played a role in creating the national public opinion that the end of Route 66 was at the Santa Monica Pier, even though the official terminus was under debate throughout the road's history.

About the Route 66 Alliance 
The Route 66 Alliance is a foundation designed to preserve and support programs and projects that benefit the entire length of Route 66 from Chicago to Santa Monica. This is accomplished through the development and distribution of new resources to worthy, qualified organizations that share its vision and mission.

About the Santa Monica Pier Restoration Corporation
The Santa Monica Pier Restoration Corporation (SMPRC), established in 1983, is a non-profit, public benefit corporation made up of business and community leaders who represent the full range of community interests.  It was created by the Santa Monica City Council to preserve and enhance the pleasure pier experience for people of all ages and for future generations and is funded by the City of Santa Monica.  For more information, visit http://www.santamonicapier.org.

In Our Country, We Have Forgotten How Valuable We Each Are