As Santa Monica prepares for a wave of global events and citywide activations, local leaders are beginning to shape what the next chapter of Route 66 will look like in the future.
Last week at BMW Designworks headquartered on Olympic along Route 66 Route, Community Collective convened a cross sector group of leaders spanning design, government, technology, and tourism to explore how the historic corridor is evolving alongside Los Angeles’ rapidly changing landscape in partnership with
Organized by Michelle Edgar, Founder of Community Collective, Vice Chair of Route 66 for Santa Monica Travel and Tourism, and a Santa Monica Arts Commissioner, identified the centennial moment as a critical inflection point for the city.
The convening itself emerged from a strategic partnership between BMW Designworks and Community Collective, reflecting a shared interest in deeper engagement with Santa Monica and the future of mobility. In collaboration with Santa Monica Travel and Tourism, Metropolis, and city leadership, the event underscored the role of intentional curation in bringing together stakeholders who are actively shaping the region’s next phase of growth.
Moderated by Community Collective Managing Partner and COO Ben Reiss, the discussion unfolded as Los Angeles looks ahead to the FIFA World Cup and the 2028 Olympic and Paralympic Games, events expected to accelerate infrastructure investment, tourism, and economic activity across the region. “Route 66 started as infrastructure, became culture, and now it’s evolving into a platform for the future of cities,” Reiss said.
The evening opened with remarks from Julia de Bono, CEO of BMW Designworks, who positioned Route 66 as more than a physical roadway. “Route 66 was never just a road - It was a promise,” she said.
De Bono reflected on the experience of driving before the rise of modern technology, describing it as an act of presence and engagement with the world. “Freedom is not the absence of effort, but being capable of being real in the world.”
Her perspective underscored a broader design challenge facing the mobility sector today on how to develop technology that enhances connection rather than creating distance. At BMW Designworks, that philosophy is shaping new approaches to vehicle and experience design, with a focus on immersion, sensory engagement, and maintaining a direct connection between driver and environment.
The conversation then expanded to the city level. “It’s not about the car,” said Peter James, Deputy City Manager for the City of Santa Monica. “It’s about the freedom of choice.”
Santa Monica is currently investing in a range of mobility initiatives, including zero emission bus fleets, expanded transit connections, protected bike lanes, and redesigned public streets. The goal is to create a multi-modal system where residents and visitors can move seamlessly across different forms of transportation. “The legacy of Route 66 now is asking what cities can do to invite people in and guide them safely, sustainably, with dignity to their destination," said James.
For April Mims, VP of Government Relations at Metropolis, the evolution of mobility is closely tied to innovation and data. “Route 66 represents freedom, independence, innovation, and determination,” she said.
Metropolis, a Santa Monica-based company, is developing systems that streamline everyday experiences such as parking and access, using technology to reduce friction and improve accessibility. “This isn’t just about convenience, but inclusion," said Mims.
Misti Kerns, CEO of Santa Monica Travel and Tourism, emphasized the road’s long standing role in shaping California’s identity and economy. “People came here to become something new,” she said. “And for 100 years, Route 66 has contributed to the industries that define California.”
Kerns also noted the importance of presenting a more inclusive and accurate narrative as the road enters its next phase.
Across the country, Route 66’s centennial is being marked by a wide range of activations, from cross country caravans launching from the Santa Monica Pier to cultural programming, music initiatives, and public art installations. Efforts are also underway to support small businesses along the corridor through grants and preservation programs.
In Santa Monica, leaders see an opportunity to build on that momentum. The Pier is emerging as both a symbolic endpoint and a global entry point, capable of hosting international visitors, cultural events, and fan experiences tied to upcoming global sporting events.
At the same time, Route 66 is increasingly being viewed as a testing ground for future mobility solutions. Investments in electrification, mobility hubs, and first and last mile connectivity are reshaping how people move throughout the region. What began as infrastructure has evolved into something broader - a cultural and economic framework that continues to adapt to changing times.
As de Bono noted, the meaning of the road has shifted alongside the people who travel it. “The destination is no longer separate from the journey,” she said.
Community Collective plans to continue the conversation through a series of upcoming convenings from Downtown LA to the South Bay launch, in partnership with the California Surf Club, bringing together leaders from across the sports industry, including LA Galaxy President and COO Tom Braun and LA Sports Council President and CEO Matt Cacciato, to examine how global events translate into local economic opportunity.
In June, the organization will host a Venice-based panel in partnership with the California State Treasurer’s Office, focused on the intersection of infrastructure, investment, and global event planning.