Does the City of Springfield lose money on the Birthplace of Route 66 Festival?
SPRINGFIELD, Mo. — Data obtained by Ozarks First Investigates reveals that the City of Springfield has spent over $100,000 on its signature event, the Birthplace of Route 66 Festival, since 2019.
Launched in 2010, the festival has become a major local tradition. However, it's set to expand beyond Springfield next year, as Missouri Governor Mike Kehoe announced a new statewide initiative and significant investment to commemorate the 100th anniversary of Route 66 in 2026.
Tourism revenue remains a key motivation for festival organizers. Officials tout the event's ability to draw crowds and boost local businesses. However, not everyone agrees. Last year, several downtown Springfield businesses came together to voice concerns, claiming the festival has negatively impacted them for years.
A six-year review provided by the city shows the festival's expenses have outweighed its income. According to the data, expenses exceeded revenue in 2019, 2022, 2023, and 2024. The festival was not held in 2020 or 2021 due to the COVID-19 pandemic.
Despite efforts to offset costs, the city spent a total of $110,104.40 on the event over the six-year period — even after receiving additional support from the State of Missouri.
City spokesperson Cora Scott told Ozarks First Investigates that Springfield aims to break even each year. But in 2024, the largest share of spending went toward production and entertainment costs, according to city estimates.
Revenue for the festival typically comes from merchandise sales and sponsorships. For example, the West Central Neighborhood Alliance received a $50,000 grant to support the event. In addition, the city was awarded $250,000 in 2022 from the Missouri Department of Tourism, which Scott said was used to fund festivals between 2022 and 2024.
'The goal of the City is to bring people to town to stay in our hotels, frequent our restaurants and spend money on all the great things Springfield has to offer,' said Scott, who will also serve as chair of the U.S. Route 66 Centennial Commission, The Road Ahead Partnership, formed to honor the historic highway's 100-year milestone.
City leaders estimate the 2023 festival attracted about 65,000 visitors, consistent with previous years. However, quantifying the financial impact — such as sales tax revenue from tourism — remains difficult.
Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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