And the West is History: Route 66 billboards – 1957

The exact location of the large sign is uncertain, but likely situated along U.S. Route 66, west of Gallup, New Mexico. In the late 1950s, the billboard advised drivers to turn left at U.S. 666 (now U.S. 491) for travel to Durango, marketed as “The Switzerland of Colorado.” However, this slogan did not gain popularity in travel advertisements for the town. In contrast, Ouray has successfully branded itself “The Switzerland of America” since the 1800s. – Ed Horvat for Animas Museum, edhorvat@animasmuseum (Catalog Number: 17.22.1 from the La Plata County Historical Society Photo Collections)