The City of Albuquerque is seeking a marketing firm that can develop and implement a marketing plan promoting the city’s Central Avenue thoroughfare, which was originally part of U.S. Route 66, the iconic “Main Street of America” highway that once ran from Chicago to Santa Monica before being broken up by the Interstate Highway System.

Route 66

The COVID-19 pandemic, as well as ongoing Albuquerque Rapid Transit-related construction, have resulted in a significant decline in Central Avenue visitation and business activity, negatively affecting many local, small businesses along the corridor.

Albuquerque’s Economic Development Department is seeking a firm with experience in destination marketing that can develop a comprehensive business marketing campaign that dispels negative perceptions of the corridor while promoting the city’s stretch of Rt. 66 among local residents and tourists as a premier destination for shopping, dining, socializing, working and entertainment in an effort to regenerate the strip and encourage a return of consumer traffic and business activity.

The City has dedicated $500,000 to fund the campaign.

Proposals are due by 4 p.m. (MT) on July 13. All proposals must be submitted electronically through Albuquerque’s online Bonfire Portal: https://cabq.bonfirehub.com/opportunities/28422

Questions should be directed to Iris Cordova, assistant procurement officer in the department of finance and administrative services' purchasing division, [email protected], by 5 p.m. (MT) on June 29.

Download the RFP (PDF).