Polk County leaders and business owners are backing an ambitious proposal to rebrand State Road 60 as Route 60, creating a coast-to-coast tourism adventure across Florida.
Polk County Tourism Push
The Florida Route 60 Association is leading the effort to transform State Road 60 into a premier travel destination, spanning roughly 160 miles from Vero Beach to Clearwater.
Organizers want to unite cities like Mulberry, Bartow, and Lake Wales under one tourism banner to showcase Old Florida instead of Interstate 4 theme parks.
The CEO of ACT Environmental Infrastructure pitched the idea to Bartow leaders after drawing inspiration from the historic midwestern highway. Local business owners and city officials quickly threw their support behind the scenic highway concept.
Organizers will submit an application to the Florida Department of Transportation to secure the official scenic highway designation. State officials will then take a few months to evaluate the proposal.
Bartow Business Opportunities
Local merchants believe the traffic shift will breathe new life into small, agricultural communities along the route. Proponents hope the designation triggers a wave of historic preservation and commercial growth.
The owner of Unfiltered Coffee House in downtown Bartow is already brainstorming themed drinks, coffee flights, and unique blends to welcome new travelers.
Original reporting: Tampa Bay Florida News (HLL/CB) — read the source article.
