What's Happening?
A new initiative is underway to designate Florida's State Route 60 as a scenic highway, with a primary goal of boosting local economies through agritourism. The project, led by Florida's Route 60 Association, Inc., aims to highlight the agricultural heritage
and natural beauty of the corridor stretching from Vero Beach to Clearwater Beach. Organizers are starting with Polk County, where Route 60 passes through citrus groves, cattle ranches, and rural agricultural lands, connecting communities like Lake Wales, Bartow, and Mulberry. Dr. Brooke Hansen, director of the Hospitality and Tourism Management program at the University of South Florida, emphasizes that agritourism experiences can encourage travelers to visit farms, learn about food production, and spend money with agricultural businesses. The vision includes creating both 'macro experiences' (coast-to-coast trips) and 'micro experiences' (shorter, interest-based outings) supported by a digital map to guide visitors.
Why It's Important?
This project is important for Florida's agricultural sector and local economies. By promoting agritourism along Route 60, it provides a crucial opportunity for the state's 47,000 farms to diversify their income streams and connect directly with the tourism industry, which often bypasses rural agricultural areas. This can help keep farmers afloat and preserve agricultural landscapes. For communities along the route, the scenic highway designation creates a recognizable brand that can attract more visitors, leading to increased foot traffic and revenue for local businesses without requiring them to fundamentally change their character. It also serves to educate the public about Florida's agricultural practices and conservation efforts, fostering a greater appreciation for the state's rural heritage and natural resources.
What's Next?
The Route 60 Association has submitted its Letter of Intent to the Florida Department of Transportation, marking the first formal step in the Florida Scenic Highway Program. The next phases involve developing the byway's story, inventorying its assets, and documenting community commitment. While the designation process typically takes at least two years, organizers hope to expedite it. Support for the project comes from various entities, including the Polk County Farm Bureau, several cities, and the Polk County Board of County Commissioners. Eventually, organizers aim for neighboring counties to join Polk County to complete the full coast-to-coast scenic route. The development of an integrated digital map and recommended itineraries will be crucial for guiding visitors to agritourism sites and other attractions along the byway.
Beyond the Headlines
The Route 60 byway project reflects a broader trend in tourism that emphasizes authentic, experiential travel and a connection to local culture and heritage. Beyond economic benefits, this initiative has significant implications for land use and conservation in Florida. By making agricultural lands a tourist destination, it provides an economic incentive to preserve these working landscapes from urban development. It also promotes a deeper understanding of environmental stewardship, as many farms along the route participate in conservation programs. Culturally, the project aims to showcase 'old Florida,' preserving and celebrating the state's unique rural identity amidst rapid growth and modernization. This type of agritourism can foster a more sustainable and resilient tourism economy that benefits both visitors and local communities.
