Is Carson City the end or the beginning of the Loneliest Road?
Submitted by editor on Tue, 10/06/2015 - 12:55pm
Now celebrating nearly 30 years, one of the most successful and enduring campaigns ever to come out of the Nevada Commission on Tourism is the “Loneliest Road in America” promotion designed to attract visitors to the very interesting rural cities found along Nevada’s Highway 50 corridor between Carson City and Baker. Or does it run between Baker and Carson City? Depends on where you begin, I suppose.
U.S. Highway 50 stretches from Sacramento to Ocean City, MD. A Life Magazine journalist on assignment to chronicle the journey along entire U.S. Highway 50 didn’t particularly enjoy the Nevada portion naming it the “Loneliest Road in America.” In the July 1986 edition of the magazine, he summarized Nevada’s portion as having no attractions of significance and cautioned “survival skills” were needed to travel along this 287-mile route.
As Nevadans do, they took the criticism in stride, saw the humor in the negativity, and created a full-on tourism campaign to include a “Survival Guide” to let the world know about the historic route once taken by the Pony Express riders. The world listened, was intrigued and are still intrigued.
Today, visitors from all over the world stop to pick up their Survival Guide (sort of a passport) to get stamped in the eight cities featured: Austin, Baker, Carson City, Dayton, Ely, Eureka, Fallon and Fernley. Five stamps on the self-addressed postcard will award you a souvenir and a survival certificate when mailed. This successful campaign has probably kept alive much of Nevada’s history creating pride in the eight cities mentioned — some partial ghost towns — keeping them financially healthy.
We’ve stamped many of these passports. Most start the trip in Baker at the Utah border or Ely and arrive in our office triumphant — they survived the loneliest road and loved every mile! By the time they reach Carson City, they think they are in a major metropolis.
Only recently, a group of 8 motorcyclists from Japan swarmed in for their stamps raving about their journey. In fact, we ask everyone how they enjoyed their trip and the answer is always the same, “We loved it!”
A trip along Highway 50 showcases the historic Nevada of mining days. The guide provides not-to-be-missed historic highlights in each of the communities. The scenery alone is worth the trip. And, yes, there are gas stations along the way.
For those who remember the 1950’s, this road will bring back the joy of Sunday family excursions when traffic was almost non-existent and the driving was easy. But, don’t make the mistake of thinking that because the road is wide open that the Nevada Highway Patrol is not vigilant. And, do mind the speed limits within the towns.
The Survival Guide published by the tourism commission reads, “A trip across Highway 50 is for people who want a little adventure in their travels….those who consider themselves participants, not just tourists; people who want to experience a place, not simply see it.”
For your next drive journey, get to know more about the Nevada of yesteryear and be charmed. Passports are available at the Chamber office at 1900 S. Carson Street. For locals, Carson City is the beginning of the Loneliest Road in America! Become yet another “survivor” of this enduring campaign known the world over.
— Ronni Hannaman is the Executive Director of the Carson City Chamber of Commerce.
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