The association began to advertise the highway in magazines, on billboards, and brochures.
The U.S. Highway 66 Association curtailed activities when World War II rationing of rubber and fuel disrupted leisure travel.
In 1947, Jack and Gladys Cutberth revived the organization in Clinton, Oklahoma to promote "the shortest, fastest year-round best across the scenic West" with "800 miles of 4-lane highway".
As these new interstates began to replace longer and longer sections of the old highway, the group in 1970 changed its name to the Main Street of America Association and continued to stand as a voice for the older highway.
In 1984, the last section through Williams, Arizona was bypassed and in 1985 Route 66 was formally decommissioned.