Matt and Amy Welch, owners of Old Tascosa Brewing Company, wanted a sign that would reflect the history of their unique brewery and the spirit of Route 66, while also capturing the attention of customers passing by arguably the most famous roadway in America.
Thanks to the City of Amarillo (COA) Business Improvement Grant Program (BIG Program) and the inspiration of their very own “Honey Blonde,” the veteran-owned Old Tascosa Brewing Company has a sign that has quickly lit up Amarillo.
“I have had people tell me it is not only the best sign on Sixth Street, but it is the best sign in Amarillo,” said Matt Welch.
“People love it. The response on social media has been great,” said Amy Welch. “People are coming in and taking pictures with the sign. It has become a part of tourism.”
The BIG Program provides matching grants for commercial property owners in the Barrio, Eastridge, North Heights and San Jacinto neighborhoods to make improvements to the exterior of their property. The program includes matching grants of up to 50 percent of total project costs, with a maximum match of $20,000 for projects costing $40,000 or more.
The Welchs, who opened Old Tascosa Brewing Company in December 2023, heard about the BIG Program from a friend. The brewery is located at 3100, S.W. Sixth Avenue – right on Route 66. In the quick span of about two months, the sign is already drawing eyes to the brewery.
“When the BIG Program came up, we thought this was our chance to get a sign that we really like,” Amy said. “Because we are set so far back from the street, people could miss our facade if that sign was not there. We have already noticed a lot more people coming in.”
“Without the grant, the sign would not be anything like the sign we have,” Matt said.
The BIG Program, led by the COA Planning Department, provided a $17,500 grant for the sign, roughly half of the cost.
“The new sign for Old Tascosa Brewing Company was one of the more unique grant projects we did with the BIG Program,” said COA Assistant Director of Planning Drew Brassfield. “The sign looks fantastic, and it has quickly become a highlight of Route 66.”
The inspiration for the sign came from the Welchs and “Honey Blonde,” the name of the cowgirl featured on the sign and also the name of one of the brewery’s best-selling beverages.
“Our name pulls on the lore of Old Tascosa, so there is that history along with Route 66,” Amy said. “Honey Blonde has those layers to her that show just as many women made the west as men. For me, our sign encapsulates all of this.”
NOTE: The application process for the BIG Program has ended. Future BIG Program opportunities will be announced if and when available.
For more information contact City of Amarillo Media Relations Manager Dave Henry at 806-378-5219 or by email at david.henry@amarillo.gov.
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