Jim Conkle, Chairman and CEO of the Route 66 Alliance and Publisher of Route 66 Pulse, presents Dan Rice, owner of "66-to-Cali" and his fiancee Jessica Slating with the Will Rogers 2010 New Business of the Year Award on Friday, Aug, 30, 2010, which also marks his businesses first year anniversary.

"The Will Rogers Awards, which take place each year along Route 66 (always in a different venue) honor the people, places, and businesses that do the best job of honoring, preserving, and promoting the great history of the road. It's a big annual event for Route 66, and there are only ten awards handed out each year, so to win one is considered quite an achievement. We are thrilled and a little bit stunned that in only 10 and a half months of business, we were able to win one," said Rice.