This week on Hey Amarillo, we're joined by Dr. Nick Gerlich — longtime marketing professor at West Texas A&M University, writer, and passionate chronicler of regional travel and Route 66.

Nick shares his journey through academia, what it's like teaching marketing in a constantly evolving digital landscape, and how he works to keep students grounded in both fundamentals and emerging trends. We also hit the open road, talking Route 66 — its beginnings, heyday, decline, and the very real possibility of a rebirth as America's Mother Road.

Smart, curious, and endlessly adventurous, Nick brings a genuine appreciation for this place and the stories that make it matter. From classrooms to highways, this conversation is all about learning, movement, and paying attention to the roads — literal and figurative — that shape us.