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 The Highway of American Genius. Hamilton, Missouri, was the first on Hwy 36 to adopt the brand for its billboards.The Missouri Transportation Department has designated US Route 36 as the "The Way of American Genius." Notable innovations and innovators along the route include Samuel Clemens, Walt Disney, General John "Blackjack" Pershing, sliced bread, the Pony Express, and Hamilton's James Cash Penney.

Highway 36 has a brand new designation: The Highway of American Genius. Hamilton, Missouri, was the first on Hwy 36 to adopt the brand for its billboards.