Step Into The Real Texas (Amarillo motto)

“Step Into The Real Texas” is the motto of the city of Amarillo, promoted by the Amarillo Convention and Visitor Council since 1990. Amarillo likes to promote its cowboy image, and two cowboy boots form the two letter “L"s in the “Amarillo” logo.
 
Amarillo is known for its cattle and its big steaks (such as the famous 72-ounce steak of the Big Texan Steak Ranch). Some wags have naturally suggested another interpretation for “Step Into The Real Texas.”
     
 
Wikipedia: Amarillo, Texas
Amarillo is the 11th-largest city in the U.S. state of Texas and the seat of Potter County. A portion of the city, the biggest in the Texas Panhandle, extends into Randall County. As of the 2000 U.S. Census, the city had a total population of 173,627 (though a July 1, 2005 estimate placed the city’s population at 183,021). The Amarillo metropolitan area, however, has an estimated population of 236,113 in four counties. Amarillo’s Population is expected to be 200,000 by the year 2010.
 
Amarillo was originally named Oneida and it is situated in the Llano Estacado region. The availability of the railroad and freight service provided by the Fort Worth and Denver City Railroad contributed the city’s growth as a cattle marketing center in the late 19th century. Amarillo is the regional economical center for the Texas Panhandle as well as Eastern New Mexico and the Oklahoma Panhandle.
 
The city was once the self-proclaimed “Helium Capital of the World” for having one of the country’s most productive helium fields. The city is also known as “The Yellow Rose of Texas” and most recently “Rotor City, USA” for its V-22 Osprey hybrid aircraft assembly plant. Amarillo operates one of the largest meat packing areas in the United States. Pantex, the only nuclear weapons assembly and disassembly facility in the country, is also a major employer. The attractions Cadillac Ranch and Big Texan Steak Ranch were located on the former U.S. Route 66, which passes through the city. 
   
Amarillo Convention & Visitor Council
AMARILLO
Step Into The Real Texas
 
Amarillo CVC - History & Trivia
Amarillo is one of the last places on earth where the Old West is just minutes away. Amarillo sits at the crossroads of America, almost equidistant from both coasts. Air travelers reach the city through connecting flights from every major air terminal in the central U.S. Motorists simply take I-40—one of the best-traveled routes in the country—or I-27.
 
Since the 16th century, Amarillo and the Texas Panhandle have drawn visitors from around the world. Francisco Coronado, the first European to see the vast open spaces of the American Southwest, crossed the high plains in 1541—nearly 80 years before the Pilgrims landed at Plymouth Rock. He was followed by cattlemen and sheep herders from all points of the compass looking for fresh grazing grounds and a place to start a new life. Most famous of them was Charles Goodnight, inventor of the chuck wagon and a the basis of a character in Larry McMurtry’s Lonesome Dove series.
 
When the oil boom hit Texas, it exploded across the Texas Panhandle. Vast fortunes were made overnight and the region’s economy grew because of the lure of black gold.
 
Since World War II, the Panhandle economy has diversified to include heavy manufacturing, petrochemicals, farming and, of course, modern ranching. In the last decade, the ranches have been the key to a new industry—tourism. The Amarillo area is now a major destination for Old West enthusiasts from all over the globe. The lure of the Old West also draws thousands every year to attractions like the internationally-famous outdoor musical “TEXAS”, and Cowboy Morning Breakfast.
 
Amarillo and the surrounding Panhandle area are a unique blend of two American eras. There are the working ranches, essentially unchanged in the day-to-day operations from the late nineteenth century, and there is a vibrant twenty-first century economy, providing leadership for the modern west. That’s why we say when you step into Amarillo, you “Step Into The Real Texas.”
 
Amarillo, Texas - TourTexas
Amarillo, Texas Visitors Guide
Step Into The Real Texas
   
Howdy! We’re glad you stopped by to visit Amarillo, Texas. We’re the place where you can “Step into the Real Texas.”
From canyons to cowboys, big steaks to big spaces, everything Texas is famous for is right here. We’re easy to find and once you’re here, you’ll want to stay an extra day or two.
 
Amarillo is in the center of the Texas Panhandle, a 26-county area that is bordered by New Mexico and Oklahoma. Here, the southern plains meet the desert. Founded in 1887 at the intersection of two railroads, today the city is the intersection of Interstates 40 and 27.
 
The Amarillo area is a major destination for Old West enthusiasts from all over the globe. The lure of the Old West also draws thousands every year to attractions like the internationally-famous outdoor musical “TEXAS”, and Cowboy Morning Breakfast.
 
Think Amarillo and you think steak. No place sums up Texas, Amarillo and steak better than the Big Texan Steak Ranch, home of the 72 oz. steak. Eat it and all the trimmings (salad, bread, potato and shrimp cocktail) in an hour and its free! 35,000 have tried; 5,500 have succeeded. 
 
12 September 1993, Fort Worth (TX) Star-Telegram:
For example, up in Amarillo, tourists are invited to “Step Into The Real Texas.” Surely the Chamber of Commerce is not touting a casual stroll through one ...
 
27 June 2004. Austin (TX) American-Statesman:
I like Amarillo’s motto: “Step Into the Real Texas.” With all those cattle up there, that’s not all you’re stepping into up in Amarillo.
 
16 April 2005, Evening Gazette (Middlesbrough, England):
“When you step into Amarillo, you step into the real Texas,” says Jutta Matalka of the city’s convention and visitor bureau.
   
(Trademark)
Word Mark STEP INTO THE REAL TEXAS
Goods and Services (ABANDONED) IC 035. US 100 101 102. G & S: Convention and visitor bureau services, namely promoting business and tourism located in the greater Amarillo, Texas area. FIRST USE: 19900100. FIRST USE IN COMMERCE: 19900100
Mark Drawing Code (5) WORDS, LETTERS, AND/OR NUMBERS IN STYLIZED FORM
Serial Number 75384649
Filing Date November 4, 1997
Current Filing Basis 1A
Original Filing Basis 1A
Owner (APPLICANT) Amarillo Convention and Visitor Council, a division of the Amarillo Chamber of Commerce NON-PROFIT CORPORATION TEXAS 1000 S. Polk P. O. Box 9480 Amarillo TEXAS 79105
Attorney of Record CHRISTOPHER K WRAMPELMEIER
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Abandonment Date April 3, 1999
 
(Trademark)
Word Mark AMARILLO STEP INTO THE REAL TEXAS
Goods and Services (ABANDONED) IC 035. US 100 101 102. G & S: Convention and visitor bureau services, namely promoting business and tourism located in the greater Amarillo, Texas area. FIRST USE: 19910600. FIRST USE IN COMMERCE: 19910600
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design Search Code 09.07.01 - Boots, hiking; Boots, rain and snow; Boots, western (cowboy); Hiking boots; Waders, wading boats (fishing)
27.03.05 - Objects forming letters or numerals
Serial Number 75384647
Filing Date November 4, 1997
Current Filing Basis 1A
Original Filing Basis 1A
Owner (APPLICANT) Amarillo Convention and Visitor Council, a division of the Amarillo Chamber of Commerce NON-PROFIT CORPORATION TEXAS 1000 S. Polk P. O. Box 9480 Amarillo TEXAS 79105
Attorney of Record CHRISTOPHER K WRAMPELMEIER
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Abandonment Date April 3, 1999