Ever the promoter, Eckelcamp made sure even air travelers could spot the Diamonds. The section of 66 between the Diamonds and the Twin Bridges was called "The Million Dollars a Mile" section based on the amount of revenue from businesses along that segment. Those businesses were devastated when I-44 opened in the spring of 1960. The Diamonds held on until 1967, when it moved to a new location a couple of miles to the east.