In 2003, the Lincoln Highway Association sponsored the 90th Anniversary Tour of the entire road, from Times Square in New York City to Lincoln Park in San Francisco. The tour group, led by Bob Lichty and Rosemary Rubin of LHA and sponsored by Lincoln-Mercury division of the Ford Motor Company, set out from Times Square on August 17, 2003. Approximately 35 vintage and modern vehicles, including several new Lincoln Town Cars and Lincoln Navigators from Lincoln-Mercury, traveled about per day and attempted to cover as many of the original Lincoln Highway alignments as possible. The group was met by LHA chapters, car clubs, local tourism groups and community leaders throughout the route. Several Boy Scout troops along the way held ceremonies to commemorate the 75th Anniversary of the nationwide LH route marker post erection of September 1, 1928. When the tour concluded at Lincoln Park, in front of the Palace of the Legion of Honor in San Francisco, another ceremony was held to honor both the 90th Anniversary of the road and the 75th anniversary of the post erections.