The Farm House Collective: A Riverside Revival
Last Saturday, the old neon sign of the Farm House Motel in Riverside stood silently, with no vacancies to offer eager travelers. However, the property was abuzz with activity, marking a renaissance as the Farm House Collective. The grand opening event featured a ribbon-cutting ceremony at 10 a.m., transforming the 1950s motel into a vibrant mini-mall, food hall, and music venue. By midday, the aroma of Smokey Steve’s barbecue filled the air as guests savored 160 pounds of meat, and a line formed for $6 tacos at Bar Ni Modo. As the sun set, a crowd of several hundred gathered to enjoy a performance by the L.A. indie rock band Allah-Las on the outdoor stage.
The Farm House Motel, previously a homeless encampment, underwent a remarkable transformation due to the vision of individuals like James Elliott, who emphasized the power of change. With over $4 million invested in design and construction, the property maintained its rural charm, featuring red buildings reminiscent of barns, a vintage Ford F-100 truck, and a fiberglass horse and buggy. This revival of midcentury motels is a trend in Southern California, where iconic establishments like Roy’s Motel in Amboy and the Pink Motel in Sun Valley have found new commercial purposes while preserving their nostalgic allure.
Roy’s Motel: A Desert Oasis on Route 66
In the desert town of Amboy along Route 66, Roy’s Motel and Cafe remains a beacon for travelers, despite its closure over 30 years ago. The iconic 1959 sign, towering 50 feet high and lighting up the night sky, attracts visitors from around the world. Current owner Kyle Okura, son of the late Albert Okura, has revitalized the property, hoping to reopen the motel by 2026. Challenges like limited access to potable water pose obstacles to this ambitious goal, but the spirit of Roy’s Motel continues to captivate tourists and evoke a sense of nostalgia.
Sun Valley’s Pink Motel: A Cinematic Gem
The Pink Motel in Sun Valley, once a bustling overnight stop, now serves as a backdrop for film crews and special events. The Thomulka family, owners of the property since its inception in the 1940s, have embraced its transformation into a popular filming location, hosting a variety of activities from music videos to skateboarding events. Despite the shift in purpose, the Pink Motel retains its midcentury charm, offering a glimpse into a bygone era through its retro decor and vintage architecture.
The Rebirth of Farm House in Riverside
University Avenue in Riverside, a former bustling highway, saw a decline in commerce following the closure of the Farm House Motel in 2007. Acquired by the Bailey family in 2018, the property underwent a metamorphosis into the Farm House Collective, with the support of LAB Holding, known for revitalizing retail spaces. The once-desolate motel now boasts indoor retail shops, an outdoor stage, and a vibrant community space. With a focus on events like pop-up markets and music performances, the Farm House Collective breathes new life into the neighborhood, offering a place for residents and visitors to gather and enjoy.
The revival of vintage motels in Southern California reflects a broader trend of repurposing historic buildings for modern uses while preserving their nostalgic charm. As these iconic landmarks find new life as cultural hubs and event spaces, they continue to captivate audiences and evoke a sense of nostalgia for a bygone era. The Farm House Collective, Roy’s Motel, and the Pink Motel stand as testaments to the enduring appeal of midcentury architecture and the power of revitalization in transforming communities.
