US 40 and the American Road Trip Exhibit

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Although a heavily used coast-to-coast highway, US 40 has less name recognition than some others. References to Route 66 can be found in music, television and literature, but most of the advertising for US 40 was not on a national scale. Individuals and local groups did promote it, including one commemorative coin that referred to US 40 as "The Highway of Romance" and billed it as a "Safe-Smooth-Short-Scenic" route that traveled "Thru the Heart of America."

The expanding car culture helped drive-ins gain

Located at Colfax A venue and Lima Street, the popularity in the 1950s. Oscar's Dairy King opened Ranger Motel billed itself as ''The Home of Western near Colfax Avenue and Sable Boulevard about 1955, Hospitality" and attracted visitors with a cowboy sign. although it only remained in business a few years. Courtesy of the Colfax Museum

Texaco hired designer Walter Dorwin Teague to Aurora's 50,000 watt KOA transmitter could be create a unified look for the company. The white heard around the country, and the 475-foot tower porcelain enamel design like this one at Colfax could be seen for miles. The Tower Motel, located A venue and Lima Street suggested speed, across the road from the radio tower, used a modernity and cleanliness. miniature tower on its sign to draw tourists.

Grab a bite to eat, fill your tank and take a trip through the history of the motels, restaurants and gas stations that lined Colfax Avenue since the rise of the automobile and the American road trip. The end of World War II offered adventurous Americans the freedom to travel, and the glittering neon signs and sparkling pools along Route 40 in Aurora welcomed tourists heading towards the Rocky Mountains.

In the early days of auto tourism, most travelers either camped along the roadside and cooked their own meals or stayed in downtown city hotels. This presented an opportunity for families and business owners in smaller towns and cities like Aurora to offer basic services. The establishment of the United States Numbered Highway System in 1926 created U.S. Route 40 that ran across the country between Atlantic City, N.J. and San Francisco. It crossed through the Denver metro area along Colfax Avenue. Improving road conditions and increasing interest in exploring the West at this time led to an even higher demand for roadside accommodations. Because Aurora was the first city encountered after crossing the prairie and before entering Denver and the mountains, this created a unique opportunity for local residents.

Located at Colfax Avenue and Ironton Street, Robinson's Cottage Camp also had a Conoco gas station on the property.

Courtesy of the Colfa x Museum

DUTCH MILL C O TT AG E COURT

Col. Arthur Hart recognized the need for housing near Fitzsimons and built Hart's Park Cottage Camp in 1926. He later added the windmill to advertise, and it was used as the motel office, a grocery and a barber shop throughout the years.

Royal Villa boasted that its cottages at Colfax Avenue and Peoria Street were "Fit for a King" because of the modern conveniences travelers would find, including Sealy's best mattresses.

Although Aurora remained a small city throughout the 1930s, numerous tourist camps served travelers driving along Highway 40 or visiting family and friends at Fitzsimons Army Hospital. The late 1930s saw an increase in traffic and a boom in the local cottage camps. The Aurora Democrat notes that many owners were constructing new buildings or repainting and redecorating existing establishments. The cottage camps offered either homey decor or more flamboyant motifs such as the neon windmill at Hart's Park to attract tourists, and many also offered gas stations, cafes or entertainment to better serve their guests.

Mr. and Mrs. A.L. Heflin purchased All States Cottage Camp in the late 1930s, a semi-modern camp located at the northwest corner of Colfax Avenue and Nome Street. The rooms were simple, with a bed, vanity, closet and sink in each. The restrooms and laundry facilities were located in a separate building. The Heflins ran the camp with a hired handyman and the assistance of their teenage son, David. David recalls his dad regularly checking on other cottage camps to see how busy they were at night. He also remembers the electric light bulb with a buzzer that woke them up in the middle of the night if there was traveler looking for a place to stay.

All States Cottage Camp featured 16 individual cabins named a~er different states with attached roofs to provide covered parking. David Heflin is seen here in front of the cabins. To him, Colfax Avenue was all lights and neon signs and was an exciting place to be as a teenager.

Courtesy of David Heflin

Tourism during World War II slowed considerably because of shortages in supplies and the separation of families, but pleasure travel resumed rapidly following the war. Rates of car ownership soared, and an increase in vacation benefits for many American workers allowed extended family trips. Motels as we know them became more common at this time. These structures, with their shared foundations, roofs and utilities were less expensive to construct and more efficient to run. This design also left space for an open courtyard, which often was used for a pool. Many of the new motels featured exaggerated architecture like dramatic rooflines, sometimes referred to as "Googie," that served as attention-getters for the motorists along Route 40. Others used bright and dramatic neon signs to attract visitors.

Many of the local motel owners relied on directories published by national motel and automobile associations to garner additional traffic to their establishments. These guides could help travelers know what to expect, as could advertisements for products at the motels such as mattresses ("Stop Sign for better rest: Beautyrest"), television sets ("Just like home. Motorola TV in your room") and even soaps ("This is an Ivory Motel").

Bob and Reggie Poetzel purchased- the 10-unit Cactus Motel in 1948 and expanded it to 26 units five years later. Around the same time, they installed the large neon cactus sign to attract business to the motel and direct customers to the adjoining Cactus Beauty Shop.

The section of Colfax Avenue located south of Fitzsimons saw significant development in the early 1950s. There were four other motels besides the Fitzsimons Motel, as well as a cafe and the East Drive-In Theater. Courtesy of the Colfax Museum

The Pred family purchased the 20th Century Motel in the early 1950s and later also bought the Sago Motel. Their two sons, Gary and Ron, spent evenings while in high school and college checking in travelers and sharing information with them.

The Radiant Motel was constructed at Colfax They also ran firework stands on the properties over A venue and Kenton Street in 1950 and featured a the years, and even used empty rooms at the Sago large, eye-catching sign in front of the building. to store the fireworks.

Franchised motels came to Aurora in the early 1960s. Many of the smaller local "Mom and Pop" establishments had a difficult time competing with the amenities, name recognition and national advertising of these chains. Travelers liked these motels because it meant there would be no surprises during their stay.

The Riveria Motel near Beeler Street was part of Best

The local radio station KOSI 1430 had its studios in Western's referral chain. It advertised as "Denver's the Riviera Motel in the 1950s and sponsored a smartest" motel that offered "every luxurious convenience promotion for Mitch Miller's ''The Yellow Rose of one could wish for. " Texas," which hit number one on the Billboard

Courtesy of the Colfax Museum charts in 1955.

Colorado's first Holiday Inn was located east of Potomac Holiday Inns geared their advertising towards Street on Colfax Avenue. It offered a restaurant and pool, as families, since kids stayed for free and the attached well as air conditioning, television and even free kennels and restaurant and pool were family-friendly. Brightly food for the dogs. colored drapes like the ones seen here were a common feature of the chain.

Many owners used postcards as a way to advertise for their motels. There was a lot of competition for places to stay - over 50 motels on Colfax Avenue located between Yosemite Street and Tower Road by the late 1950s - so the postcards had to show the establishment and its amenities in the best possible light.

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Courtesy of the Colfax Museum

The Jo Ann Motel was located on Colfax Avenue between Boll-e-ana Village, located near Colfax A venue and Beeler and Boston Streets in the 1940s and 1950s. It became Peoria Street, advertised its drug store and soda the Balboa Motel by the early 1960s and later the Red Coach fountain, as well as the panel-ray heating and Motor Inn. It is currently operating as the Carriage Motor Inn. western furniture in the motel.

Courtesy of the Colfax Museum

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Although they often get less recognition than motels and restaurants, where would the road trip have been without service stations? While many stand-alone stations existed along Colfax Avenue, others were attached to cottage camps or motels along the highway. In the beginning, these were just places to fill the gasoline, but they increasingly provided additional accommodations and service bays for car maintenance and repair. While the cleanliness of gas station restrooms initially were not the highest priority for station attendants, many of the major oil companies decided to upgrade the washroom facilities by the late 1930s. For example, Texaco had registered restrooms with cleanliness guaranteed identified by green and white signs. To ensure this guarantee, Texaco had a fleet of trained inspectors that traveled the country assessing the condition of the restrooms. Phillips had a similar group of "Highway Hostesses" that inspected washrooms and served as ambassadors for the company.

Companies developed distinctive brands to try to gain loyalty with customers, tying their products to specific logos and signs like the Texaco star and Mobil's Pegasus. Advertising became more sophisticated as competition increased, and large signs adorned the exterior of service stations to entice passing motorists to stop. The stations also gave away matchbooks and other advertising materials to promote their businesses.

The intersection of Colfax A venue and Peoria Street has been a busy one since Fitzsimons opened in 1918. A gas station has been located on the northwest corner of the intersection since practically the beginning, an ideal location for travelers to fill up the gasoline, purchase automobile supplies and obtain tourist information.

Many of the local cottage camps and motels had small gas stations on the property for the convenience of travelers. All States Cottage Camp included a

The owners' son, David Heflin, helped out three-pump Mobil service station and had one of the at All States Cottage Camp and is earliest convenience stores in Aurora which sold soda, pictured here in his Mobil uniform. cigarettes, candy and canned goods.

Courtesy of David Heflin

Courtesy of David Heflin

The 1930s was a period of growth for gas stations, as many of them shifted from merely dispensing gasoline to providing full automobile repair services. Many owners of Aurora's gas stations relied on the newspaper and telephone book to advertise their businesses. Although turnover in ownership happened frequently, the stations continued to provide needed services to both locals and travelers .

STAFFORD'S TRUCK SERVICE

Conoco offered something called "Touraide" which consisted of a set of personalized maps that plotted the best route for a family 's vacation. The maps were cut to fit a spiral bound travel directory, making it much easier to consult than a large map.

The area of Colfax A venue east of Fitzsimons had been largely agricultural, but service stations started to open up there in the early 1950s. Due in part to the number of travelers coming through, many of these places offered gasoline, repair services, food and tourist information.

Besides offering gasoline, many service stations in the early 1950s realized the business they could get by having services available 24 hours a day.

In the early days of automobile travel, many tourists packed food to eat along the trip. At the same time they began to leave their camping equipment behind and stay in cottage camps and motels, they began looking for convenient and inexpensive ways to eat on the road. Advertisements for Aurora's cafes in the late 1920s and early 1930s boasted home-cooked meals such as "Our Special Sunday Dinners" at the Gem Cafe located on Colfax Avenue between Clinton and Dallas Streets. Many also listed the proprietor's name, adding a more personal touch to the dining experience. The Bus Line Cafe and Owl Cafe catered to both locals and those traveling on the Union Pacific, Santa Fe and Greyhound bus lines. By the late 1930s, more eating establishments began to open and menu options began to evolve to include barbeque and Mexican food.

The Owl Cafe used a number of slogans in its advertisements in the late 1930s, including ''Tasty Toasted Sandwiches," "Follow the Crowd" and "Where the Cowboy Eats."

Post-war diners and cafes expanded American cuisine by pioneering a more casual approach to food service. Many of these restaurant owners took advantage of food service methods developed during the war such as frozen foods and pre-cooked entrees in order to serve their customers more quickly and efficiently. Restaurants also began to include a lighter kid's menu to appeal to families with children and were open 24 hours a day to catch travelers at all times of the day and night. Local advertisements in the Aurora Democrat and Aurora Advocate boasted ample parking, which appealed to locals and tourists alike.

RENDE

The Rendezvous Inn had a prime location at the corner of Colfax Avenue and Peoria Street for about 10 years before the location became Nate's Open Pit Barbecue and later Clock Coffee.

The Blue Bell Cafe, located near Colfax Avenue and Scranton Street, was open 24 hours a day in the late 1940s and featured fried chicken on its menu.

Courtesy of the Colfax Museum

The small town nature of Aurora throughout the 1920s and 1930s didn't create much demand for a fine dining restaurant, and downtown Denver offered many options if the need arose. Mr. and Mrs. Al Beard attempted to fill this void when they opened The Yucca in the early 1940s. Offering both the novelty of Mexican food and the elegance of a steak dinner with an extensive drink menu, the restaurant flourished into the 1960s. While casual dining continued to prevail in Aurora, both travelers and local residents craved new dining experiences with more luxurious and exotic cuisines.

A number of restaurants opened in Aurora in the late 1940s that expanded options for diners. In 1949, the Zanza Bar offered a five course meal with multiple offerings including prime rib or rainbow trout. The Town House also opened, referring to itself as "Colorado's Banquet House," and offering large spaces for local parties. By the early 1960s, the restaurant had discontinued dancing and entertainment but added a fireside cocktail lounge. It began to focus more on the food in its advertisements, including using phrases like "A Lure to the Epicure."

Located at the busy intersection of Colfax A venue and Peoria Street, the Town House catered to local residents with its banquet facilities and travelers by posting on its sign, "Come As You Are" and ''Tourists Welcome."

HURRY ! HURRY

The Miles Restaurant, located east of Sable Boulevard on Colfax Avenue, did significant advertising in the newspaper. The owners were trying to attract tourists by welcoming families and offering

Zanza Bar's owner, Samuel Goldberg, was secretary of the Epicurean League of Colorado, whose objective was, ''To satiate one of man's greater senses - that of hunger." Zanza Bar hosted the group's charter dinner and the chef was said to have delighted the large group of food connoisseurs.

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Drive-ins capitalized on American's love affair with the automobile and catered directly to travelers out on the road. This began in Aurora in the 1940s with a number of restaurants beginning to offer carry-out options on their menu. Aurora's Rendezvous Inn near Colfax Avenue and Peoria Street even advertised that visitors and residents alike enjoyed eating barbequed chicken and ribs under the shady trees near the restaurant. This concept expanded in the early 1950s with carhops taking orders from individuals in their cars and bringing the food out to them. Some restaurants didn't offer any seating, but instead had walk-up windows where customers could order their food and either eat it in the parking lot or take it elsewhere. The convenience and dependability of fast-food restaurants, along with the inexpensive prices, made them appealing to family travelers. Teenagers and the expanding car culture helped drive-ins flourish in the 1950s.

One of the most well-known and fastest growing drive-ins was McDonald's. Aurora had one of Colorado's first McDonald's, constructed in 1960 at Colfax Avenue and Kingston Street. It featured the iconic golden arches with Speedee the chef on the sign. While the original restaurant was torn down in 1999, a new one placed in the same location mimics McDonald's original building design.

Golden Point restaurants had a distinctive 21-foot tall golden tower

top of an A-frame building.

The Chicken Box opened at Colfax Avenue and Geneva Street in 1947 and featured boxed dinners that diners could take with them, as well as drive-in and delivery service. The restaurant also advertised its "Commodious Parking Space" to alleviate any fears of traffic jams in the parking lot.

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After the Chicken Box closed, the Holiday Drive-In offered walk-up service and 15 cent moved into its location in the early 1960s. A hamburgers, advertising with the separate Holiday Drive-In was located east of slogan, ''The fastest and the mostest of Aurora on Colfax Avenue at Cherry Street. the bestest!"

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Barry Melnick and his partner, Al Wolf, purchased the Zephyr Lounge from the Potter brothers in 1948. Melnick thought the location near Fitzsimons was ideal and believed his knowledge as a World War II medic would come in handy while talking to his customers. He ran the Zephyr for over 50 years before his son, Myron, took over the business in the early 2000s. The Zephyr celebrated its 70th anniversary in 2017.

The Zephyr ran a bus to the stock show every year, even including their slogan, "The train that never leaves Aurora" on the side of the bus.

The Potter brothers constructed the original Zephyr

building from a Hires Root Beer stand (which was

used as the kitchen), and part of a Quonset hut made to resemble a rail car. It was in disrepair by the early 1970s, so Barry Melnick moved the business into part of the Top Rail Motel building.

Al Wolf and Barry Melnick ran the Zephyr together until 1955, when Wolf moved on

The interior of the Zephyr was long and narrow and only to start Wolf's Restaurant fit about 50 people. And one time it was known for its and Lounge further east on food, even Rocky Mountain Oysters. Many local residents Colfax Avemue. came in for lunches on a regular basis.

Courtesy of

Myron Melnick

Courtesy of Myron Melnick

Courtesy of Myron Melnick

Courtesy of Myron Melnick

NI: UCCA

Al and Emma Beard built a large restaurant on the western edge of Aurora in the early 1940s that stood out among all the other businesses. Constructed to resemble the Palace of the Governors in Santa Fe, The Yucca brought "A Bit of Old Mexico" to Aurora.

The Yucca menu featured both lighter fare like sandwiches and salads, as well as heavier dinners. This included Mexican dinners with enchiladas and tacas [sic], as well as steak dinners with shrimp cocktail. The menu also had four pages of drinks, with everything from wine to whiskey and rum.

The Beards decorated the interior of The Yucca in "Old Mexican" style. This included hand-woven and hand-tooled chair seats and backs and Chimayo drapes. They also had a real Hammond organ furnishing music for guests.

Courtesy of the Colfax Museum

Courtesy of the Colfa x Museum

The Yucca moved a few blocks east on Colfax A venue Mr. and Mrs. Beard traveled to both Old Mexico and near Clinton Street in 1951. The new restaurant still had New Mexico in 1941 and purchased saddles, curios, a Mexican-themed dining room, but the bar now hand woven-blankets and jewelry to sell at The Yucca. featured Western decor.

Courtesy of the Colfax Museum

THE YUCCA

Although not a lot of options for evening entertainment in Aurora existed in the early years, numerous businesses worked to fill that niche for both local residents and tourists. Some restaurants offered dancing, while many others at least had live music playing while customers dined.

Club La Ronda opened at Colfax A venue and Lima Street in the late 1940s and invited its customers to, "Enjoy Yourself In Quiet, Refined Surroundings." It advertised superb mixed drinks and hosted a daily cocktail hour.

The 4 Seasons was a popular country western bar located near Colfax Avenue and Sable Boulevard beginning in 1959. Many famous acts played there, including Willie Nelson and Waylon Jennings, before it burned down in 1986.

Courtesy of the Colfax Museum

The growth and development of Aurora has presented the city with a number of challenges, not the least of which is reconciling this growth with preservation of its historic built environment. Colfax Avenue is one of the most illustrative examples of Aurora's interest in redevelopment. While some of the historic buildings along Colfax Avenue in Aurora have been razed to make room for new development, many others now house new commercial enterprises in them. Some, like the Zephyr Lounge, the Riviera Motel and Strait Lumber are still being used for the same businesses well over a half century later. As Aurora continues to grow and develop, even more changes will take place on Colfax Avenue, and its history will continue to play an important role in its redevelopment.

Little is left of the original Fitzsimons Army Hospital that demonstrates the once prevalent Mission Revival Style. The Fitzsimons Gate and Guardhouses, located at the northeast corner of Colfax Avenue and Peoria Street and designated a local historic landmark in 1999, maintain a link to Fitzsimons' prominence.

Billed as the "Theater of Tomorrow" when it opened at Colfax Avenue and Elmira Street in 1946, the 650-seat Aurora Fox Theater included a distinctive Art Moderne entrance block, marquee and neon sign. It now a local historic landmark and houses a performing arts venue called the Aurora Fox Arts Center.

Courtesy of the Colfax Museum

Valentine Diners out of Wichita, Kan., manufactured this Aristocrat model diner in 1948. It operated as the White Way Grill at Colfax Avenue and Elmira Street for many years before becoming a Chinese restaurant in 1979. It closed in 2002 and was relocated to the Lakewood Heritage Center, where it was restored to its original appearance.

Jonny Barber

David Heflin

Myron Melnick

Gary Pred

Ron Pred

Frank Richardson

Brian Shaw