The Colony House Motor Lodge, a mid-century modern landmark in Roanoke, has recently reopened after undergoing an extensive multi-million-dollar restoration. Originally established in 1959 in the distinctive Googie style, the property has now been transformed into a boutique destination that seamlessly blends retro aesthetics with contemporary hospitality.
Conceived by the Trent brothers and designed by Kinsey & Motley architects, the motor lodge was strategically positioned on Franklin Road to captivate passing motorists. Its architectural features, including folded plate cantilevered roofs, geometric gables, and poolside breeze block walls, epitomize the Googie aesthetic—a style characterized by its vibrant colors and futuristic design elements influenced by the Atomic Age and post-war era.
The restoration project meticulously preserved the lodge’s original elements while infusing modern touches such as vibrant color schemes, neon accents, and retro-inspired furnishings. With 67 guest rooms, the hotel now offers contemporary amenities like a fitness center, meeting spaces, and an outdoor pool, appealing to travelers seeking a blend of nostalgia and comfort.
Lucy Farrell, the property owner, emphasized the significance of preserving the Colony House as a testament to architectural heritage and community pride. The lodge’s reopening aligns with the resurgence of the American road trip, with an increasing number of travelers opting for nostalgic, design-centric accommodations that evoke the simplicity of past vacations.
Roanoke, a vibrant city known for its arts, outdoor activities, and cultural events, stands to benefit from the revival of the Colony House Motor Lodge. Positioned near scenic drives, hiking trails, and cultural attractions, the hotel is poised to attract new visitors and contribute to the city’s economic growth by revitalizing its entrance corridor.
Located at 3560 Franklin Road SW, the lodge offers guests convenient access to the Blue Ridge Parkway, Virginia Tech, and various local attractions. Whether as a stopover on a cross-country journey or a destination in itself, visitors can immerse themselves in the blend of vintage Americana charm and contemporary amenities that define the Colony House experience.
As the travel industry embraces the allure of retro motels and nostalgic road trip experiences, the reopening of the Colony House Motor Lodge represents a significant milestone in Roanoke’s cultural and architectural revival. With its rich history, unique design elements, and strategic location, the lodge serves as a beacon of Americana vintage charm in the heart of Southwest Virginia.
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