After being closed for over nine years, the Colony House Motor Lodge in Roanoke, Virginia, has officially reopened following a multi-million-dollar restoration. Originally opened in 1959, this distinctive mid-century modern landmark features bold Googie-style architecture and was listed on the National Register of Historic Places in 2023. The property is now a fully reimagined boutique destination that combines retro flair with modern hospitality.
Originally developed by brothers Glover and Richard Trent, the motor lodge was strategically located along Franklin Road to attract the attention of passing motorists. Designed by the architects Kinsey & Motley from nearby Salem, the building features distinct folded plate cantilevered roofs, geometric gables, rhythmic bay layouts, and poolside breeze block walls. These elements are characteristic of the Googie aesthetic, with influences from Frank Lloyd Wright. This style, which emerged from the optimism of the Atomic Age and the post-war car culture, was seen as dramatic, colorful, and undeniably modern for its time.
The restoration maintained several original elements, including the striking porte-cochere, vintage signage, retaining walls, and poolside breeze blocks. Meanwhile, the interiors were updated with vibrant color palettes, built-in furniture, elegant tiles, neon accents, and retro-style fridges. The hotel features 67 guest rooms and offers modern amenities such as a fitness center, lounge, meeting space, and a refreshing outdoor pool.
“From a preservation standpoint, the Colony House is one of Roanoke’s most significant mid-century properties,” said Alison Blanton, historic preservation consultant with Hill Studio, a Roanoke, Va., architectural firm that worked on the Colony House project. “We made sure the restoration respected its original character, while adapting it for a new generation of travelers. The hotel is both authentic and imaginative.”
Lucy Farrell, property owner and developer, said the decision to save and restore the Colony House was as much about community pride as it was about architectural preservation.
“The building is a unique piece of architectural history and there’s nothing quite like it in Southwest Virginia,” she explained. “We’re honoring that creativity and vision, adding playful and inspiring elements. We have created a design-forward destination we’re incredibly proud to share. We hope the new Colony House Motor Lodge attracts many more travelers to a part of Virginia we’re so honored to celebrate.”
“We wanted guests to have fun with the design while still feeling pampered,” said Mike Farrell, co-owner. “From bold color schemes and textured fabrics to retro-inspired artwork, every detail was chosen to transport guests to another era—without sacrificing the modern conveniences they expect.”
The reopening comes at a perfect moment for the travel industry, as the American road trip is experiencing a cultural revival. In 2024, 40% of U.S. travelers favored road trips over air travel, with 34% planning driving vacations in 2025. Travelers are increasingly drawn to nostalgic, design-rich properties that embody the joy and simplicity of pre-digital vacationing—retro motels, scenic highways, and small-town discoveries along the way.
“What excites me most is seeing guests’ reactions when they walk in for the first time. There is this spark of recognition, even for those who never stayed here before,” said Joy Barlow, General Manager of Colony House Motor Lodge. “It’s a feeling of nostalgia mixed with discovery. Our goal is to create an experience that’s not just a stay, but a memory in the making. Whether you’re here for a night on a road trip, a weekend getaway or to explore the beauty of the Blue Ridge Mountains, we want to leave a lasting memory.”
Roanoke is the largest city in Southwest Virginia and serves as a hub for arts, outdoor recreation, and cultural tourism. Located just minutes from the Blue Ridge Parkway and near Virginia Tech, the city features a vibrant downtown area and hosts nationally recognized events, such as the Blue Ridge Marathon, GO Outside Festival, and Dickens of a Christmas. The reopening of the Colony House Motor Lodge is expected to attract new visitors and contribute to economic growth, revitalizing a key corridor into the city.
“You’ll feel as though you’ve stepped back in time when you visit this one-of-a-kind property,” said Kimberly Christner, President and CEO of Cornerstone Hospitality, which is managing the independent property. “For many, it evokes fond memories of classic family road trips, and we look forward to welcoming returning guests to experience the beautifully restored Colony House, as well as introducing first-time visitors to this beloved national treasure.”
The hotel’s location at 3560 Franklin Road SW offers guests easy access to panoramic mountain drives, hiking trails, wineries, the Taubman Museum of Art, Elmwood Park, and the region’s growing culinary scene. Whether stopping overnight on a cross-country trip or making Roanoke a destination, guests will find the perfect blend of vintage Americana charm and modern comfort.
For more information or to book, visit colonyhousemotorlodge.com.
