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Circa
1950s: A tourist strikes his pose |
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Remembering
the Alamo Plaza |
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Born
into a region of economic prosperity and at a crossroads of rail
lines and new concrete highways, Alamo Plaza was founded in 1929
by E. Lee Torrance and Drummond W. Bartlett when they opened their
first Alamo Plaza Tourist Apartments in
the 900 block of Elm Street in Waco, Texas.
Torrance and his partner had recognized the largely untapped market
for affordable quality temporary lodging in Waco, and they set
out to fill the need--figuring to profit along the way. Unhindered
by preconceived lodging patterns of the day, Torrance was free
to create a new standard of innovative hostelry. The concept he
devised differed from both formal hotels and the informal roadside
cabins of the era. His plan was to offer high quality lodging
available at moderate rates. In order to distance his concept
from all others, the Alamo Plaza Hotel Courts evolved. Offering
"hotel-like" service behind the Alamo facade, his customers
were sure to "Remember the Alamo Plaza!"
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The
Alamo facade--architectural model |
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From the motorist's view, the most memorable feature of an Alamo
Plaza was its facade. Although Southwest adobe/stucco style buildings
were not unusual when the first Alamo Plazas opened, use of the
Alamo-esque facade appealed to potential patrons. Its use reminded
the public of the Nation's history and called upon their patriotism.
The Alamo has remained an enduring symbol, and referring to it
in commercial architecture, as Torrance and Bartlett had done,
created a new kind of marketing and branding tool for the hospitality
industry.
Like the Alamo itself, the Alamo Plaza facade became a symbol.
As the chain expanded, consumers came to associate the Alamo facade
of the motel chain with the service that it advertised, rather
than any historical meaning. It was place-product-packaging incarnate,
and the Alamo Plaza's facade clearly told people that it represented
"America's Finest Tourist Apartments."
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A
Beautyrest Mattress on Every Bed |
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Simmons
furniture and Beautyrest Mattresses with Box Springs |
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Part
of Lee Torrance's clever marketing was to emphasize the progressive
quality features that were standard at Alamo Plazas. Rooms were
outfitted with state-of-the-art Simmons metal furniture and
Beautyrest Mattresses. Moreover, by the 1940s long before the
debate had ended about the desirability of in-room telephones,
most Alamo Plazas included them. Later, free televisions were
added at a time when most motels either charged for their use
or did not offer them at all. |
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Circa
1941: A growing chain |
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The
South's Finest Apartments for Tourists |
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The
early years of the chain were marked by a gradual if ad hoc expansion.
On the surface Alamo Plaza appeared to be highly standardized
with methodical central corporate planning and control. However
Torrence never developed a systematic expansion or franchising
plan, and each subsequent Alamo Plaza not owned by Torrence was
developed by members of his family or business associates--not
always with his blessing. By 1955 there were more than twenty
Alamo Plazas in operation, but each ownership group was largely
independent of Torrence and each other. However they all based
their locations on the model that Torrence had created and profited
from. In addition, other moteliers took advantage of Alamo Plaza's
successes and copied parts of the model.
Touting
the benefits of Alamo Plaza to prospective patrons, a circa 1948
brochure asserted and reassured:
Constant
Study and Research, New Ideas and Improved Methods, New
and Better Tourist Hotel Equipment are installed in Alamo
Plaza Hotel Courts to provide the traveler of moderate means
with the best Hotel accommodations for a reasonable price |
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