Colony House Motor Lodge

After closing more than nine years ago, the Colony House Motor Lodge, one of Roanoke's most distinctive mid-century modern landmarks, has officially reopened following a multi-million-dollar restoration. Originally opened in 1959 in the bold Googie-style and listed on the National Register of Historic Places in 2023, the property is now a fully reimagined boutique destination that merges retro flair with modern hospitality.

Originally developed by brothers Glover and Richard Trent, the motor lodge was intentionally sited along Franklin Road to catch the eye of passing motorists. Designed by Kinsey & Motley architects of nearby Salem, the building features signature folded plate cantilevered roofs, geometric gables, rhythmic bay layouts and poolside breeze block walls, all hallmarks of Googie aesthetic, with echoes of Frank Lloyd Wright's influence. The style, born of the optimism of the Atomic Age and post-war car culture, was considered dramatic, colorful and unmistakably modern for its time.

The restoration preserved these original elements – the striking porte-cochere, vintage signage, retaining walls and poolside breeze blocks, while updating interiors with vibrant color palettes, built-in furniture, elegant tiles, neon accents and retro-style fridges. Boasting 67 guest rooms, the hotel offers modern amenities such as a fitness center, lounge, meeting space and a refreshing outdoor pool.

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 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.

Roanoke itself is Southwest Virginia's largest city and a hub for arts, outdoor recreation and cultural tourism. Just minutes from the Blue Ridge Parkway and close to Virginia Tech, the city boasts a thriving downtown and hosts nationally recognized events, including the Blue Ridge Marathon, GO Outside Festival and Dickens of a Christmas. The return of the Colony House Motor Lodge is expected to not only draw new visitors, but also contribute to economic growth, revitalizing a key corridor into the city.

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 www.colonyhousemotorlodge.com.

Hotel website

Colony House Motor Lodge
3560 Franklin Rd SW
Roanoke, VA 24014
United States

+1 540-510-9200

Hotel Website