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Adaptive Reuse: Broadway Plaza Motel

Over on 11th Avenue and Broadway, there is an adaptive reuse project I would have never expected nor seen coming. The Broadway Plaza Motel , built in 1958 when motor hotels were on the rise, has steadily declined in quality and reputation until a developer, Jon Cook, decided that something had to be done.

The Broadway Plaza Motel has been converted into 27 office suites with four ground floor retail spaces ranging from 525 to 1,402 square feet. The brick has been restored and the ‘Broadway Plaza MOTEL’ insignia will stay on the side facing Broadway. Toward the alley, the building has been painted a vibrant green.

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Here are two additional views of the building. The facade had been opened up, painted black, and street level improvements are underway. There has been some chatter about restoring the neon sign and re-branding it for the new office building. It is, however, going to stay as close to the original as possible.

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Here are two pictures, thanks to Vintage Chrome Postcards and 1950s Unlimited, of the Broadway Plaza Motel when it opened in the 1950s.

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As unexpected as this project may be, this is a solid improvement for the Golden Triangle Neighborhood, not to mention a much more aesthetically pleasing building. It is currently leasing with rents starting at $1,000 per month.

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14 Comments

  1. Corey says:

    Love it!

  2. Chris Jones says:

    That’s great! I love when developers can repurpose a building. It ads a different level of authenticity to a neighborhood. Also, I think it nicely sort of ties The rest of the Golden Triangle into Broadway.

  3. PaulS says:

    I’ve been looking forward to this post. Great project. Any idea what might go into the retail spaces?

  4. Krystal says:

    Very cool. Love to see this old hotel get a second life :)

  5. Mike says:

    This is a great project! The old motel was in really rough shape and so seedy. They kept the original character and used that to their advantage.

    • TakeFive says:

      I couldn’t help but wonder if there was an historical “record” of stories somewhere. I assume the history is very “colorful.”

  6. Frank says:

    This thing is cool! I’m not sure why they didn’t do studio apartment…..similar rents and lower taxes.

  7. mckillio says:

    I love that this building has been renovated and it should bring some needed life to this intersection/block but I wish they would have used less black in the color scheme.

  8. Kyle says:

    Very cool. I hope it does well. If it was me, I would have done a little less black but it looks good overall.

  9. Joey F says:

    Nice job getting the Taurus in the same location on 11th as the deteriorating Chevy on the post card!

  10. Tyler says:

    I love Adaptive Reuse! Anyone who says a building cannot be saved because it is outdated is clearly misinformed. Incredible modernization of a unique building without losing its character.

    Ryan, Do you know what is to become of the old “Sun Deck On The Roof” as indicated on the 1950’s images? The stairs to the roof in the modern images are still there and have also been updated. Could be one heck of an office tanning party up there! ;)

  11. Jason says:

    I guess I’m the contrarian here. I think it’s a lousy result. This looks to me to be little more than a coat of paint – using two unpleasant colors at that. Plus, the front parking lot does nothing to help the streetscape. But most of all, I think the building has lost the charm of its original mid-century modern look. The aesthetic has been totally diluted. If you ask me which is the most appealing iteration of this building, I would tell you the bottom left photo hands down. I would’ve rather seen the developer stay true to this building’s original era. And, it’s an era which is coming back into style.

    • Jim Nash says:

      Totally agree. Retro was-is in. This black is out.

    • Rita says:

      I like the colors. They are now, and then. The parking lot was always there, and it will be great for the new businesses. How many Broadway properties have off street parking. I wish the original Googie style sign was back up. That would be icing on the cake.