Main Street of a Western Highway Town, Intermountain West, 1950s — Archive & Atlas
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Main Street of a Western Highway Town, Intermountain West, 1950s — Archive & Atlas

Unattributed 1950–1959

AA-2026-C74C2E

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Somewhere in the arid intermountain West — the tan hills, the scrub, the particular way the desert runs right up to the sidewalk — a small town built its entire economy on the assumption that the American family, newly liberated by postwar prosperity and the automobile, would need to stop here. The log-cabin-style motel on the left with the wagon-wheel medallion is doing its best to signal authentic frontier character, which in the 1950s meant a coat of green paint and some timber cladding applied to what was otherwise a perfectly ordinary motor court. Down the strip, a coffee shop, a gas station, and a cluster of signs compete for the attention of drivers who are already accelerating toward somewhere else. The whole commercial corridor was designed around a traffic speed of about thirty miles an hour, which was generous given that most of these motorists were passing through on a federal highway they'd picked because a road atlas said it was the fastest route, not because any chamber of commerce had asked them to stay. Every business owner on this block believed the highway would be here forever, which was exactly what they believed right up until the interstate bypassed the town entirely.

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Archive & Atlas — The Archive AA-2026-C74C2E · jpg · Open