U.S. Route 40: Reno's 4th Street

The historic U.S. Route 40, and before it the even-more-historic Lincoln Highway ran through the heart of Reno and Sparks, along 4th Street in Reno, and apparently both along Victorian Avenue and Prater Way in Sparks, as both streets are marked with Lincoln Highway markers after they split off from one another.

Many businesses arose along the route to take advantage of the highway traffic. When the freeway, current Interstate 80, was built, I believe in the early 1970s, these businesses were bypassed. Many have disappeared all together, the remnants of some remain, others struggle to stay in business, and a few flourish.

This is my journey down the old highway route, from west to east. I haven't had the chance to do much research on the subjects yet, and my photographs are for the present heavily sign-oriented. I hope to get a wider variety of photos next spring when I next plan to visit Reno.


Lincoln Highway Bridge Rails

When I went to Reno in 2003, there must have been some sort of sign indicating there was a site of historic interest that led me to pull off of Interstate 80 just west of Reno and photograph these old bridge rails from the Lincoln Highway. I found them in 2009 only because I remembered to look for them--the turn off on east-bound I-80 is only marked as "TRUCK PARKING."

A sign there indicates that the rails were originally located .9 miles to the east, where they were installed in 1914 by contractor A.F. Neidt.


Mineral Inn Spa & Resort

Shortly after the bridge rails headed east on I-80, there is a turn off for West 4th St.--that is the old U.S. 40 route. Immediately upon exiting you are faced with the sprawling remains of an old resort, now fenced off with no trespassing signs. I found a way to get in, but respected the signs. But if you are curious what the grounds look like, here are some photos from somebody else.

The route into downtown Reno from here is quite scenic, following the Truckee River, which was lined with trees in full fall foliage when I made the trip in October. On the outskirts of town you hit what remains of the old motel row.


Silver Spur Motel

It didn't appear that there is a motel operating there, and I could not find a listing for the Silver Spur.


4201 W. 4th
Washoe Steakhouse

Looked like a very nice restaurant.


2255 W. 4th St.
Tombstone Territory

The name of this motel derives from its proximity to a cemetery.


2091 W. 4th St.
Sunset Motel


1801 W. 4th St.
El Tavern Motel


1791 W. 4th St.
Silver State Lodge

There is no motel to go with the sign anymore, but here is a description of the place from an old postcard:

Reno' Finest Motor Court
* Steam Heated Rustic Cottages
*Complete Electric Kitchens
*Free Steam Heated Garages
*Six Acres Beautifully Landscaped
R.J Reynolds, Owner - W.D. Crawford, Mgr.


790 W. 4th St.
Gold 'N' Silver Inn Restaurant

In business since 1956. I've eaten there twice now. The eggs Castroville--eggs Benedict with artichoke hearts in place of Canadian bacon, were particularly good, but I didn't get a photo of that. You'll have to settle for a photo of meatloaf.




720 W. 4th
Donner Inn


700 W. 4th St.
Chapel of the Bells


525 W. 4th St.
Crest Inn

Not much of a sign, but the design of the building is a nice example of Googie.


411 W. 4th
Rancho Sierra Motel


280 W. 4th St.
Lido Inn


260 W. 4th St.
In Town Motel



215 W. 4th St.
Bonanza Inn


200 W. 4th
Mardis Gras Motor Lodge

After this we pass through the heart of downtown Reno, N. Sierra, N. Virginia, and N. Center. Virginia Street is the old U.S. Route 395 route, pre-freeway, and is still Business 395. Along it the largest downtown casinos are located, particularly Circus Circus, The Silver Legacy, and El Dorado, which all flow into one another at the 2nd floor level, bridging the streets below and making one enormous indoor casino, restaurant, and bar space.


301 E. 4th St.
Louis Basque Corner


325 E. 4th St.
Nevada-California-Oregon Railroad Station


400 E. 4th St.
Morris Hotel


424 E. 4th St.
Abby's Highway 40


701 E. 4th St.
Flanigan Square

Built in 1902.

777 E. 4th St.
Rancho 777


1011 E. 4th St.
Lucky Motel


1044 E. 4th St.
Alturas Bar & Nightclub


1113 E. 4th St.
Reno 8 Motel


1200 E. 4th St.
Sutro Motel


1233 E. 4th St.
Hi Ho Motor Lodge

301 Montello St.
Ernie's/Reno Salvage Co.

On the south side of the 1300 block on E. 4th St., just approaching Montello, there are a couple of beautiful art deco structures behind chained link fencing. Both the names Ernie's and Reno Auto Salvage can be seen.


1400 E. 4th St.
Ponderosa Lodge


1425 E. 4th St.
Desert Sunset Motel


1650 E. 4th St.
Tahoe Motel


1750 E. 4th St.
Hi-Way 40 Motel


1752 E. 4th St.
Farris Motel

One of the buildings for this motel has a really interesting rounded, staggered corner, but I haven't gotten a photograph of it yet.


1755 E. 4th St.
Sandman Motel

If I had to choose a favorite sign in Reno, this would be it.




1756 E. 4th St.
Everybody's Inn Motel


2255 E. 4th St.
Gold Coin Motel

I'm a little confused by this place, as the coin they chose to make golden is a silver dollar.


2501 E. 4th St.
Casale's Halfway Club


2525 E. 4th St.
Restwell Court

On February 18, 1979, three units were destroyed by fire at the Restwell Court Motel. It probably didn't last much longer than that and there is no motel building there today.

Then we cross over into Sparks.


2644 Prater Way
Coney Island Bar

Opened in 1935, and named after an amusement park that used to stand across the street.

Prater Way & Victorian Ave. split.


2406 Prater Way
Pony Express Lodge


2140 Prater Way
Copenhagen Bar


2002 Victorian Ave.
Elbow Room Bar




19th & Prater Way
Ideal Shopping Center




1861 Victorian Ave
Craig Motel


1828 Victorian Ave.
Tarry Motel


1800 Victorian Ave.
Safari Motel


1746 Victorian Ave.
Playhouse Lounge

The Vintage Neon Signs of Marysville & Yuba City

(and the rest of Yuba County & Sutter County)

Marysville and Yuba City are these days essentially one city, but they are separated by the Feather River, and when drawing up counties for California, the Feather River was made the border between Sutter and Yuba Counties. And just to make it a little confusing, Marysville, bordered on the south by the Yuba River, is the seat of Yuba County, while Yuba City is the seat of Sutter County. In the 2000 census, Sutter County was home to 78,930 people, while Yuba County had a population of 60,219. Given that the sparse population of these two counties is mostly centered in this urban area right on the border, the area is often referred to as Yuba Sutter, and they have one combined county fair called the Yuba Sutter Fair.

Both cities are on the historic path of U.S. Route 99E. U.S. 99W went from Sacramento to Davis, then Woodland, and from there generally followed the route of current Interstate 5. U.S. 99E went from Sacramento to Roseville, then followed the path of current CA-65 through Lincoln and Wheatland on its way to Marysville. It crossed over to Yuba City--I'm not sure if that would be on current CA-20, or farther south on Bridge St. Leaving Yuba City, it headed north on current CA-99 to meet up with U.S. 99W in Red Bluff. The current CA-99 stretch from the junction with I-5 near the Sacramento Airport to Yuba City is not the historic route of the federal Highway 99.

A 1950s postcard that I bought at Red Tire Antiques in Yuba City shows the streets of downtown Marysville lined with dozens of neon signs. Not one in the picture remains today, and many of the buildings are gone too. When I visited Marysville and Yuba City for the first time in 2000, the Sutter Theatre in Yuba City was still open, as was the Marysville Drive-In (actually across the Yuba River from Marysville in Linda or Olivehurst). The State Theatre had just closed a year earlier. Now the Sutter is in the process of being converted to a performing arts center, the drive-in is just a rubble and weed-strewn parking lot, and State Theatre has now been closed for a full decade.

But here are the signs I managed to get to with a camera before they were destroyed. If you know of any that I have missed, please drop me a line (check my profile for my e-mail).

Marysville, Yuba County


232 1st St.
Plaza

This sign was my most recent discovery in the area. The address is now the site of the Chinese Museum of Northern California, opened the first Saturday of each month.


520 3rd St.
Quick's Glass Service

I'd guess that this mixed plastic and neon sign dates from the 1960s.


315 5th St
Cortez Room



320 5th St
Cotton's Cowboy Corral


425 5th St.
Matthews Music

I'm guessing that this isn't vintage, but it has the right look, and it could be vintage, so for now I'll keep it in this list.


221 B St.
Bossen Laundry

In the 1947 city directory, this business is advertised as the "Wife Saving Station."


229-231 C St.
Travelers Hotel

The hotel was built in 1912. The neon must have come later, since neon tubes were not used for commercial signage until the 1920s.


103 D Street
Tower Theatre

I believe this theater was built as the Liberty Theatre, and then remodeled to become the Tower Theatre. The Liberty, which opened on January 11, 1927, was built on the site of the National Theatre, which burned down on January 28, 1926. (A new National Theatre was built on E Street, which then was later remodeled to become the State Theatre, which still stands, but without its original neon marquee.) The Tower Theatre opened at the same site as the Liberty on January 17, 1941, and like the Liberty, its advertising logo was "The Family Theater."

The shot above is how I first saw it in 2000. The shot below is how it appears now--the theater space has been converted to offices, but the marquee remains, as well as the terrazzo floor. Here's a lovely image of the place in full swing back in the day.



530 E St.
Mogheli's Furniture

I'm not sure about this sign. The design certainly looks vintage, but I don't remember seeing it in my early visits to Marysville. But it may have just been moved--I found a listing for Mogheli's at 430 D. St.


509 G St
Bob's Lock & Key



North of Marysville on CA-70 at Ramirez Rd.
The Walnut Tree


Yuba City, Sutter County


573 Bridge St.
Sutter Orchard Supply


Bridge St.
Westbridge Village


440 Colusa Ave
2000 Hal's Grubstake

It was in business when I first visited the area, and I ate one of their Dude Burgers. Now one sign is gone entirely, and the other has been drastically modified and has no neon.



724 Colusa Ave
EZ Bentprob Liquor & Deli

With a name like that, it has to be good.


754 Plumas St
Sutter Theatre

Below is all the neon that was working on it in 2005 when it was still operating as Sutter Cinema 3.



758 Plumas St
The Spur

Below is all that was lit when I checked it in 2005. Since then I have never seen any part of it lit.



760 Plumas St
Town Pump

In the 1970 Yellow Pages they advertise, "Cook Your Own Steak to Your Liking." Man, I can do that at home.


Linda, Yuba County


Riverside Dr.
Anton's Apartment Motel

This sign was quite a discovery for me. It certainly didn't seem like an area that would have an old neon sign, and I'm not even sure why I was on that road, but I happened onto this rusting beauty in a fenced-off vacant lot


Live Oak, Sutter County


6241 Live Oak Blvd.
Pasquini's


Liquor Store

I'll have to get the name and address (and hopefully a better picture) next time I'm in Live Oak.