Joseph City, Arizona and the Jackrabbit Trading Post
Joseph City, Arizona, a small, unincorporated community nestled in Navajo County, stands as a testament to the enduring spirit of the American West. Located approximately 11 miles west of Holbrook along the historic Route 66, this unassuming town holds a rich tapestry of stories woven from Mormon pioneer grit, the allure of the open road, and the iconic imagery of roadside Americana. The history of Joseph City, Arizona, is inextricably linked to the Little Colorado River, the dreams of early settlers, and the rise and fall of the Mother Road.
The story of Joseph City, Arizona begins in 1876 with Mormon pioneers led by Captain William C. Allen. This hardy group established a settlement initially known as Allen’s Camp along the banks of the Little Colorado River. Their primary objective was to cultivate the arid landscape, and they immediately set about constructing a U-shaped fort made of cottonwood logs for protection and a dam and irrigation canals to harness the river’s water.
However, the Little Colorado proved to be a formidable adversary. Over the next two decades, the settlers faced repeated setbacks as floods relentlessly washed away their dams and destroyed their crops. It wasn’t a mere isolated incident; this cycle of hope and devastation occurred ten times before a dam strong enough to withstand the river’s fury was finally completed in 1894. This arduous struggle led Andrew Jensen, a Mormon church historian, to poignantly describe the settlement as "the leading community in pain, determination, and unflinching courage in dealing with the elements around them." Their perseverance in the face of adversity became a defining characteristic of Joseph City, Arizona.
In 1878, the town underwent a name change, becoming St. Joseph in honor of Joseph Smith, the Mormon prophet. That same year, a post office opened, further solidifying the community’s presence. The arrival of the Atlantic and Pacific Railroad in 1883, later integrated into the Atchison Topeka & Santa Fe Railway, marked another significant milestone, establishing a railroad station and connecting the town to a wider network of commerce and transportation.
As the threat of Indian attacks diminished, the old fort gradually lost its purpose. By 1896, it was abandoned, eventually falling into ruins. Today, no physical remains of the fort exist, but its historical significance is commemorated by a bronze plaque mounted on a petrified wood monument on Main Street. This marker serves as a reminder of the town’s origins and the challenges faced by its early settlers.
The year 1913 brought the National Old Trails Road to Joseph City, Arizona, a route that would later become the legendary Route 66. Recognizing the increasing importance of vehicular traffic, Navajo County initiated plans to construct a bridge spanning the Little Colorado River. The St. Joseph Bridge, a six-span Pratt pony truss structure measuring 500 feet in length and 12.5 feet in width, was completed in June 1917. For decades, this bridge served countless travelers, becoming an integral part of the Route 66 experience. Although replaced by a newer bridge in 2010, the St. Joseph Bridge continues to function as a county road bridge and is listed on the National Register of Historic Places, a testament to its historical and engineering significance. It is located on Obed Road, approximately 4.4 miles southeast of Joseph City, Arizona.
In 1923, to avoid confusion with another St. Joseph station along the Atchison Topeka & Santa Fe Railway in Missouri, the town’s name was officially changed to Joseph City, Arizona. That same year, the dam built over the Little Colorado River in 1894 finally succumbed to the elements after 29 years of service, prompting the residents to construct a new dam, which still stands today.
By this time, other Mormon settlements established along the lower Little Colorado River concurrently with Joseph City, Arizona, had largely disappeared. These included the old towns of Brigham City, Sunset, and Obed, highlighting the resilience and adaptability of Joseph City, Arizona in the face of challenging conditions.
The arrival of Route 66 in 1926 along the path of the Old Trails Highway marked a new chapter in the history of Joseph City, Arizona. One of the first businesses to capitalize on the burgeoning tourist traffic was San Diego’s Old Frontier Trading Post, established in 1927. The trading post was the brainchild of Frederick "San Diego" Rawson, a man with a colorful past. Born in 1858, Rawson endured a period of enslavement by Plains Indians as a child before being rescued by the US Cavalry. He later worked as an Indian scout, trapper, wagon freighter, circus clown, prospector, cowboy, and author. Upon arriving in Joseph City, Arizona, Rawson initially operated a small museum to showcase his collection of Old West artifacts. However, facing slow business, he relocated to the west end of town and opened the trading post, offering space for Navajo Indians to create and sell their jewelry, blankets, and quilts.
After two decades in business, Rawson sold the trading post to Ramon Hubbell, son of the renowned Indian trader Don Lorenzo Hubbell, in 1947. A few years later, in 1951, it was sold again to Ray and Ella Blackwell Meany, who also owned the Hopi House Indian Trading Post west of Winslow. When the couple divorced in 1955, each took ownership of one of the trading posts. Ella then rebranded the trading post in Joseph City, Arizona, as "Ella’s Trading Post," operating it until her death in 1984. Ella, a former student at the Julliard School, kept a piano in the store, claiming it had been established in 1873, making it the oldest such establishment on Route 66. However, she was considered an eccentric figure by the locals, who questioned her claim about the building’s age. Adjacent to the ruins of Ella’s Trading Post lie the remnants of the long-abandoned Big Arrow Campground.
Joseph City, Arizona remained a relatively quiet stop along Route 66 until after World War II when increased travel led to a surge in traffic through the town. In 1946, Jack DeVere Rittenhouse, in his "A Guide Book to Highway 66," noted that the community had a population of 308 residents and boasted two motels: the Hopi Village and the Oasis.
The Hopi Village, a motel, cafe, and trading post located on the west end of Main Street, changed hands several times. After the original owners sold it, it reopened as Howdy Hanks, greeting visitors with a cowboy painting. Howdy later sold the store to V.P. Richards, who then sold it to Max Ortega, who renamed it "Sitting Bull’s Indian Store." Following the replacement of Route 66 with I-40, business dwindled, and the trading post closed. The building was subsequently used as a feed store and a welding shop. It still stands today, featuring a teepee with a legless horse placed on its tip.
As Route 66 reached its peak, James Taylor, in 1949, constructed the Jackrabbit Trading Post. Taylor, not originally from Joseph City, Arizona, demonstrated the same determination as the town’s residents in establishing a successful business.
Taylor purchased an asphalt-shingled shack that had previously been used as a snake farm and transformed it into a roadside attraction. He painted dancing chiefs on the front, placed 30 twelve-inch jackrabbits along the roofline, and painted a giant rabbit on one side of the building. Inside, he installed a three-foot-high composition jackrabbit with yellow eyes to welcome tourists. The counters and shelves were filled with petrified wood, turquoise jewelry, and Indian souvenirs.
To stand out from the numerous other trading posts along Route 66, Taylor partnered with Wayne Troutner, owner of the For Men Only Store in Winslow. Together, they embarked on a marketing campaign, placing billboards along Route 66 from Joseph City, Arizona, to Springfield, Missouri. These billboards featured hopping rabbits paired with a dancing cowgirl, enticing travelers to stop at the Jackrabbit and the Men’s Only Store in Winslow. The iconic yellow sign with the words "Here It Is!" and the famous jackrabbit icon became instantly recognizable to travelers along the Mother Road.
Taylor’s tactics proved successful, and the Jackrabbit Trading Post remains in business today, a symbol of Route 66. Taylor operated the post for two decades before leasing it to Glen Blansett in 1961. Blansett purchased the business in 1967 and passed it on to his son and daughter-in-law, who eventually sold it to their daughter and son-in-law, Cynthia and Antonio Jaquez, who operate the trading post today.
The construction of Interstate Highway I-40 in the 1960s bypassed Joseph City, Arizona, leading to a decline in business along Main Street. However, the town still preserves several iconic landmarks from the era of the Mother Road.
Today, Joseph City, Arizona, is home to approximately 1,400 residents. It stands as one of the oldest Mormon settlements in Arizona, a testament to the enduring spirit of the pioneers who first settled this land and the allure of the open road that continues to draw visitors to this historic community.