Whiting Bros on the Mother Road

The romance of Route 66, that iconic ribbon of asphalt stretching across the American Southwest, is interwoven with tales of roadside attractions and businesses that catered to the burgeoning automobile culture. Among these, the Whiting Brothers stood out, their gas stations, motels, and cafes becoming synonymous with the freedom and adventure of the open road. To understand the significance of the Whiting Brothers, it’s essential to first appreciate the evolution of the American gas station.

In the early days of motoring, securing fuel was a far cry from the convenient experience we know today. Before 1910, with automobile ownership largely confined to wealthy hobbyists, gasoline was a niche product sourced directly from kerosene refineries. As Henry Ford’s mass production techniques made automobiles more accessible, demand surged. Initially, general stores, liveries, hardware stores, and repair shops stepped in to fill the void, selling gasoline by the bucketful, a messy and inefficient process for the motorist.

The invention of the gas pump revolutionized the industry. Soon, simple, shed-like structures housing these pumps began to dot the roadside landscape. These rudimentary establishments quickly evolved into what became known as "Filling Stations," offering a dedicated source of fuel for the growing number of drivers.

By the 1910s, these filling stations began to expand, incorporating offices into their designs. Early industry giants like Shell and Standard Oil seized the opportunity to brand their presence, prominently displaying logos and names on the sides of their buildings. The 1920s saw the addition of canopies, providing much-needed shelter for customers from the harsh sun and unpredictable weather, a precursor to the modern gas station experience.

The construction of Route 66 further transformed the gas station landscape. As the Mother Road funneled a steady stream of travelers westward, gas stations expanded their services to include repairs and other amenities. Service bays were added to the buildings, reflecting the increasing complexity of automobiles and the need for roadside assistance. These structures continued to evolve, ultimately shaping the familiar gas stations we see today. The Whiting Bros on the Mother Road seized this opportunity to create their own empire.

In 1926, the same year Route 66 was commissioned, the Whiting Brothers recognized the potential of building a profitable gas station chain using lumber from their father’s mill. Starting in Saint John, Arizona, the Whiting Bros on the Mother Road soon became a familiar and welcome sight along Route 66 and throughout the Southwest. Their stations were strategically placed to serve the needs of travelers, offering not just gasoline but also a respite from the long and often arduous journey.

The Whiting Brothers were astute businessmen, and their stations quickly became hubs of commerce and hospitality. They expanded their offerings beyond gasoline, adding souvenir shops, cafes, and even Whiting Brothers Motor Inns to many of their locations. These establishments provided weary travelers with a place to rest, refuel, and purchase mementos of their journey. For decades, the Whiting Bros on the Mother Road businesses were a fixture along Route 66, alongside other iconic landmarks such as Stuckey’s, Burma-Shave signs, and Indian trading posts.

The distinct architectural style of the Whiting Bros on the Mother Road stations contributed to their recognizability. Often featuring a distinctive yellow and orange color scheme, their buildings and signs were designed to be eye-catching and inviting. This visual branding helped to establish a consistent image across their network of stations, further solidifying their presence in the minds of travelers.

Sadly, like many other businesses that thrived during Route 66’s heyday, the Whiting Brothers’ empire eventually faded. By the 1990s, changing travel patterns, the rise of interstate highways, and increased competition led to the decline of their once-ubiquitous presence. The era of the Whiting Bros on the Mother Road was coming to an end.

Today, only a handful of remnants remain of the Whiting Brothers’ once-extensive network. The single remaining Whiting Brothers Station, located in Moriarty, New Mexico, stands as a testament to their legacy. Additionally, a few buildings, repurposed for other business ventures, offer glimpses into the past. However, the most enduring reminders of the Whiting Bros on the Mother Road are the fading yellow and orange signs and crumbling buildings scattered along the old highway, slowly disappearing into the landscape.

The remnants of the Whiting Brothers empire offer a tangible connection to the history of Route 66 and the American West. Each abandoned station and faded sign tells a story of a bygone era, a time when the open road was a symbol of freedom and adventure.

Here’s a glimpse into the remnants of Whiting Brothers stations and motels across the Southwest:

Arizona:

• Bellemont: Located just outside of Flagstaff, this location was established after World War II, utilizing wood from powder boxes sourced from the Navajo Army Depot to construct the motel portion of the complex. Today, the ruins are slowly succumbing to the elements, gradually disappearing into the earth. Visitors can explore the abandoned section of old Route 66, east of the freeway entrance, to witness the remnants of the old Whiting Brothers cottage park.

• Flagstaff: A Whiting Brothers Motor Hotel once stood at 2134 E. Santa Fe. Its current status remains unknown.

• Holbrook: A vintage postcard depicts a Whiting Brothers Deluxe Motel in Holbrook. Though the motel no longer exists, some believe it has been repurposed as a residence, located across from the Wigwam Motel.

• Winslow: The Winslow station was once the first sight greeting travelers entering the town from the east. It operated until 1996 but was closed and boarded up just four years later. It has since been demolished. There was also a Whiting Brothers Motor Hotel in Winslow, but its fate remains a mystery.

• Yucca: Once a sprawling complex complete with a gas station and a motel, only the signs and a vast, empty parking lot remain.

California:

• Barstow: A Whiting Brothers Motel once operated in Barstow. However, photographs and further information about its current status are unavailable.

• Newberry Springs: This station, complete with vintage gas pumps displaying a price of 33 cents per gallon, closed its doors in 1968. Currently owned by Mary McGee, a long-time resident of Route 66, the property is envisioned as a future museum and gift shop. This location is believed to be the only remaining Whiting Brothers Station still standing in California.

New Mexico:

• Gallup: A Whiting Brothers Motel once graced the town of Gallup, as evidenced by vintage postcards. A Thriftway gas station with a "Free Coffee" sign pole might indicate the location of a former Whiting Brothers station.

• McCartys/San Fidel: Situated between these historic Route 66 towns was a large Whiting Brothers complex, including a motel and a gas station. Abandoned due to fire damage, the old gas station remains. The site where the motel once stood is now nothing more than a parking lot and debris. However, the majestic sign still stands.

• Moriarty: While no longer owned by the Whiting Brothers, this station is the only one still in operation, thanks to Sal Lucero, a long-time employee. Lucero purchased the station from the Whiting Brothers in the 1980s and retained the name, preserving a piece of Route 66 history.

• Tucumcari: The Hotel Americana in Tucumcari was once part of the Whiting Brothers empire.

Texas:

• Shamrock: The Sugar Shack occupies what was once a Whiting Brothers gas station. While gasoline is no longer available, visitors can enjoy donuts and cappuccinos inside the vintage building.

The Whiting Brothers’ story is a microcosm of the larger narrative of Route 66, a tale of entrepreneurial spirit, roadside culture, and the enduring allure of the American West. While their physical presence may be fading, their legacy continues to resonate, reminding us of a time when the journey was just as important as the destination. The Whiting Bros on the Mother Road are more than just a memory.