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BY GARY HERRON It’s not the first old motel on Central Avenue, aka Route 66, in Albuquerque to be refurbished, nor will it be the last. It’s just nice to have the Imperial 400 Motel, built in 1964, gussied up but a total renovation inside and out, look new again in November 2024. The “400” from the original name is a goner, but back in 1974, you could have owned a directory of the Imperial 400 motels nationwide—there were 91 of them in 32 states, coast-to-coast, but only one in New Mexico: this one. “Stay with us at night. Start the day right,” it proclaimed on the directory’s cover. According to socalarchhistory.blog.spot.com, these Imperial 400s “took note of the award-winning and extremely popular tract housing designed by Southern California architects Palmer & Krisel, and in 1959 commissioned them to design a prototype motel and the rights to build using their design on four other sites. P&K designed the first motel, then obtained the building permit and oversaw construction of the $240,000 complex on Sunset Blvd. across the street from Hollywood High School. … The design proved so wildly successful that Imperial immediately launched its franchise campaign and began building motels with virtually the same design all across the United States.” “The firm adopted a logo of a thrifty Scotsman in a kilt and the slogan, ‘Aye, royal accommodations at thrifty rates.” In 1987, Interpart S.A., a Luxembourg-based firm, bought the chain and it was dissolved. Numerous Imperial 400s still exist, but under different names – until recently. The Duke City facility was known as the Imperial Inn Motel. Veteran Route 66 travelers will recognize the “butterfly-sun flap” on this building, typical of Imperial 400s through the years. Of course, today you can’t get the front desk or call a thrifty Scotsman by dialing the old number. New on the site is the Imperial Dive Bar, the “Mojo Rising” coffee shop, featuring Red Rock Roasters—with the beans roasted onsite—and where guests check in. Also new on the property are retail spaces and an events center for gatherings, including weddings, board meetings, etc., plus a laundry room. The neon sign has been restored and put back into operation. Located at 701 Central NE, you could still use the copy on the back of the vintage 1960s postcard that guests could have sent to their friend and relatives, like people used to do: “Located in downtown Albuquerque, near the junction of routes 25 and 66. A pleasant place to stay for rest, relaxation, or to make a headquarters for your business trip into the heart of the city. Large swimming pool. Restaurants nearby.” Well-known Duke City photographer Dick Kent took the photo for the postcard (pictured below).  “I think it that it’s is something that is new and fresh,” said Miguel Duran, of Somos Destinations and the motel’s hospitality area manager. He’s a 22-year veteran of the hospitality industry, with the last 20 years spent in New Mexico. “The food hall and all the revitalization of this area, specifically, I think it has a lot to offer.” “I also think we’re keeping the original concept, and the theme of the property speaks to Route 66 as well,” Duran added. “I think it’s a great place to stay if you’re looking for adventure.” And it’s become a place for employment, with 20 employees at the Imperial. The Imperial Motel is .7 mile west of University Blvd. There are 55 units, and 18 of those are suites. The standard rate starts out at $159, said Duran. It has eight unfurnished apartments and extended-stay units, primarily for travel nurses. “It’s extremely well-lit; the parking lot is very well-lit,” Duran said, when asked about security. “We also provide security services from 7 a.m. to 7 p.m. every day.” A special event on Nov. 20 attracted Duke City media and those curious to see what’s new at the Imperial; a ribbon-cutting took place in January 2024, although “a lot of elements were missing” that day.  Left: The renovated Imperial Motel. Right: Miguel Duran, of Somos Destinations and the motel’s hospitality area manager
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