Retro Cool — Chillin’ at the Iceberg Cafe!
BY JOHNNIE MEIER
First appeared in Route 66 New Mexico magazine (Vol. 27, No. 4)
On May 28, 1931, at 3017 East Central in Albuquer-que, something very cool happened. An iceberg appeared! How could this happen? Was the iceberg transported by aliens to Albuquerque through a mysterious transtemporal vortex?
Well, there was an alien, a long lanky Kansan, named C.E. McAdams who claimed responsibility for bringing the Iceberg to Albuquerque, although it was unclear how he was motivated. It is interesting that in the opening day ad in the Albuquerque Journal it was stated that he would be serving frozen custard in "sanitary vortex cups." Aha!
It was a big deal and the newspaper reported that "hundreds" showed up on opening day to gawk at the 75 ft long spike-peaked iceberg which was aptly named MAC'S ICEBERG. Ten cents would get you a serving of frozen custard that day and kiddies would get free custard from 6:00 PM to 8:00 PM. The ad promised "instant curb service"... just blow your horn and you'll be served in a jiffy. Mac's Iceberg boasted the only frozen custard machine in the state.
Well, there was an alien, a long lanky Kansan, named C.E. McAdams who claimed responsibility for bringing the Iceberg to Albuquerque, although it was unclear how he was motivated. It is interesting that in the opening day ad in the Albuquerque Journal it was stated that he would be serving frozen custard in "sanitary vortex cups." Aha!
It was a big deal and the newspaper reported that "hundreds" showed up on opening day to gawk at the 75 ft long spike-peaked iceberg which was aptly named MAC'S ICEBERG. Ten cents would get you a serving of frozen custard that day and kiddies would get free custard from 6:00 PM to 8:00 PM. The ad promised "instant curb service"... just blow your horn and you'll be served in a jiffy. Mac's Iceberg boasted the only frozen custard machine in the state.
Left: Check the white polar bear on the roof (below and to the right of the CAFE sign).
Right: Grand opening, May 27, 1931.
Right: Grand opening, May 27, 1931.
The Iceberg made it through the summer, but was in financial trouble and ordered sold by the district court on May 1, 1932, to pay off creditors. At the time McAdams stated he had spent over $8,000 ($135,000 in 2019 dollars) to build and equip the Iceberg.
It was acquired by new owner A.F. Warren on June 7th, 1932, and was reborn as the Iceberg Inn, featuring fine cuisine that included T-Bone steaks (50 cents), country fried chicken (50 cents), "delicious fancy sandwiches," and of course, frozen custard. Music and dancing were also offered as noted in a July 16, 1932, ad that announced that radio blues songsters the Hollingsworth Sisters would be appearing with no cover charge.
On March 11, 1934, Frank Furtenberry ran an ad announcing a Flower Day with free flowers at the new service station he was opening at the Iceberg, stating he would have a contest to name the new station with a $50 prize for the selected name. Seems as though the "Iceberg Service Station" was the name selected. That's an easy $50!
In 1937, the Iceberg was greeted by new admirers: Route 66 was rerouted from the Santa Fe loop to instead come into Albuquerque from the east right down Central Avenue. The Iceberg could now become a real Route 66 attraction and Central Avenue was about to go boom.
In March, 1938, the magazine Albuquerque Progress showed the Iceberg being loaded up on a truck preparing to be hauled away to its new location at 5219 East Central. The Iceberg was going to be replaced by the $100,000 Lobo Theater. Its new location was described as "The last outpost of civilization" amid sagebrush and cacti. An iceberg would be one of the first things Route 66 travelers would see coming into Albuquerque. Imagine!
It was acquired by new owner A.F. Warren on June 7th, 1932, and was reborn as the Iceberg Inn, featuring fine cuisine that included T-Bone steaks (50 cents), country fried chicken (50 cents), "delicious fancy sandwiches," and of course, frozen custard. Music and dancing were also offered as noted in a July 16, 1932, ad that announced that radio blues songsters the Hollingsworth Sisters would be appearing with no cover charge.
On March 11, 1934, Frank Furtenberry ran an ad announcing a Flower Day with free flowers at the new service station he was opening at the Iceberg, stating he would have a contest to name the new station with a $50 prize for the selected name. Seems as though the "Iceberg Service Station" was the name selected. That's an easy $50!
In 1937, the Iceberg was greeted by new admirers: Route 66 was rerouted from the Santa Fe loop to instead come into Albuquerque from the east right down Central Avenue. The Iceberg could now become a real Route 66 attraction and Central Avenue was about to go boom.
In March, 1938, the magazine Albuquerque Progress showed the Iceberg being loaded up on a truck preparing to be hauled away to its new location at 5219 East Central. The Iceberg was going to be replaced by the $100,000 Lobo Theater. Its new location was described as "The last outpost of civilization" amid sagebrush and cacti. An iceberg would be one of the first things Route 66 travelers would see coming into Albuquerque. Imagine!
Left: Iceberg advertisement, August 13, 1931.
Center: Closeup of the Iceberg, probably 1930s.
Right: No visible pumps, maybe late forties.
Center: Closeup of the Iceberg, probably 1930s.
Right: No visible pumps, maybe late forties.
Seems things went well for Dewey and Bonnie White while they managed the Iceberg in the late-thirties and early-forties, promising "Fine Food, Good Coffee and Hot Biscuits" ...day or nite... with dancing, curios, and a truck stop. The Iceberg even caught the attention of Russell Lee, the famed WPA photographer in July, 1940 whose iconic Iceberg photo is on file at the Library of Congress. Claude Shaus bought the Iceberg in 1945 and sold it in 1946. In 1947, ads for the Iceberg were promoting "good, wholesome food."
On September 27, 1947, a crazy thing happened...the Iceberg CAUGHT ON FIRE! What? Headlines across the world picked up the story trumpeting "Iceberg Catches Fire In Albuquerque Desert." SENSATIONAL! Well, OK, that worldwide headline never happened, but it should have! The Iceberg really did catch fire and the damage, mostly water and smoke, was reported as extensive between the ceiling and the high peaked roof.
The Iceberg reopened and a 1949 newspaper ad boasted Mexican food, sea food, steak ,and chick-en, and get this ... TELEVISION NIGHTLY. Now, this was pretty cool since TV was a novelty in 1949.
That was the first year you could buy a TV from a Sears catalog. There was only one TV station in Albuquerque in 1949, KOB (NBC). KGGM (CBS) and KOAT (ABC) didn't start broadcasting until 1953. Hey, Uncle Miltie is hosting the Texaco Star Theater tonight on KOB. Yippee!
On September 27, 1947, a crazy thing happened...the Iceberg CAUGHT ON FIRE! What? Headlines across the world picked up the story trumpeting "Iceberg Catches Fire In Albuquerque Desert." SENSATIONAL! Well, OK, that worldwide headline never happened, but it should have! The Iceberg really did catch fire and the damage, mostly water and smoke, was reported as extensive between the ceiling and the high peaked roof.
The Iceberg reopened and a 1949 newspaper ad boasted Mexican food, sea food, steak ,and chick-en, and get this ... TELEVISION NIGHTLY. Now, this was pretty cool since TV was a novelty in 1949.
That was the first year you could buy a TV from a Sears catalog. There was only one TV station in Albuquerque in 1949, KOB (NBC). KGGM (CBS) and KOAT (ABC) didn't start broadcasting until 1953. Hey, Uncle Miltie is hosting the Texaco Star Theater tonight on KOB. Yippee!
Left: In 1938 the Iceberg was loaded up and moved from 3017 E. Central to 5219 E. Central.
Center: Never before published photo of Iceberg in the snow. Late thirties, early forties.
Right: Iceberg advertisement, August 1932.
Center: Never before published photo of Iceberg in the snow. Late thirties, early forties.
Right: Iceberg advertisement, August 1932.
In the early-fifties the Iceberg Cafe was no more, having morphed into a used car dealer doing business as the Shaw Motor Company. In May of 1953, the Albuquerque Journal reported "Iceberg, Long Landmark, Gone for Good." It reported the building was purchased by I.A. Boren of Fort Sumner and was being trucked to a location on State Road 85 in Bernalillo. The newly vacant lot where the Iceberg once stood would be the site of a new modern gas station.
The Iceberg became the Iceburg in Bernalillo, as spelled out on the new sign erected next to the cafe. The cafe served food through the late-sixties but was a collapsing building as shown by a photo taken in 1973. The Iceberg has melted away into history.
But wait...there's more!
You may have noticed the weird ART (Albuquerque Rapid Transit) bus stops in the median of Route 66 running through town. These bus stops are topped by these strangely spikey white canopies. Have you ever wondered what was the inspiration for the de-sign? It has been reported that the white canopies are an homage to the Iceberg Cafe!
If that is so, where is the bear?
The Iceberg became the Iceburg in Bernalillo, as spelled out on the new sign erected next to the cafe. The cafe served food through the late-sixties but was a collapsing building as shown by a photo taken in 1973. The Iceberg has melted away into history.
But wait...there's more!
You may have noticed the weird ART (Albuquerque Rapid Transit) bus stops in the median of Route 66 running through town. These bus stops are topped by these strangely spikey white canopies. Have you ever wondered what was the inspiration for the de-sign? It has been reported that the white canopies are an homage to the Iceberg Cafe!
If that is so, where is the bear?
Left: Iceberg circa 1950.
Right: The "Iceburg"—yup, the sign spells if Iceburg—in Bernalillo (Photo by Roger Alt).
Right: The "Iceburg"—yup, the sign spells if Iceburg—in Bernalillo (Photo by Roger Alt).
Left: By 1973, Bernalillo's "Iceburg" was collapsing (Photo by Joe McKinney).
Right: The Albuquerque Rapid Transit (ART) bus platform, inspired by the Iceberg?
Right: The Albuquerque Rapid Transit (ART) bus platform, inspired by the Iceberg?
