Roadside attractions on Route 66 came and went with varying degrees of success and durability but perhaps one which has been comprehensively forgotten and about which little history survives was the Frontier Museum between Santa Rosa and Cuervo in New Mexico.
But, back in the 1950s, when people would stop at almost anything to break a tedious journey, the Frontier Museum, around 10 miles east of Santa Rosa, welcomed countless visitors. The kids were attracted by the exhibits, the ‘real’ cowboys and the Wild West trading post, the adults probably more so by the cafe and the chance of a cold beer.
The Frontier was a complex which included the museum, complete with not very well painted murals on the side, the Trading Post, a service station, the Old Gay 90s Frontier Bar and three residential houses, all constructed in Western style. It was run by William S and Lucy Pearl Wilson; Lucy had been born in Pratt, Kansas, but moved to her husband’s home town of Texline in Texas when she was 18. William was a car mechanic and railroad worker and they lived in Texas with their two children, Charles and Jaunita (known as Nita) until buying the Frontier.
The museum was, as is the case with these places, a mixture of the old and the faux. Albuquerque carpenter, Roy Mattson, spent a year building a full scale exact replica of a Concord stagecoach in which retired rodeo rider, Hondo Marchand, would give rides to tourists. (Either this wasn’t a huge success or he fell out with the Wilsons because, by 1959, he was over in Anderson, Indiana, giving rides to shoppers at the Hoosier Supermarket.) Hondo, incidentally, was, as a young man, taught rope tricks by Will Rogers at the 101 Ranch in Bliss, Oklahoma and travelled with Will Rogers’ Wild West Show. He – and the stagecoach – would later retire to Texas with his wife, Dot.
Why the Wilsons chose to move in middle age to New Mexico to run a tourist attraction and cafe is unknown, but by 1960 they had clearly had enough. The complex was advertised for sale or trade in the Clovis News-Journal of 11th December 1960 and, at the bottom of the advert, Mr Wilson plaintively wrote; ‘I would like to retire’. Eventually the Wilsons did retire – although no-one was interesting in buying the property – and then Lucy died suddenly in 1977.
It was finally the end for the Frontier Museum which had been shut up for years. The contents were sold to an orthodontist in southern California; Dr Alan Barbakow bought everything from sets of false teeth to ten horse-drawn wagons, much of which he used to decorate his offices. There was so much stuff that he hired 10 volunteers to each rent a car and trailer and transport the artifacts from Santa Rosa to Santa Clarita where the wagons were all restored before being put on display.
Dr Barabakow retired around five years ago but he continues to cherish his collection of Western paraphernalia. The Frontier Museum and its buildings have not fared as well. After William Wilson’s death in 1983, the place was abandoned. Little remains of the buildings which housed the museum and cafe, while the Trading Post and service station are mere shells. Where people stopped to see cowboys and stagecoaches, the traffic thunders by on I-40 with few people even realising that was ever anything there.
For photos from 2003 before the place became completely derelict, I recommend http://www.lightrainproductions.com/Trip%20Reports/Frontier1.htm