"The Surf is coming down because it costs too much to upgrade the ailing building, whose space-age, 1950s furniture has never been replaced and whose mid century look was featured in Architectural Digest. A 30-unit hotel-condo is planned to rise in its place. Each unit could cost near $400,000, as opposed to The Surf's rents of $66 a night." - St. Petersburg Times
The Surf Motel closed on Sunday April 18, 2004. I remember reading about the controversy surrounding its demise online, there was even a website created to encourage support for the Surf. The New York Times reported the story, yet the Surf was demolished and a new condo created.
Built in 1956, the Surf was among a number of Googie Motels on Treasure Island near St. Pete Beach. It had been some time since I had visited this small Pinellas County community, and I was eager to see what had survived since the Surf's demise. I felt a huge sense of relief when I saw the towering monolith of the Thunderbird Motel. The T-Bird must be one of the best neon signs in all of Florida and it appears little changed from its mid-century glory days. Nearby other mom-and-pop beach cottages, motels and apartments appear to be hanging in there.
Love these photos. St. Pete is an absolute treasure trove for mid-century greatness. You might have an interest in my vintage sign photography including some from that area. I have more from around there I still need to post, though.
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Fun stuff- looks like you need more Florida signs!
ReplyDeleteLove the Sea-Jay ! Stayed there a couple times in the late 80’s. It remember the owners being German and their son’s name was Peter.
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