Capri Motel (Demolished)
Jacksonville, FL
Photo courtesy Georg Balandran

There was something about the Capri Motel sign that brought to mind a magic show or fortune teller. Whatever inspired the design, it gave this Jacksonville property a distinctive introduction. Along busy North Main Street, a sign with a little mystery had a better chance of catching your eye than another plain motel advertisement.

The Capri dated to the 1950s motel boom, serving travelers entering Jacksonville on U.S. 17. An adjoining restaurant made it possible to stop for both dinner and an overnight stay without another trip down the highway. That combination was especially useful to motorists arriving after a long day, while the unusual marquee helped them recognize the place before reaching the entrance.

UPDATE: The Capri Motel has been demolished, and the property has been redeveloped. Its memorable roadside sign is gone as well. Photographs preserve the display that once gave this stretch of North Main Street an extra bit of personality, even if the inspiration behind its design remains a mystery. 07-26

Sunset Terrace Motel (Demolished)
Sarasota, FL
Photo courtesy Steve/Back on Tack

Across the street from the Family Inn are two beauties - the Allamanda (see below), which you will notice has some Florida wildlife that wanted to be in the picture, and the Sunset Terrace Motel. Along with the retro sign, the Sunset seems to have much of its original lawn furniture out front. Many thanks to Steve/Back on Tack for info.

Opened in 1949, the Sunset Terrace arrived as postwar automobile travel was reshaping Florida tourism. Its courtyard arrangement and later swimming pool reflected the amenities motorists came to expect from a vacation motel. Efficiency units accommodated longer visits, allowing guests to settle in while exploring Sarasota’s beaches and attractions rather than packing up again the next morning.

UPDATE: The Sunset Terrace Motel has been demolished. Its roadside sign remained for a time after the buildings disappeared, marking the former property when little else was left to identify it. That final reminder has since been removed, too, leaving photographs to recall another lost stop along U.S. 41. 07-26

Arvilla Motel
Treasure Island, FL
Photo courtesy Steve/Back on Tack

The Arvilla Motel has a great design jog in it that also serves as its name plate. There are a great number of motels on this strip. Many thanks to Steve/Back on Tack for info.

Opened in 1952, the Arvilla belonged to the wave of independent motels that helped establish Treasure Island as a Gulf Coast vacation destination. Its smaller scale and beachside setting offered a different experience from the high-rise resorts that later appeared along the coast. Tropical landscaping reinforced the setting without taking attention away from the building’s own distinctive lines.

UPDATE: The Arvilla continues to welcome beachgoers, carrying on its longtime lodging role. The current condition of the original name-bearing architectural feature and any separate vintage signage has not been confirmed. Still, it’s good to see a surviving beach motel from the years when smaller properties helped define Treasure Island’s shoreline. 07-26

Siesta Motel (Demolished)
St. Petersburg, FL
Photo courtesy Georg Balandran

The diving figure on the Siesta Motel sign looked ready to plunge straight into the marquee below. It was a playful way to catch the attention of motorists traveling U.S. 19 through St. Petersburg. With so many motels competing along 34th Street North, a swimmer suspended above the lettering gave this property something worth remembering.

Swimming pools were important selling points during Florida’s roadside motel boom, and the diver communicated that appeal without a lengthy explanation. After hours in a car, the suggestion of a refreshing swim could be persuasive. The figure also gave the sign a sense of movement, turning a practical advertisement into a small roadside attraction in its own right.

UPDATE: The Siesta Motel has been demolished, and its diving-figure sign is gone. Neither the lodging nor its distinctive advertisement remains to greet travelers along the highway. Fortunately, photographs preserve the scene from the years when a little theatrical flair helped sell a night’s sleep in St. Petersburg. 07-26

Winter-Set Motel (Gone)
Sebring, FL
Photo courtesy Dirk Burhans

Sebring offered plenty to enjoy if you liked old motel signs, and Winter-Set Motel contributed its own roadside identity along U.S. 27. Together with neighboring accommodations such as Clayton’s Motor Inn, it recalled the years when a drive through central Florida meant passing a succession of independently named motor courts.

The Winter-Set followed the practical arrangement that made smaller highway motels appealing: straightforward accommodations with parking close to the rooms. The name suggested a place to settle in during Florida’s cooler vacation season, while the sign helped distinguish the property from the next overnight stop. For passing motorists, that recognizable marker could be the deciding factor after a long day behind the wheel.

UPDATE: The former Winter-Set Motel continues operating as the Travel Inn of Sebring. The original roadside sign has been removed, so the property survives under a different identity. Another older motel remains in use along U.S. 27, although the familiar name and marquee pictured here have disappeared. 07-26