Trend Spotted: This Unexpected Theme Has Eventgoers 'Checking (Back) In' to the '80s

Travel gear and accessories brand BÉIS launched in 2018 on the idea that every traveler can jet set in style without breaking the bank. So for its first experiential activation—which popped up in Los Angeles in May 2022—a motel theme felt like an appropriate fit. The BÉIS-branded brick-and-mortar space, which was created in partnership with creative agency MKG, was a 270-square-foot pop-up decked out in all things BÉIS.

A retro motel sign that read “The BÉIS Motel, No Vacancy” immediately drew attention. The exterior of the space also featured a branded photo op that played on a “Greetings from Los Angeles” postcard, plus a faux pool made with painted acrylic, tiled walls with the BÉIS logo, and blown-up campaign imagery of the brand’s Terry Collection.

Inside, BÉIS’s signature neutral color palette with the addition of live greenery make the space feel like a luxe lobby, and bellhop carts staged both inside and outside the BÉIS Motel showed off some of the brand’s core luggage and weekender bags. Meanwhile, a faux elevator served as an interactive touchpoint and photo op: Guests could scan a QR code to activate sound effects and an interactive AR filter.

Next to a check-in desk were shelves that featured core products and fan favorites from BÉIS’ collections. A 1970s-era TV from the Terry Collection’s campaign shoot was showcased, plus BÉIS travel bags and totes, summery coffee table books, and other themed trinkets.

Another fun, on-theme touch? A gumball machine filled with white and black gumballs, where guests could spin to win. If they received a black gumball, they could choose a small product of their liking to take home.

On a BÉIS-branded check-in desk was a pink, retro keyboard, where guests answered questions to sign up for targeted marketing emails. Any attendee that made a purchase on-site received a 15% discount, a reusable bag, and a pink motel keychain boasting the company’s logo. See more: Vacay State of Mind: Shay Mitchell's BÉIS Hosts Motel Pop-Up in LA

Jack Daniel—the man who created the whiskey of the same name—was said to have loved entertaining in his home in Lynchburg, Tenn. That lore was the basis of the brand’s House No. 7 activation, which debuted in February 2017 as part of NBA All-Star Weekend in New Orleans before hitting the road later that year. Inside the retro, motel-inspired experience, guests were able to sip on Jack Daniel’s specialty cocktails, learn about whiskey making, and explore kitschy spaces such as a karaoke room and hallways adorned with luggage carts and suitcases. The pop-up (pictured here in Brooklyn in June 2017) was created by the experiential marketing agency Mirrorball.

House No. 7 is an evolution of the brand’s original Motel No. 7 concept, which was also created by Mirrorball. “House No. 7 took Motel to the next level. In combination with the surprises and the exploratory nature of the motel guest rooms, House gives life to Jack Daniel's specific experiences, creating the perfect balance needed for a well-rounded brand experience—all under one roof," Mirrorball account director Laura Magill told BizBash at the time.

Instead of a ball pit, guests could jump into a pile of fluffy pillows, as a nod to the motel theme. See more: How Jack Daniel’s Took Its House Party on the Road

At the original edition of House No. 7 in New Orleans, staff dressed as housekeepers walked around the event, pushing a cart with toilet paper and cleaning supplies to tie into the theme. See more: How Jack Daniel's Evoked the Spirit of Its Founder

Another iteration of Jack Daniel's House No. 7 took place in July 2019 in Las Vegas, marking the first time the concept took over an actual hotel. The event brought a party atmosphere to the parking lot of the property, with activities that included basketball on a custom court. Inside, the hotel lobby evoked an old Tennessee gift shop with branded decor, while event rooms included a real wedding chapel, a hair salon, a room for pillow fights, and a replica of Lynchburg restaurant Miss Mary Bobo’s. Another room featured a live metal band playing throughout the night; guests were invited to get behind the drum set and test out their skills. See more: Checking In: See How Three Brands Have Launched Innovative Hotel Experiences

Another brand that took over an existing motel was Taco Bell, which offered a branded experience at the midcentury-modern V Palm Springs property in Palm Springs, Calif., in August 2019. The resort featured more than 70 guest rooms outfitted with branded wallpaper, artwork, and bedding that included pillows resembling hot sauce packets. An outdoor pool had branded lounge chairs and floats. See more: Checking In: See How Three Brands Have Launched Innovative Hotel Experiences

The Hulu Motel took over the historic Sportsmen’s Lodge Hotel in Los Angeles in June 2022. The three-day immersive experience was created by New York-based production and entertainment partner m ss ng p eces.

Designed as a destination for fans to “check in to their obsessions," the Hulu Motel referenced various originals on the streaming service, including The Handmaid's Tale, The Kardashians, and Fire Island. And guests were invited to explore the motel, which was outfitted with a lobby, multiple guest rooms, and an outdoor pool area—all while searching for hidden Easter eggs.

The Hulu Motel concept also popped up at Austin City Limits earlier this month. The activation, produced by Live Nation, was an enclosed space with air-conditioning, seating, and drinks set up in a retro-style enclosure with faux wood paneling and concert-style posters. In keeping with the motel theme, the outside area featured a luggage cart setup with green suitcases and branded stickers.

The Hulu activation also included international-mailable postcards featuring artwork from the facade of the space. People were encouraged to write their own postcards and mail them directly from the activation.

A costumed staffer greeted Austin City Limits attendees and handed out branded motel keychains.

Inside the motel, attendees could play with the Hulu vending machine, which popped out short poster tubes full of goodies like koozies, fans, sunglasses, and portable phone chargers in snack-bar packaging. See more: Austin City Limits 2022: Inside the Music Festival's Top Brand Activations

Retro motels may also be having a moment in the hospitality world—and becoming a popular choice for guests who want a unique, picture-perfect event or vacation spot. (Not to mention, individual room entry is an appealing option to COVID-cautious travelers.)

A recent example is the historic Egyptian Motor Hotel in downtown Phoenix. A hot spot from the 1950s until its closing in the 1980s, the motel has been resurrected and will reopen this fall with 49 retro-modern rooms (pictured) and a 250-seat outdoor bar and entertainment venue—dubbed Live at the Egyptian—that plays host to local bands and DJs, art installations, and private events. The original property had been clad with Egyptian emblems, an exaggerated neon sign, and an open-air concept, all of which are preserved in the new retro-chic space.

Another hot spot for nostalgia-seeking travelers is Canada's Drake Motor Inn, a retro-inspired motel in Prince Edward County that's part of the Drake Hotel empire. The 12-room property, opened in May 2019, was designed by Carlo Colacci and Joyce Lo, co-founders of the Drake General Store, with an extensive art collection inspired by midcentury road trips, Super 8 films, and the warm tones of Kodak film.

The retro Drake Motor Inn is a two-minute walk to the Drake Devonshire, which offers private event spaces such as the main dining room that seats 65 or holds 80 for receptions.

Circa Resort & Casino in downtown Las Vegas opened its 35,000-square-foot meeting and convention space in August 2022—and each of its main meeting spaces is named after iconic Las Vegas motels from the past. Highlights include the Starlite room (pictured), named after the Starlite Motel that opened in the 1950s and is still operating today; the meeting space spans 3,572 square feet. Additional rooms are named after the short-lived Galaxy Motel; the old Carousel casino where guests could dine on an assortment of delicacies for just 96 cents; and the Ambassador, which opened in the 1930s and whose vintage sign can still be seen at downtown Las Vegas’ popular Life is Beautiful festival.