Astro Motel Transforms into Santa Rosa Cultural Hub
The historic 34-room Santa Rosa motel is rebranding itself as a destination for film, theater, and variety performances.
Updated on Oct. 15, 2026 in Other — General
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Management at the Astro Motel has repurposed the 1963 property to host various cultural events including theater, film, and dance. The initiative aims to shift the motel into a creative venue for the Santa Rosa community.
Why it matters
The transformation of the motel serves as a strategy to reposition the property as a cultural destination rather than just a place to stay. By utilizing its lounge and courtyard, ownership hopes to foster greater engagement with local artists and residents.
The motel currently features 34 rooms and charges $15 for tea dances and the Out Loud variety show, while Rocky Horror Picture Show screenings are priced at $20.
The players
Eric Anderson
He is an owner of the Astro Motel who began renovating the 1963 property in 2017.
Liza Hinman
She serves as a co-owner of the motel and has been instrumental in the property's recent redesign.
Valerie Liu
She took over as the general manager of the Astro Motel in November 2025.
Cheryl King
She is a local instructor who began teaching improv theater classes at the motel earlier this year.
The details
Management partners with local impresarios to host performances, utilizing a repurposed vintage sign as a makeshift stage for DJs. Future programming includes a screening of Serial Mom in 2027 and plans for immersive theater experiences using guest rooms.
Timeline
The Astro Motel first opened in 1963.
Property renovations began in 2017.
Tea dances in the lounge and courtyard began in February 2026.
The Out Loud Writers Hour takes place October 21, 2026.
Rocky Horror Picture Show screenings occur October 22-24, 2026.
Industry Dynamics
This project follows the national trend of repurposing mid-century roadside motels into boutique cultural hubs that prioritize local art programming. It reflects a shift away from traditional transit-based lodging toward specialized hospitality experiences.
Residents can attend variety shows and film screenings on-site with ticket prices ranging from $15 to $20. The programming provides local access to performances that utilize both the lounge and courtyard areas of the property.
The takeaway
The Astro Motel is demonstrating how independent lodging can diversify its revenue through community-focused arts programming. Property owners should note that converting underutilized common spaces into performance venues can enhance local brand recognition.
What happens next
The motel will host the Out Loud Writers Hour on October 21, 2026, followed by Rocky Horror Picture Show screenings from October 22-24, 2026. A film screening of Serial Mom is scheduled for May 2027.
Further reading
Learn more about local events and developments at the Santa Rosa Other — General section.
More information
For a full schedule and ticketing details, visit the Astro Motel information and event portal.
Source note: This article includes information reported by Santa Rosa Press Democrat.
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