Say Hi to Sleepy Bear

 

A 1960s era TraveLodge billboard still stands outside Albuquerque, New Mexico
Highway Hasman Photo

Just south of Albuquerque, New Mexico, on a pre-1937 stretch of Route 66 is a 1960s era TraveLodge roadside billboard featuring Sleepy Bear.

Next to Sleepy Bear, the ad reads “Ahead 2 Locations Central Avenue Exit.”

The iconic bear has been a part of the TraveLodge and roadside experience since 1954 (14 years after the first Travelodge opened in San Diego, California) when the brand’s “Ambassador of Adventure” was introduced. Sleepy Bear was seen all over including on billboards, postcards, and matchbook covers.

Sleepy Bear may be one of the most loved hotel mascots in North America, Rui Barros, former TraveLodge brand senior vice president, said in 2012.

Neither of the Albuquerque TraveLodge locations mentioned on the roadside ad (615 Central Ave. NE and 3711 Central Ave, NE) exist anymore. The 3711 Central Ave. location, which changed names a couple of times, is now Hotel Zazz while the other former TraveLodge is a Days Inn.

As for Sleepy Bear, while the design for the iconic logo has changed over the years the bear is fortunately still around. In fact, people can join Sleepy's Adventure Club. As a club member, people will receive an activity booklet that consists of a log where they can jot down places they see during their trip or adventure, a crossword puzzle and other games, and a passport to be stamped at the location they are staying at.

On that next drive down old 66 on the way to or from Albuquerque, check out that 60s era Sleepy Bear billboard and see what generations of Americans saw when they took that great American road trip out west.