A motel with artistic twist

Posted by Rich Schwartzman on July 11, 2024

This mural in Room 1 at Artelo is about the Underground Railroad. It’s called “Keep Going,” as was done by a group of anonymous black women who call themselves MISCAR, which is racism spelled backward.

Artelo is the new name for the former Birch Inn in Kennett Square, and it has an artistic twist to it.

Artelo is the latest venture by Kennett Square’s Square Roots Collective, (SRC) which also owns The Creamery. Both are on Birch Street in Kennett Square and Artelo is part of the same property as Kennett’s Hank’s Place location.

The name addresses Artelo’s connection with art. As Stephanie Almanza, SRC’s project lead said, “It’s an immersive art experience in an operating motel.”

And the art isn’t just pictures hanging on the wall. Any hotel or motel can do that. The artwork at Artelo is made up of 14 murals, a unique mural in each of the 14 rooms, each mural by a different artist.

Some of the pieces are open to interpretation.

The Birch Inn has been closed for about 10 years, but SRC bought the property in 2016. At the request of Family Promise, the collaborative opened it up to house some of the homeless during the COVID pandemic.

Almanza said reopening the motel was always on ownership’s mind, but they first wanted to get The Creamery up and running.

Anthony Racaniello, Square Roots Collective marketing director said the company’s philosophy is to turn its profits back to the community.

“As Stephanie mentioned, Artelo has housed some homeless folks through Family Promise, and Artelo will continue its support for Family Promise’s efforts here on Birch Street with some homes we’ve rented,” Racaniello said. “That’s the bridge between the two. Artelo is a great place to stay with some fantastic art in each of the rooms, and the Creamery, of course, is a great community gathering space. And in both, for every dollar you spend for a night’s stay here or a beer and burger there’ goes back to the community.”

That return to the community, he said, can be in the form of trails through Kennett Trail Alliance, or working with Family Promise or other programs such as Voices Underground, which endeavors to create racial healing through storytelling, especially about the Underground Railroad which ran through Kennett Square.

As for the cost of a stay, Racaniello said that runs about $230 per night, which is competitive with other places in Kennett. Booking rooms will start Aug. 1.

Scores of people took a preview tour of the facilities Thursday evening.

One visitor, Don Hoff, a friend of Square Roots Collective founder Mike Bontrager, said “Wow. I’m intrigued by each room. I think the uniqueness to each room, and the culture in each room is pretty amazing. I want to stay one night in each room. I may make that a goal over time. And to think that one of the [murals] took six hours and another took six days, the diversity is amazing.”

Scores of people tour the newly opened Artelo, the former Birch Inn on Birch Street in Kennett Square.

Pam Webster used to work for Square Roots Collective and is overjoyed by the project.

“It’s been an idea for such a long time and it’s so cool to see it come together and come to fruition. It’s wonderful,” she said. “Seeing the Square Roots Collective vision come true is really pleasing for me. The fact that this has come together just warms my heart. The whole Square Roots Collective is all about giving back to the community.”

The rooms, of course, are the showcase of the project. The mural in Room 1, is about the Underground Railroad, said Greg Thompson of Voices Underground. He said the mural is a collaborative work by several anonymous black women artists out of Philadelphia.

“We don’t know who they are, but they go by ‘MSICAR’ which is racism spelled backward. They’re trying to undo racism with their art. They painted the black and white roadways showing the collaboration of the Underground Railroad, and the arrows showing movement. The letters spell out Keep Going, which was Harriet Tubman’s motto. This piece is called Keep Going.”

Murals in other rooms depict native flora and fauna, while others are open to interpretation, according to several of the guides who gave their own.

For more information on Artelo, or to book a room, visit the website.

About Rich Schwartzman

Rich Schwartzman has been reporting on events in the greater Chadds Ford area since September 2001 when he became the founding editor of The Chadds Ford Post. In April 2009 he became managing editor of ChaddsFordLive. He is also an award-winning photographer.