These days, Colfax — or ‘coolfax’ as it’s becoming known — represents a sort of grungy-chic part of the city, full of retro motels begging for re-imagining, art galleries, pubs, tattoo and coffee shops, boutiques, breweries, dispensaries, and loads of people.

After being considered an “undesirable” part of town for so long, groups like 40 West Arts have worked tirelessly in recent years to regain its vibrancy by supporting small businesses and the arts.

White Swan Motel was purchased in 2021 by local design and development group, The Sursy, who updated and converted the motel into a shelter: a clean and safe space to host families experiencing homelessness in partnership with Jefferson County Human Services.

Colfax Avenue’s history starts with the Colorado Gold Rush in the 19th century, with the long dirt road serving as a major thoroughfare in and out of the mountains.

Eventually, the storied avenue became part of the US 40 Interstate, which in its heyday ran from San Francisco to Atlantic City, making the busy street a great opportunity for businesses in the 1950s.

And then in the 60s and 70s, I-70 was built, tourists stopped coming, and Colfax fell into disrepair, with many businesses and landmarks declining, leaving room for some of the more modern day images associated with the street, of abandoned lots and dilapidated buildings, of prostitution and drugs.

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White Swan Motel has been a destination for western-bound travelers for more than 80 years.

Originally owned and managed by John Capelli, what was known in 1937 as White Swan Modern Auto Court was also his family home for decades, complete with a retail store front, a pool with giant elm trees lining each side, and a large faux Swan at the entrance; a figure purchased on a whim by Mr. Capelli from City Park in the 1930s. “It was fragile,” remembers Cathy Lile (John’s granddaughter who lived at the motel with her sisters and parents as a child). “It was taken off of a boat called The Miss Denver.”

The White Swan was the furthest west building on Colfax at the time of its construction in 1940, with the neighboring Mesa Motor Lodge and Rocky Mountain Motel built around the same time. The build was originally financed by Glenn Miller: the American big-band trombonist, arranger, composer, and bandleader in the swing era. He was the best-selling recording artist from 1939-1942!

Fun fact? John Capelli’s father was Angelo Capelli, who was the original owner of My Brother’s Bar. (…still one of the best burgers in Denver, if you ask us!)

Plans to rebuild White Swan Motel, restoring it to its former glory - and then some! - are underway. The Sursy has teamed up with Shelterbelt Design to reimagine the landmark, designing a redevelopment plan to align with the neighborhood’s 2040 Vision and answer the question: What if 40 West converted an historic motel into an arts-centric boutique motor inn?

When we rebuild (not for a few more years), the shelter operations will be moved to a new (larger / newer / better equipped) facility in Jefferson County. The Sursy’s plan is then to create a ‘hand-hold’ between the boutique motel and the shelter, using luxury tourism to fund the shelter operations.