Ted’s Frostop at 3100 Calhoun St., with its iconic 14-foot-tall root beer mug and brightly colored neon signage, remains a rare example of the mid-20th century drive-in fast-food restaurants that became ubiquitous as American culture became increasingly reliant on automobiles and highways.
Recently announced plans to develop new student housing for Tulane University would require demolishing the classic mid-century modern landmark. Renderings published on NOLA.com show the root beer mug and signage awkwardly tacked on to a proposed three-story grey box, as Frostop will remain a tenant in the new development. The project will be developed by the Robert family of Robert’s Fresh Market.
Starting in 1954, Frostop had numerous locations across the greater New Orleans region, including on St. Charles Avenue (where McDonalds now stands), as well as in Marigny, Algiers, Gentilly, Jefferson, Metairie, Arabi, and Kenner.
In October 1957, The New Orleans States published an advertisement stating, “Now Accepting Applications for Counter Waitresses at University-Frostop,” specifying that the “new uptown drive-in need[ed] fast, reliable workers, day or night, full or part time.”
Interestingly, the enormous root beer mug, which signaled Frostop locations to drivers across the country, was manufactured locally. In March 1958, the New Orleans Items published an article boasting that the “revolving root beer, daily becoming familiar al [sic] over the United States, is but one of the applications effected through Industrial Electric, Inc., 3227 Magazine.” The article notes that the “whirling mug…was originated by Thurman Ganus, New Orleans distributor over several states for the chain.” The mug took on a new significance in New Orleans after it toppled during Hurricane Katrina and was then reinstalled in 2012.
Ted Sternberg bought into the local franchise from Ganus in 1955, giving the Uptown location its eponymous name.
The building is located in the local, partial-control Carrollton Historic District which requires approval from the Historic District Landmarks Commission for demolitions. The next HDLC meeting is scheduled for April 8. PRC will provide details on the agenda closer to the date.
