Construction of the Rock Cafe began in 1936, during the Dust Bowl Era of the Great Depression. The original building costs were $100 for the land and $5 for the local sandstone that was left over from the construction of Route 66 which came through town in 1926. The cafe opened in 1939 and the neon sign was installed a year later. On a research trip for the "Cars" movie, the Pixar crew met the owner of the cafe, Dawn Welch, and were inspired to begin developing the character Sally Carrera after her. You can see a likeness to Sally next to the working neon sign on West Main Street in Stroud, OK
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