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Cafe DeLuxe


Cafe DeLuxe

Full Description


Martin Etcheto opened DeLuxe Laundry in 1943 at 1540 Locust Street. After World War II ended, families across the nation took to the highways for leisure and travel. Roadside motels began to appear all across America to serve these automobile travelers. In Reno, motels popped up along 4th Street which was part of the coast to coast Highway 40, formerly known as the Lincoln Highway. Commercial laundries such as DeLuxe Laundry played an important role in laundering their sheets and towels.

In 1950, Mr. Etcheto had DeLuxe Laundry’s new, modern 10,000 square foot facility constructed at 1690 Wells Avenue, one block from the old location. The new building featured steel roof trusses that transferred the roof load to the exterior walls, eliminating the need for interior support posts. This created a wide open space for the huge industrial laundry equipment including a massive boiler. The building was constructed of Reno brick, manufactured at the Reno Press Brick Company on west 4th Street.

When it came time for Mr. Etcheto to retire, he decided to reward the hard work and dedication of his employee Rosa Kolbet who had worked for him since the laundry’s early days. Mr. Etcheto sold DeLuxe Laundry to Rosa and her family in 1966. They put down $10 and made monthly payments to him for several years. Rosa’s son Richard worked at the laundry and her husband Ralph, (known as Shorty), was a sheet metal worker by trade who repaired and fabricated many pieces of equipment for the operation. He came to work at the laundry after his retirement from the sheet metal industry. Richard’s son Layne joined the family in business in the early 1980’s.

DeLuxe Laundry remained open until it was sold in 2005, but after the sale, it sat vacant for 7 years. In 2012, Haberae Homes purchased the building and began work on Dozen at the DeLuxe, a project aimed at preserving the original character of DeLuxe Laundry while giving the iconic building a new purpose. The 10,000 square foot space was divided into a dozen individual units: ten residential lofts, The Boiler Room Art Gallery and Cafe DeLuxe.