Story by Roxann Edsall
Photos by Mackenzie Free
Submitted Photos
In the heart of Gadsden, there stands an unassuming brick apartment building. It seems rather unremarkable for 2024, but if one were to step back in time just a few decades, to the year 1930, this same building was quite remarkable.
It was Feb. 12 at 10 a.m. when the doors officially opened for business at the swanky, 10-story brick Reich Hotel. Adolph Reich, the hotel’s owner, was commended by industry peers for the quality of the furnishings and décor. Dignitaries and guests celebrated Gadsden’s modern luxury hotel on into the early morning hours.
The hotel business had been a part of the Reich family since Adolph’s father, Hungarian-born David Reich, purchased Gadsden’s Printup Hotel in 1894. The Printup had been built by the Gadsden Hotel Company in 1888, in large part as a response to housing needs that resulted from the addition of the Rome-to-Gadsden branch of the Southern Railway. A train station was conveniently located across the street from the hotel’s lobby.
David and his wife, Lottie, owned and managed the Printup until David’s death in 1914. At that time, Adolph took over ownership and made major renovations to this property and began dreaming of building a more modern facility. The opening of the Reich Hotel 16 years later was the fulfilling of a promise made to his mother, that one day Adolph would build his dream hotel for Gadsden.
Gadsden, at the time, was an important port city. People and goods moved along the Coosa River, bringing much-needed supplies, guests and new citizens, many needing a temporary place to stay. The 1930 opening of the Reich Hotel was both perfect and challenging timing for Adolph’s new venture.
It was good in that the new Goodyear Tire Gadsden plant had just been built, and executives needed lodging. It was unfortunate timing in that the hotel opened just a few months into the start of the Great Depression. Despite the bleak times, the hotel thrived, and Adolph and the Reich Hotel became well known in the community. Reich’s hotel business continued to do well through World War II and into the early 1960s.
The Reich was the site of many social affairs over the years, ranging from weddings to high school proms. “I used to be a schoolteacher, and we had a lot of Christmas parties there at the Reich Hotel,” said Gary Garrett, president of the Etowah Historical Society. “It was beautiful. My mother was a hairdresser, and she used to have a lot of the beauty conventions there, too. I knew the son, Bobby, through my mother.”
Adolph’s son, Robert “Bobby” Reich had graduated from the University of Alabama and gotten into the hotel business himself, building the Guest House Hotel in Birmingham. Bobby eventually sold that hotel and returned to Gadsden to help manage the Reich Hotel.
By the mid 60s, the interstate highway systems made traveling by car more popular, and the hotel industry began to lean more toward “motel” type properties, downplaying the grand lobby style hotels. In response, Adolph took out a bank loan, and Bobby oversaw a major remodel of the Reich, beginning by tearing off the roof to build a patio and swimming pool and adding the additional comfort of air conditioning. Then a motel wing was added, and the name was changed to the Reich Motor Hotel. All rooms were refurnished with modern furniture. The old furniture was sent to the Printup Hotel, which Reich still owned.
Bobby’s son, Wade Reich, was in 7th grade when they put in the pool at the Reich, and he remembers enjoying that. But, he admits, he had an even better time in the elevator. “I loved operating the Otis hand-crank elevator,” he says. “We’d crank it up to the 6th floor and then let it drop to the lobby. Your stomach would be up in your throat. That was a lot of fun!”
The transition to the motor hotel model and the million-dollar renovation were the beginnings of the end for the Reich Hotel. Marketing the new motor hotel product did not go well. Bobby ended up selling his family’s Gadsden home and moving into the Reich Hotel to keep it afloat.
When that didn’t work, in 1972, the Reich Hotel was sold, and the family moved into the Printup. The hotel building is still standing, now renamed Daughette Towers and operates as a government-subsidized apartment building serving seniors and disabled adults.
With the Reich Hotel closed, Bobby and his wife, Jane, focused their efforts on the Printup Hotel. They converted a space where Mrs. Tarpley’s Flower Shop had been in the Printup Hotel and opened a small café they called the Whistle Stop. However, the new café wasn’t enough to revive the aging debt-ridden hotel, which was, by now, surrounded by vacant buildings. In December of 1973, the Printup checked out its final hotel guest.
The Reichs retained ownership of the building, offering spaces for ground leases, including a car repair shop, barber and beauty shops, a taxi service and a dress shop.
While Bobby and Jane focused on saving the Printup, their son, Wade Reich, completed his college degree in business administration and marketing. After graduation, in 1974, he and his parents painted the Printup lobby and opened a new restaurant called Poppo’s, the name paying homage to Wade’s grandfather, Adolph.
The restaurant stayed in business until 1978, when, Wade says, “it became apparent the future would be better for family if we sold the building.”
Having sold the building, Wade went to work for Dan Wallace, the inspiration for the movie Big Fish, whose company specialized in grocery store premiere promotions. That venture ended up sending him to London, which led to a new job with a similar business in Paris.
Wade and his wife, Jennifer, spent 14 years living in Paris. Although he loved Paris, Wade does have one regret. He never attended the famed Le Cordon Bleu culinary school. “I could have done Cordon Bleu, but I didn’t,” Wade laments. “It’s crazy! I’d spent countless hours taking customers to all the fine restaurants in Europe. I wish I’d done it.”
Wade and Jennifer returned to the Birmingham area in 2002 to be close to his aging mother. He worked in the grocery store promotions business again for a little while. Then a friend asked him to help run a gas station in Pell City. He came to run the Chevron station near downtown Pell City. Then, in 2008, he and his business partner bought the Texaco station across the street. In 2009, they started smoking butts and ribs there for holidays under the name Butts To Go.
In the 15 years since it opened, Butts To Go has been featured in several publications internationally, including The Toronto Star, USA Today, The Guardian (London), and in Southern Living magazine. They were also featured in the cookbook travelogue The South’s Best Butts by Matt Moore. In late 2021, Butts To Go left the Texaco, and after a brief partnership with The Kitchen, they landed in the old Dominos location on Mays Drive.
Wade has worked long hours all his life and admits to being a “tinkerer.” He started a new venture last year with his son, Eakin. By day, Wade works at Butts To Go, but at night, he’s busy helping wherever he is needed at The Grill at the Farm, a restaurant which opened just nine months ago off Logan Martin Dam Road.
Eakin returned to Cropwell from Key West, where he was food and beverage director at Jimmy Buffett’s famed Margaritaville Beach House Resort. Now he manages The Grill and is busy developing plans for the next stages of the property’s growth. “It owns me,” Eakin admits. “It’s been fun being here from the ground up. And it’s good to be near family.”
Plans for the future of the 62 acres the restaurant sits on are still in the development stages, Wade says. “We’re trying to figure it out,” he adds. “We have event space right now for 130 people. If we fixed up the barn and added a kitchen out there, we would be able to do bigger things. We’re still working on what it will be.” Whatever The Grill is or is to become, he says, “we wouldn’t be doing this if Eakin weren’t here.”
As busy as they are, the Reich family continues to give back to community that has supported their businesses. Recently, they helped with food for events for Dovetail Landing, a veteran transition and wellness facility being built in Lincoln, and for the Wellhouse, a home for female victims of human trafficking in St. Clair County.
Family, hospitality and community. The legacy now lives on through five generations of the Reich family.
