Sterling Roberts, the celebrated coffee house entrepreneur from Austin, is bringing new energy to Marfa, Texas. After successfully transitioning Big Sandy Coffee from a food trailer to a brick-and-mortar establishment at the same location in Marfa, Roberts is now embracing the unique challenge of revitalizing the iconic Lost Horse Saloon.
This well-known bar, previously at East San Antonio Street and rebranded as the “World Famous Lost Horse Saloon” in 2020, was shut down in March. It left tens of thousands in unpaid sales and alcohol taxes, as reported by The Big Bend Sentinel. The sudden closure marked a pause in the saloon’s colorful history, casting uncertainty over this cherished local venue.
However, Roberts, with a proven record in the coffee industry, is stepping forward with a vision to reinvigorate the Lost Horse Saloon’s heritage and inject new vitality into Marfa’s nightlife. The community is abuzz with anticipation, as Roberts’ innovative approach to the saloon scene promises to attract both locals and tourists.
Emphasizing the preservation of the venue’s character and distancing from the previous operator’s issues, the saloon will be reintroduced with a new name. Likely to be called “The Pony,” the affectionate local nickname for the Lost Horse, this rebranding sidesteps potential confusion with authorities and insurers and celebrates the venue’s deep-rooted history.
Big Sandy Coffee, which recently opened its brick-and-mortar location in the same spot where the trailer once stood, has quickly become a Marfa favorite. Roberts’ involvement with “The Pony” is poised to strike a similar chord with those yearning to reconnect with a bygone era. The excitement surrounding this historic establishment’s reopening is palpable, and the Marfa community eagerly anticipates a spirited new chapter in a communal icon’s life.
Roberts is actively reimagining the saloon, concentrating on aesthetic and functional enhancements that align with the historic charm that made the original venue a landmark.
“The Pony” represents more than a new business venture; it’s a love letter to a cultural cornerstone in Marfa. Sterling Roberts’ entrepreneurial flair is set to enrich the local social fabric, and the community can hardly wait to enjoy the blend of tradition and modernity.
Locals and tourists alike are encouraged to watch for “The Pony” in Marfa, where they can participate in the exciting reawakening of a timeless Texan tradition.
