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In 2020, real-estate agent Alanna Gold purchased Pioneertown, a historic small town set against the desert backdrop of San Bernardino County and adjacent to the Joshua Tree National Park, for an undisclosed amount.
Hollywood legend Roy Rogers, actor Dick Curtis, and others helped to establish the town in 1946 as a live-in Old West movie set and residential community for film industry workers, complete with a bowling alley, newspaper stand, and post office.
Today, Pioneertown is a community with around 420 residents and various unique businesses. Among them are the Moroccan-owned Sukie Modern, a company specializing in rugs, textiles, and home accessories, and Xēba Botánica, a personal care brand known for its handcrafted, plant-based skincare products.
Situated roughly a 41-minute drive north of Palm Springs, Pioneertown has become a popular destination for filmmakers and visitors looking to experience an authentic taste of the Wild West.
In season 8 of Netflix’s addictive hit show “Selling Sunset,” Gold, who makes her debut as one of the newest members of the Los Angeles-based real-estate firm the Oppenheim Group, takes a few of her castmates to the desert town she owns.
The group visits Gold’s modern vacation home, which she bought for $650,000 in 2020. Dressed in full Western attire, they also tour the town and participate in themed activities like lasso throwing.
Ahead of the show’s premiere, Gold spoke with Business Insider about her passion for Pioneertown and the challenges of owning an entire town.
Here are four challenges she’s faced.
1. Revitalization
In a world with a Starbucks on every corner and a strip mall down the street, towns and cities that retain their small-town charm have become increasingly sought after.
Gold said People love Pioneertown for its authentic Western vibe. With wooden buildings, small mom-and-pop shops, and unpaved roads, it evokes a sense of nostalgia in residents and visitors that’s hard to find in the modern world.
As such, keeping the town true to its roots is crucial. However, Gold told BI that preserving Pioneertown’s unique character while attempting to revitalize its image has been challenging.
“Obviously, many people live there and deeply care about Pioneertown and its history,” she said. “Revitalizing the town in a way that keeps the community happy is a huge mission for us.”
2. Gaining trust
Gold grew up in a small town outside Toronto and moved to California after a successful modeling career that took her to countries like Japan and Paris.
She and her husband, Adam Gold, who works in the hospitality and entertainment industry, are based primarily in Los Angeles.
Although the couple doesn’t have familial ties to Pioneertown, they had their first date there and celebrated their 2022 wedding ceremony in the unique location.
“I always loved visiting when we went up there, and from early on, we always knew that we wanted to be a part of the community,” she said. “When we heard Pioneertown was for sale, we seized the opportunity to not only deepen our ties with the community but also preserve a piece of history.”
As newcomers to the community, earning the trust of longtime residents was an important goal for the Golds.
“Being a new owner, there are always questions,” she said. “We’ve been focused on gaining trust and showing that our plans for Pioneertown are good for the community.”
3. Maintenance
Managing the upkeep of a town can be costly and challenging, particularly in a town with older or underdeveloped infrastructure.
Gold said that maintaining plumbing, managing the general upkeep and restoration of buildings, and addressing road and street maintenance in Pioneertown is a constant effort.
“There’s always something that maybe is going wrong,” she said. “You fix something, and it breaks again.”
According to Gold, one of Pioneertown’s biggest maintenance challenges is leveling its dirt roads.
“When it rains, it basically washes away dividers in the road,” she said. “We have to make sure that the roads are always graded so the town is enjoyable for residents and visitors.”
4. Growth
In recent years, a surge of homebuyers and renters looking for more spacious and affordable living options has sparked a population boom in many small towns across the South and West.
This trend has attracted businesses eager to capitalize on the growing demand, resulting in increased development in these formerly quiet communities.
While this has brought new life and prosperity to many of these towns, it also presents challenges, such as strains on local infrastructure and potential shifts in community dynamics.
It’s a situation that Gold is very mindful of.
“Pioneertown and Joshua Tree began to boom after COVID,” she said. “Many people wanted to escape the city and enjoy a slower pace of life, so they started moving out and purchasing homes and land.”
Some residents worry that the zoning rules introduced by San Bernardino County in 2020 could ultimately alter the town’s character.
The San Bernardino Sun reported in July 2023 that these new zoning regulations may reclassify Mane Street as “Rural Desert Commercial,” a designation that would replace the previous restrictions on commercial activity.
“If Mane Street turns into that thing — turns into a mini-mall — the surrounding community, the people that have been here for decades with horses, all that stuff just goes to hell,” Curt Sautter, owner of the Pioneertown Film Museum, told The Sun then.
But Gold said she doesn’t expect Pioneertown to fall victim to rapid growth.
“I don’t see it booming or becoming gentrified like other towns,” she said. “The area has a limited capacity for new housing, gas lines, and wells, so growth is very restricted.”
Netflix’s “Selling Sunset” is streaming now.
