George R.R. Martin turned a dead bowling alley into Santa Fe’s trippiest art maze

The House of Eternal Return by Meow Wolf

In 2015, George R. R. Martin took a big risk on an old bowling alley in Santa Fe. The Game of Thrones author spent $2.7 million to buy Silva Lanes after Meow Wolf’s Vince Kadlubek pitched him the idea. The space had sat empty since 2008, but soon 135 artists got to work.

They built a wild Victorian house with secret doors that lead to more than 70 rooms filled with art. When it opened in March 2016, fans came in droves – 400,000 in just nine months.

The House of Eternal Return turned a dead bowling alley into an art landmark that put Santa Fe on the map for a whole new kind of traveler.

A Fantasy Author Meets Art Rebels at His Movie Theater

Vince Kadlubek worked at George R. R. Martin’s movie theater in Santa Fe when he pitched the Game of Thrones author a big idea. The Meow Wolf art group needed a home after years of making short-term art shows around town.

Kadlubek asked Martin to invest in their dream for a permanent art space. Martin liked the young artist’s plan for an art experience unlike anything in Santa Fe.

The fantasy writer, who built rich worlds in his books, connected with Meow Wolf’s bold creative vision.

From Gutters to Galleries: The Bowling Alley Transformation

George R. R. Martin bought the empty Silva Lanes bowling alley in January 2015 for $2. 7 million.

The 33,000-square-foot building sat unused since 2008 when a bank took it over. Located in an industrial area of Santa Fe, the building needed major fixes.

Most tourists never came to this part of town. The bowling alley’s huge open space gave Meow Wolf the perfect blank canvas for their big plans.

The Landlord Wore Black: Martin’s Unusual Business Deal

Martin made a deal where he became the landlord while Meow Wolf kept total creative control. This setup gave the artists stability they never had before.

Martin’s money covered both buying the property and funding major building fixes. Meow Wolf agreed to pay rent once they started making money.

This partnership between a fantasy writer and art group broke the normal model of arts funding in Santa Fe.

Hammers and Art Supplies Replace Bowling Balls

Work crews started in April 2015, tackling the huge fix-up project.

Martin’s team handled the big structural changes, including electrical, plumbing, and safety upgrades. At the same time, 135 artists gathered in a warehouse across the street to build parts for the art space.

They worked in teams, creating everything from glowing forests to spaceship interiors. The plan aimed to finish by fall 2015.

A Victorian House Hides Portals to Other Worlds

Artists built the main feature: a full-sized Victorian house with a strange backstory about the Selig family. Hidden throughout the house, visitors find doorways leading to more than 70 unique spaces.

These include a glowing forest with musical trees, an alien spaceship, and a mastodon skeleton you can play like an instrument. Every room has things you can touch and play with, from light displays to musical stairs.

Money Problems Almost Derailed the Project

Despite Martin’s big investment, Meow Wolf needed more cash.

The group started a Kickstarter campaign that raised over $100,000 from fans excited about the project. Several private investors added more funding to help finish building.

Artists got crafty with materials, using recycled items to stretch their budget.

Many artists worked for very little pay, believing the project could change their careers and Santa Fe’s art scene.

The Clock Ticked as Opening Day Approached

Building delays pushed the opening from fall 2015 to spring 2016. Artists worked day and night during the final months, some even sleeping on-site.

Fire marshals asked for last-minute changes to make the unusual space safe.

The tech team spent weeks testing all the interactive parts, fixing problems in the sound and lighting. As opening day got closer, tired artists put final touches on their work.

The Doors Open to a New Kind of Art Experience

House of Eternal Return welcomed its first visitors on March 18, 2016.

Lines wrapped around the building as curious locals and tourists waited to see what replaced the old bowling alley. Inside, people gasped as they found hidden passages and things to play with.

Kids crawled through tunnels while adults played musical instruments built into the walls. Critics loved how the space mixed art, theater, and technology.

Crowds Flocked to the Former Bowling Alley

The art space drew 400,000 visitors in just nine months, far more than anyone expected. Tourists began planning trips to Santa Fe just to visit Meow Wolf.

Photos of the colorful, weird spaces spread across social media, bringing more visitors. People spent about two hours exploring, with many coming back multiple times.

Local businesses near the once-quiet area saw more customers as Meow Wolf visitors looked for nearby restaurants and shops.

Awards and Recognition Pour In

House of Eternal Return won the big Thea Award in 2017, putting it alongside major attractions from Disney and Universal Studios. Art magazines that rarely covered Santa Fe began writing stories about this new space.

The project brought new life to a forgotten neighborhood. Martin earned praise as a forward-thinking supporter of the arts.

The installation showed that immersive art could make money while staying true to artistic values.

A Small Art Collective Becomes a National Phenomenon

Success in Santa Fe fueled Meow Wolf’s expansion to other cities. They opened new installations in Las Vegas, Denver, and other locations across the country.

The company grew from a scrappy collective of artists to an organization employing hundreds of creative professionals. Santa Fe remained their creative headquarters, where new ideas get developed.

The bowling alley transformation established a new model for immersive art experiences that continues to influence museums, galleries, and entertainment venues nationwide.

Visiting Meow Wolf Santa Fe, New Mexico

You can explore George R. R. Martin’s transformed bowling alley at 1352 Rufina Circle, where the Game of Thrones author helped turn Silva Lanes into Meow Wolf’s House of Eternal Return.

Tickets start at $25 for New Mexico residents, and you should book online ahead of time. Download the Meow Wolf app to find hidden stories as you explore.

There’s no time limit, so take as long as you want. Kids 3 and under get in free.

This article was created with AI assistance and human editing.

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