The millennial brothers who crafted Pioneertown’s hip desert vibe
Candles flickered on long wooden tables beneath a sprawling mulberry tree as Matt French stepped in front of the doorway of his sleek Pioneertown home, holding a drink aloft. Dressed in fitted jeans and a dark western shirt, he welcomed the roughly 60 guests who had assembled in his front yard for the kickoff event of the High Desert Art Fair that would take over the 19-room Pioneertown Motel he owns with his brother Mike.
“We’re super honored to be hosting this event and hosting tonight,” said Matt, addressing a crowd that included local artists, musicians and well-heeled art world types from L.A. “This is the exact kind of event that we want to have in the desert.”
Although the French brothers were not directly involved in the art fair itself, the evening’s itinerary had their fingerprints all over it. Dinner was held in front of the expansive compound they share, and the food — perfectly grilled tri-tip with chimichurri, sourdough bread with cultured butter, flatbread pizzas — was prepared by the owners of the Old Town Public Market, a yet-to-open organic deli and wine bar that would soon occupy another building the brothers own in nearby Yucca Valley. After dessert, the ringing of an old-fashioned triangle bell alerted guests that it was time to cross the road to the Red Dog Saloon, another French brothers business, where Shepard Fairey was already DJing to a packed crowd that spilled onto the rustic porch, the cacophony of laughter, bass and cigarette smoke wafting down the town’s main drag.
It was just another dreamy, highly curated night in the high desert of Matt and Mike French’s making.
Vintage design details abound at the French brothers’ properties, including the Pioneertown Motel.
Few people have had more influence on the modern aesthetic of the sun-drenched desert near Joshua Tree National Park than the two brothers from Portland whose properties regularly pop up in travel publications, Instagram reels and “best of the desert” lists. Since buying the Pioneertown Motel in 2014, Matt, 42, and Mike, 37, have built a portfolio of businesses that tap into the mythology of the California desert — part cowboy, part Rat Pack, part cosmic traveler. Across historic restoration projects like the motel where Gene Autry once played cards all night, the Red Dog Saloon where 1940s film crews unwound after long days of shooting and the Copper Room, a restaurant and bar at the Yucca Valley airport that was a favorite of Gram Parsons, their properties give tourists and locals alike a taste of the desert’s history and glamour all while making it feel like patrons have just stumbled upon these magical spots themselves.
Now, the brothers, along with Eric Cheong, a designer and the third partner in their company Life & Times, are expanding their unique vision to other parts of the desert with two new projects. In late 2026, they will open Lord Fletcher Inn, a 1960s-era steak house in Rancho Mirage where Frank Sinatra occasionally stepped behind the bar. Miracle Hill, the brothers’ colorful take on a geothermal bath house in Desert Hot Springs, is slated to open at the end of 2027.
The French brothers purchased the 1960s-era restaurant Lord Fletcher’s in Rancho Mirage, where Frank Sinatra occasionally tended bar.
Designer Eric Cheong, left, on the porch of the Red Dog Saloon, with Matt and Mike French.
With these two new businesses, as well as an ambitious expansion of the Pioneertown Motel, including an extension of the Western facade of Mane Street that was approved in December, the brothers say they feel a renewed commitment to the desert community where they have lived and worked for more than a decade. Although they toyed with the idea of doing projects in other parts of the country, they ultimately decided that the world they have created in this dry desert landscape is too valuable to leave.
“The lady at the post office has treats for my dog and knows my dog’s name,” Mike said. “You can’t buy your way into community like that. You have to earn it.”
The French brothers’ story may sound like a desert fairy tale, but they insist it wasn’t always that way.
Although they’d been traveling to Palm Springs for family vacations since they were kids, it wasn’t until 2009 that Matt first drove up the rocky mountain pass to Pioneertown and fell in love with the funky desert community originally built in the 1940s as a working film set. After learning that the rundown motel across the street from Pioneertown’s iconic roadhouse and concert venue Pappy & Harriet’s was for sale, Matt, who was working for a boutique hotel company at the time, convinced Mike to join forces with him and buy it. It took five years of starts, stops, heartbreak and nearly giving up before the deal finally went through in 2014.
“Matt was really the driving force,” Mike said. “I was like, this is nuts, but I’m in.”
Those early days were challenging. One of their first orders of business was to evict the previous owner’s weed dealer who had been living in one of the rooms rent-free. The manager at the time was known to yell people off the property. Skilled workers were hard to find, and the desert’s popularity as a tourist destination had not yet ballooned.
Mike and Matt French are setting the stage for their next venture, Miracle Hill, a geothermal bath house in Desert Hot Springs.
“In retrospect it can look very obvious and very, like, ‘Oh, of course, the hotel’s cool and it’s right next to Pappy’s,’” said Matt. “But that is not what it felt like back then.”
The brothers also had to contend with a notoriously fierce local community that was deeply suspicious of the lanky millennials from out of town.
“We had our claws out and our guns cocked,” said David Miller, 81, a longtime local and the president of Friends of Pioneertown. “But it turned out that they are model citizens.”
For two years, the brothers ran the motel remotely while continuing to work other jobs — Matt for a real estate company that did large-scale development in Portland and Mike for a ticketing and events start-up in L.A. In 2017, they decided they needed a home base in town and bought a rundown house with an even more rundown barn a 10-minute walk from the motel. They have since renovated it into two homes just yards from each other with a shared backyard that includes a pool, sauna, cold plunge, hot tub and custom-built hammock that can hold up to 20 people. In 2018, they moved in full time.
A Pioneertown Motel pick-up truck, spotted outside the kitchen window of Matt French’s home.
Two years later, in August 2020, they opened the Red Dog Saloon, a full-scale renovation of the historic bar of the same name that originally opened in 1946. The brothers say they weren’t necessarily looking to open a new business — they just really wanted another place to eat and drink in town besides Pappy & Harriet’s. Their original plan was to create a 16-seat whiskey bar in a small building across from Pioneertown’s picturesque Post Office, but their partners, restaurateurs Adam Weisblatt of Last Word Hospitality who operates Hermon’s and Found Oyster and Eric Alperin from the Varnish, suggested they look at the much larger Red Dog Saloon instead.
“They were like, ‘You can actually make money that way,’” Mike said about the restaurant and bar that can serve as many 1,000 people a day. “And we were like, ‘Yes, that’s a great point.’”
The same team came together again to open the Copper Room, a higher-end, full-service restaurant at the Yucca Valley Airport that opened in 2022 on the site of a dive bar they used to frequent called Wine & Roses.
In 2020, the brothers opened the Red Dog Saloon, a full-scale renovation of the historic bar of the same name that originally opened in 1946.
“At the time we really weren’t sure if Yucca Valley could support that kind of dining experience,” Mike said. “Now we have a $200 tomahawk steak served tableside on the menu and they sell out. There is no way we could imagine that happening when we opened.”
As they did with the motel and the Red Dog, the brothers and Cheong leaned into the history of the space when designing the Copper Room. They kept the curved bar where Gram Parsons drank his last margarita intact but went with a 1950s vibe in the main dining room, with heavy brocade banquets and floral wallpaper, nodding to the restaurant’s opening in 1957.
Cheong said that across each project, he and the French brothers leaned heavily on the space’s unique history for design inspiration.
The vintage-style entrance into Red Dog Saloon.
“We really base it around story and lore,” Cheong said. “The spaces merge together because there is a similar strategy, but it’s not a style. It’s not a color palate. It’s like a feeling of respect and honor, but it’s also our twist on it.”
The brothers’ three businesses were thriving, but in 2023, they found themselves in a lull. “We were having trouble figuring out what to do next,” Matt said. “ We have a very specific criteria of what we want to do and we were like, maybe we look outside of the desert. Maybe things here are plateauing.”
The brothers already had one property outside of the desert — Captain Whidbey, a historic lodge and resort on Whidbey Island in Washington that was named one of the best hotels in the world by Travel + Leisure in 2020 — but ultimately they concluded that the price of leaving Pioneertown to start over somewhere new was too high to pay. They had invested years into building relationships with the high desert’s eclectic community. Somewhere along the way they had also come to feel like chosen family.
The French brothers and Eric Cheong leaned into the history of the space when designing the Copper Room.
“So many things were pulling us in different directions, but life is more personal than business,” Mike said. “So we committed to the desert, which was not just committing to doing business in the desert, but was really committing to living in the desert.”
Since then, more opportunities have opened up. The brothers purchased Lord Fletcher’s in 2025 after a real estate agent happened to mention a 1966-era steak house in Rancho Mirage was for sale. Miracle Hill came about in part because the town of Desert Hot Springs is eager to grow its reputation as a destination for geothermal bathing and offered to help them find a suitable location. For the brothers, it represents the first time they are creating a space from the ground up. Construction has yet to begin, but they have already crafted a story for the space that builds off the community’s early 20th century history and mystical geology.
“The core narrative is that it feels like an eccentric, gregarious host’s home that you are going into,” Mike said. “And the mountain alignment, the sun, the wind, the faults and the geothermal water are the five forces that create a vortex-type energetic field deal. So we’re kind of leaning into that.”
At the same time, Mike revived the community’s historic Pioneertown Gazette, which he originally started printing as an in-room publication but has since expanded to a weekly newsletter that enthusiastically highlights the growing calendar of events happening at several venues across the high desert. And in the next few years, the brothers plan to begin construction on the next phase of the Pioneertown Motel, which will include a swimming pool, restaurant and 47 new rooms.
A game of horseshoes at Pioneertown Motel.
Signage pointing to the Red Dog Saloon.
Pioneertown’s history buffs, and there are many of them, will tell you that the picturesque community has a long history of newcomers showing up with dollar signs in their eyes, hoping to make it big in the desert. But few, if any, have been as successful as the French brothers at making those businesses come to life. It helps that they have a good sense of design and an intuitive understanding of what people want. It also helps that they’ve attracted like-minded people like Jeffrey Baker, the warm and personable general manager at the Copper Room and future general manager of Lord Fletcher’s who excels at management (a self-described weak point for Matt and Mike) and makes everyone he meets feel like an instant friend.
But their true secret sauce might be that aside from the motel, their businesses are designed to cater to the local community at least as much as to tourists.
“People here love these restaurants,” Matt said. “They love the Red Dog, they love the Copper Room, they love the Gazette. So we felt that vibe shift of people being supportive and excited about what we’re doing.”
It also helps that over the last few years, some bad actors have demonstrated what the alternative might look like, with new management at Pappy’s that alienated locals from their longtime watering hole and a wannabe developer who floated much-maligned plans to build a concert venue and a massive glamping complex in Pioneertown. (Both parties have since left the area.)
“I think that has given some people some perspective that having locals do it right, and seeing that we are committed, has really made a difference,” Matt said.
Mike and Matt French walk down Pioneertown’s Mane Street.
It’s been a winning business formula, but if you believe the brothers, there’s more to it than that. Creating spaces where everyone from foreign tourists to drunken bachelorettes to crusty locals to families with young kids feels comfortable and welcomed is all part of the desert ideal they’ve been curating for more than a decade.
Mike said that there’s nothing like seeing Pioneertown old-timers drinking with their buddies at the Red Dog.
“It’s so good,” he said. “And then you find other people who get lit up by the same silly thing, and it’s like, maybe it’s not so silly. Maybe it’s the whole point.”
