Built in 1906 and located on the corner of 5th and Mary Street, the Artesian Manufacturing and Bottling Company Building (also labeled the AMBC) was the very first purpose-built manufacturing plant for the Dr Pepper company. The world-famous soda was invented in Morrison’s Old Corner Drug Store in Waco in 1885, quickly outgrew its soda fountain operations, and moved into the facility to fully kick-start the business. The building’s unique Romanesque look designed by local Waco architect Milton W. Scott connects it to some of the most iconic historic buildings in the city. The AMBC was one of the early designs to launch Milton’s career, influencing his individual style and eventually, several aspects of the built environment of Waco in its prime. Its architecture has established it as one of the most significant structures in the downtown area and it is listed on the National Registry of Historic Places as the historic home of Dr Pepper, the oldest major soft drink in the United States.
In 1953 the AMBC miraculously survived a deadly tornado that killed 114 people and took off a large portion of the third-floor roof. It was quickly repaired to resume bottling and the building continued as a manufacturing plant until 1965 when they could no longer support both the production of bottles and aluminum cans. With little room for the larger machines, the building was vacated and fell into major disrepair. Hoping to lessen the eyesore it had become and revitalize the downtown area in the late 1980s, plans were made to save the structure and establish the Dr Pepper Museum. After extensive rehabilitation, many aspects of the original internal structure were saved and the outside has largely been undisturbed or restored to the original 1906 look. Opening its doors on May 11, 1991, the Dr Pepper Museum and Free Enterprise Institute has now been in operation for over 30 years and has received two awards from the Waco Historic Landmark Preservation Commission for its excellence in preservation. The museum later expanded into a second historic building right across its courtyard to expand its collections and archival storage in 2007, administration offices in 2011, and an additional gallery and soda fountain in 2016.
As the only non-profit and museum on the list of case studies for Waco, this particular site holds special importance. It is often the assumption that the major use for historic properties and especially those that will be converted or considered for adaptive reuse will become museums. Older homes, significant structures for local history, and sites of community pride are easily labeled as prime candidates for this kind of conversion and they are even the most likely to be successful in that type of preservation. The form closely follows the function. However, they can often end up in competition with one another for limited resources within a small city or overwhelm their audience bases with too many options concentrated in a single area where historic districts abound. It can be difficult to adapt an older building to the needs of exhibit space, collections storage, and the needs of a diverse audience. While the right intentions are present, they often are underwhelming in their execution and do not outlast the initial generation of enthusiasm or support. Thus it is important to consider many factors when deciding to place a museum in a historic building for adaptive reuse. Many similar points are made in the reports done by the Summerlee Foundation to advocate for more sustainable historic institutions as mentioned elsewhere on this site.
With these aspects in mind, the Dr Pepper Museum remains a prime example of success because several factors capitalize on its particular situation. Its brand identity is of course a major factor in its recognition and popularity. Though not owned or operated by Keurig Dr Pepper, the institution is dedicated to the history of the Dr Pepper company and the story of the free enterprise economic system via the soda industry, making it very accessible as a mission topic. With its origins in Waco, it establishes an especially unique engagement that can be cultivated as the birthplace of one of the most popular soft drinks in the world. Its prime location downtown greatly benefits its visibility as it is easily accessed by foot traffic and tourists. The careful retention of the historical integrity of the main museum building has been a challenge for its age but remains a key factor in its preservation. Their dedication to educational exhibits and experiences remains a great draw and firmly places it as one of the most well-known attractions in Waco. Altogether, this creates a strong foundation for a thriving history museum and a vital historic structure.