BUSINESS
MILES OF MEMORIES
30
KERRY FIRTH PHOTOS
Every February collectors come from around the country to the Viesta Collection Gas Bash where they can buy, sell and swap memorabilia and back-road
stories. The Alex Viesta Collection is only open for viewing through private appointments the remainder of the year.
Memorabilia business takes collectors
back in time to roadside attractions
BY KERRY FIRTH
The old adage “do what you love and you’ll never
work a day in your life” rings true with the father/
son duo at the Alex Viesta Collection. Often, it’s the
elder of the two who offers such insight, but in this
case, it was the teenage son, Alex Viesta, who chose a path
less traveled and built a successful business buying and selling
antique cars, signage, gas relics and nostalgic memorabilia
along the way.
Alex Viesta was only 12 when he started collecting NASCAR
miniature cars and progressed to Matchbox cars within
six months. From there he went to collecting and trading
Johnny Lightning die-cast cars and on to children’s pedal
cars. It wasn’t long before the unique signage that attracted
drivers into a particular gas station or body shop caught his
attention and he started scouring flea markets, country roads
and trader’s exhibitions for signs from another era.
But the younger Viesta couldn’t stop at collecting just flat
signage when there was a whole world of life-size mascots
and statues designed to reel in customers. While mostly from
the petroleum industry, the collection of vintage signage and
memorabilia fills two huge warehouses with many of the
collectibles from the restaurant and entertainment industries
as well.
With no formal training, the young entrepreneur turned
his hobby into a business by the time he was 14. Now at the
ripe old age of 29, he is a major player in the vintage collectible
game. His father, John Viesta, always supported his son
and 12 years ago he jumped on the bandwagon to join the
adventure. Now the two travel the country collecting, buying
and selling unique pieces of memorabilia. As Alex Viesta >>