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Celebrating 100 years of business in Downtown Casa Grande

hree generations of the Serrano family have had businesses in downtown Casa Grande for 100 years within blocks of the original store on Main Street. The addition of a neon Serrano’s sign in the Casa Grande Neon Sign Park in the fall of 2026 is a reminder of the impact the family had on the business community since the Popular Store opened in 1926. Sons George Jr. and Tony went to work for their Dad at the Popular Store. Tony remembers working at the store when he was in the eighth grade after school and on weekends throughout high school. When he finished at Arizona State University, he started full time with George and his Dad. After their Dad passed, George and Tony worked the store together until it closed in 1989. George’s son Chris worked at the store for many years. His sister Sara did gift wrapping at Christmas. Brothers Phil and Greg worked there occasionally. Greg remembers his Dad thought Greg talked too much to people when he was there, he said with a laugh. Long-time employees were Bernice Clark, Phil Maestas, Ralph Burrell Sr., Julia Robles and Rose Sullivan to name a few. Tony’s fond memories of the store: “Casa Grande was much smaller then so we knew most of our customers and lots of them were close friends. We watched our friends’ kids grow up. There were many times a husband would call and have us or Bernice pick out something for his wife’s birthday and wrap it. Then they would stop by after work and grab the gift to take home. Wives would do the same because we knew their sizes and tastes.”

George A. Serrano is pictured in his store on Florence Street. His father George P. and uncle Albert P. started the Popular Store on Main Street in 1926. In 1954, the store moved to 321 N. Florence St. George A. and brother, Tony, took over ownership of the quality clothing store and operated Serrano’s until it closed in 1989 after 63 years in Downtown.

The Serrano family in the Valley also had an Al’s Ltd. and then a Maverick Western Wear store at various times at the corner of Florence and Third streets. George’s son Chris managed the Maverick after the Serrano’s store closed in 1989. Longtime employee Bernice Clark and Tony Serrano during one of the many days at the Florence Street Serrano’s store.

Serrano’s neon sign dedicated September 2, 2026. A Grande Central Station, Inc. project.

Thank you to Tony and Lynn Serrano for funding the restoration of the Serrano’s sign.

Some of the displays from the store are still in Tony and Lynn’s home.

St. Anthony’s Monsignor Ross blesses the store during its opening. George P., left, and Sarah Serrano pictured with other family members. George A. is second from right.

A view from Third and Florence streets before the Flo’s Coffee Shop/Cook E Jar block was constructed. Valley National Bank is across the street on Second.

An early picture of the new Serrano’s Store as it was transitioning from the Popular Store.

Serrano’s after a facade renovation.

Serrano’s Neon Restored to Glory; Joins Others at Casa Grande Neon Park

18 — NEON SIGN PARK | Kramer Media | 2025

Downtown History Plaques

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1926 SERRANO’S

Brothers George P. and Albert P. Serrano opened Casa Grande’s first clothing store in 1926. They previously opened a store in Chandler in 1919. George P. operated the Casa Grande location appropriately named The Popular Store in downtown on Main Street. After many years on Main Street, the store location was moved to a new, modern building in 1954 at 321 N. Florence St. where it was renamed Serrano’s. During the years when cotton was still hand picked, many farm workers would come to town on Saturdays to purchase boots, jeans and cowboy hats. Serrano’s carried top brands in clothing such as Arrow and Robert Bruce shirts; Jarmin, Florsheim and Nunn Bush shoes. Western wear brands included Wrangler and Levi’s, Resistol and Stetson hats and Justin and Dan Post boots. The brands Catalina and Playtex were popular in women’s attire. Serrano’s also carried Boy Scout uniforms and you could rent a tux for a formal affair. Mr. Serrano’s sons George A. and Tony, later owners of the store, logged in 44 and 33 years, respectively. There were many wonderful people who worked at Serrano’s through the years who were natives of Casa Grande and knew most all of the customers who frequented the store. John Wayne was one of the more famous customers who would occasionally stop by for a new pair of boots when he was visiting his ranch. Of course, he would enter through the back doors as to not attract attention. Serrano’s made it easy for customers to shop for gifts as the staff knew most people’s sizes and clothing preference. Serrano’s sadly closed for business in 1989 after 63 years in downtown Casa Grande. Some family members still have businesses in downtown. The Serrano family acknowledges George P., George A. and Tony for their work in building the Serrano legacy in Downtown Casa Grande.

SERR ANO’S

Serrano’s History plaque on the pillar outside the Central Event Hall at the Neon Sign Park.

Grande Central Station board members Tim Gilroy, Greg Serrano and Michael Sirota assist Jude Cook load up the Serrano’s letters to be restored in Tucson at Cook & Company Signmakers. Jude and his company have done almost all of the sign restoration and all of the installation at the Casa Grande Neon Sign Park.

321 N. Florence St. Just off Hwy. 84 Building Constructed 1954 Serrano’s Sign Dedicated September 2, 2026

Bronze plaques on the post underneath the Serrano’s neon sign at the CG Neon Sign Park.

Benches in th Adobe Tech

Serrano’s Old Town Mexican Cafe y Cantina

ara and then-husband Joe Turner opened the restaurant after the store closed and it was remodeled. There were other Serrano’s restaurants in the Valley, but owned and operated by other relatives. Customers received a bowl of homemade chips and salsa when they were seated and reviewing the menu. Sara remembers Nanie’s Pork Chops as a customer favorite. Most food was Norteno and Sonoran food recipes including Steak Ranchero to Carne Asada. Meats were marinated in their kitchen and they cut and ground their own beef. Shrimp came from the Sea of Cortez. There was a large assortment of combination plates, salads and sandwiches. Items were prepared from scratch. They served margaritas and had an extensive line of imported and Mexican beers. They had live music on the weekends. The restaurant later became Cynthia’s and then Jillian’s. The building burned down from faulty wiring. The cement pad where the store stood is just to the right of what is now Bow Wow Thrift Store, which was JCPenney.

Sara Serrano in the restaurant in the 321 N. Florence St. location that was remodeled after the store closing.

Casa Grande Consignment 315 N. Florence St.

fter JCPenney moved, K & L Antiques bought the building and had auctions there. Debby Martin bought the building from Gary and Debbie Linscott and Chris rented it. This would be his third and final location for Casa Grande Consignment. He operated the store for 31 years. Chris, son Kevin and good friend Janet Knight along with employees contributed to the displays at Christmas in the downtown window display competition. Chris remembered the rivalry they had with Regis Sommers, who had a framing store across the street near the Paramount Theatre building. He said they won the Christmas display contest every year. Marge Jantz said it was Casa Grande’s New York City window display. When Chris decided to retire, he helped Bow Wow Meow Thrift Store and Consignment, the Valley Humane Society thrift store, move from their store on Second Street to take over his location. Chris started working for his Dad George and Uncle Tony in Serrano’s in 1973, worked at Maverick Western Wear and then opened CG Consignment.

Chris Serrano, owner of Casa Grande Consignment, assembles a holiday window display at his store in 2009. Serrano and his staff were known for being the best in the annual window display.

Compiled in August 2026 with the assistance of Tony, Lynn, Greg, Chris and Sara Serrano by Casa Grande Valley Newspapers Inc. Printing Division/Kramer Media.

Landmark Event Center 301 N. Picacho St.

Greg Serrano outside the patio entry to The Landmark Event Center. The 1907 building is on the Casa Grande and National Registers of Historic Places.

reg purchased what had been the Sofia’s Mexican Restaurant building in 2014. The building is on the local and National Historic Registers. The restoration took longer than anticipated because permits had to be approved by the city and the Historic Preservation Commission. Greg officially opened for business in late 2015. The building had been G.W. Johnston Grocery, Hardware and Notions in 1907. Later, John Oliver Wilson purchased the building and operated the town’s first Help Yourself Maytag Laundry until the mid-1950s. In 1959, someone named Sofia helped Mr. Wilson’s daughter, Christine, turn a catering

One of two lights Greg restored from Sofia’s Mexican Restaurant that are now part of the Landmark’s courtyard.

business into a restaurant. In spite of the beautiful neon sign made by Sofia’s relative Pedro Guerrero, the restaurant was only open a short time. In 1961, Christine reopened as Sofia’s Mexican Kitchen until she sold the business in 1982. Joe and Karen Revak bought the building in 1982. In the years that followed, restaurants such as Casa Grande Café and Lupita’s served the community. The building was empty and aging when Joe Revak sold the property to Greg. Greg’s remodel not only included the original building, but now has a covered patio and open courtyard to accommodate more people for rented event occasions. He has added some additional small buildings to enhance the space for his guests.

G.W. Johnston Grocery, Hardware and Notions in 1907.

How It All Began

George P. Serrano and Sarah Martinez married in 1927.

Inside the Popular Store at the corner of Florence and Main streets.

ariano Serrano, the great-grandfather of George Jr., Tony and siblings Bertha, Mitzi, Mary Helen and Sandra, was born in Aires, Sonora, Mexico. Mariano’s first son Luis Perez Serrano became a wealthy man with many business interests in Los Angeles when LA was just a village. There is a Serrano Street in the city named after the family. Luis returned to Mexico and built an empire in Altar. He owned a bank, a general merchandise store, gold mine and ranch properties. One of Luis’ children was George. Luis sent his family across the border to Tucson before the Revolution in Sonora while he settled all his business interests and joined them in Tucson in 1911. Luis had conducted business in Tucson since the turn of the century. George married Sarah Martinez in 1927. They had six children including George Jr. and Tony. Brothers Albert and Luis started their first business venture when they opened

Early family history from the Serrano’s Family Reunion book published October 1999 by Andrew Serrano, Lollie Serrano Sterle with help from Colleen Serrano, Steven Serrano and Mary Ann Rezzonico.

a Serrano’s clothing store in Chandler in 1919. Other family members became involved including George Sr. A second store opened in Gilbert in 1923 and the third store was opened in Casa Grande in 1926 called the Popular Store. The firm bought the Harmon and Diane clothing store at the corner of Florence and Main streets. The store sold clothing to farm workers, Indians and others, and dry goods to the wives. Saturday was a big day and night during the early days. In 1933, George took over the CG store and he moved to Casa Grande. This store became his own. A move to a new building at 321 N. Florence St. was only two blocks from the original store and the family adopted the Serrano’s store name in 1957 at the new store. The brothers always did their buying and merchandising together. They had no quarrels nor sharp disagreements in management or policy, a family history recounted.

The Budweiser Clydesdales during a visit to Casa Grande with the Popular Serrano Bros. sign in the background.

The family still has the early cash register that was used in the Popular Store, Serrano’s and Casa Grande Consignment.

Some early ads from the Popular Store and Serrano’s

The neon Popular Store sign.

Thanks to Arlo Cairo and The Museum of Casa Grande for help with some of these photos from the archives.

Serrano Family Photos

Phil, Linda, Chris, Mark, Sara and Greg. Not pictured: Mac, Yvonne and George’s children.

Yvonne and George Serrano.

Tony and Lynn Serrano.

George and Tony’s sister Sandy with friend Bonnie Kane Parks and mother Sarah Martinez Serrano.

Family Even Bigger with Addition of the Echeverrias George and Tony’s sister Bertha married Robert Echeverria. Robert’s brother Rudy Echeverria married Dolly Biehn, who is Tony’s wife Lynn’s sister. Toinette Smith, Carrie Woolsey and Joseph Serrano, children of Tony and Lynn.