The Discovery of Roger
Roger, a restored 1976 Dodge W100 truck at La Esquinas in Old Town San Diego, preparing to become a rolling mural by artist Memuco.
Roger's Second Life: The Discovery of a Rolling Canvas
Some discoveries happen in the mountains.
Others happen in the desert.
Roger was discovered in a front yard.
At first glance, he looked like an old truck whose best days were long behind him. But beneath the faded paint and worn-out parts was a story waiting to continue.
Roger began life in 1976 at the Dodge assembly plant in Newark, Delaware. Fresh from the factory, he wore bright yellow paint and rolled out equipped with four-wheel drive, power steering, an AM/FM radio, and a wide brown vinyl bench seat large enough for three people to ride comfortably across America's highways and back roads.
For years, Roger did what trucks were built to do. He worked, traveled, carried people and cargo, and quietly collected stories along the way.
Much of that history remains unknown.
By the time Roger was found in Pomona, California, age had taken its toll. He could still start, but barely. Moving forward was difficult, and reverse was often the only direction he seemed willing to go. One fuel tank had cracked beyond use, electrical systems had failed, and most of the comforts he once carried had fallen silent.
Many people would have seen a worn-out truck.
We saw potential.
Roger was brought home with the intention of restoring him, but the journey would be far from simple. An early attempt at rebuilding left him completely dismantled. Every panel, every bolt, every component was removed until only the bare frame remained.
For a moment, it appeared that Roger's story might end there.
Instead, that was the beginning of his transformation.
Piece by piece, Roger was brought back to life. Parts were sandblasted and primed. The frame was cleaned, repaired, and recoated. Glass was removed and restored. Months were spent tracking down replacement parts and rebuilding systems that had been neglected for decades.
Eventually, the right team came together.
A rebuilt engine gave Roger new strength.
A rebuilt transmission and transfer case gave him new purpose.
An entirely new wiring harness restored the electrical heartbeat that had long since faded away.
Then came the details that turned restoration into renewal.
Fresh white paint replaced his original yellow finish.
The bench seat was reupholstered.
The interior was redesigned in black and white.
Panels, trim, and countless small details were carefully restored by hand.
Roger was no longer simply an old truck.
He had become something new.
Today, Roger lives at La Esquinas in Old Town San Diego. He runs strong, starts with confidence, and serves as a reminder that restoration is about more than repairing what is broken. It is about honoring the past while creating something meaningful for the future.
And his story is still unfolding.
Surrounded by the colorful murals of artist Memuco, Roger is preparing for his next transformation. Soon, the truck itself will become a canvas—carrying the spirit, stories, and artwork of La Esquinas wherever the road leads.
Some discoveries reveal gemstones hidden in the earth.
Others reveal murals hidden on historic walls.
Roger reminds us that sometimes the greatest discoveries are waiting beneath years of rust, dust, and forgotten dreams.
Built in 1976.
Discovered in California.
Reborn at La Esquinas.
Continue the Journey
Roger's story is still being written.
This 1976 Dodge W100 is a rolling canvas featuring original artwork by Memuco, carrying the spirit of La Esquinas beyond the corner of Congress and Twiggs.
DISCOVERY #002
