Pearls Cherokee

Branding your business can get tricky. For example, according to 'Inc.' magazine, Clairol launched a curling iron called "Mist Stick" in Germany. The problem? "Mist" is German slang for manure. And when Coors launched its "Turn It Loose" slogan in Spain, they didn't realize it translated to a Spanish term for having diarrhea.

'Inc.' also lists Big Beaver Stump Grinding, Dick Cleaners and Carpet Services, Hoe Repair, and Dykes Lumber Company as real businesses operating at one point in the US of A.

So I can't get too hung up on the fact that I'm not sure what the real name of Pearl's Cherokee Lounge actually is. It's a mystery, really. The beautiful sign on the facade reads "Pearl's Cherokee Inn" but the sign along the road reads "Marie's Pearl's Cherokee." A neon sign inside reads "Marie's Cherokee Lounge" but the shirts being sold read "Pearl's Cherokee." Their email is “pearlscherokeelounge@gmail.com”.

That's five different names right there. Plus, a 2017 'Texas Monthly' article refers to it as "Marie's Cherokee." I wouldn't be surprised if there were more versions. This would be a disaster for Google search results—if anyone working here cared a flying fart. I suspect they do not.

But it's also well-documented that I'm a fan of establishments clinging to arbitrary rules, whether it's banning forks or making you wear a shirt, for some reason. So arbitrary naming conventions don't bother me either. I'd love to stop back in here one day and poll some patrons to see what they think the real name is. I bet that would be illuminating.

Branding aside, at Pearl's Cherokee Lounge—yes this is my favorite version, so I'm running with it—has been truckin’ since 1964. People here find their future in the past. It's open every day and the owner, Marie Williams, brings in dinner for the regulars over the holidays. They have darts, pool, video slots, and a vending machine to keep patrons occupied when they're not nursing a stiff drink.

I think most people will agree that Pearl's Cherokee Lounge has all the requirements for a solid dive. But can they agree on the name? That's another story.