Inside the Lincoln Tunnel Motel: TikTok fame, acts of kindness, and life on Route 1/9

Five years ago, Brian Acosta Arya, manager of the Lincoln Tunnel Motel in North Bergen, set up a camera near the front desk and shot his first viral TikTok video, documenting life inside one of New Jersey’s cheapest roadside lodgings.

Arya said it took five uploads to his channel before it “went viral.” Commenters were curious in part to figure out what the place was about — was it a real account, an ad, satire? All of the above.

Although TikTok users have found Arya’s Channel Through his minute-long comedy segments, those viewers who stick around will soon see the channel evolve from purely hilarious clips (imagine Arya dancing in a cockroach costume) to something more autobiographical, kinder, and more penetrating.

“I didn’t start out like this — I don’t think I have an altruistic bone in my body,” Arya said. “During the pandemic, I took it very seriously because I saw how the industry was affected.”

With nearly a million followers, Aria’s audience identifies with his story. After attending acting school in Los Angeles, he returned to New Jersey, but his career didn’t take off the way he imagined. His father handed him the keys to the family business, and Aria found a way to turn this detour into inspiration for his comedy. Now, his TikTok channel is inspiring those who refuse to give up on their dreams and decide to carve their own path. Last year, the 36-year-old signed with a talent agency.

Managing a 41-room motel is no easy feat. The bulletproof glass in the lobby alone reminds you of the risks of running a hotel open to the public 24/7. At the same time, working the front desk gave him the opportunity to be face-to-face with people at their worst moments in their lives, and taught him the value of a little kindness. While the rooms were cheap, some people couldn’t afford even that. In fact, he started a no-questions-asked program to offer a free night’s stay to those in need. What protected Aria was his vision. He figured that at least he could provide these people with a roof over their heads for one night. “The stories I heard would make anyone want to lend a hand,” Acosta said.

A soft-hearted person sometimes has problems with guests taking advantage of him. During the pandemic, the Lincoln Motel was occupied by 10 squatters due to pandemic restrictions on evictions and a backlog in the judicial system. Last month, a judge finally processed the last eviction.

Outside the motel, the buzz of cars speeding along Tonnell Boulevard is almost deafening. Arria speaks loudly to be heard over the traffic hurtling toward the Lincoln Tunnel. The building was built in the 1960s as a diner. Acosta’s father, now in his 80s, bought the property with seven other investors after he immigrated to the United States. He eventually bought out the other partners. Arria lived in one of the rooms for a short time as a child with his family.

Today, the motel charges $75 a night. There are other cheap lodgings along Highways 1 and 9, but this one is the cheapest. Acosta last raised rates during the pandemic, by $5. His goal, of course, is to renovate the whole place. But being affordable is a badge of honor.

“Maybe in a few years we’ll raise our prices again and see how it goes. We’re the cheapest motel on the road, and I want to keep it that way,” Arya said. “These are all sanctuaries — it doesn’t matter how many stars it has or how many points you have.”