From the SD Troubadour:
In 1950 Rogers and Soldi, along with another bandmate Pedro DePaul, decided to pull their reigns away from the road and open up their own venue - the Bostonia Ballroom - located near the corner of Broadway and Second Avenue in El Cajon. (The building is still standing.) Soon afterward, Valley Music opened its doors partly in response to the needs of the many musicians who wanted to re-supply while passing through town for a show at the Ballroom. Singer Ginger Snow (Rita Soldi) and Cactus were already married. Rita would be an unofficial partner in the venture until her death decades later.
The Bostonia Ballroom became a top showcase for national acts. Big names like Eddie Cochran, Jim Reeves, Patsy Cline, Tex Ritter, Carl Perkins, Hank Snow, Gene Vincent, and Bobby Riddell were frequently booked throughout the 1950s. (However, despite popular rumor, Elvis never did perform there.) By day, the musicians could hit the music store for strings, equipment, and any quick repairs they needed before heading out of town.
Deke Dickerman's photo archive.