‘Selling Sunset’ Star Alanna Gold Sparks Fury After Claiming She ‘Owns’ Pioneertown—So What’s the Truth Behind the Iconic Western Community?

by Lisa Johnson Mandell

Real estate reality TV was all aflutter recently after rookie “Selling Sunset” agent Alanna Gold told her colleagues she “owns” Pioneertown, CA, an unincorporated community in San Bernardino County’s high desert, known for its old timey Western movie sets and access to Joshua Tree National Park.

Speaking in a Season 8 episode of the hit Netflix show, Gold claimed she and her husband “own a little Western town out in the desert,” adding: “It’s called Pioneertown. So I’m sheriff of a town. Yeehaw!”

She doubled down on the claim when her boss, famed real estate agent Jason Oppenheim, questioned how much it would cost to buy it from her, saying: ‘You guys don’t get to know that. You can’t have it, it’s ours!”

Pioneertown community officials immediately clapped back, posting a furious statement online and in the Pioneertown Gazette, in which they vehemently denied Gold’s “baseless” claims and demanded she issue a public apology to the town’s residents and business owners.

“The baseless claims by Selling Sunset’s Alanna Gold that she ‘owns Pioneertown’ undermines the 78 years of internationally celebrated film, arts and cultural history,” the statement began, before revealing the truth about its ownership.

Pioneertown's statement about Alanna Gold's claim of ownership. — The people of Pioneertown issued a furious response to her statement and demanded an apology.
Pioneertown Gazette

PIONEERTOWN, CA - MARCH 31: Pioneertown sign in Pioneertown, California on March 31, 2019. (Photo by Jim Steinfeldt/Michael Ochs Archives/Getty Image — Pioneertown is a Western community located near Joshua Tree National Park.
Getty Images

“These claims belittle generations of artists, neighbors, nature lovers, community members, musicians, small business owners and otherwise magnificent people of Pioneertown. Pioneertown is a mile-square census designated community with over 400 residents and is privately owned by more than 100 independent parties.

“Mrs. Gold has a small minority non-controlling interest in an entity that owns six of thirty five parcels in the Mane Street area, constituting less than 1% of Pioneertown’s total 640 acres. The claim that she owns the ‘entire town’ is verifiably false.”

So what prompted Gold to make such a sensational claim?

In a statement issued to People magazine, the reality TV star and real estate agent apologized profusely for the confusion, insisting that she had not meant any “harm” and had mistakenly made the claim because she was so “excited” to be talking about the community with her new colleagues.

“I want to reach out to personally say I am so deeply sorry for the confusion I have caused,” she began, before conceding that she does not own Pioneertown—and never has.”I certainly do not own Pioneertown, I never should have said that and I apologize for doing so. I want you to know that I did not mean any harm, I absolutely love Pioneertown and I simply got too excited talking about it.”

MORONGO VALLEY, CA - APRIL 12: Pioneertown, the historic filming location for numerous westerns, was saved by firefighters during a massive 2005 wildfire and now faces an uncertain future under a proposed plan to build power lines and transmission towers to deliver "green" energy to Los Angeles from geothermal, solar, and nuclear sources in southeastern California near the Salton Sea, and Arizona on April 12, 2007 near Morongo Valley, California. The 85-mile-long "Green Path" energy corridor being pushed by Los Angeles Mayor Antonio Villaraigosa to bring nonpolluting power to Los Angeles would cut through two desert wildlife preserves, a national forest, and Pioneertown, The Los Angeles Department of Water and Power (DWP) and the mayor have been condemned by more than a dozen preservation and community groups for the project that threatens to destroy wildlife corridors, natural areas, and vistas. (Photo by David McNew/Getty Images) — In their statement, the people of Pioneertown clarified that the community is actually owned by 100 independent parties.
Getty Images

MORONGO VALLEY, CA - APRIL 12: Pioneertown, the historic filming location for countless westerns, was saved by firefighters during a massive 2005 wildfire and now faces the prospect of being affected by a proposed plan to build power lines and transmission towers to deliver "green" energy to Los Angeles from geothermal, solar, and nuclear sources in southeastern California near the Salton Sea, and Arizona on April 12, 2007 near Morongo Valley, California. The 85-mile-long "Green Path" energy corridor, being pushed by Los Angeles Mayor Antonio Villaraigosa to bring nonpolluting power to Los Angeles, would cut through two desert wildlife preserves, a national forest, and Pioneertown, a set used in the filming of countless westerns. The Los Angeles Department of Water and Power (DWP) and the mayor have been condemned by more than a dozen preservation and community groups for the project that threatens to destroy wildlife corridors, natural areas, and vistas. (Photo by David McNew/Getty Images) — Pioneertown was founded by actor Dick Curtis in 1946 as an 1880s-themed Old West movie set.
Getty Images

Elaborating on her love of the community, she even mentioned her and Adam Gold’s first date and wedding on a soundstage in the charming town.

The couple do, in fact, own several properties in the community; however, as Pioneertown’s official statement points out, that is a far cry from possessing the entire town.

So who does get to make that claim?

Pioneertown was founded by actor Dick Curtis in 1946 as an 1880s-themed, Old West movie set, with residences and businesses like The Pioneer Bowl bowling alley, which residents, tourists, actors, and film crews still use after work is done.

The town is listed on the National Register of Historic Places, and tourists can enjoy reenacted Western-style gun shows, live music, a film museum, pottery classes, art galleries, and horse camping.

What makes Pioneertown so special?

It seems like sort of an incongruous place for a budding, young, upscale real estate maven to fall in love with, but Gold is not the only celebrity to become enamored with the fresh, clean remote desert environs. Glitterati from Roy Rogers and Dale Evans to Robert Plant and Eric Burdon have been known to hang there.

Its location, near Joshua Tree and Yucca Valley, has made it a popular retreat and selfie spot for influencers and Los Angeles denizens who want to get away from it all, and the real estate market reflects that.

Prices range from $4,890,000 for a 36.7- acre estate with a mansion and helipad to $99,900 for a humble, off-the-grid studio on a 5-acre lot.

If you want to buy some undeveloped land and build your own desert retreat, lots can be had for as little as $19,900 for 15 acres! Take a look at just a handful of the properties available in Pioneertown.

3569 Calmada Rd, Pioneertown, CA

Price: $4,890,000

Located on a picturesque, 36.76-acre lot at the foot of the mountains, this six-bedroom, 6.5-bath, 5,329-square-foot home is being used as a short-term rental that has hosted more than 10,000 customers over a 12-year period. Luxe amenities include a pool, solarium, and helipad.

The listing notes it can and has been used for corporate and religious retreats, wellness center activities, spiritual yoga or meditation groups, and private weddings. We’re wondering if this is where Gold and her husband might have tied the knot.

This estate includes almost 40 acres, plus a six bedroom home with luxuries including a pool solarium, and helipad. — This estate includes almost 40 acres, plus a six-bedroom home with a pool, solarium, and helipad.
Realtor.com

12345 Horseshoe Trail, Pioneertown, CA

Price: $199,900

You may recognize this colorful, 400-square-foot tiny home, as it’s been an extremely popular Airbnb. The bright palette and the corrugated shutters, along with giant boulders and mountain backdrop on the 5-acre property make it uniquely photogenic.

The interior is open and flexible, and the home is fully off the grid, powered by a wood-burning stove and solar panels with plenty of batteries for storage and room to add more. A solar-powered water heater that services the bathroom and kitchen provides all the comforts of home.

This colorful, 400-square-foot tiny is an Instagram darling. — This colorful, 400-square-foot tiny home is an Instagram darling.
Realtor.com

55290 Flying Tigers Rd, Pioneertown, CA

Price: 2,995,000

This unique, four-bedroom, three-bath, 2,923-square-foot home is situated on a 160-acre lot with sweeping, private views of the San Jacinto and San Gorgonio Mountains. The stylish residence is accessed via a half-mile private road, custom gates, and a bridge.

It’s highlighted both inside and out by natural woods, hand-laid rock, and the absence of right angles. Unique features include clusters of huge boulders, a water lily pond stocked with koi fish, and a handcrafted rock staircase and fireplace.

The price has dropped considerably since the property first hit the market for $3,250,000 in April.

Uniquely designed, this wood and stone home comes with a 160-acre lot. — Uniquely designed, this wood-and-stone home comes with a 160-acre lot.
Realtor.com

48901 Devils Gate Pass Rd, Pioneertown, CA

Price: $99,000

Originally built on a beautiful 5-acre desert lot in 1959, this charming little 400-square-foot studio cabin has been completely redone, with wood-beamed ceilings and paneled walls, plus cooling terra cotta tile flooring.

Off the grid, it has water and propane tanks for the kitchen and a dual fuel generator. The shower is outdoors, and there’s a separate portable toilet for that truly rustic feel. Lighting and electricity are solar powered. Located just a few minutes from famous Pioneertown, the Pioneertown Preserve hiking area, and Pappy & Harriet’s Pioneertown Palace, it’s also just off the back road to Big Bear Lake.

It may be rustic, but this 400-square-foot cabin is inexpensive and ideally situated on a 5 acre lot. — It may be rustic, but this 400-square-foot cabin is inexpensive and ideally situated on a 5-acre lot.
Realtor.com

5215 Pioneertown Rd, Pioneertown, CA

Price: $790,000

This airy, midcentury modern, two-bedroom, two-bath retreat was freshly built in 2022 and is known as the Infinity House because of its unique, heated infinity pool and massive picture windows with views of a landscape that seems to go on forever. Described as a resort-style, short-term rental, the rates start at $700 per night during the busy spring months.

Finer features include an open floor plan, a 4K smart projector, and a bathroom with a freestanding tub. There are also color-changing floss lights powered by a 10.3 KW solar system, a hot tub, and a custom-built steam room that you have to see to believe.