United Motor Courts, founded 1933 by a group of motel owners in the southwestern US, published a guidebook until the early 1950s; those who met its standards advertised its name on their signs and motel postcards [REF].
Friendship Inns (founded 1961 Salt Lake City, became a franchise chain in 1985) once enlisted many older, marginal properties; its trademark was eventually sold as a low-end brand to Choice Hotels.