Oh it's much better without the old sign, don't you think? So much more distinctive and classy.

Back then it was just "one of California's Finest" and it had a mascot and a bright sign. Now it's a Best Western.

People are reassured by that. Bored, but reassured.

To quote the motel's owner: DAMMIT

And later: AH DAMMIT ALL TO HELL

Later: FOR GOD'S SAKE