A leisure-drenched slice of mid-century American road culture: two women sunbathe poolside beneath the blazing neon arrow of the Holiday Inn West sign on U.S. Route 40 in Columbus, Ohio — the great highway that once carried Conestoga wagons west now funneling station wagons into the parking lots of Kemmons Wilson's motel empire. Curteich's saturated chrome color palette turns the aquamarine pool, terracotta tile border, and lush potted geraniums into something almost cinematic, a postcard vision of the postwar leisure promise. The Holiday Inn "Great Sign" — that iconic yellow arrow pointing heavenward with its green starburst — was a registered trademark and by the 1960s was as recognizable as any corporate logo in America, eventually phased out in the 1980s to the quiet grief of roadside-architecture enthusiasts everywhere. This card, printed under Curteich's patented 3-D Natural Color process, was a complimentary item at the front desk of the Holiday Inn West at 4601 W. Broad Street, Columbus.