Neon

Maybe it needs a lesson in basic advertising techniques. Maybe it doesn't need any advertising at all, its rooms brimming with guests. Maybe it wants people to work their own imaginations on its blank canvas. Maybe the owners are modest folk. Maybe they have nothing to hide. Maybe they just don't care. Maybe someday someone will redesign this board. Maybe they'll do better business. Maybe they'll be worse off.

Hotel Amsterdam is a gay-run establishment in the heart of Minneapolis's Theatre District, Hennepin Avenue.