Oh COME ON, man.

The only explanation I can imagine is that he bought the sign free and clear and had some tussle with the franchise outfit, and prevailed. googling . . . Well. Hmm.

The Edge O' Town Motel, 4404 East State Street was built in 1955 by the Albert Pick Hotel Corporation. Originally it was to be Rockford's first Holiday Inn. Albert Pick had 22 hotels in 20 major cities but wanted to get in on the new roadside motel craze and became a franchise holder of Holiday Inns and operated 5 other Holiday Inn's across the country as Rockford's motel was being built. After a disagreement with Holiday Inn Corp., Pick decided to take their motels private as the franchise agreements ended.

Still doesn't explain why HI let them keep the sign.