1960s Matchbook Cover "The Reef Motel & Best Western"

1960s Matchbook Cover "The Reef Motel & Best Western" is a vintage Matchbox Labels artifact by Columbia Match Co., Cleveland, Ohio from 1959, preserved in The Record Institute Ephemera Archive.

Category: Matchbox Labels

Brand: Columbia Match Co., Cleveland, Ohio

Year: 1959

Rarity Class: C

Last updated: September 29, 2026

A classic artifact of mid-century American automotive tourism, this unstruck matchbook cover bridges local hospitality and national branding. Advertising The Reef Motel of Monterey, California, alongside the rapidly expanding Best Western network, it offers a tangible glimpse into the evolution of cross-country travel and the dawn of the guaranteed advance reservation.

Quick Read

Era/Dating: Circa 1964–1968, verified by the presence of a ZIP code (93940) alongside an obsolete two-digit postal zone (Cleveland 21) and a property count of "1057 fine motels." Subject: The Reef Motel on Munras Avenue in Monterey, California, co-branded with the Best Western Motels network. Significance: Documents the mid-century transition of independent motels joining referral syndicates to compete with corporate chains. Key Detail: The interior text advertises a "Free, Guaranteed Advance Reservation" system, highlighting how early networking alleviated the anxiety of highway travel. Manufacturer: Columbia Match Co. of Cleveland, Ohio, a prolific supplier of mid-century commercial phillumeny.

Summary

A classic artifact of mid-century American automotive tourism, this unstruck matchbook cover bridges local hospitality and national branding. Advertising The Reef Motel of Monterey, California, alongside the rapidly expanding Best Western network, it offers a tangible glimpse into the evolution of cross-country travel and the dawn of the guaranteed advance reservation.

A flattened, unstruck mid-century matchbook cover. The front exterior features a map of the United States densely covered in red dots, overlaid with a gold and red crown logo reading "THE BEST Western MOTELS." Blue banners below read "FREE RESERVATIONS" and "COAST TO COAST!" The spine is yellow with "Tele. (408) 373-3203". The back exterior is white with stark blue typography: "THE REEF MOTEL / 1300 Munras Ave. / Monterey, Calif. 93940". The striker flap is yellow and red with "BEST WESTERN / BEST EVERYWHERE." The interior is printed with black text detailing a guaranteed advance reservation system for "The Nation's Largest Chain of Individually Owned Motels." The manufacturer's imprint on the lower front edge reads "COLUMBIA MATCH CO. CLEVELAND 21, OHIO U.S.A."