The Sign
“Embrace the Heritage”
This sign is the signature feature of Mt. Carmel Junction, Utah. Located at the junction of Highway 89 and State Route 9, the Thunderbird Resort includes a restaurant, gift shop, hotel, RV park, and golf course.
Thunderbird Restaurant
You must be wondering about the slogan. How did “Home of the Ho-Made Pies” survive changing cultural norms? It helps to know the history of the Thunderbird’s founders Jack and Fern Morrison.
Jack Morrison was born in St. Louis, Missouri in 1891. His mother died when he was only eight. As a young man, Jack worked in the coal mines of Wyoming, one of the most dangerous jobs in the world. In 1917, he was drafted and fought in World War I.
Fern Hanson was born in 1907 to Danish immigrants in Bear River City, Utah. She grew up in a two-room log cabin on a farm with her eight siblings. The family moved to Soldier Summit and finally to Springville, Utah where she was a model for J.C. Penney.
A Springville friend set her up on a blind date with Jack Morrison. This was a “scandalous adventure” according to Fern. After a three-month courtship, they were married in October 1926.
The couple drove down Highway 89 until encountering State Route 9, a new road under construction to Zion National Park. Realizing the site’s potential, Jack used his veteran benefits to homestead 160 acres at the connection.
Jack and Fern built a small cabin just east of Highway 89 near the Virgin River. They started a family and improved the property. Soon, they built a gas station across the road for travelers along Highway 89 and State Route 9.
Fern began baking fruit pies and selling slices to truck drivers. In 1940, the couple decided to build the Thunderbird Cafe and Restaurant. Strapped for cash, Jack had to take a job with the railroad to make ends meet.
Their profits continued to go into improvements, including restrooms and a curio shop. At about this time, Jack came up with the famous “Pie Girl” icon modeled after Fern.
Ho vs Home
So why was it “Ho-Made” instead of “Homemade”? It was World War II and wood was scarce. Jack was forced to use scrap lumber for the sign. He just couldn’t find a long enough piece of wood for the extra two letters!
The folksy sounding shortened version was a winner. In recent years, however, the word has created controversy. But according to Fern, “…why not take the bull by the horns, embrace our heritage, and start merchandizing?”
Jack died in 1961, probably of black lung disease from his years in the coal mines. Fern decided to continue and expand the business with a nine-hole golf course. The potential for overnight visitors then led her to build a hotel.
Fern died in 1993. The Morrisons’ descendants still own and operate the restaurant, lodge, and golf course.
The Shot
Friends Steve Horne and Scott Fuller and I were on our way to a pre-dawn shoot in Zion National Park on October 28. But rain ruined our plans. Luckily, the route took us through Mt. Carmel Junction.
I’ve wanted to photograph this sign for fifteen years. But the parking lot has always been full of cars that ruin the shot.
This time there were no cars! Waiting for blue hour, we set up in a light rain to document this fascinating bit of Americana.
After that, it was time for breakfast at the Thunderbird!
From left to right: Scott Fuller, Steve Horne, and me.
Thanks for looking,
Chuck Derus