Circa 1961: Chattanooga has a Face Lift
Travel the Modern Way...
     Use Convenient, Dependable, Economical Alamo Plaza Hotel Courts
Along with the short-lived franchising strategy and star-topped "great sign," came an updated look and design for Alamo Plazas. Introduced in 1961 at the Chattanooga Plaza, the Alamo facade and all evidence of adobe and stucco were replaced by a contemporary and modern face. DuPont's new Lucite, a space-age material, as well as reflective porcelain enamel and decorative concrete block were incorporated into the refreshed motel. Only the continuous half-circles which dressed the lobby building hinted at the Alamo Plaza's heritage
Shreveport #3
Circa 1970s: Shreveport's Modern look
In the end, only Chattanooga and Charlotte were converted using the new modern look. Finally, the chain's last new Plaza opened on a prime parcel of real estate in 1965 along I-20 in Shreveport, Louisiana. It was a fully modern motel, and employed a version of the updated facade. Remarkably it coexisted for several years with Shreveport's two original circa 1940s Alamo Plazas.
Remember the Alamo Plaza

Authors of The Motel in America concluded that Alamo Plaza was a referral chain of independently owned motels that depended on the personalities of its various owners. However, even as it was a loosely connected chain, Alamo Plaza served as a pioneering concept for the lodging industry. Even though its many innovations did not necessarily migrate directly into the later mainstream of chain hotel/motel operations, Alamo Plaza's legacy was to foster a market where consumers came to rely upon easily identifiable brands signified by distinctive architecture, signs, logos, and service. Consumers learned to develop expectations based on brand marketing, reinforced with repeating logos and slogans. Thus creating a brand with value and significance in the mind of the public, as Lee Torrance had done with his Alamo Plaza, drove the hospitality industry to become more efficient and offer more and better service.