In 1912, a group of small town businessmen in South Dakota undertook an ambitious project to create a useful automobile route, the Yellowstone Trail, across America. This was at a time when roads weren’t marked, there were few maps and slippery mud was the usual road surface. The Yellowstone Trail Association located a route, motivated road improvements, produced maps and folders to guide the traveler, and promoted tourism along its length. It became a leader in stimulating tourist travel to the Northwest and motivating good roads across America. The Lincoln Highway Association, formed in 1913 by industrialists, created a similar route across the U. S., but used big organizational and public relation budgets.