Billy Bob Reddnec decides to escape the oppressive heat of southern Alabama and moves west to La Grande, Oregon. After settling in, Billy Bob purchases the Long Branch Bar and Grill and extensively remodels the bar.At the grand opening of his business, Billy Bob posts a large sign on the front of his business that states "By one beer, get the second for $1."Later in the day, Billy Bob is contacted by the city enforcement officer who informs him that the sign violates a city ordinance which prohibits public displays of alcohol advertising. Billy Bob challenges the city ordinance claiming that it violates his First Amendment right to free speech.