Just to be clear, In asking my question about why being "family owned and operated" is important, I am not saying that is not important -- it is; rather mine was a rhetorical question to try to provoke thinking about the word-smithing from a marketing-speak guest benefit perspective....
On our website, we don't say anything about the ownership (or operatorship) of our place on our home page, although we do have a guest testimonial quote that sort of gives some of that background. The "About Us" page gives more information.
Of course, our business is legally structured as a corporation; there may only be one shareholder, but i guess that means we straddle the corporate-owned / family-owned divide ;-)
BTW, the flag is important to us up here, too.
Happy Memorial Day!.