Hagerstown Recovery LLC d/b/a The Valley v. New Spirit Recovery LLC, et al.

CourtDistrict Court, D. Maryland
DecidedMarch 18, 2026
Docket8:25-cv-01252
StatusUnknown

This text of Hagerstown Recovery LLC d/b/a The Valley v. New Spirit Recovery LLC, et al. (Hagerstown Recovery LLC d/b/a The Valley v. New Spirit Recovery LLC, et al.) is published on Counsel Stack Legal Research, covering District Court, D. Maryland primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Hagerstown Recovery LLC d/b/a The Valley v. New Spirit Recovery LLC, et al., (D. Md. 2026).

Opinion

IN THE UNITED STATES DISTRICT COURT FOR THE DISTRICT OF MARYLAND

: HAGERSTOWN RECOVERY LLC d/b/a The Valley :

v. : Civil Action No. DKC 25-1252

: NEW SPIRIT RECOVERY LLC, et al. :

MEMORANDUM OPINION Presently pending and ready for resolution in this trademark infringement case are the motion to dismiss filed by Defendant New Spirit Recovery, LLC (“New Spirit”), (ECF No. 14); the motion to dismiss filed by Defendant Polaris Detox, LLC d/b/a Innovo (“Innovo”), (ECF No. 40); the motion to seal filed by Innovo, (ECF No. 42); and the motion to seal filed by Plaintiff Hagerstown Recovery, LLC (“Plaintiff”), (ECF No. 52). The issues have been briefed, and the court now rules, no hearing being deemed necessary. Local Rule 105.6. For the following reasons, the motion to dismiss filed by New Spirit will be granted, the motion to dismiss filed by Innovo will be granted, the motion to seal filed by Innovo will be granted, and the motion to seal filed by Hagerstown will be denied. I. Background Plaintiff opened its business under the tradename “The Valley” in April 2021. (ECF No. 10 ¶ 14). The Valley is a residential treatment center in Derwood, Maryland, which treats patients who suffer from drug and alcohol abuse. (Id.). Plaintiff holds a trademark for the words “The Valley,” which prohibits any other company from using the words “The Valley” in “CLASS 44: Addiction treatment services; Rehabilitation of drug addicted patients; Rehabilitation patient care services which includes

inpatient and outpatient care; Rehabilitation for substance abuse patients.” (Id. ¶¶ 20-21).1 According to Plaintiff, customers find The Valley through “Google Search, paid Google advertisements, Facebook advertisements and printed marketing materials that The Valley posts using its trademark.” (Id. ¶ 24). Plaintiff states that Google requires any addiction treatment facility that wants to use Google paid advertisements to go through the LegitScript certification process. (Id. ¶ 27). Plaintiff has a LegitScript certification, which allows it to bid on keywords

related to addiction treatment through Google; these ads lead to Plaintiff’s website www.thevalleymd.com. (Id. ¶ 30). Plaintiff “also bids on its own, Trademarked name, The Valley, in Google AdWords, so that when people search just The Valley or The Valley

1 Class 44 is for “Medical, beauty and agricultural” services, pursuant to the United States Patent and Trademark Office. United States Patent and Trademark Office, Trademark Basics: Goods and Services, https://www.uspto.gov/trademarks/basics/goods-and- services (last visited Mar. 16, 2026) [https://perma.cc/X8CC- Q9NF]. 2 MD, The Valley’s paid Google advertisement will also come up.” (Id. ¶ 31). Defendant New Spirit is a residential treatment center in Los

Angeles, California. (Id. ¶¶ 33-34). Defendant Innovo is a residential treatment center in York County, Pennsylvania. (Id. ¶¶ 33, 35). The complaint alleges that, in 2024, Defendants Jessica Phelan and Treatment Outreach Services Inc. (“Treatment Outreach”), which is wholly owned by Ms. Phelan, set up two websites: treatmentpages.com and treatmentadvisors.info. (Id. ¶ 39, 40). Neither is LegitScript certified. (Id.). Both websites market to people recovering from addiction, advertise on Google, and lead to a landing page that does not advertise any treatment center specifically. (Id. at ¶¶ 39-42). Plaintiff alleges that: Treatmentpages.com and treatmentadvisors.info use keywords directly naming other treatment centers in the body of their advertisements. So, for instance when someone[] who is looking for The Valley specifically, searches for The Valley MD or The Valley DMV on Google,[] an ad for treamentpages.com or treatmentadvisors.info will come up pretending to be The Valley. Both of these websites go further than just using the keywords which a consumer cannot see. They also use the actual trademarked symbol “The Valley” directly in their advertisements on Google with the specific intent to trick the consumer into thinking they are finding the Plaintiff the Valley[.]

(Id. ¶ 44). 3 On March 28, 2025, Plaintiff’s agents were testing their marketing by “searching for terms like The Valley Md and The Valley DMV[] in Google search.” (Id. ¶ 46). While searching, the agents

received an ad that said “The Valley MD, the #1 Rated in Maryland” but led to treatmentpages.com. (Id.). According to Plaintiff, “[n]ot only was treamentpages.com using the name The Valley directly in the paid keywords on Google[,] treatmentpages.com was using the actual trademark ‘The Valley’ in the actual advertisement the public saw.” (Id. ¶ 49). Plaintiff’s agent called the phone number listed at treatmentpages.com and spoke with an intake officer, who said “they worked for multiple treatment centers and needed to do an intake assessment first.” (Id. ¶ 52). Plaintiff’s agent provided the intake officer with his insurance information, “which happened to be a very high paying insurance policy[,] and told the intake officer he had a drinking problem.” (Id. ¶ 53).

“The intake officer then told [Plaintiff]’s agent that the intake officer was in Maryland.” (Id.). After reviewing the insurance information, the intake officer, who “admitted that he worked for New Spirit,” recommended that the Plaintiff’s agent go to New Spirit in California for treatment. (Id. ¶ 54). Plaintiff’s agent protested, saying he “lived in Maryland and wanted to go to a Maryland facility.” (Id. ¶ 55). In response, the intake officer said “all that was available in Maryland was government run 4 facilities and because The Valley’s agent had good private insurance, he would be much better off going to a high-end facility like New Spirit.” (Id. ¶ 56). Plaintiff’s agent told the intake

officer he would think about it; the intake officer called Plaintiff multiple times over the next two weeks, trying “to talk him into going to New Spirit.” (Id. ¶ 57-60). When Plaintiff’s agent said he wanted “something closer to home,” the intake officer “insisted all that he had available was a bed at New Spirit in California.” (Id. ¶ 60). On April 10, 2025, Plaintiff alleges that “a different representative of treamentpages.com called The Valley’s agent and explicitly admitted they worked for New Spirit and followed that call up with a text saying they recommend New Spirit.” (Id. ¶ 62). Plaintiff continued searching “The Valley MD” on Google during April and May 2025. (Id. ¶ 64-70). On six different

occasions, “an ad for https://treatmentadvisors.info/ came up with the words ‘The Valley MD’ displayed directly in the advertisement and said let the team at The Valley MD help.” (Id.). On May 1, 2025, another agent of Plaintiff called the toll-free number listed on treatmentadvisors.info, which Plaintiff alleges was “very similar to the toll-free number found on treatmentpages.com.” (Id. ¶ 71). He told the intake officer that he was seeking help for alcohol addiction; the intake officer asked follow-up questions 5 and took the insurance information for the agent. (Id. ¶ 72). The intake officer referred Plaintiff’s agent to Innovo for treatment. (Id. ¶ 74). The company followed up repeatedly:

Between May 3, 2025, and May 9, 2025, numerous different people texted [Plaintiff’s] agent from 1-844-425-1276 purporting, to be from https://treatmentadvisors.info/ attempting to get [Plaintiff’s] agent to attend Innovo. The 1-844-425-1276 phone number is the same exact number that representatives from treatmentpages.com used to contact [Plaintiff’s] other agent, on March 28, 2025, when they attempted to get that person to attend New Spirit.

(Id. ¶ 75). Plaintiff sent a subpoena request to Domains by Proxy for information on the owners of the two websites. (Id. ¶ 76).

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Hagerstown Recovery LLC d/b/a The Valley v. New Spirit Recovery LLC, et al., Counsel Stack Legal Research, https://law.counselstack.com/opinion/hagerstown-recovery-llc-dba-the-valley-v-new-spirit-recovery-llc-et-al-mdd-2026.