US Ghost Adventures, LLC v. Miss Lizzie's Coffee LLC

121 F.4th 339
Court of Appeals for the First Circuit·Decided November 15, 2024·No. 23-2000·Published·Cited by 4 cases

Opinion

United States Court of Appeals For the First Circuit

No. 23-2000 US GHOST ADVENTURES, LLC, Plaintiff, Appellant,

v.

MISS LIZZIE'S COFFEE LLC and JOSEPH PEREIRA, Individually, Defendants, Appellees.

APPEAL FROM THE UNITED STATES DISTRICT COURT FOR THE DISTRICT OF MASSACHUSETTS

[Hon. Leo T. Sorokin, U.S. District Judge]

Before

Barron, Chief Judge,

Selya and Gelpí, Circuit Judges.

Christoper D. Strang, Strang, Scott & Giroux, LLP, Pietro Sanitate, Timothy Bechen, Woods Rogers Vandeventer Black PLC, Genesis Guzman, Michael P. Mullins, and Day Pitney LLP on brief for appellant.

Joseph Pereira, pro se, on brief for appellee Joseph Pereira.

Matthew J. Ginsburg, Ascendant Law Group LLC, Daniel J.

Larson, and Larson Law LLC for appellee Miss Lizzie's Coffee LLC.

November 15, 2024

SELYA, Circuit Judge. The Lizzie Borden House is located in Fall River, Massachusetts. It bears a storied history that originates with the still-unsolved murders — in 1892 — of Lizzie Borden's father and stepmother. Prosecutors alleged that Borden hacked her parents to death with a hatchet in their family home.1 But these allegations were never proven: in the ensuing "trial of the century," a jury acquitted Lizzie of all charges. This macabre tale not only has permeated the national consciousness but also has turned Borden's ancestral home into a destination for those with a taste for the supernatural. It is against this grizzly backdrop that the case at hand arises.

I

We briefly rehearse the relevant facts and travel of the case. We glean the facts from the district court's findings and the record below. See Waldron v. George Weston Bakeries Inc., 570 F.3d 5, 7 (1st Cir. 2009).

A

US Ghost Adventures, LLC (Ghost Adventures) provides ghost tours and related hospitality services across the United States. The firm owns a bed and breakfast that is operated out of

1 These allegations gave rise to a bloody bit of doggerel that has gained increasing notoriety with the passage of time: "Lizzie Borden took an axe / And gave her mother forty whacks; / And when she saw what she had done / She gave her father forty-one." Lizzie Borden, Britannica (Sept. 20, 2024), https://www.britannica.com/ biography/Lizzie-Borden-American-murder-suspect.

the Lizzie Borden House in Fall River. This venue features a museum, so-called "ghost tours," and kindred activities. The commercial success of the business depends in large part on the Lizzie Borden name and lore. To this end, Ghost Adventures owns an incontestable federal trademark on both the name "Lizzie Borden" as used in hotel and restaurant services and on a realistic hatchet logo displaying a notched blade, which hearkens back to the implement that allegedly killed Borden's parents.2 Miss Lizzie's Coffee LLC (Miss Lizzie's) recently opened a coffee shop next door to the Lizzie Borden House.3 It, too, markets itself by reference to the Lizzie Borden saga. Its storefront signage displays the words "Miss Lizzie's Coffee" between a cup of coffee and a stylized hatchet spewing blood. A second sign, with similar accoutrements, advertises Miss Lizzie's as "The Most Haunted Coffee Shop in the World!" The hatchets on both signs include handles and dramatic blood splatters.

2 If a registered trademark has been consistently used for five consecutive years from the date of federal registration and complies with other statutory formalities, it becomes "incontestable" (that is, impervious to certain challenges to its use). See 15 U.S.C. § 1065; Borinquen Biscuit Corp. v. M.V. Trading Corp., 443 F.3d 112, 117 & n.3 (1st Cir. 2006). It is undisputed that Ghost Adventures' trademarks satisfy this definition.

3 The other named defendant, Joseph Pereira, owns Miss Lizzie's. For ease in exposition, we refer to the defendants collectively as "Miss Lizzie's."

Since Miss Lizzie's opened, some visitors have incorrectly assumed that the Lizzie Borden House and Miss Lizzie's are affiliated. Seven Ghost Adventures employees attested by declaration that various customers have either expressed the belief that the establishments were related or inquired whether such a relationship existed. One tour guide explained that guests were frustrated to learn that they could not bring Miss Lizzie's coffee on their tours of the Lizzie Borden House, having bought the coffee under the erroneous impression that the coffee shop was affiliated with the historical site. Another visitor separately attested to his belief that the businesses were affiliated. And Ghost Adventures' director of operations recounted that a Fall River city official had telephoned the company to discuss its "new business in the building next door named Miss Lizzie's."

B

On September 18, 2023, Ghost Adventures sued Miss Lizzie's in the federal district court for, inter alia, trademark infringement and unfair competition. See US Ghost Adventures, LLC v. Miss Lizzie's Coffee LLC, No. 23-12116, 2023 WL 8367730, at *1 (D. Mass. Oct. 27, 2023). Hot on the heels of the commencement of suit, Ghost Adventures moved for a temporary restraining order and/or preliminary injunction based on its trademark infringement claim. See id.; see also Fed. R. Civ. P. 65(a), (b). It sought to enjoin Miss Lizzie's from using either the "Lizzie Borden"

trademark or the hatchet logo in the coffee shop's trade names, trade dress, and marketing materials. See Ghost Adventures, 2023 WL 8367730, at *1. Miss Lizzie's objected, asserting that it had not infringed either trademark.

The district court heard Ghost Adventures' motion for preliminary injunction on the papers. See id. Applying the customary four-part test, the court held that Ghost Adventures had failed to show a likelihood of success on the merits. See id. The court explained that "the key element in any infringement action is likelihood of confusion." Id.; see Pignons S. A. de Mecanique de Precision v. Polaroid Corp., 657 F.2d 482, 486-87 (1st Cir. 1981). Specifically, "the alleged infringement must create 'a likelihood of confounding an appreciable number of reasonably prudent purchasers exercising ordinary care.'" Ghost Adventures, 2023 WL 8367730, at *1 (quoting Bos. Duck Tours, LP v. Super Duck Tours, LLC, 531 F.3d 1, 12 (1st Cir. 2008)). The court further explained that "Ghost Adventures must demonstrate that Miss Lizzie's 'used an imitation of its protected mark in commerce in a way that is likely to cause confusion, or to cause mistake, or to deceive.'" Id. (quoting Swarovski Aktiengesellschaft v. Bldg. No. 19, Inc., 704 F.3d 44, 48-49 (1st Cir. 2013) (internal quotation marks omitted)).

The court concluded that Ghost Adventures had failed to demonstrate a likelihood of confusion. Id. To begin, the court

found that the hatchet displayed on Miss Lizzie's signage was "not at all the hatchet trademarked by Ghost Adventures" nor even "a colorable imitation of it." Id. at *2. Miss Lizzie's hatchet has a handle and smooth axe blade that spews blood. See id. Ghost Adventures' hatchet is bereft of either handle or blood and features a notch halfway along the blade. See id.

Next, the district court found that "Miss Lizzie's mark associates its business with the historical story of Lizzie Borden, not the mark 'Lizzie Borden'" that Ghost Adventures owns. Id. Although "Ghost Adventures has an 'incontestable' trademark in 'Lizzie Borden' and its hatchet, Miss Lizzie's is using neither the mark 'Lizzie Borden' nor the Ghost Adventures hatchet." Id. In any event, "Ghost Adventures has not demonstrated that its mark bears the strength which might give it the 'secondary meaning' reach that, for example, 'Sam Adams Beer' might claim regarding the historical figure Sam Adams." Id. (citing Peoples Fed. Sav. Bank v. People's United Bank, 672 F.3d 1, 6-7 (1st Cir. 2012)).

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US Ghost Adventures, LLC v. Miss Lizzie's Coffee LLC, 121 F.4th 339 (1st Cir. 2024).

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