Shortly after Monument Valley became a popular tourist attraction, it was renamed and remodeled to house Goulding's Lodge.

During the Great Depression, while director John Ford was looking for a site to film his 1939 movie Stagecoach, Goulding went to work capturing photos of Monument Valley to send to Ford, who ended up shooting not only Stagecoach there but several other successful Western films.

The films helped to popularize the area, and Goulding, realizing the potential value of tourism, established lodging and other services that could bring additional attention and profit.

The former trading post serves as a motel/museum for tourists and travelers looking to catch a glimpse of the famous valley and has been converted into the Goulding Lodge.

Its history, isolation, and proximity to Monument Valley Navajo Tribal Park have made it a popular roadside attraction for travelers.