Out of curiosity, I tried photo searching for other photos of these Tel-a-Chairs in operation, but that photo seems to be one of the very few.
There is an article about them in a 1970 edition of Parade Magazine (which was inserted into Sunday Newspapers throughout the country.
It was the idea of "John W. Rich, 56, of Salt Lake City. Inventor of the well-known "water bumper" used on buses and taxicabs."
Water bumper?
Relating to the sign I was trying to decipher: In the article he was asked if people wouldn't just fall asleep in the chair without putting money into the machine. Rich didn't think so saying,
"because each chair comes, equipped with a sign which says in several languages that the chair's for TV watching. And most people are honest and obedient."
To reference
HossC's post, "Obedient? Honest? That'll never catch on."
If you want to read the article, and find out what color those chairs are in a couple photos, click on this photo below:
I don't think I ever saw a pillow vending machine. For 50ยข!