A Brief History of Fremont Street (cont.)

North Side of the Street - Second to Third

The Fremont Hotel

On the eastern corner of Second Street once stood a Shell Gas Station. This station opened in 1930 and remained on the corner until the Fremont Hotel was built in 1956. Next to the Shell Station was a Wimpie's Drive-In with the iconic Wimpie's logo. This was one of the places to see and be seen for Las Vegas High students. It was demolished when construction began on a new hotel and casino in 1955.

Fremont street with Shell Station

The original building for the Fremont was designed by architect Wayne McAllister.  McAllister was a renowned architect who had also designed the original El Rancho Vegas, the original Sands Hotel and the original Desert Inn on the Strip.  Downtown, in addition to the Fremont, he had created the plans for the El Cortez.  The owner was Lou Lurie, a man, according to History Professor, Michael Green, who was involved with San Francisco andMiami hotels.  He was partnered with Eddie Levenson who arrived via Havana, Cuba.  Levenson owned a percentage of the Sands and was reputed to have ties with Meyer Lansky. Lurie also sought out Jerome Mack and Parry Thomas who were with the famed Bank of Las Vegas, the one bank who would loan money to casino owners. 

The Fremont cost $6 million dollars to build.  Compare that to today, where a new hotel can set you back over one or two billion, and you realize quickly how times have changed in Las Vegas.  According to author Alan Hess "Breaking the dominance of the Old West style, the state's tallest building was strictly modern.. it brought Strip amenities and style to Fremont for the first time.  It had a pool, a showroom and hotel rooms.  It distinguished the large horizontal public spaces on the ground floor from the modular room units in a vertical slab.  The tower was faced with a multicolored curtain wall system of interlocking concrete panels and sunscreens.  Pinks and red-browns were integral colors.  Unlike the Strip of this era that invoked memories of grand Miami resorts, California Modern had come to Fremont Street."  (Viva Las Vegas: After Hours Architecture, Alan Hess).

Approximate Fremont Theater location

The first high rise on Fremont Street

When the Fremont Hotel opened in 1956 it was the first high rise on Fremont Street. At the time, it was the tallest building in the State. People and critics were skeptical that there would be enough tourists and gamblers to fill the 447 rooms. However, the owners had done their homework. They invited Channel 13, the local ABC affiliate, to broadcast from the premises. One of the announcers was local African American businessman, Bob Bailey. Mr. Bailey, of course, could not enter the Fremont via the front door. He mentioned on the air that the Fremont was making his life difficult. While the owners complained, Mr. Bailey won the right to walk through the front door.

Mint during the day with Fremont Hotel in background

Wayne Newton

It was here that a young singer, working with his brother, got his first taste for performing in Las Vegas.  Wayne Newton was barely in his teens when he and his older brother, Jerry, caught their first big break and began performing in the lounge of the Fremont in 1958.  Newton, who was too young to be in the casino when he wasn't performing, had to leave the hotel between sets.  He could often be found across the street at the soda fountain in White Cross Drugs enjoying a coke or milk shake waiting for his next set to begin.  Originally signed for two weeks, the Newton Brothers ended up playing the Fremont for five years, performing six shows a day. 

By the mid-1960s, Newton had become a solo act and had been mentored by some of the best of old Hollywood, including Lucille Ball, Jack Benny (for whom Newton was the opening act when Benny took to the road), George Burns and Danny Thomas.  When the Flamingo made him offer, he became a headliner and began working the Las Vegas Strip.  His days of performing down on Fremont Street would be behind him from that point on. 

The Fremont Hotel trades hands

Levenson and Lurie sold the Fremont Hotel in 1974 to a group headed by local businessman Al Parvin. They, in turn, sold the hotel to the Argent Corp. The Argent Corp. became notorious during the late 1970s and early 1980s for their ownership of the Stardust and Tropicana Hotels as well as their skimming practices.  Nick Pileggi and Marty Scorscese immortalized that story, of course, in Casino.  According to Dr. Green, Allen Glick the head of the Argent Corp. bought the Fremont for $62 million on a loan from the Teamsters. Though much has been written about the Stardust, Tropicana and the Aladdin's roles in the Casino era, the Fremont was caught up in the scandal as well. Glick and Argent were forced, by federal prosecutors and state gaming officials, to sell the properties and ordered to leave.

The new owners were unable to make a go of the Fremont and for awhile it looked like the hotels days might be numbered. However, Boyd Gaming stepped in and bought the property.  Since then they have put a new neon facade on much of the exterior covering McAllister's beautiful mid-century design.  However, the tower still has its original facade and gives a visual distinction to what the property once looked like.

When I was much younger, the Fremont Hotel did not take up the entire block.  Next to the hotel was the Fremont Theater, the Las Vegas Booteryand Shoe Shine and the Desert Sands Pottery and Trading Post. 

The Fremont Theatre

The Fremont Theater (approximately where the FDC Feeds Garage Dry Sign is today, was owned by the Nevada Theater Group and run by Lloyd and Edythe Katz.  They also ran the Huntridge Theater on East Charleston at Maryland Parkway.  The Fremont Theater opened in 1948.  The seating capacity was reported to be 800 with a small balcony. Katz had come from Los Angeles after World War II. Katz had many Hollywood connections and a flair for showmanship. He loved to bring out the kleig lights and have old fashioned movie premieres.

The Las Vegas Story, Suddenly and Ocean's Eleven all premiered at the Fremont Theater.  The Suddenly premiere had the added bonus of Frank Sinatra working the box office. Locals crowded into Fremont Street to see the men in tuxedos and women in fur coats and evening gowns going into the theater for the evening. The Ocean's Eleven premiere was held on August 3rd,1960 with the stars of the film in attendance. After the premiere, the party continued as the revelers took over the Copa Room at the Sands for the Rat Pack's dinner show.  By the mid-1970s, the theater changed hands and became the place to see low-budget horror and Chuck Norris karate films.  It was cut up into a small multi-plex before finally being annexed when the Fremont Hotel expanded.

Where's Charley ad

Casino Center Ad 1960s

Fremont parking garage neon circles

Fremont Street 1970

Melodie Lane Restaurant

On the western corner of Third and Fremont once stood the Melodie Lane Restaurant.  The Melodie Lane was a 20 year landmark on Fremont Street with its dancing letter neon sign beckoning one and all.  Owned by Tom and Wilma Panos, the Melodie Lane opened on Dec. 1, 1951 with 24 stools, 30 booths and 29 employees.  Sirloin Steak with all the trimmings would set you back $2.50 and a half chicken with rice cost $1.75. 

When Wayne Newton got hungry in between sets he could be found at the Melodie Lane.  Other notables who came there for the food include Western star, local businessman and eventual Lt. Governor, Rex Bell, Marlene Dietrich and Senators Pat McCarran and Alan Bible.   In 1971, the Panos' closed the popular eatery and it became the Red Garter before being annexed by the Fremont when they expanded to take over the entire block.

Today the corner where the Melodie Lane once stood:

Former location of Melodie Lane Restaurant

 Special thanks to Allen Sandquist and Dr. Michael Green. 

For more information on Wayne McAllister be sure to read:

The Leisure Architecture of Wayne McAllister by Chris Nichols

For more information on Las Vegas Architecture:

Viva Las Vegas: After Hours Architecture by Alan Hess
 

Up Next: The businesses that thrived from Third Street to the El Cortez!

A Brief History of Fremont Street (cont.)

The Western corner of Second and Fremont

This is one of the most storied corners on Fremont Street due mainly to the larger than life Texan who found his fame and fortune when he opened the Horseshoe Club. But before it was the Horseshoe Club, the corner had already been making history:

Hotel Apache

Built in 1932, this was the first building in Las Vegas to have an elevator.  It's brick facade is still there hidden behind the Binion's signage. The Apache also had stain glass windows and some of those are still there.  The Hotel Apache had a lavish bar and downstairs in the Garden Room, the ladies of the Mesquite Club would hold their meetings there. Over drinks at the bar, local businessman and civic booster, Big Jim Cashman convinced hotelier Tommy Hull that Las Vegas was the perfect place to build his next hotel. Cashman pushed for Hull to build the hotel on Fremont Street. Hull was convinced that Las Vegas was the place to build. But when it came time to build, he bought the property at San Francisco (now Sahara Ave.) and the Los Angeles Highway (now Las Vegas Blvd. South), just over the county line.  Why?  Because the taxes were lower in the county.

The hotel operated above the Apache Casino and while the owners of the downstairs would change frequently over the years, the upstairs remained the Hotel Apache until the early 1960s.

Western Casino, S.S. Rex and El Dorado Club

The Apache Casino gave way to the new Western Casino which then became the SS Rex when bootlegger Tony Cornero (who had come to Las Vegas in the early 1930s and opened a nite club called the Meadows which had a devasting fire a few years later).  He named the casino after one of his gambling boats off the coast of Southern California. When the authorities raided his gambling boats, Cornero came to Las Vegas where gaming was legal.  The SS Rex offered craps, faro and other games of chance.  In addition, it had a race wire for those who wanted to bet on the ponies. 

Dogged by accusations of rigged games, Cornero sold his interest in the Rex and returned to Los Angeles.  He would return to Las Vegas in the years ahead.  In the meantime, the partners sold the SS Rex and, in 1947, it became the El Dorado Club.

S.S Rex

El Dorado Club

Benny Binion and the Horseshoe Club

In 1951, that larger than life Texan, Benny Binion- having gotten a good taste of gaming in Las Vegas as a partner of Kell Houssels, Sr. bought the El Dorado Club and renamed it the Horseshoe Club.

Benny Binion

Breaking with traditional "sawdust joint" interior, Binion installed carpet.  The Binion family went to work to make the Horseshoe Club the go to casino on Fremont Street.  Wife Teddy Jane handled the books while sons Jack and Tedworked the floor.  Benny and Doby "Doc" Cahill were good buddies and could often be found eating the Shoe's famous chili in the coffee shop at lunchtime.

Benny had left Texas, some say under rather hurried circumstances, and there is ample evidence that Benny had been involved in illegal bootlegging, gaming and the mob back in Texas. These connections made it difficult for Binion to get licensed but he finally pulled it off. He offered southern hospitality and high limit gaming and the Horseshoe was doing a land office business when in 1953, the Feds got him for tax problems.  Before "he went to college" (the local speak for him doing jail time),  Benny sold the Horseshoe to Joe W. Brown.  While Binion was in prison, Joe W Brown had his own name put on the facade though everyone knew that when he got released Benny would buy back the Horseshoe.

Benny was away at "college" for four years, and when he returned he bought back the Horseshoe. It wouldn't be until 1964, though, that he owned 100% of it. He removed Joe W. Brown's name from the facade and hired Yesco to design a neon facade for the building. Because of his stint in prison, Benny was never issued a new gaming license but he was understood to be the man in charge of the Horseshoe.

Benny was known to be hard man and did not tolerate cheats. Stories abound of his largesse and of his temper.  Just as many stories abound of punishment of those he felt had cheated while playing at the Horseshoe.   He was widely known for accepting all bets. He conducted business out of his office, the booth in the Horseshoe restaurant. His recipe for success: "If you wanna get rich, make little people feel like big people... good food cheap, good whiskey cheap, and a good gamble. That's all there is to it, son."

In 1970, Benny made news by hosting the first World Series of Poker.  Unlike today's tournament, this was a small, but very elite group of poker players who made their living at playing the game professionally.  Benny also had a milllion dollars encased in a over-sized horseshoe shape and put it on display. People came from around the world to have their pictures taken standing next to the display. 

Million Dollar display

In 1988, the Binion family bought the Mint and expanded the Horseshoe so that it took up the entire block. Benny passed away on Christmas Day, 1989. Despite all the stories and whispers about him he was honored, along with MoeDalitz, as one of the most philanthropic men of his era.

Jack Binion continued to run the Horseshoe until 1998, when in a dispute with his sister, Becky, he surrendered control of the casino.  Jack went to the South and opened Horseshoe Clubs in Shreveport and Tunica as well as in Hammond,Indiana.  Becky, unlike her brother, seemed to have little skill at running the Horseshoe.  She sold off the Million Dollar Display and finally in 2004, the Horseshoe in bankruptcy, she sold the family business to Harrah's Entertainment. Harrah's had bought Jack Binion's Horseshoe Clubs as well. Harrah's sold the Horseshoe building to MTR Gaming but kept the rights to the Horseshoe Club name.  MTR hired Federal Heath Sign Company to redesign the neon facade.  Neon designer Brian "Buzz" Leming was the designer and the Horseshoe was rechristened Binion's. While the bullnose on the corner was off, you could see the Hotel Apache facade still there behind it.

Teddy Jane Binion passed away a few years back.  Son Ted was the victim of a sensational murder and the subsequent trial made headlines for months.  A statue of Benny Binion on horseback stands near the hotel today.  The Binion family ranch and house on Bonanza and Rancho is still standing though vacant and boarded up. 

neon facade

Updated on June 27th,2007

It's been announced that MTR Gaming Group, which took over Binion’s in 2004 from Harrah's Entertainment who kept the name Horseshoe, is selling the 55-year-old downtown casino to TLC Casino Enterprises for $32 million in cash. TLC also owns the Four Queens downtown. The deal has to close by the end of the year (though TLC can request a six-month extension).  It needs the approval of the Gaming Regulators and the City of Las Vegas.

I think Benny is spinning in his grave.  How about you?

Coming up next: Second to Third Street

Horseshoe Christmas greeting

A Brief History of Fremont Street (cont.)

North side of the Street - First to Second Street

First State Bank

This corner was the site of the First State Bank for over fifty years.  First State Bank, managed by John S. Parks, the second bank in Las Vegas but, by far, the more successful one. The first one, Las Vegas Bank and Trust Company, was located over in the McWilliams townsite until it moved over to the Clark townsite shortly after the land auction in 1905.  It closed its doors later that summer with no loss to depositors.

The First State Bank was originally in Kuhn's Mercantile Store across from the depot on Main Street.  Kuhn's carried everything from supplies to sandwiches and lemonade.  John Parks realized early on that the bank needed its own location.  A wooden structure was built on the eastern corner of First and Fremont, across from the Las Vegas Pharmacy.

Parks also realized that a bank should not only be secure but look secure and promote a feeling of stability for its customers. In 1906, a large, sturdy looking, brick building replaced the wooden structure and First State Bank remained a presence on Fremont Street until the mid-1950s.  Pictures from those early days show a large bank lobby with elaborate teller windows, a marble floor and floral displays.  According to reports of the day, the walls were built of hollow concrete bricks.  The old wooden structure was sold and moved to another location.  "You can save if you will only try" was the bank's motto in 1911 and they paid 4% on time deposits.  Early tellers included Cyril Wengert whose home on East Charleston is now the Nevada Bar building.

The Birdcage and the Mint Casinos

In the mid-1950s, the First State Bank building was demolished and the bank relocated. The Birdcage Casino was built in its place. The Birdcage only lasted on Fremont Street a few years before being annexed by its next door neighbor, The Mint.

The Birdcage Casino

The Mint is truly one of the casinos on Fremont Street that people still miss.  Built in 1957 with a tall, pink and white pylon sign designed by Yesco's Kermit Wayne and Hermon Boernge, it was an eye-catcher.  The white stripe of lights that raced across the front of the sign and then upward to the heavens to light the starburst at the top made the Mint one of the most photographed icons on Fremont Street. According to Alan Hess, the Yesco designers worked with the architects, Zick and Sharp,  on the design of the Mint. The sign was one of the first to exploit the three dimensional sweep of neon on Fremont Street. Under the sign, petrified wood veneered the walls.

Mint better before annexing Birdcage Casino

In 1959, the Mint annexed the Birdcage and in its place had the original architects and neon designers design a corner facade that would go with the original building. The arching eyebrow with its white chaser lights quickly became a landmark on Fremont Street masterfully uniting the two buildings.

The eyebrow and the tower

The Mint

The Mint had a lounge where my folks saw Johnny Cash perform in the early 1960s for the cover charge of two drinks.  They each had two beers.  The total $1.00.  They say Cash put on a heck of a good show and they became life long fans.

In 1961, developer Del Webb bought the hotel from Milton Prell.  In 1965, a 26 story tower was added.  The Mint also had a beauty salon for its female guests. The Top o' the Mint, a lounge with a view over-looking Downtown and, back then you could see all the way to the Strip, was a favorite romantic spot for tourists as well as locals.  In the mid-1960s, the Mint sponsored the Mint 400 race that started, fittingly enough, in front of the hotel.  The final race was held twenty years later.  In Fear and Loathing in Las Vegas, the late Hunter S. Thompson wrote about spending the night at the Mint and Lee Marvin and Woody Strode shot at Vegas Vic one night from their hotel rooms.

Along with the 1950s facade of their next door neighbor, the Horseshoe, the two hotels made a "solid block of superb 1950s popular Modernism" says Alan Hess and helped Fremont Street become Glitter Gulch.

In the late-1980s, the Binion family bought the Mint and expanded the Horseshoe to the corner covering over all that iconic signage.

Mint after being annexed by Binions

The Mint Postcard 1960s

In the middle of the block was Cornell's Family Shoe Store, the original location of Smith and Chandlers Western Wear as well as the original location of Ronzoni's.  In the late 1940s, both Smith and Chandlers and Ronzoni's moved further east on Fremont Street to make room for the Savoy Club.

The Boulder Club

Next door was the Boulder Club one of the original gambling halls on Fremont Street and the first to have a neon sign designed, of course, by Yesco.  In fact, the signage for the Boulder Club was the first neon sign that Yesco designed and installed in Las Vegas.  The Boulder Club, owned by local businessman Pros J. Goumond, opened in 1929.  It was a sawdust joint "a working man's hang-out" said local attorney Paul Ralli.  The original facade of the Boulder Club, like the Las Vegas Clubacross the street, was simple, Moderne with a hint of chrome.  "The glint of chrome emphasized the appealing modern air-conditioning inside" says Alan Hess.  Air conditioning came to Las Vegas in the late 1930s and changed the way people lived and played in Las Vegas.

Boulder Club

The original Boulder Club signage, designed in 1933 by Yesco was a large vertical sign with a modified zigzag modern crest no more than ten feet above the roofline.  The sign had the name in neon letters.  After Boulder (Hoover) Dam was dedicated in 1936, the Boulder Club had a new sign designed that included a neon recreation of the Dam's face.  It was much bigger than the original, going almost agood story above the roofline and included a marquee neon front.

The Boulder Club offered 10 craps, faro and other games of chance.

Early gamblers at the Boulder Club

In 1946, while stationed in Tonopah, Nebraskan Jackie Gaughan, whose family had gaming interests in Omaha,  bought a 3% interest in the Boulder Club thinking he might return to Las Vegas some day.  Other partners were Farmer Page and Tudor Scherer.

In 1960, the Boulder Club caught fire and burned.  The casino never reopened and the Binion family bought the building and expaned the Horseshoe Club.

Next door to the Boulder Club was The Jackpot.  The Jackpot was famous for its sign Home of the 1/2 lb Deli Sandwich.  When the Binion family annexed the Boulder Club, the Jackpot was annexed as well.

Fremont street 1931

Special thanks to Alan Hess, Allen Sandquist, Special Collections, Nevada State Museum and KimosVegas for the photos and postcards.

Due to the length of this page, I am going to continue the history of this block on the next page.

A Brief History of Fremont Street

The North side of Fremont Street from Main to First
 

The Overland Hotel and Las Vegas Club

This is the second location of the Las Vegas Club. Before its owners moved to it over here, it was the Overland Hotel. Pictures of the Overland Hotel dating back to 1906 can be found on old postcards and at Special Collections and the Nevada State Museum.  John Wisner bought the property at the 1905 land auction for $1,750. (Don't ya wish you had a time machine?) and built the Overland Hotel.

In 1911, the Overland had a devastating fire and burned down. The firefighters lacked equipment except for some fire hoses and a cart. This event was a turning point in the city decided to incorporate later that year.

They rebuilt the Overland bigger and better.  It now had a free sample room where traveling salesmen could display their wares.  George Foley, Sr recalls a trip to Las Vegas with his father in 1926 when George was just a boy.  They stayed at the Overland and George remembers "I looked out the window that night and Fremont Street was only lit by one bare light bulb and I remember feeling very afraid".

Overland Hotel 1930s

Overland Hotel

The Overland briefly became Frank Donovan's Chatterbox Club as well as the Talk of the Town Bar before, in the late 1940s, Kell Houssels, Sr decided to move the Las Vegas Club across the street, perhaps thinking that the Club might do better being right across Main Street from the Train Depot.  The Overland continued as a hotel above the Club.  The Overland had a separate neon sign with a train engine that hung above the second floor.

Overland at night

In 1961, Jackie Gaughan and Mel Exber bought the Las Vegas Club and redid the facade, adding much more neon.  They also bought out the Overland and the Las Vegas Club became a hotel and a casino.

Las Vegas Club Sign 1946

Las Vegas Club

Las Vegas Club at twilight

Las Vegas Club neon

Next door was a Cut Rate Drugs with a Buy War Bonds sign painted on the side. It became a Sav-Rite Drugs in 1950.  The Las Vegas Toggery moved across the street as well, settling in two door east of the Las Vegas Club.

Where the Golden Goose stands today, was originally the State Cafe, one of the most popular places to eat on Fremont Street. It later became Buckley's, a slot joint at 20 Fremont Street. When Buckley's closed it became the Mecca Casino before finally becoming the Golden Goose.

The Glitter Gulch, also currently closed, was originallythe Las Vegas Bar-B-Que. It later became the Copper Grill, then the Golden Slot. The Fortune Club also moved across the street and had a giant neon slot front and cowboy head and took over the Golden Slot lease.

Next door is a Shoe Store and G&G Blowout. G&G Blowout was originally the Dixie Deli. In1952, the Deli closed and Vegas Loans opened.  Vegas Loans soon became Ace Loans and resided there until recently. 

On the corner of First and Fremont where Mermaids is today, was the first drug store in Las Vegas, the Las Vegas Pharmacy.  It was owned by the Ferron Family.  It was originally a wood structure but that gave way to a large three story brick building with an imposing facade.  The facade likely wanted to project the image of security and stability. 

The La Bonita Hotel was upstairs above the Pharmacy and the Pioneer Club had a giant neon roof top sign with Vegas Vic's face and a pink arrow pointing to its building across the street.

In 1957, the Pharmacy was torn down and it likely marked the passing of an era to long-time residents.  In its place was built the Silver Palace with its pink, gray and blue tile facade and the color scheme was carried out to the sidewalk around the Silver Palace.  Today all that is left of that tile can be found under the Soda and Water machines on North First Street.

In the mid-1970s, it became the Gamblers Hall of Fame for about two years until in 1977 changed ownership and became Sundance West.  in 1979, it changed hands again and became Sassy Sallie's complete with a high kicking neon cow girl on the roof.  Vegas Vic now had a girlfriend, Vegas Vicki.

While the Fremont Street Experience was under construction and before they took Vegas Vicki down, she and Vic were married in a ceremony covered by the local newspapers and news stations.  In 1999, Sassy Sallie's became Mermaids home of the deep fried twinkie and long plastic go cups.  On North First, just down the block is the old freight elevator for the Silver Palace.

On North First was also the Silver Cafe, owned by the Fong Family, which provided Chinese and American food to sit down customers and small trays of food to the small gambling halls on the block in the 1930s and 1940s.  Also down this street were a Leather Shop, Brady's Watch Hospital, Square Deal Loan Co, Backline Sam's Cafe, Reliable Cleaners and Hatters with a neon sign, Log Cabin Bar, Tivoli Tavern, a Chrysler Dealership and the Idle Hour Pool Hall and Cafe. 

Special thanks to UNLV's Special Collections, Nevada State Museum, Allen Sandquist and Eric Lynxwiler for the use of photos, postcards and matchbooks on this page.

Coming Up: More History!  Fremont Street from First to Second Street