The Las Vegas Strip

The Last Frontier, circa 1948. It was the second property to be built on Highway 91, now known as The Las Vegas Strip. It was conceived with a western theme in 1942, and to the north of the hotel was the Last Frontier Village, a re-creation of a frontier town. To enhance the 'old west' experience, guests were transported from the airport to the resort with a stagecoach.
The El Rancho Vegas, circa 1950. It opened in 1941, and was the first resort to be built on Highway 91, now known as The Las Vegas Strip. When it opened, 'Playtown U.S.A.' noted, 'Two miles out! Middle of the desert! To promoters and builders in Vegas proper, the idea was insane.' Now, the Strip is home to 150,000 hotel rooms, more than any other city in the nation.
Models cross the Thunderbird, circa 1951. It was the fourth hotel on the Las Vegas Strip, and its trademark neon bird perched on top of the hotel, was named from a Navajo legend. This publicity photo was published in newspapers throughout the nation.
This rare color photo was taken by the Las Vegas News Bureau, the publicity arm of the Las Vegas Chamber of Commerce, in 1952 to market Las Vegas. The Desert Inn was opened by Wilbur Clark and hosted 300 employees, making it the largest employer in the state, at the time.
The Flamingo hotel on December 15, 1953. This beauty shot was utilized in several publications to market Las Vegas. The Flamingo advertised itself as a $5 million resort, which ushered in a new era of glamour and entertainment.
A model exited a car in front of the Sahara on August 18, 1954. This staged photo was distributed to newspapers throughout the nation to market Las Vegas as a tourist destination.
The New Frontier, circa 1955. This rare color photo was taken to advertise Las Vegas in magazines and promotional brochures throughout the nation. When the New Frontier was purchased, the owners removed the previous western motif and remodeled with an ultramodern design to reflect the new theme, 'The New Frontier: Out of This World.'
News Bureau photographers captured a beauty shot of the Dunes on June 5, 1958, in order to promote the $3.5 million resort.
A promotional photo of the Stardust on July 22, 1958. The property had opened earlier in the month, and the Las Vegas Chamber of Commerce often had their publicity department, the Las Vegas News Bureau, capture casino openings and share their images with newspapers around the nation.
Caesars Palace on September 29, 1966, a couple of months after it opened. Caesars ushered in a new era of casino opening parties with a lavish three-day $1 million party. A stage production of 'Rome Swings' with Andy Williams and Phil Richards as Caesar was performed at the opening party and celebrities like Gene Kelly, Xavier Cugat, Steve Lawrence and Edye Gorme, Peter Hayes, Eva Gabor, Al Hirt, Johnny Carson, and a number of others attended.
The Hacienda on June 26, 1967. It was located on the far south side of the Strip and because it was so isolated it relied on good marketing to thrive. In addition to night-lit golf, the Hacienda offered its own air fleet to bring passengers from California and other key cities.
The Riviera on September 1, 1969. This beauty shot was taken by the publicity arm of the Las Vegas Chamber of Commerce and sent out on 'the wire' to share it with newspapers around the nation. It was also utilized in marketing brochures for Las Vegas.
The La Concha on March 19, 1980; it was designed by Architect Paul Revere Williams, and is now the lobby for the Neon Museum. Owner Ed Doumani noted that the following celebrities had stayed there over the years: Ronald Reagan, Ann Margaret, Muhammad Ali, the Carpenters, and Flip Wilson.
The Royal Nevada on opening day, April 19, 1955. It was promoted as the 'Showplace of Showtown U.S.A.' and featured opera singer Helen Traubel on its opening night. It also showcased a dancing water feature years before the Bellagio debuted theirs. The fountains water sprayed a dazzling 50-feet into the air and was synced with waltz music.
The Tropicana on July 27, 1957, it opened in April 1957 and cost $15 million to build, making it the most expensive property on the Strip. The 'New York Times' dubbed it, 'Las Vegas' only world-class luxury resort.'
The Aladdin on January 4, 1966. It was built where the Tally Ho once stood and was opened by the Sahara's owner Milton Prell. Elvis and Priscilla Presley were wed at the Aladdin in May 1967 in Prell's own suite.
Jerry Lewis was advertised on the Sands marquee on October 28, 1968. The Sands was known for its world-famous entertainment lineup including Lewis, members of the Rat Pack, Nat King Cole, Zsa Zsa Gabor, and others. The marquee was often photographed with the headliners highlighted and these photos were then sent out on 'the wire' to be published in newspapers throughout the nation.
Castaways on March 1, 1969. It was a smaller Polynesian-themed casino and it billed itself as a 'private island in the center of the Strip.' This publicity photo was utilized in marketing materials and brochures.
The MGM Grand on March 15, 1975, the resort was built by Kirk Kerkorian at a cost of $106 million. It was twenty-six stories and dwarfed the surrounding properties. It was considered the most elegant resort on the Strip.
The Silver Slipper on September 20, 1975, the iconic shoe has been preserved and restored and is on display on the street outside of the Neon Museum. The Silver Slipper is best known because it was purchased by Howard Hughes who lived across the street and was exasperated by the red glow of the neon. He bought the property in order to tear down the glowing shoe.
Circus Circus on October 20, 1976. Jay Sarno, the mastermind behind Caesars Palace, built Circus Circus. While Caesars Palace's goal was to attract high rollers, Circus Circus was 'for the masses' according to Sarno. He wanted to build a casino for everyone and have it be an over-the-top experience.
The Silverbird on September 6, 1979. When the resort opened in 1977, it had the most expensive sign on the Strip, costing $1.8 million to construct. The Silverbird also offered child care and pet boarding facilities to attract families, which was a novelty at the time.
The Barbary Coast on May 31, 1979, two months after it was opened by Michael Gaughan. Michael's father, Jackie Gaughan, a Fremont Street casino owner, bought him the property in the 1970s so Michael could launch the Coast hotel chain.
Slots of Fun on October 9, 1979, shortly after it was purchased by Circus Circus Enterprises. It was originally built in 1971 and it was one of the smallest operating casinos on the Las Vegas Strip.

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