1937-1970s

For Harrah’s, which debuted in Reno in 1937 as a bingo parlor, extensive advertising was key to its growth into one of Nevada’s largest gambling empires by the 1970s.* However, owner/operator William “Bill” Fisk Harrah‘s approach to publicizing his clubs primarily was to copy what competitor Harolds Club already had done.

“[Harrah’s] promotions were aimed at Harolds,” wrote Leon Mandel, author of William Fisk Harrah: The Life and Times of a Gambling Magnate. wrote. “In perfect accord with the Harrah style, they were — at least many of them — stolen from Harolds itself.”

A Humble Start

For about the first 10 years, during which the club solely offered bingo, and some employees themselves wrote ads for the business, keeping such work in house.

Then when the gambling tycoon expanded his business to a full casino in the mid-1940s, he engaged local firm, Wallie Warren & Associates, to assume advertising responsibilities. However, Harrah wasn’t impressed with the agency’s one advertising man, according to Mandel.

A Campaign With Teeth

Sometime in 1958, the gambler switched to Reno’s Thomas C. Wilson Advertising Co. One of the agency’s ad campaigns for Harrah’s was the “I won a jackpot” postcards. Here are some of the first ones circulated. (Warning: Much of the content is politically incorrect and offensive today.)

Note the images are oriented horizontally, all of the letters in “Harrah’s Club” are the same color, red, and the location cited is “Reno.”

Going Out Of State

In 1955 Harrah opened a second casino at Lake Tahoe in Stateline, and the postcards changed slightly as a result. Specifically, they now named the locations of both properties.

As the two Nevada Harrah’s operations grew, so did their advertising demands. In 1961, Harrah’s director of advertising, Jack E. McCorkle, sought an agency with the manpower to meet the gambling company’s needs.

After four months of searching, McCorkle contracted Hoefer, Dieterich & Brown Inc. in San Francisco, California. This firm’s efforts turned Harrah’s into a household name. 

The postcards evolved further.

Note the images now are vertically oriented, the casino name no longer includes “Club” and each letter in “Harrah’s” is a different color, none of them red.

Big Fat Copycat

It wasn’t Harrah’s but, rather, its biggest competitor, Harolds Club, that blazed the advertising trail for Nevada casinos. Harrah’s simply copied Harolds’ successful formula.

In 1941, the Smiths who owned and operated Harolds Club installed 25 roadside billboards** within 500 miles of their Reno gambling house, which indicated fun was to be had there. All of the signs challenged whoever saw them to make their way to The Biggest Little City, but none mentioned gambling.

Before Thomas C. Wilson Advertising created and placed ads for Harrah’s, it did the same for Harolds between 1946 and 1958. The agency was responsible for Harolds’ covered wagon symbol and its  “Harolds Club or Bust” slogan. It also advertised for Harolds in newspapers and magazines and on radio and TV.

“They did a good job,” Harold Smith, Sr., wrote of the Wilson agency in I Want to Quit Winners.

Harrah’s also put up billboards along the highways throughout the U.S.’ western states and advertised in the same media outlets that Harolds Club did.

Because the casino names, “Harolds” and “Harrah’s,” were similar, each starting with an “H” and containing seven letters, people often mistook one for the other.

“The more advertising Harolds did, the more people noticed Harrah’s,” Mandel noted.

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* Bill Harrah took his company, Harrah’s Entertainment Inc., public in 1971.

** The number of Harolds roadside signs rose over time to about 2,000 and appeared throughout much of the world.

Sources

1941-1952

The 1941 breakout of war between the U.S. and Japan started a series of deleterious events for Nevada’s first tango parlor Reno Club, Inc. and its proprietors. These included a tangle with a newcomer to the region’s gambling industry, William “Bill” F. Harrah.

Longstanding Bingo Business

A group of Japanese-American men, all U.S. citizens, debuted a gaming club in June 1931 at 232 N. Virginia Street in The Biggest Little City. Along with tango (also called bingo), the place  offered hazard, 21, craps and roulette. The owners were:

• Ben Furuta, president
• Fred Taketo Aoyama, vice president and assistant manager
• Fred Y. Yamagishi, secretary
• Y. Yamagishi (a younger relative of Fred Y.), manager

(Furuta lived in California, but the others were Northern Nevada residents.)

Immediately, Reno Club, Inc. was successful. It was the only tango salon in town until Bill Harrah came on the scene in 1937. His first Reno tango enterprise was on Center Street, outside of the city’s gambling core, and, thus, Harrah closed it after only a few months. His next, which he called Plaza Tango, was on Commercial Row. In March 1940, he added a second tango enterprise, next door to Reno Club, Inc., at 242 N. Virginia Street.

Beginning of the End

Once the U.S. declared war on Japan, on December 8, 1941, all people of Japanese descent living in the States were considered the enemy and treated as such. The owners of Reno Club, Inc. were no exception. For starters, the U.S. federal government impounded their money, leaving them with no capital with which to operate their gambling business.

Also, Furuta was interned in the Poston War Relocation Authority concentration camp in southwestern Arizona, close to the California border and near the town of Parker.  

The elder Yamagishi was arrested but released on parole, according to a newspaper article.

Aoyama was drafted but not called to serve.  

Given their tenuous financial position and alien status, Reno Club, Inc.’s proprietors asked Harrah if he wanted to acquire their enterprise. He offered to pay $20,000 ($337,000 today) for it. About a week later, when the owners told Harrah they agreed to the deal, he indicated the offer price no longer stood and now was $12,500 ($210,000 today), they reported. Consequently, they refused to sell to him.

May 1942

Instead, they renegotiated their lease agreement on their club’s building, with the owner, Frank Quinn of Young Investment Co.

The document outlined that Harrah could lease the premises for $350 (about $5,900 today) a month for a year, and if the war wasn’t over by that point, the lease would revert to month by month. It would remain in effect “until the general treaty of peace has been concluded between the Axis Nations on the one part and the United Nations on the other part” or until October 26, 1948, whichever came first (Nevada State Journal, July 16, 1947).

Right away, Harrah assumed the space and advertised another bingo club.

September 1945

When the war ended for the U.S. on September 1, 1945, the Reno Club, Inc. owners — now Fred and Y. Yamagishi and Fred Aoyama — sought to get back their gambling establishment. However, Harrah refused to vacate the premises, saying he didn’t have to until a peace treaty was signed between Japan and the States. (Typically, peace treaties aren’t signed until seven or more years after hostilities end, and until such a treaty is in place, those considered enemy aliens during the war technically retained that status.)

Instead of fighting for the return of their business, Aoyama and the Yamagishis sold it to the O’Keefes: James L., Charles P. and Lottie M. But they couldn’t operate it either because Harrah wouldn’t vacate it.

Another War, This One In Court

What followed was a five-year-long legal battle between the O’Keefes and Young Investment Co. and/or Harrah.

September 1946

To get Harrah out of their Reno Club, Inc., the O’Keefes sued the landlord Young Investment Co. The O’Keefes claimed Harrah had no right to occupy the premises now that the war was over. Young Investment, on the other hand, asserted that, according to the lease, Harrah was entitled to stay there until a peace treaty was effected or the lease ended in October 1948.

Later in September, Judge William McKnight of the district court ruled against the O’Keefes, and Harrah stayed put. The O’Keefes appealed.

July 1947

Next, the Nevada Supreme Court heard the case. The judges reversed the decision and returned the case to the lower court to be tried again.

September 1947

At the second trial in district court, Judge Frank McNamee of Las Vegas presided. Also, Harrah was a defendant alongside Young Investment.

February 1948

McNamee ruled differently than McKnight had and ordered Harrah to clear out of Reno Club, Inc.’s premises. But Harrah didn’t. Instead, he appealed to the state supreme court.

October 1948

Before the case was even presented to the supreme court judges, October 26 came around, thereby terminating the lease on 232 N. Virginia St. The gambler moved out of Reno Club, Inc. that day. The next month, the O’Keefes reopened Reno Club Inc. (and eliminated the comma from the name).

The Nevada Supreme Court upheld McNamee’s 1948 ruling.

The Exclamation Point

May 1952

The O’Keefes again sued Harrah, this time seeking damages for the four months between June 15, 1946 and October 26, 1946, during which, according to the lawsuit, he’d illegally occupied Reno Club, Inc. This period was before the initial district court ruling in the O’Keefes versus Young Investment case. The O’Keefes asked for $133,632 (about $1.4 million today). The amount consisted of rent, at $100 ($1,000 today) a day, and $43,300 ($448,000 today) for use of the gambling business’ personal property.

Judge A.J. Maestretti determined the O’Keefes weren’t entitled to damages for any period before McNamee’s February 1948 ruling but were for the six months after that. Consequently, Maestretti awarded them $8,155 ($84,400 today) for rent, at $105 per day.

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What do you think? Should Bill Harrah have vacated the Reno Club, Inc. premises when the war between the U.S. and Japan ended or not?

Sources

1969-1970

Casino magnate, William “Bill” F. Harrah, 58, married country artist, Bobbie Gentry, 27, in St. John’s Presbyterian Church in Reno, Nevada on December 18, 1969 with only members of the wedding party present.

The union was Harrah’s third (of seven), Gentry’s first.

The marriage lasted four months, with the couple receiving a divorce decree on April 16, 1970.