Clockwise: Vegas Vic, Bucky Buckaroo, Last Chance Joe, Wendover Will

1940s-Today

They’re one of a kind. Dazzling. Captivating. Iconic. Pure Nevada.

They’re the mascots of the state’s gambling industry. They graced the facades of casinos in the gambling meccas, and some still do. Rather than merely signs, they’re like citizens, but atypical ones — larger, brighter and cartoony.

Here’s a look at four of them:

1) Vegas Vic (Las Vegas)

The 40-foot-tall cowboy resulted from an advertising campaign the Walter J. Thompson firm launched in 1946 that boasted “fun in the sun” and a smiling cowboy whose thumb directed toward Las Vegas. The ads appeared in Esquire, the Saturday Evening Post and other national magazines. A year later, a different agency personified in print the Western figure with the name, Vegas Vic, and a voice saying, “Howdy, pardner.”

In 1951, artist Pat Denner designed the Vegas Vic who’s become the icon, and the Young Electric Sign Company manufactured a neon version of him for the Pioneer Club. The cost was $90,000 (about $835,000 today). For the more than half-century since, Vic has remained at 25 E. Fremont Street, greeting passersby with “Howdy pardner, welcome to downtown Las Vegas.” He even gave an interview to the Las Vegas Sun in 2000.

2) Wendover Will (Wendover)

After Vegas Vic, in 1952, the team of Denner and the Young Company, created Wendover Will, another cowboy but much taller at 63 feet, for the State Line Casino in Wendover. Named after the border locale and the casino’s founder, William Smith, the neon mascot’s job was to lure travelers off of U.S. Highways 40 and 50 (today, Interstate 80) and into the gambling club/hotel/café/bar.

In 2001, when the casino’s ownership changed to the Wendover Nugget, 9-ton Wendover Will was donated to the city. He was restored and relocated to Wendover Boulevard in the heart of town, now West Wendover, where he stands today.

3) Bucky Buckaroo (Reno)

In the 1940s, caricaturist and commercial artist, Lewis “Lew” Hymers, designed Bucky, aka Nevada Bob, yet another cowboy but this one in the shape of Nevada.

Three or four versions were built, which hung on the marquee in the front and back of the Nevada Club at 224 N. Virginia Street. One of the Buckys, owned now by Will Durham, founder of the Nevada Neon Project, is 9 feet high and 7 feet long.

Unlike many of the neon signs manufactured in Nevada at the time, Bucky Buckaroo was made out of porcelain enamel rather than being painted, which helps it “look pristine,” Durham said. It’s impressive for 70 year old.

4) Last Chance Joe (Sparks)

Last Chance Joe is 35 feet high, 8 feet thick and 5,000-plus pounds! Roscoe “Duke” Reading designed the statue, and R.H. Grosh Scenic Studios in Los Angeles built it.

To construct him, workers first used structural angle iron to create his frame then covered it with chicken wire. Next, they applied many, many, many layers of papier mâché followed by two coats of celastic. Lastly, they painted and sprayed Last Chance Joe with plastic.

Once completed, they shipped him in three parts on a Southern Pacific flatcar to Sparks, where he was installed outside of Dick Graves’ Nugget for the 1958 grand opening.

Today, Last Chance Joe can be seen outside of the Sparks Heritage Museum at 814 Victorian Avenue.

Ever-Lasting Symbols

Whether in an original or new location, these vibrant, fun characters, along with many of their peers, endure as symbols — of a U.S. industry once unique to Nevada, gambling, and in turn, of the state’s historic identity. As well, today these icons boast the well-deserved label, Americana.

Sources

Photo of Bucky Buckaroo by Brian Ball, I Shoot Reno

The article, “Las Vegas Gamblers Arming in Control Battle,” ran on the front page of a Los Angeles newspaper in the third week of December, to the chagrin of Nevada gambling regulators, casino owners, officers of the law and other industry representatives.

The story reported that in the new iteration of Sin City:

• Casino owners (gamblers) were readying to fight for control of gambling there
• Many gamblers were carrying weapons and had armed bodyguards
• Men (presumably hired by the gamblers) were cruising competing casinos’ parking lots, trying to persuade guests to play at their clubs instead
• Ladies planted in cocktail lounges were directing visitors to specific casinos
• Although unreported, several physical beatings took place in gamblers’ inner circles
• One casino owner left the state because his life had been threatened*
• Fixers, dispatched by East Coast Mafia heads, were en route to negotiate a truce

Landscape At The Time

In the ’40s, downtown Las Vegas transformed when a handful of its gambling properties changed owners and names. The 1949, or post-war, Fremont Street was home to the:

Las Vegas Club (1930)
Boulder Club (1931)
Frontier Club (1935)
El Cortez Hotel (1941)
Western Club (1941)
Pioneer Club (1942)
Santa Anita Turf Bar (1943)
Monte Carlo (1945)
Golden Nugget (1946)
Club Savoy (1946)
El Dorado Club (1947)

Downtown Las Vegas in early 1950s

Also in that decade, the city saw the start of what would become the Las Vegas Strip, with the debut of this quartet of hotel-casinos:

El Rancho Vegas (1941)
Last Frontier (1942)
Flamingo (1946)
Thunderbird (1948)

Still fresh in the minds of those in the gambling world was the execution two years earlier, in 1947, of Benjamin “Bugsy” Siegel, violent mobster (Genovese crime family associate) and Meyer Lansky pal. Siegel had overseen (badly) the building of the Flamingo in Vegas, and had run the business until his murder.

In mid-December 1949, the Flamingo double-crossed Club Savoy, which was across the street, with a play that involved a cheating gambling stunt. The incident was extensively reported in the papers when Savoy’s owner refused to pay the Flamingo its winnings. It was negative publicity that gambling regulators and state officials disliked.

Also around the time, several casinos agreed to stop some of their blatant efforts to poach customers from other gambling properties. They’d used people on megaphones and “circus-type banners” to inform passersby that their slot machines had better payouts than their competitors’.

The L.A. newspaper article didn’t specify which gambling factions supposedly were fighting one another. Perhaps it was a Strip vs. downtown beef.

Similar, Widespread Reaction

The overarching response to the newspaper report from the big names in and associated with the Vegas gambling industry was denial: A turf war? What turf war? Calling the article’s contents hogwash, they deduced it merely was an attempt to hurt Nevada’s booming sector at a time it would feel it the most, the New Year’s Day weekend.

Here are some of the individuals who publicly weighed in and their comments. (All quotes are from the Nevada State Journal, Dec. 29, 1949.)

Gus Greenbaum, mobster, Meyer Lansky lieutenant and Flamingo hotel-casino president:

“The stories to that effect are fabricated entirely,” he said, specifically referring to an impending war for control. “No guns are being carried on any hotel or club property except by authorized personnel.”

Spokesman for the Nevada Tax Commission, the then gambling regulation agency:

Any impending warfare over gambling control “is news to us.”

Spokesman for the downtown casinos, who asked to remain anonymous:

“Relations between the gambling clubs and the casinos are more harmonious than ever. We think the story was carried mainly to counteract favorable publicity given our gaming recently by another Los Angeles newspaper. This whole business has been dreamed up by some eager newspaper correspondent.”

William J. Moore, Jr., Hotel Last Frontier executive vice president and tax commission member:

He wasn’t aware of any threats on the gambling scene, he said. In fact, the various gamblers have gotten along well in recent months and hold weekly meetings to hash out any issues. The story was “a deliberate attempt to keep California dollars from coming into the state, appearing as it did on the eve of the biggest weekend in the history of gambling in Las Vegas.” He added Vegas gamblers aren’t using “steerers,” or “persons corresponding roughly to ‘B’ girls in cocktail lounges who direct visitors to a certain casino,” which the state prohibits.

Archie Wells, City of Las Vegas acting police chief:

He didn’t know about any alleged beatings of certain gambling figures, he said. “We checked thoroughly and found no violence of any kind — reported or otherwise.” His department found no evidence the reports perhaps stemmed from possible attempts at revenge by Club Savoy.

Glen Jones, Clark County sheriff:

“We’ve received the utmost cooperation from all gambling operators.” He didn’t know of any gambler who was carrying a gun openly other than the special officers with deputy sheriff status in the clubs.

Informal Peace Summit

After the story appeared, the city’s casino and gambling club owners quickly convened to address its allegations.

They must’ve come to a mutually satisfactory resolution, if in fact a battle for gambling control had been underway or imminent, as no lives were taken . . . at least that we know of.

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* One gambler, Beldon “Jake” Katleman, co-owner of the El Rancho Vegas, had traveled to the Middle East recently but was back in town at the time the newspaper article was published, the Nevada State Journal noted.

Sources