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Home , Moulin Rouge Hotel, Royal Nevada

The History and Mystery of the by Steve Fischer

Back in September of 2003, I wanted to offer for sale on eBay an autographed menu from the Moulin Rouge and in . It was signed by boxing leg- building going on. Smart money from Sid Wyman was making good end and 2% owner of the Moulin all over the country was watching money at the Sands. He had points in Rouge, World Champion , what was happening at the El Rancho the Sands, but he decided to the leave who also worked as a greeter at the Vegas and the Last Frontier and the to pursue a lifelong dream of becom- hotel. Interesting, but certainly not a Sahara and the Flamingo and the ing a Casino Owner. So what if he had rarity. Sands. made his money as a Bigtime book- maker in St. Louis? He was legit now! So I decided to do a little investi- Likable or not, the mobsters who gating into what ever happened to owned the , and the casino Sid’s partner was Al Moll who had that hotel/casino. What is interesting owners who fronted for them, were fled Missouri because that damn is that there is almost no information overall a pretty damn bright group of Estes Kefauver and his damn about what happened; why an estab- guys! Especially when it came to Organized Crime Committee were lishment that had become extremely gambling. These were money men – going to start asking him questions popular suddenly closed. Yet, putting they understood gaming and they again! together a few facts about that understood gamblers. And they were year…..plus some common sense… getting successful. So Moll closed his Christmas Accounts at the St. Louis bank, sold It was 1955. The strip were These very serious gambling men, his interests in the casinos in doing well. There was a LOT of and in some cases, new casino owners Kentucky and Tennessee, and brought had one hell of a lot riding on their a couple mil cash to the Land Of own casino’s success. Golden Opportunity – Las Vegas. A place where a gambler could make a There were a few side stories decent living legally! It cost Sid and Al $5 Million Dollars to get the doors The new owners of The New of The Royal open – These Frontier, Murray Randolph, Irv Leff very serious men and new hotel own- and Morris Friedman just paid Jake ers needed cash flow fast – and didn’t Kozloff, Guy McAffee and Beldon need no competition from no uppity Katelman a lot of money to buy The you-know-whats like the owners of Last Frontier. Then, it cost them a the Moulin Rouge few hundred thousand more to con- vert The Last Frontier into their Meanwhile, Gus Greenbaum was dream, which they called The New asked by the owner of the Riviera, Frontier. These very serious men and “Big Tuna” Tony Accardo, head of new hotel owners needed cash flow the Chicago Outfit, to please come to FAST - and didn't need no competi- Vegas and save the damn hotel! The tion from no uppity you-know-whats Riv had been open for three months, Joe Lewis dressed for Helldorado Days like the owners of the Moulin Rouge. and for 90 straight days had lost just before opening of the Moulin Rouge money each and every day! So Tony (in background).

40 CASINO CHIP AND TOKEN NEWS | Winter 2005 Accardo kindly asked the manage- ment team of the Riviera to pack their bags – pick up some souvenir post- cards – and be out of the hotel within 15 minutes!

At first, Gus said, “No thanks” . But Marshall Ciafano (Johnny Marshall in Vegas) who was the num- ber one enforcer for the Chicago Outfit (he had a particular fondness for ending discussions with a blow- torch)! was very persuasive. Four nights later, his sister-in-law was mur- dered in her bed. Gus changed his mind. He brought his management group from the days he owned the Flamingo, but in order to purchase the Riviera, Gus had to raise some seri- ers. Morris Shenker, the attorney for entertainers who worked in Las Vegas ous cash fast. He sold pieces of the the Mob, was also an owner, as was lived. The maids and the kitchen help. Riv to his old group. Ray Patriarca - the Capo of the New Even Sammy Davis, Jr. and his dad, England La Cosa Nostra. Sammy, Sr., along with his uncle Will These managers weren’t wealthy Mastin, all stayed in the rooming men. They had to mortgage homes All of these guys had spent a lot of houses in that poor section of town; and borrow anywhere they could to time and a lot of money -- and they there were laws back then about such raise their stake, and they sure as had a lot riding on the success of the things. beans didn’t need no competition -- brand new Hotel and Country especially from some uppity-you- Club. And these very serious men and And then, on May 20 of 1955, know-what’s. new hotel owners needed cash flow (articles vary on the exact day), The FAST - and didn’t need no competi- and Casino The Riviera Split in 1955 tion from no uppity you-know-whats opened out on West Bonanza with like the owners of the Moulin Rouge. 105 Rooms. It was variously called Ben Goffstein (7% ownership) the “First Multiracial” or “Integrated” Harry Goldman, Ross Miller and The Fremont, “Doc Bailey’s” or “Cosmopolitan” hotel in Las Davie Berman (split 7% ownership , and the Tropicana were Vegas. Blacks were welcome, Whites between them), “Icepick” Willie nearly finished. And in the midst of were welcome, even Benny Binion Alderman (7% owner), Jess all this building – there was an eco- was welcome! Goodman, Charlie Haris, and the nomic downturn across the country. Atoll Brothers Frank, Fred and Elias and Las Vegas was getting a few less The two main owners of the (17% ownership). These very serious visitors. All these new rooms going Moulin Rouge were Louis Rubin, men and new hotel owners needed up on the Strip – and all these very who made his money from New York cash flow FAST– and didn’t need no serious men and new casino owners Restaurants, and Al Bisno, a Los competition from no uppity you- were getting worried about all the Angeles builder, both white. The know-whats like the owners of the competition. Rouge had a total of eight owners Moulin Rouge. who bought partnership in the Casino, It was the middle of the 20th cen- and one who was given 2 points of The Dunes in 1955 tury, and most of the entertainers in the project. The others were George Las Vegas in the 1940s and early Altman, who became the casino boss, Stan Miller left a good job at the 1950s went to to Al Childs, Will Schwartz, Larry Sahara to buy into the brand new sleep and eat. And West Las Vegas of Ousely, Walter Zick and Tom Foley. Dunes. Sid Wyman, Kewpie Rich, that time was pretty bad. Muddy Tom was the hotel attorney who was Butch Goldstein, Major Riddle, Bob streets. Little plumbing, little electric- also licensed by the state of Nevada Rice, Howie Engel were listed own- ity. That’s where most of the black to operate the bar/tavern at the Rouge.

CASINO CHIP AND TOKEN NEWS | Winter 2005 41 Joe Louis was the last of the “owners”. In exchange for The Champ’s services, Lou and Al gave Lewis 2 points in the hotel. I must mention that some sources say that Joe was only a host/greeter, but LIFE Magazine which came out a month after the Rouge opened said, “Former Heavyweight Boxing Champion Joe Louis, is an owner and host of the new Moulin Rouge.” If it’s good enough for LIFE Magazine, I’ll also accept that Joe had 2 points in the Rouge.

There were 17 additional investors – none of which were licensed by the state, and as such, none of which had to have their names published. Each point of the hotel, prior to building would cost $24,000 –- and Waiters’ jackets issued before opening night at Moulin Rouge, were expected to make you had to buy a the club’s waiters look snapier than any other in town. minimum of one point to Monk Schaefer – Swing Shift Pit Boss Andy Rocknie (Called “Rockie”) – become a limited partner. Joe Chariara – Pit Boss Assistant Security Chief. Retired State Senator from Wyoming, retired Hotel Personnel Cliff Marshon – Dealer Pro Wrestler. Carl Walton – Dealer Sonny Boswel – General Manager John Achoff – Pit Boss The Night In May 1955 Moulin (Sonny was a former Harlem Rouge opened Globetrotter) Entertainment at the Moulin Rouge Martin Black – Publicist of the Rouge The Platters opened at the Moulin George Altman – Casino Manager Wally Ogle – Stage Manager Rouge George, who had left his pit boss job Benny Parson – First orchestra leader Liberace was playing at the Riviera at The Last Frontier, and all the deal- (4 months) until he was replaced by Carmen Miranda was at the New ers at the Rouge were white. They Les Brown who was there for the last Frontier were the only jobs at the hotels that two months of the Moulin Rouge’s were not filled by Blacks. The Delta Rhythm Boys were at the life. Sands Blacks couldn’t deal Louis Prima and Keely Smith were at Security At The Hotel or be involved in the Sahara any casino games There were 25 Interracial Security prior to the Opening Night at the Moulin Staff – All wearing the French Moulin Rouge, so Rouge was packed – It was attended Foreign Legion dress uniforms with there were no by all the major newspapers, maga- plumed hats. experienced dealers zines and the wire services. Martin to draw from. Black, PR Man for the Moulin Rouge Merle Longnecker – (Head of had arranged and paid for 70 news- Security). Retired after 25 years as Morry Deitch – Assistant Casino people to come in from the East Inspector of Homicide with the Manager. Previously with the Golden Coast and the Midwest. Oakland, , PD. Nugget ‘51-55

42 CASINO CHIP AND TOKEN NEWS | Winter 2005 The first show at the Rouge was While all these people were watch- Surprisingly, there are very few “Tropi-Can-Can” with the largest ing the Watusi being danced by the newspaper and magazine articles chorus line in Las Vegas with 23 Moulin Rouge Chorus line of 23 about what happened. Good records dancers. During much of 1954, The dancers, the dealers in pit 3 at the were not kept, apparently. And there Moulin Rouge held open, and very were talking to one anoth- weren’t many people who wrote well publicized auditions all over the er. The place was empty! And the about the history of the place. US looking for Black Dancers and Flamingo began letting craps dealers Chorus Girls to dance on the line at go home early. Before the Rouge opened, there the new hotel! were highly publicized talent searches It began to catch on. The Black throughout the country to find the Local, state and federal officials celebrities who played the Strip now most beautiful black dancers, the best were all over the Rouge on opening had nice accommodations in West black bartenders, the finest black sous night –- including Mayor C. D. Baker Las Vegas, and the white entertainers chefs and executive chefs and pastry of Las Vegas. who played the Strip, most notably chefs and the best black Maitre’d Sinatra and his group, began showing available, and, the plan began to work Some later entertainers to play at up at the Moulin Rouge to watch the – money was being made! the Moulin Rouge late show. “Holy Mackerel - Did You See Our , Della Reese, The night the Dunes opened, May Crowd Last Night?” Hines, Hines and Dad (a very, very 23, 1955, was in the “I saw Marlena Dietrich with young Maurice and Gregory Hines house – he played, he saw the show, Sinatra! And was there and their dad), The Penguins (right and then at 10:30 he escorted Hedda again! Damn! before their big hit “Earth Angel”), Hopper over to the Moulin Rouge to Dinah Washington, Lionel Hampton, watch the Tropi-Can-Can and the On the second floor executive , Sammy Davis, Jr. Watusi! The Dunes people were not offices at the Sands, the Flamingo and with Sammy Davis, Sr., Will Mastin, very happy with this! On their open- the DI, people started to take the and Ella Fitzgerald. She, like many of ing night! Sinatra and party are head- Moulin Rouge seriously! At first, it the Black headliners, kept a 2-room ing to West Las Vegas! seemed like a nice, innocent enter- suite at the Rouge. prise for Negroes which didn’t have a When Sinatra showed up some- snowball’s chance in hell of succeed- The Moulin Rouge had what was where, everyone else wanted to be ing. It was in West Las Vegas after called a “Breakfast Show,” at 1:30 there, too. all. “Who is going to drive to West AM – and it attracted most of the Vegas to play 21 next to a bunch of entertainers from the Strip. After the So on any given night the audience Negroes?” was the standard thought. second show was over at the Sands held far more stars than the stage did. Until it began taking off. and the Sahara and the , People were lining up hours before the entertainers the singers, the show- the shows to try to get into the Cafe All of a sudden, night after night girls and boys would head over the Rouge, the Showroom at the Moulin the midnight show at the Moulin Moulin Rouge to sit in on the Jam Rouge. After their midnight shows, Rouge and the breakfast show was Sessions. The impromptu get-togeth- the and the dancers on the selling out. And then the dinner show ers were becoming more and more Strip began heading into West Las began taking off, and the tables were popular. Vegas for the 2:30 AM shows. These beginning to fill up every night! The shows turned into Jam Sessions with Casino owners assumed that the A typical night at the Moulin world class talent playing or watching Moulin Rouge was going to attract Rouge would have Sammy Davis, Jr. or both. It was becoming the place to Blacks, but, to nearly everyone’s sur- on stage, and George Burns and be! And sure enough, the gamblers prise, the casino was filled with white Gracie Allen, Nat “King” Cole, Jack wanted to be where the action was. gamblers, dressed to the T’s. Benny and Mary Livingston, Joe E. So instead of staying at the Flamingo Diamonds, black chips, loud voices, Louis, Frank Sinatra, Peter Lawford, and playing, the gamblers wanted to celebrities walking around – hundred Harry Belafonte, and 350 others try out the Rouge where they heard dollar bills filling up the drop boxes watching the hottest show in Las the action really was! at the tables – it was becoming pretty Vegas. heady stuff!

CASINO CHIP AND TOKEN NEWS | Winter 2005 43 Apparently, enough was enough. was now closed. Newspaper reports right on the brink of bankruptcy. It said many of the gamblers grabbed as closed in June of 1956 for “remodel- The showgirls who where coming many hundred dollar chips as they ing” before it was bailed out by Jakie over to the Moulin Rouge for the could and headed for the front doors. Freeman of the Sands, or the Riviera 2:30 AM Breakfast Show were told Other players gathered their chips and which had just opened and was losing by their managers that if they were got on line at the one casino cage enormous amounts of money, or the seen there again - Once more - they hoping to cash in their chips. They Royal Nevadan which closed. But the would be fired. were told by Sheriffs Deputies that Moulin Rouge was making money. the cashier was closed; and they The place was jumping! For its small The liquor distributor who was would have to file in Clark County size, it was turning into a gold mine! supplying the Sands was told that if Court for redemption of their chips; he kept selling to the Moulin Rouge, the rest were now under control of Then suddenly, the big four began he could forget the Sand’s business. the Nevada Gaming Commission. to apply pressure on the two Las Vegas banks to call in the short term The food purveyor to the Sahara And that was that. notes that had been made to the was asked who he wanted to keep as Moulin Rouge investors. They a client, the Sahara or the Moulin There wasn’t much coverage of applied pressure on the suppliers of Rouge? the closing. The hotel which opened the Moulin Rouge, demanding money to such fanfare, covered by the out front for liquor deliveries or food Questions like that would make national news, barely received pass- on a daily basis. any supplier to a hotel think seriously ing references in the Las Vegas news- about who should be a client, and papers. In going through everything I Another possible scenario is that who shouldn’t. could find for the months of the owners of the Moulin Rouge were September and October of 1955, I stealing the hotel blind. One of the Then something serious happened. was able to find only 7 short refer- night auditors was quoted by a Las The Liquor License of the Moulin ences to the closing! Vegas Sun reporter that, “money was Rouge was suspended! flying out the back door!” A perfect- And that I found very surprising. ly plausible explanation. The owners Next to the Gaming License a were stealing money from the soft Casino’s Liquor License is the most It wasn’t as if The count room at the MR. Not the first valuable commodity it has. After or the ’s Review time it would happen, and certainly researching the “why” the Liquor Journal were shy! They took on the not the last time either. License of the Moulin Rouge was Mafia in Vegas, they went after the lifted. I found a paragraph in one of casino owners, even the governors of But then, one asks, “What is the the Las Vegas newspapers which said the state was called a crook. Why Nevada Gaming Commission – stu- the that Moulin Rouge was charging didn’t they make a big deal out of the pid? They licensed eight guys to “working Blacks” more money for sudden closing of the Moulin Rouge? operate a gambling establishment in drinks than they were charging Nevada. They also sent in one of their “white collar Blacks”! So apparently, The few articles on the topic sug- NGC people daily to watch what was the liquor license was lifted because gest “three possible reasons for its going on. The state of Nevada and the the Moulin Rouge was practicing dis- closing – poor location, poor manage- Federal Government don’t like gam- crimination. Horsefeathers! But it ment and a glut of new hotel rooms.” bling revenues being pocketed by was lifted and for the last month of bologna! The place was coming apart owners! And they know what forensic the life of Moulin Rouge, no liquor at the seams with business. The Cafe accounting is. could be served, legally! Rouge was the only showroom in Las Vegas that was continuously selling When they closed the Moulin One sunny afternoon in October, out! And that includes the Copa Rouge, they took the books! Federal Agents, and agents from the Room at the Sands, the Arabian state of Nevada Gaming Commission Room at the Dunes, and the Venus If there was money missing, do and the Clark County Sheriff’s Office Showroom at the New Frontier. you think the two or three govern- entered the casino portion of the mental agencies who were going over Moulin Rouge, told everyone to stop Yes, a few hotels had trouble at the Rouge’s books would miss it? Not what they were doing. The casino the time. Like the Dunes (which was report it?

44 CASINO CHIP AND TOKEN NEWS | Winter 2005 How about Morris Kleinman at the Riv? He was caught embezzling money from the Riviera and was sent to Federal Prison for 3 years! When Gus Greenbaum was caught stealing from the Riviera, his head was cut off, literally. After its closing as a casino, the Moulin Rouge was a hotel for a few years. In 1960 it was used for a his- toric signing of an agreement to abol- ish housing and other forms of on the Strip. In May of 2003, an arsonist’s fire destroyed much of the Moulin Rouge.

–––––––––––––– Bar in the Moulin Rouge Copyright © 2004. Steve Fischer. If they found someone’s hand in to jail. Morris Lansberg was convict- All Rights Reserved the till, do you think they’d just shrug ed of stealing from the Flamingo and Thanks to Mike Quinlivan for the scans their shoulders and leave? Neither do I! the Fremont, and when James Tanner, of the chips used in this article Maurice Freeman and William Same year – 1955, Al Parvin was Pompili were caught stealing from Steve writes and sells on eBay under the convicted of stealing $30 Million dol- the Frontier, they went to jail. name "OmahaGrampa. lars from the Flamingo, and he went

CASINO CHIP AND TOKEN NEWS | Winter 2005 45