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Blind people must save a lot on electricity.

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Fremont St & 2nd, Las Vegas – “Glitter Gulch” – c. 1947

Golden Nugget, Frontier Club, Boulder Club, Eldorado Club.

At the start of 1947, Las Vegas Chamber of Commerce announced what appears to be its first marketing effort to promote the downtown casino district as distinctive to the burgeoning Las Vegas Strip south of the city limits.

“You think the two-block gaming strip you traipse along on Fremont Street from Main to Second, is just plain Fremont Street? The area, boarded of as possessing ‘more neon lights than any other two-block strip in the world,’ has been re-named ‘Glitter Gulch.’ Re-christening of the strip has been adopted by the chamber following a contest conducted to select the best name. Winner was Lloyd Tritle, who suggested the title. Other names suggested included Jackpot Row, Silver Stile, Lucky Lane, Western Range, La Via Chanza, and Goldust Valley. The new cognomen will be used immediately to advertise the area in press releases and publicity.” Glitter Gulch–New Name Adopted for Fremont Strip. Las Vegas Review-Journal, 1/7/47 p11

The name Glitter Gulch was only sparsely recognized. More than twenty years later downtown casinos mounted a second such effort, choosing the name Casino Center, with similar results.

Photos: Undated, circa late '46 to early '47. The color photo is attributed to G. I. Pitchford, while the black & white below is attributed to Burton Frasher Sr/Frasher Fotos. The two appear to be taken only moments apart by the same photographer.

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