Official Name: Fitzgerald's Hotel & Casino Shamrock / Four-Leaf Clover Sign
Original Business: Fitzgerald's Casino & Hotel (formerly Sundance Hotel)
Years Active:

• 1980-1987: Sundance Hotel (Moe Dalitz ownership)

• 1987-2012: Fitzgerald's Casino & Hotel ("Luck of the Irish" theme)

• 2012-Present: The D Las Vegas (Irish theme removed)

Original Address: 301 Fremont Street, Downtown Las Vegas (corner of Fremont & 3rd Street)

Designer/Creator: Unidentified — likely YESCO or Federal Sign (Irish theme installation 1987)

Museum Acquisition: 2012 — After transformation into "The D," multiple signs including the shamrock and pot of gold were donated to The Neon Museum

Physical Specifications:

• Metal frame with painted sheet metal (green, black, white)

• Incandescent bulbs arranged in four-leaf clover pattern (bulb sign)

• Yellow/gold neon border

• Double-sided construction for Fremont Street visibility

• Typical 1980s construction: less artisanal neon than classic 1950s-60s signs

Current Museum Status:

• Preserved: Shamrock (four-leaf clover) — excellent condition

• Preserved: Pot of gold — partially preserved

• Preserved: Fragments of Irish signage

• Lost: Mr. O'Lucky leprechaun mascot — DESTROYED BY FIRE in 2004 at Neon Museum (caused by homeless men living illegally in the Boneyard; only wire frame survived)

• Unknown: Rainbow elements — status undetermined

Chapter 1: MOE DALITZ — The Last Godfather (1980-1987)

The Sundance Hotel represents the final casino project of one of the most influential organized crime figures in Las Vegas history.

Morris Barney "Moe" Dalitz (1899-1989)

Dalitz was Vegas's last true godfather — a figure who straddled the worlds of organized crime and legitimate business with remarkable skill:

• Origins: Born in Boston, raised in Detroit

• Prohibition Era: Bootlegger with the Cleveland Four/Mayfield Road Gang

• Mob Connections: Ties to the Chicago Outfit

• Vegas Pioneer: Helped finance the Desert Inn (1950)

• Nickname: "Mr. Las Vegas" — despite his criminal origins

• Reputation Laundering: Major philanthropist (hospitals, universities)

The Sundance — End of an Era:

• July 2, 1980: Sundance Hotel opens on Fremont Street

• Ownership Structure: Dalitz officially owned the land, but not the casino

• Casino Management: Al Sachs and Herb Tobman (Dalitz associates who also owned Stardust and Fremont casinos)

• 1983: Sachs and Tobman suspended for skimming (casino embezzlement)

• 1984: Dalitz surrenders management to Jackie Gaughan

• 1987: Forced sale to Lincoln Management Group

Historical Significance: The Sundance represents the Gaming Commission's successful effort to force organized crime out of Las Vegas — the end of the gangster era and the beginning of corporate gaming.

Chapter 2: The Irish Transformation (1987-2001)

When Lincoln Management Group acquired the Sundance in 1987, they executed a complete transformation to the "Luck of the Irish" theme:

Irish Theme Elements:

• Four-leaf clovers (shamrocks)

• Pots of gold

• Rainbows

• Leprechauns — including the iconic mascot "Mr. O'Lucky"

• Green and gold color palette

• "The Chunk of the Blarney Stone" — a genuine piece of Ireland's Blarney Stone (still present at "The D")

The Fitzgerald's Brand: Named after the Irish surname to reinforce the luck theme, targeting tourists seeking gaming fortune through superstition and charm.

Chapter 3: DON BARDEN — The Pioneer (2001-2011)

Don Hamilton Barden (December 20, 1943 – May 19, 2011)

THE FIRST AFRICAN AMERICAN CASINO OWNER IN LAS VEGAS

This is the most important story of this neon.

An Exceptional American Journey:

• Born: Detroit, Michigan — 9th of 13 children

• Education: Left Central State University (Ohio) after one year due to lack of funds

• First Business: A record store purchased for $500

• Media Pioneer: First African American to own a cable TV system for urban markets

• Gaming Entry: 1996 — Opened Majestic Star Casino (riverboat) in Gary, Indiana

• Historic Acquisition: 2001 — Purchased three Fitzgerald's casinos for $149 million ($14M own funds + $135M raised from 40 institutional investors)

The 2001 Acquisition Portfolio:

• Fitzgerald's Las Vegas (Downtown)

• Fitzgerald's Tunica, Mississippi

• Fitzgerald's Black Hawk, Colorado

Why This Matters — Historical Context:

To understand the magnitude of Barden's achievement, consider the timeline:

• Until 1960: Black entertainers (Sammy Davis Jr., Lena Horne, Nat King Cole) couldn't stay in the hotels where they performed

• March 26, 1960: The Moulin Rouge integration agreement ends official Strip segregation

• 2001: Don Barden becomes the FIRST Black casino owner in Vegas — 41 years after integration

This timeline reveals a brutal truth: even after the end of official segregation, ownership barriers persisted for decades. Barden broke through the final frontier of civil rights in gaming: economic ownership and power.

Barden's Legacy:

• BLACK ENTERPRISE "Company of the Year" 2003 — only entrepreneur to receive this distinction in two different industries

• Ranked #21 on "Titans: The 40 Most Powerful African Americans in Business" (2010)

• Employment: Over 4,000 people across his gaming properties

• Revenue: $347 million in 2002 (90% from casinos)

Death: Don Barden died on May 19, 2011 from lung cancer in Detroit. A few months later, his estate sold Fitzgerald's to the Stevens brothers (owners of the Golden Gate casino).

The Shamrock as Symbol of Transformation

This simple four-leaf clover tells a story in three acts:

ACT 1 — CORRUPTION (1980-1987)
A casino built by Vegas's last godfather (Moe Dalitz), forced to sell by regulators cleaning organized crime from the industry.

ACT 2 — TRANSITION (1987-2001)
"Luck of the Irish" theme — superficial but popular. Lincoln Management's bankruptcy leads to new ownership.

ACT 3 — EMANCIPATION (2001-2011)
Don Barden breaks racial barriers, proving an African American can successfully own and manage a casino in the world gambling capital.

Why This Story Matters for Museums

The shamrock represents:

1. The end of the Mob era — Dalitz → corporate transition

2. Economic integration — First Black casino owner in Vegas

3. The American Dream — From $500 record store to $347M enterprise

4. Persistence of barriers — 41 years between integration and ownership

Connection with Moulin Rouge: The Civil Rights Diptych

If the Moulin Rouge represents 1960 integration (classic civil rights — the right to be served, to stay, to perform), then Fitzgerald's represents 2001 economic integration (ownership and power — the right to own, to employ, to profit).

Both neons together tell the complete story of African Americans' struggle in Las Vegas:

MOULIN ROUGEFITZGERALD'SDate19602001Type of IntegrationSocial (service, accommodation)Economic (ownership, power)Key FigureCollective agreementDon Barden (individual)SignificanceEnd of Jim Crow in VegasEnd of ownership barriersGap—41 years after Moulin Rouge

The Only Neon Documenting African American Casino Ownership

Your Fitzgerald's Shamrock would be the ONLY neon in your collection — and likely the only fine art photography anywhere — that positions this humble Irish-themed sign as a document of Black economic history.

No other photographer tells the Don Barden story through this shamrock.

Shamrock Construction (circa 1987)

Technique:

• Bulb sign — incandescent bulbs arranged in four-leaf clover pattern

• Neon border — yellow/gold tubing to evoke Irish luck

• Metal frame with painted sheet metal (green, black, white)

• Double-sided construction — typical of Fremont Street signs for pedestrian and vehicular traffic

Comparison with Classic Signs:

The shamrock represents a technological transition period in Vegas signage:

• Less artisanal neon work than 1950s-1960s YESCO masterpieces

• More incandescent bulbs (easier to replace, lower cost)

• More "corporate" design than vintage hand-bent creations

• Nevertheless, handmade construction before the LED era

The Tragedy of Mr. O'Lucky

2002: Mr. O'Lucky (leprechaun statue) removed from main sign after Don Barden acquisition
2004: The statue was DESTROYED BY FIRE at the Neon Museum, caused by homeless men living illegally in the Boneyard
Aftermath: Only the wire frame survived

This tragic loss makes the surviving elements (shamrock, pot of gold) even more precious as cultural artifacts.

Current State at The Neon Museum

Preserved Elements (since 2012):

• Shamrock (four-leaf clover) — in excellent condition

• Pot of gold — partially preserved

• Fragments of Irish signage

Documented Losses:

• Mr. O'Lucky (leprechaun mascot) — destroyed by fire 2004

• Rainbow elements — status unknown

Primary Sources

UNLV Special Collections & Archives:

• MS-00949: UNLV Libraries Collection of Fitzgeralds Hotel and Casino Promotional and Publicity Materials (1991-2001)

• Contents: Newspaper clippings, press kits, promotional materials

• URL: https://special.library.unlv.edu/ark:/62930/f17h3k

Vintage Las Vegas (Archival Blog):

• Sundance photos 1980 (construction, opening)

• Fitzgerald's photos 1988-1995

• Before/after transformation comparisons

• URL: https://vintagelasvegas.com

Key Images to Research

Sundance Era (1980-1987):

• Second tower construction (1981)

• Original Sundance signage

• Photos with Moe Dalitz (rare but valuable)

Fitzgerald's Era (1987-2012):

• Mr. O'Lucky on the sign (before 2004 fire)

• Complete Irish theme on Fremont Street

• Fremont Street Experience with illuminated Fitzgerald's

Don Barden Documentation:

• 2001 acquisition announcement photos

• Professional portraits (BLACK ENTERPRISE magazine)

• Period media coverage (2001-2011)

Recommended Image Searches

• Getty Images: "Don Barden casino"

• BLACK ENTERPRISE archives: 2003 Company of the Year coverage

• Las Vegas Review-Journal archives: "Fitzgerald's casino Barden"

• African American business history archives

Pop Culture Context

Fitzgerald's Irish Theme:

• Unabashed 1980s-2000s kitsch

• Popular with tourists seeking "luck"

• The Chunk of the Blarney Stone — unique attraction (still present at "The D")

Academic References

On Moe Dalitz:

• Sally Denton, "The Money and the Power: The Making of Las Vegas and Its Hold on America" (2001)

• Dennis N. Griffin, "The Battle for Las Vegas: The Law vs. The Mob" (2006)

On Don Barden:

• BLACK ENTERPRISE, "Lessons From The Top" (book including Barden's business philosophy)

• BLACK ENTERPRISE, "Company of the Year" profiles (1992, 2003)

On Economic Integration:

• Position this neon in the academic context of post-civil rights integration

• Ownership as the last frontier of equality

Post-Venturi Positioning

The Sundance/Fitzgerald's (1980-2012) doesn't appear in "Learning from Las Vegas" (1972) as it was built after Venturi and Scott Brown's study.

However, the "decorated shed" principle applies:

• Generic building (34-story tower)

• Superficially applied theme (Ireland)

• Signage as primary communicator

• Symbolism independent of structure

The shamrock is pure "decorated shed" — an arbitrary symbol (Irish luck) applied to a generic casino building with no organic connection to the architecture itself.

Alternative Academic Angle

Rather than relying solely on Venturi/Scott Brown, position this neon via:

1. African American Economic History

• Studies on barriers to Black entrepreneurship

• Economic integration vs. social integration

• The persistence of ownership barriers after civil rights victories

2. Casino Ownership Evolution

• From organized crime (Dalitz) to corporate America

• Gradual opening to diversity

• Gaming Commission as agent of transformation

3. Commercial Heritage Preservation

• Even 1980s "kitsch" becomes historically significant

• Time transforms commercial into cultural

• The democratization of heritage

This photograph positions within several curatorial frameworks:

Academic Cornerstone: Post-Civil Rights Economic Integration

While the Moulin Rouge documents 1960 social integration (the right to be served), the Fitzgerald's Shamrock documents 2001 economic integration (the right to own). This 41-year gap between accommodation and ownership represents an understudied chapter of American civil rights history. Any institution collecting this work enters territory no museum has yet addressed: the visual documentation of Black entrepreneurship breaking gaming industry barriers.

African American Pioneer: Don Barden

Don Barden became the first African American casino owner in Las Vegas in 2001—yet this achievement remains virtually unknown outside business publications. Born the 9th of 13 children in Detroit, Barden started with a $500 record store and built a $347 million gaming empire. BLACK ENTERPRISE named him "Company of the Year" in 2003. This photograph recovers his contribution to American economic history.

Transformation Artifact: Mob Era to Diversity Era

The Fitzgerald's Shamrock witnessed Vegas's complete transformation: from Moe Dalitz (Vegas's last godfather, 1980) to Don Barden (first Black owner, 2001). This single neon documents three eras—organized crime, corporate transition, and economic integration. It's material culture evidence of American capitalism's evolution toward diversity.

Commercial Kitsch as Cultural Document

The "Luck of the Irish" theme (1987) represents classic decorated shed theory—arbitrary symbolism applied to generic architecture. Yet time transforms kitsch into heritage. The shamrock, once dismissed as tourist gimmick, now carries the weight of Don Barden's breakthrough. This is how commercial vernacular becomes historically significant.

The Lost Artifact: Mr. O'Lucky Fire (2004)

The leprechaun mascot "Mr. O'Lucky" was destroyed by fire at the Neon Museum in 2004. This tragic loss makes the surviving shamrock even more precious—and adds preservation urgency to the work's institutional value.

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Relevant for collections focusing on:

- African American business history and economic integration

- Post-civil rights era documentation (beyond 1960s iconography)

- Vernacular architecture as cultural artifact

- Gaming industry evolution (mob → corporate → diversity)

- Documentary photography with social justice dimension

- Endangered commercial heritage preservation

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Institutional Alignment:

- SFMOMA: Civil rights photography extension, Walker Evans vernacular tradition, social documentary

- Getty Museum: Western American Dream narrative, Black entrepreneurship, California-Nevada cultural connection

- Centre Pompidou Constellation — Cabinet de la Photographie: Capitalism critique, power structure analysis, French photographer documenting American culture

- Smithsonian NMAAHC: Natural home—Don Barden as documented figure in African American business history, fills gap between accommodation rights (1960) and ownership rights (2001)

- Nevada Museum of Art: Regional history, gaming industry evolution, Fremont Street documentation

Primary Sources

1. Wikipedia — The D Las Vegas
   https://en.wikipedia.org/wiki/The_D_Las_Vegas

2. CasinoCyclopedia — Fitzgerald's
   https://casino.fandom.com/wiki/Fitzgerald's_Hotel_and_Casino

3. CasinoCyclopedia — Sundance
   https://casino.fandom.com/wiki/Sundance_Hotel_and_Casino

4. Vintage Las Vegas Blog
   https://vintagelasvegas.com

5. UNLV Special Collections — Fitzgerald's Materials
   https://special.library.unlv.edu/ark:/62930/f17h3k

Don Barden Sources

6. Black History Month UK — Don Barden
   https://www.blackhistorymonth.org.uk/article/section/bhm-firsts/don-barden-first-african-american-casino-owner-vegas/

7. Wikipedia — Don H. Barden
   https://en.wikipedia.org/wiki/Don_H._Barden

8. BLACK ENTERPRISE — Don Barden
   https://www.blackenterprise.com/bet-on-black-don-barden-made-history-as-the-first-ever-black-las-vegas-casino-operator/

9. BlackPast.org — Don Barden
   https://blackpast.org/african-american-history/barden-don-h-1943-2011/

Moe Dalitz Sources

10. The Mob Museum
    https://themobmuseum.org

11. Sally Denton, "The Money and the Power" (2001)

Neon Museum Sources

12. Neon Museum — Fremont Street History
    https://neonmuseum.org/news/fremont-street/

13. Top Ten Travel List — Neon Graveyard
    https://www.top-ten-travel-list.com/blog/las-vegas/classic-vegas-signs-go-die-neon-graveyard/