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JUL ens PRESS jMOTSKS BUREAU . EsMblishedi888 ?√ß?╟≤ ' Ui^Ji0^es PortJBtti4^fiattle Salt Lake>1?║Hiy- Utah Tribune (Cir. D, 87,23*|-$^l 17,367) ?·S3?·338s Boom Town W1 Bennett Cerf fWSN the mighty Hoover Dam, har- 1 nessing the .waters of the Colorado River, was completed in 1936, agricultural and'industrial interests in the Southwest were protected for the first time from a recurring and devastating cycle of floods and droughts. Boom times ensued for Southern California, Arizona and Nevada, but nowhere were the results so immediate as in the town, 26 miles from the dam, called Las Vegas. From a sleepy community of 5,000 in 1925, Las Vegas has mushroomed into a feverish, brassy city of 40,000 today, featuring high gambling, low taxation, easy marriage and painlessly simple divorce. It has seven magnificent resort hotels, with two more building?╟÷and virtually anything goes there ?╟÷* particularly a visitor's money. LET'S TAKE /the lush, recently opened Sands Hotel 4s typical of this new vacation 'Jparadtee.^lffie Sands* fronting the new mid constantly expanding "Strip," cost four . mfllion^iTOiars and it took the proprietors almost two full months of round-the-clock gambling by panting guests to recoup their investment. One gent who had lost $3,000, considered a $16 charge for his room exorbitant. The benevolent desk clerk reduced it to $14 and the man went away happy. Another guest ?╟÷ a lady whose lantern jaw won her the nickname of "Mme. Pop- eye" ?╟÷ held the dice for 45 minutes. She made 27 consecutive "passes" (sevens and elevens), but being a cautious soul, won only $132. Excited gamblers around her, however, backed her heavily, and her splurge cost the management $215,000. OUTSIDE of the constantly crowded gaming rooms of the Sands, and other hostelries in its class, are lavish accommodations, elegant shops and deserted swimming pools. For those who do not like fancy roulette or the galloping dominoes, there are slot machines in every nook and cranny. |pl!lf|; I asked one busy lady, "Which way is it to the office of the 'Las Vegas Sun?" Without breaking her rhythm (she couldn't lose her money fast enough at one machine, so was crouched over two), she answered: jj | ^$M "Thirty slot machines straight ahead, then fourteen dice tables to the left." LAS VEGAS night clubs don't care how much they pay their stars, figuring, no doubt, that the stars will probably lose their loot, and thai some, right back at the gaming tables. At-one time,' luminaries like Bankhead, Lena Horne, Joe E. Lewis and :Melebior are likely to be appearing within the confines of a single mile along the "Strip." To see them, you need only order a round of sodas for your entire party. The boys will get you on the way out. Joe E. Lewis ended his engagement by climbing atop a dice table and imploring, "Shoot any part of me." . At the airport he added, "If I was LAS VEGAS. Swimming pools are empty alive, today, I'd be a very sick man. But I'll be back to play Las Vegas again next year. I want to" visit .my money." THE LAST STRAW. When Cowles, the noted publisher and editor, ..andj were taken for a tour of Hoover Dam and Lake Mead, our guide pointed to the breathtaking vista and boasted, "Biggest man-made lake in the world. Mightiest dam. Loftiest range of pure rock mountains. How does it all strike you?" . Cowles, deeply appreciative^ murmured, "Wonderful! But somewhere a voice is calling ?╟÷ and I think that somewhere is the dice table at the Desert Inn,^te Back we went. We saw all, knew all ?╟÷ and lost all. $ \% ?·?? totHETT CERF - ?√ß - .-?√ß?√ß?√ß cJmk%.s PRESS GLfrpi^G BUREAU Estab^^M 1 $88 SAN FR&NCISCO Los Ang$$s_u Portland:*'Se&fc|e Las Vegajb'$^ Review JotirffiM 4c|. ii,04*)~rm 4Pff2^tt^rili^ CAN YOU TJWWBas&KL To celebrate np$Bnal bow tie week, petite Lxgn^pBno^pands CopaGJj^ipfVeek is wearing her bo,w tie speciaydesyKd by Catalina,J^lfes are literally being bowled over, f r PRE^^ipPito;g^REAU Establish^^8 SAN FRANCISCO t?iW~'' "k??s Angeles Portland- Seattle f?║ Las Vegas, Nev. 1 Review Journal m (Cir. 11,043) ^iss Nevada Ride in Biggest Beauty Parade The<prfttiesP gifl in ti enteftihe1 Mfsr'N|va&rcdntest Sunday, June 2$\iM?? Sands tel, sponsored by ap\Bfvie#Jo| nal newspapers an< ride in the world's parade in July*at Lfflog* the "prettiestigirlf^ is selected "is Mislr*^ Miss Nevada will ride on her i own individual float am.ong.some 48 other state winners and 42 foreign country "winners, and a three- j mile long beauty pageant'that will see more pulchritude gathered at; one place than any. other single;. event in the world. The beauty parade at Long Beach which welcomes the contestants to the second annual Miss j Universe beauty pageant, is one of the most colorful and important features of the contest. Attended by hundreds of thou-; sands of spectators along the line I of march, the gala parade, considered an outstanding spectacle of music, decoration and marching, will feature the American and International delegates riding on individual floats. More than 20 of the Pacific coast's outstanding bands will provide music for the duration of the two-hour procession. Military escorts, color guards of honor, special motorized "drill teams" will provide a glittering moving display [that already has focused the eyes of the United States and the entire Jworld upon, the tremendous week- ?√ßlong roster of events ^which form ?√ßtlie overall pageant of oolor, oharm Band brilliance that co|ni>rifes *the B ' rVi'_i itlT111pd on ?╟≤Ej_fiiM_^?i II COWLES (left) and Cerf. Lake Mead couldn't compete with the dice