Jerome Jerry Jay Vallen was born and grew up in Philadelphia, Pennsylvania. His father was in the restaurant business and Jerry worked for him throughout his teens and young adulthood. He and his two brothers entertained themselves during their childhood years by going to the library and reading. This was a legacy of the Depression era, when there simply wasn't any money to spare for extraneous expenses. Jerry's first jobs were bellman / assistant manager in a small hotel; auditor, and then property manager at the Pine Tree Point Club. He attended Penn State for a year (working in his dad s restaurant the whole time) and then transferred to the hotel school at Cornell University. After a stint in the armed forces during the Korean War, he returned home and used the GI bill to finish his master's degree. He started on his doctorate, but it would be 20 years before he completed it. After getting married (1950) and starting a family, Jerry and his wife Flossie realized that the restaurant business and family life did not mix well, so he decided to stay in education. Fie spent several summers at the University of Pennsylvania in their graduate school of business and in 1966, interviewed with Jerry Crawford, provost at UNLV. Jerry and his family moved out to Las Vegas in June of 1967, leaving northern New York during a blizzard and arriving four days later in southern Nevada to find tulips blooming. They decided they liked Las Vegas, found a house right away, and settled in to their new life. Jerry taught marketing in the hotel college at the beginning of his career and for several years thereafter. Boyce Phillips took the rooms division and George Bussel taught foods. Their main focus was to attract students, and they worked on making it easier tor students to transfer from out of state. Jerry also thought it was extremely important that the hotel college be independent of university administration control. Dr. Vallen has 5 or 6 books published, including 3 textbooks that he continues to update, and an oral history of the hotel college completed shortly after he retired in 1989. Today he and his wife travel and enjoy twice yearly gatherings with their family.

Daytime views of the Frontier Hotel and Casino signs on the Strip. Information about the sign is available in the Southern Nevada Neon Survey Data Sheet.
Site name: Frontier Hotel and Casino
Site address: 3120 S Las Vegas Blvd
Sign owner: Phil Ruffin
Sign details: The New Frontier Hotel and Casino sits south of the Stardust, on the east side of Las Vegas Blvd The Frontier main pylon still remains at the south end of the property, a short distance from the southeast, near the porte-cochere. A rear port e cochere also resides on the east side of the building . Like so many other properties the Frontier is composed of a low-rise building accompanied by, another higher rise structure, and a tower of rooms. A parking lot sits on the north end of the property, denoted by a small, double-sided pole sign. Two porte-cocheres adorn on the southeast and west sides of the property, as well as the famous pylon outside the eastern porte- cochere.
Sign condition: Structure 4 Surface 4 Lighting 4
Sign form: Pylon; Porte-cochère; Fascia
Sign-specific description: A parking lot sits on the north end of the property, denoted by a small, double-sided pole sign. It is a simple rectangular cabinet, with a small steel circular cabinet on the top east edge of the sign, and a triangle on the west edge of the height, pointing west. The two are connected by a long horizontal section, which runs along the top of the cabinet. The circle, arrow, and connecting pieces are lined with incandescent bulbs. The surface if the Frontier is reserved, not holding too many exterior references to a western theme, besides the actual script of the logo, and wood paneling of the overhangs, little else is there to support the theme. Just south of the parking lot and on the west side of the strip, the Frontier is separated from the sidewalk with a large section of green lawn, and a guard of tall palm trees against the east face of the building. Tall windows occupy most of the wall separated by columns of brick. The structure continues south and juts east to create an entrance, with a text logo above the door with brass edges and a wood panel facade. The three sided entrance is two tiered flat font design, with the lower half being taller, fit with a backlit message board. The top half is shorter in height, and plays home to the polished channel letters spelling "Frontier," and filled with incandescent bulbs. The surface of the top half of the facade is a rusted brown color, referencing panels of exposed wooden construction. The bottom edge of the entire face of the sign is a protruding brass geometric edge, as well as being the device that separates the two parts of the sign. The top edge of the top section is brass treatment also, but is crafted into different forms along its path. Directly in the center of the front face, there is an arch curving over a set of vents. The two sides are treated with an pointed triangular shape. The porte-cochere is located just south, if you follow the property, pointed toward the southeast extending off of the building. The northeast and southwest sides of the porte- cochere are lined on the top and the bottom with the same protruding, square molding, rising into a long, low rising arch, peaking in the center of the sign. The center portions of the sides are the same rusted brown tone seen on the entrance mentioned earlier. Suggestions of the paneling are evident at the edges. The "Old west" font, polished channel letters spell out "Frontier" on the rust facade. Each is filled with incandescent bulbs, and outlined in neon. Most impressive about the covered area is the space occupied by the ceiling. The underside of the port-cochere is separated by four large, deep, recessed rectangles with mirrored walls. The walls slope into another smaller recessed rectangle rising straight up only a sort distance before stopping. Standing directly underneath the section, it is seen as a smaller rectangle located within a larger one. Both rectangles are lined on all edges by polished gold raceways, and incandescent bulbs. The open space is occupied by multi armed, ornate brass chandelier. Each arm is adorned with faux gas lanterns. The arms are curved in a quite extreme fashion, making the piece appear more as an organic shape, or a creature such as an octopus. The centers are adorned with decorative silver spheres. Over the doors to the casino a large backlit message center panel, curves with the radius of the face of the building. The brown and polished metal edges of the sign combined with the incorporation of the architecture of the building, gives it a reserved, streamlined look. South of here the building grows in height and becomes a series of tall windows that create the wall. Following the property around to the building's west side, another porte-cochere can be seen. An eight-sided post serves as a valet station. The facade of the roof is treated as the entrance on the east side of the building. Protruding square brass edges form borders for polished channel letters filled with incandescent bulbs. Text is contained within the southwest, southeast, and western panels. Frontier is spelled in the properties font on both the southeast, and western sides. The southwest side reads "Parking" in the company's font, but is flanked by "self" and "valet," in smaller plain white channel letters filled with neon. The western and southeastern sides are crafted with the top edge of the pediments being an arch flanked by two triangle shaped rooflines. Elements also seen elsewhere over the other entrances. Looking up, facing this porte-cochere, the tower of rooms looms high overhead. Signage is located on all four sides of the tower. The northeast and southwest sides of the tower hold giant channel letters that spell "Frontier" with the interior being a reflective orange material. The facade is a giant replication of the two sides of the southeast and western sides of the multisided porte-cochere below. A giant polished metal framework, with a rounded arch flanked by two A frame roof lines, as well as the rust colored background hold the letters. The text is filled with incandescent bulbs. Along the northwest and southeast sides of the tower "Frontier" is spelled vertically down the face of the building in the distinctive channel letters. They too are filled with incandescent bulbs and finished orange on the inside. The famed main pylon sign for the frontier still stands in good repair, as reminder of Las Vegas past. It is located in the south side of the Frontier property facing north south. The two-sided sign is essentially pair of close set steel legs joined by an arch at the top to create one continuous shape. The steel is treated in a pastel pink coloring lined on both edges with a double row of incandescent bulbs. The inner portion of the arch contains three elements. The small cabinet at the top holds the image of the Frontier "F" logo. The edge of this cabinet is painted yellow, with a white internally lit face below that a long cabinet runs the length of the remaining space to the ground. The interior of the cabinet has been cut away to form a pattern of repeated circular holes down the length of the cabinet. This portion has been painted a teal color, with the edges lined with incandescent bulbs. In the space inside of the circles a continuous string of star shapes, reminiscent of the Stardust star emblems, are crafted in yellow painted steel and laden with small incandescent bulbs. The shape is interrupted twice with the main marquee logo for the establishment as well as well as a large internally lit message center. Both portions are not solid, double faced cabinets, but four single faced cabinets. The design is also seen in the Westward HO pylon. The bottom section message center can divided into essentially six parts: four individually denoted sections for vinyl lettering, and two steel panels with an animated neon silhouette of a cowboy riding a mechanical bull. The bottom half of the cabinet is one portion of the collection of section, with a thin, one letter width portion running the length of the cabinet, separating the sign into two halves. The top half is another section flanked by the two steel panels containing the bull rider. The middle portion contains crafted red vinyl logo the "Gilley's" establishment. A thin, one letter space cabinet, emerges out of the top of the sign, running a bit shorter than the length of the cabinet. The panel with the rider is actually three separate images, crafted with gold neon stacked on top of another in different positions to allow the three-stage animation process of the rider to be realized. Fashioned out of red neon text is written in the same text as the Frontier wall logo's above and below the rider. The word "Ride" sits above and the phrase "The Bull" is below the rider. He entire width edge of both the North and South sides are encrusted with yellow incandescent bulbs. While the bottom half of the pylon is dominated by the message center, a bit further up on the structure is the main marquee logo. The green steel cabinet is a rectangular with added elements of shape and design. The ends of the plane are slightly curved back into space, with the actual surface of the shape rising into a small pointed crest in the center. Across the surface of the cabinet the word "Frontier" is spelled in the "Western Font" in channel letters. The letters are outlined in neon and filled with incandescent bulbs. The surface of the cabinet is striped horizontally with tubes of red neon.
Sign - type of display: Neon; Incandescent; Backlit
Sign - media: Steel; Plastic
Sign - non-neon treatments: Graphics; Paint
Sign animation: Chasing, flashing, oscillating
Notes: The incandescent bulbs inside the text reading "Paris" on the balloon oscillate rapidly.
Sign environment: Sitting north of the Fashion Show Mall and, south of the Stardust, the Frontier seems to create its own environment upon an expansive property. The expansive sidewalks, healthy landscaping, and clean, reserved faced, make the Frontier more akin to the larger corporate establishments such as the Mirage, or Monte Carlo. It is quite the dominant presence on the west side of the street, for the east side is the vacant lot where the Desert Inn used to reside. The Frontier stands clean and strong amongst the chaos of the Fashion Show construction, and the empty lot across the street.
Sign manufacturer: Ad-art (Pylon), Sign Systems, Inc (facade and porte-cochere)
Sign designer: Bill Clarke (Pylon) Brian K. Leming (facade and porte-cochere)
Sign - date of installation: pylon: 1967 porte-cochere and facade 1981
Sign - date of redesign/move: The face of the Frontier was remodeled in an effort to keep up with the larger corporate casinos in 1998, but retained the main pylon, tower signage, porte-cochere signage and various entrance signs.
Sign - thematic influences: The obvious theme of the hotel is a Western, cowboy/pioneer themed establishment. The facade of the structure was at one time engulfed in the theme, but has slowly over time changed to compete and fit in with the ever-changing Las Vegas strip. Vestiges of the Western theme are present in the remaining elements of the porte-cochere, side entrances, the tower fascia and roofline, as well as all the text, including the main pylon. Other establishments that carry the much popular theme throughout Las Vegas history, include the Westward Ho, The Golden Nugget, The Bonanza, Hotel Apache, the Boulder Club, and the Pioneer Club.
Sign - artistic significance: In 1967, the Frontier sign was considered the tallest sign on the Strip. The 24 x 84 foot signature panel proved to be one of the largest at the time as well. Charles Barnard's scale model displayed at the Montreal Expo and his design of the seventeen-foot tall logo cabinet, were instrumental in Ad-Art landing the contract for the establishment. (Barnard) The cabinet and center scalloping used to incorporate animatronics, turning in concert.
Surveyor: Joshua Cannaday
Survey - date completed: 2002
Sign keywords: Chasing; Flashing; Oscillating; Pylon; Porte-cochère; Fascia; Neon; Incandescent; Backlit; Steel; Plastic; Graphics; Paint