Daytime views of the Maxim Hotel and Casino signs. Information about the sign is available in the Southern Nevada Neon Survey Data Sheet.
Site address: 160 E Flamingo Rd
Sign owner: Premier Interval Resorts
Sign details: The Maxim is located just east of the Bourbon Street, in close proximity to Bally's Hotel Casino. The Maxim is no longer operating, and is fenced off from further inspection. The signage that is seen entails building signs, the original pylon, and the porte cochere
Sign condition: Structure 2 Surface 2
Sign form: Pylon; Fascia; Porte-cochère
Sign-specific description: Building: The tower itself contains the logo and giant text spelling the name of the establishment, on one side of the building. The tower is mirrored and reflective, thus matching the porte cochere and pylon, and reserves to collect its building signage to one end of the tower. The tower, which runs east/west, and faces north/south contains the signs on the east end structure. On the north and south faces of the building, giant red channel letters run vertically along the block surface. The letters look to be lined on the interior of the letters with neon. The logo can be seen on the east face. Pylon: The pylon sign is essentially a giant vertical monolith of a rectangle, divided into several different sub-shapes. The center of the monolith is occupied by cabinets which fill in most of the shape, with a small gap bordering the cabinet. The cabinets are treated the same as the square arch, and flush with the surface. The cabinets are very subtle and create an illusion of one solid object. The entire outer arch shape and interior cabinets are bordered with polished aluminum. The interiors surface of the arch are covered in polished gold aluminum panels. The lining of the incandescent bulbs on the sign is interesting. On the arch the incandescent bulbs are on the interior return width of the aluminum borders. With this configuration, the bulbs sit parallel to the surface instead of perpendicular. The main marquee text is aligned horizontally across the top in gold channel letters with red plastic faces. The letters blend with the gold surface nicely. The interior cabinets are internally lit with plastic faces. There are two cabinets, the larger of the two, occupying the upper part the interior space of the monolith. Incandescent bulbs line the exteriors of the cabinets, sitting back on a recessed edge. Porte Cochere: The porte cochere is unique, opting to rise high above the surface of the pavement. The prismatic design crafted in polished aluminum, interlocks into a pattern suitable to the space which it resides. The recesses in which the decoration resides are separated by a small width of structure. This pattern of giant recesses, matched with the prismatic design in each negative space create a hulking environment high above the head in proud stature. Along the peak edge of the pieces of the prism, rods protrude every foot or so, creating a row of arms holding incandescent spheres.
Sign - type of display: Neon; Incandescent
Sign - media: Steel; Plastic
Sign - non-neon treatments: Graphics; Paint
Sign animation: chasing, flashing
Sign environment: The Maxim is now closed, and stands in marked contrast to its neighbors a bit to the east--the famous "Four Corners" of Flamingo and the Strip, and next to the trendy Meridian at Hughes Center apartment complex.
Sign designer: Maxim letter design: Kenneth Young, Porte Cochere; Lighting: Jack Dubois Pylon sign: Marnell Corrao
Sign - date of installation: 1977
Sign - thematic influences: The influence of the Maxim hotel was 70's Vegas design refined to simple geometric forms and curved linear logo's. The pylon was completely sheathed in polished aluminum, as well as the underside of the porte cochere being polished gold aluminum. The use of the popular 70's material is used extensively throughout the design. Letters hung over the main entrance, as well as signage on three sides of the building. Other examples of the material can be seen elsewhere but not as extensively. The only property that comes close is the pylon for usage of the material is the Westward Ho.
Surveyor: Joshua Cannaday
Survey - date completed: 2002
Sign keywords: Chasing; Flashing; Pylon; Fascia; Porte-cochère; Neon; Incandescent; Steel; Plastic; Graphics; Paint

Narrator affiliation: Psychological Consultant

An unidentified person looks at the ruins of the H. D. and L. D. Porter Brothers Store in Rhyolite, Nevada. The remains of two wooden buildings and several mining tailing piles are visible in the background. Originally from Illinois, the brothers opened their first store in Johannesburg, Ca. in 1902. Moving with the mining booms, they opened stores in Ballarat, Beatty, Pioneer and Rhyolite. From the Ballarat store, H. D. Porter loaded thirty tons of merchandise onto an 18-mule team freight wagon and came east across Death Valley to the Bullfrog District. The original store was built on Main St. After the move to Golden St., the wooden building was used as a furniture store for the Porter Brothers. With the purchase of a lot on Golden Ave. the construction of a new stone building began in July 1906 and was finished four months later. According to the Rhyolite Herald, November 1906 "This is a large substantial structure, practically fireproof, and occupies a prominent site on Golden Street. The main floor is 30 x 80 feet, with a basement and gallery." Nels Linn was the contractor who did the stonework. The estimated cost was $10,000 for the complete construction of the building. One of the signs that hung from the Porter Brothers Store was "All Things Good But Whiskey". With all the saloons already established in Rhyolite, the Porter Brothers maintained a reputation of never selling liquor. Rhyolite is a ghost town in Nye County, Nevada. It is in the Bullfrog Hills, about 120 miles (190 km) northwest of Las Vegas, near the eastern edge of Death Valley. The town began in early 1905 as one of several mining camps that sprang up after a prospecting discovery in the surrounding hills. During an ensuing gold rush, thousands of gold-seekers, developers, miners and service providers flocked to the Bullfrog Mining District. Many settled in Rhyolite, which lay in a sheltered desert basin near the region's biggest producer, the Montgomery Shoshone Mine. Rhyolite declined almost as rapidly as it rose. After the richest ore was exhausted, production fell. The 1906 San Francisco earthquake and the financial panic of 1907 made it more difficult to raise development capital. In 1908, investors in the Montgomery Shoshone Mine, concerned that it was overvalued, ordered an independent study. When the study's findings proved unfavorable, the company's stock value crashed, further restricting funding. By the end of 1910, the mine was operating at a loss, and it closed in 1911. By this time, many out-of-work miners had moved elsewhere, and Rhyolite's population dropped well below 1,000. By 1920, it was close to zero. After 1920, Rhyolite and its ruins became a tourist attraction and a setting for motion pictures. Most of its buildings crumbled, were salvaged for building materials, or were moved to nearby Beatty or other towns, although the railway depot and a house made chiefly of empty bottles were repaired and preserved. The town is named for rhyolite, an igneous rock composed of light-colored silicates, usually buff to pink and occasionally light gray. It belongs to the same rock class, felsic, as granite but is much less common.