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Photographs of The D signs, Las Vegas (Nev.), April 18, 2017
Site address: 301 Fremont St
Sign owner: Derek Stevens
Sign details: This location first opened as the Sundance in 1980 which was known for its affiliation with Moe Dalitz of the Cleveland syndicate. Then the location was reopened in 1987 as the Fitzgerald's by owner Don Barden, one of the first African American casino owners in Las Vegas. Then in 2012 the renovation process began for Derek Stevens to open up the D casino. The D is named after Derek Steven's hometown of Detroit, Michigan.
Sign condition: 5- Very good condition
Sign form: Variation of a Bull Nose sign, signs on buildings and other entrance signs
Sign-specific description: Above their main entrance on Third and Fremont there is a black backdrop that states "the D" the letters the are in gold lights, then the letter D is in a big red steel box that showcases a tv screen in the big part of the letter, but this letter is outlined in two strips of red neon. Underneath this variation of a bull nose sign is a tv plasma screen that they have wrapped around the building. - On the second story of their casino there is a Vintage Vegas section that can be accessed from the street via escalator, above this second floor entrance is a sign stating "the D Vintage Vegas" At the Top of the building is an animated sculptural sign which is a slot machine with a lever that pulls down with the reels changing such as an old slot machine would have done. Then below this are neon coins that light up in order to look like they are falling out of the slot machine. On the top left portion of the coins states "the (in white) D (in red)", but under the logo is a solid yellow neon line. On top of the yellow line states "Vintage" and on the bottom states "Vegas" in a retro 50's 60's font.
Sign - type of display: Neon, LED, Plasma screen
Sign - media: Steel, some plastic
Sign - non-neon treatments: Light bulbs, T.V. screen and sculptural sign
Sign animation: The coins light up in order to look as though they are falling out of the sculptural slot machine. The lever on the slot machine moves to activate the moving reels in the slot machine.
Sign environment: On the corner of Third and Fremont St. West of the building is the Four Queens, to the North West is the Fremont Casino and Hotel. Across Fremont street from the D is little shops including where the El Portal Movie Theater used to be. Also along Fremont Street the D opened a bar which is very helpful with foot traffic. Also Third Street right in front of their main entrance there is a stage that hold concerts.
Sign manufacturer: AD/S Companies
Sign - date of installation: 2012
Sign - thematic influences: This variation of a Bull Nose sign is similar to many of the other entrance signs for casinos on Fremont Street.
Sign - artistic significance: The Vintage Vegas sign has a retro 1950's/60's type font. The sign really does represent the theme of that section of the casino well by having the old slot machine sculptural sign.
Survey - research locations: Acessor's office website, the D website http://www.thed.com/hotel/ , Neon Museum Tour Manual
Survey - research notes: Derek Stevens also owns the Golden Gate. He bought out the Glitter Gulch, Mermaids and La Bayou in 2015 then the Las Vegas club in 2016. La Bayou was demolished in 2016. The summer of 2017 is when the demolition of Glitter Gulch, Mermaids and the Las Vegas Club began.
Surveyor: Emily Fellmer
Survey - date completed: 2017-08-12
Sign keywords: Neon; LED; Steel; Plastic; Bullnose; Building-front design; Plasma display; Video screen; Sculptural
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