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No fanfare as New Frontier closes

Rat Pack tribute band to help mark shuttering of venue opened in 1942



Photos by John Locher.






Photo by Clint Karlsen.

Phil Ruffin is getting out of the casino business with a lot less fanfare than when he entered.

When he bought the New Frontier hotel-casino 9 1/2 years ago, the Kansas businessman was hailed as the savior of the Strip casino that had endured six years of a bitter labor strike.

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  • With activist Rev. Jesse Jackson at his side, Ruffin held a triumphant media event and party on Feb. 1, 1998, to mark the property's grand reopening.

    There will be no such fanfare Sunday night to mark the New Frontier's closing at 12:01 a.m. Monday.

    "It will be a low-key affair," said Ruffin, who recently sold the property for $1.2 billion. He paid $167 million for the hotel-casino in 1997.

    General manager Najam Khan said that other than a Rat Pack tribute band on the casino floor, no big party will mark the closing of the hotel-casino, which first opened in October 1942 as the Hotel Last Frontier.

    Ruffin spent part of his final days at the oldest continually operating hotel-casino on the Strip sitting in the back row of the property's sports book, watching televised horse races and talking with friends and employees.

    The closing is so low-key that Ruffin was unsure even of its exact date.

    He first said it was Saturday night but then referred to his general manager, Khan, when someone near him said it might be Sunday.

    "You'll have to ask him. He's the one that has to deal with it," Ruffin said.

    Customers and memorabilia seekers, however, have been a lot more involved, grabbing almost anything they could with the Frontier name or the signature "F" on it, according to Jimmie Johnson, a security guard at the hotel for 21 1/2 years. Even the hotel room number plates have been pried off the doors.

    Khan and his team will have until Aug. 7 to clean out whatever else is left at the property before handing over the keys to New York-based Elad Group, which bought the 34.5-acre property for approximately $34 million per acre in May.

    Ruffin still holds seven acres on the backside of the New Frontier. That land is being developed with Donald Trump for a nongaming project, Trump International Hotel & Tower.

    Elad, which is controlled by Israeli billionaire Yitzhak Tshuva, plans to spend $5 billion to construct a mixed-used development modeled after New York's Plaza Hotel.

    Elad bought the Plaza in 2005 for $675 million, converting some of the units into some of Manhattan's highest-priced condominiums.

    A spokesman for the new owners declined to comment this week on the closing or to announce a date for the New Frontier's implosion.

    The final days of the New Frontier have been mixed for the property's longtime employees too.

    Ruffin, who had said he would not pay severance to his employees when he first announced the Elad deal, said Monday that he would provide severance packages to the property's union and nonunion employees. The packages range from $8,000 for workers with 20 years of experience or more to $300 for those with 12 months or less.

    Megan Wurm, a security guard at Gilley's Dancehall, said she's glad that she'll receive the money, although she wishes it were more.

    Other employees declined to talk about the severance pay issue, worried that future employers might read their comments.

    But Ruffin is also being remembered by many employees as the person who ended a bitter labor strike and kept the property operating until now.

    "He's kept it open longer than it should have been open," said Rocco Prolog, a bartender at the New Frontier for 26 years. "He's my favorite owner compared to the other two owners I had. It's unbelievable what he's done with the place falling apart."

    Ruffin periodically expressed a desire to redevelop property, announcing in 2000 plans for a San Francisco-themed resort. He later said he was seeking an equity partner to help develop the property into a Swiss-themed resort.

    "He's made no secret of the fact that he's wanted to redevelop that site for a while going back to 1998," said David G. Schwartz, director of the Gaming Research Center at the University of Nevada, Las Vegas. "But certainly, he's gotten his money's worth from it."

    But, Schwartz said, "this is indicative of the new trend, which is to tear down and build anew rather than revitalize."

    The closing of the 984-room property marks the latest in a long line of Strip properties that have met the wrecking ball.

    The Desert Inn, which sat across the street from the New Frontier, was imploded in 2001 and replaced by the $2.7 billion Wynn Las Vegas. Mandy Genth, a nail technician from Edmonton, Alberta, said construction on Steve Wynn's $2.1 billion Encore, an expansion of Wynn Las Vegas, can be heard late at night while she sits at the New Frontier pool with friends.

    The neighboring Stardust was imploded in November by Boyd Gaming Corp. to make way for its $4.8 billion Echelon.

    Michael Green, history professor at the College of Southern Nevada, said tearing down the property was inevitable no matter who redeveloped the New Frontier.

    "The Frontier, as it's constituted, was not really positioned to compete with the Wynn or Echelon," said Green, who recently wrote the transcript for a three-part history on the property for KNPR. "On the Strip, old fashion doesn't seem to sell."

    Genth, who called the New Frontier a "hidden gem," became concerned about her favorite property's future when Boyd imploded the Stardust.

    Joe Vick, a D-1 Grand Prix driver from Atlanta, stayed at the Luxor in late June and paid $120 a night for a small room.

    At the Frontier, he paid $47 a night for a room that included a couch, three sinks and a bath tub big enough for two.

    "This is the end of a bygone era," Vick said. "It's really too bad. I would much rather stay in a place with more history and tradition than a Wynn or Palms."

    Schwartz said the value that Strip middle-class travelers found at the New Frontier will be part of its legacy.

    "It has a history as a place that has always been a consistent mid- and budget-level property on the Strip," he said. "Like any casino, there will be people sorry to see it go. But, five or six years from now, there's people who will wonder how we could do without the Plaza."



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    JOE wrote on July 19, 2007 01:12 PM: i loved playing at the frontier though i usually stayed at free rooms at harrahs. i loved phils deli and the cafe.comps were generous and they had good video poker to play. sorry to see it go.


    Bill wrote on July 16, 2007 05:00 PM: It is shame what Las Vegas has done to it's history. The New Frontier lived past it's time (Only because no improvements were made) but just getting rid of the hotels with such rich history and building BIGGER but not really "better" hotels has become the norm. I can't say I will never go back to Las vegas but Frontier was my favorite hotel with no real runner up, so I spend my money other places


    paula wrote on July 16, 2007 07:08 AM: all (14-15) comments say it all "old" las vegas is "NO" more.I saw Siegfried & Roy way back when--it was just great


    JJ & Nina wrote on July 14, 2007 07:51 PM: We have enjoyed the New Frontier for many years now and are really going to miss it! The casino that is easy to negotiate, the affordable rooms, the last Vegas strip bingo, I could go on and on, but won't. A special "thank you" and "God bless" to all the wonderful employees over the years. We will miss and remember you! This is the final night for the Hotel and the Casino closes Sunday night at midnight. We will be back to video the razing of our Frontier at implosion time. Hope to see you all there!


    Adam wrote on July 14, 2007 04:28 PM: The Tropicana, The Riviera, and The Sahara are the only old school hotels left in Las Vegas now. We can only count the days before these resorts are also torn to the ground. I agree that Las Vegas has "Priced Itsself" out of the budget travel market. Yes, You can still find a deal here and there but they're all downtown or off-strip. I stopped staying on the strip a couple of years ago and I've only been going to Las Vegas for 6 years now. They say the gold spike is going to be remodeled into a chic boutique style hotel charging 100-150 a night. I will stop coming to Las Vegas when this happens.

    Adam


    John Baker wrote on July 14, 2007 03:26 PM: The last Western themed casino on the strip gone, I'm afraid the new owners idea of attempting to copy a New York hotel..
    well I'm not too enthused. I'm one of those who enjoyed the Frontier, (Frontier, not "The New"). Kinda hope I'm not alone in saying I'm sick of European and east coast copies.
    Use a little common sense and rebuild as the FRONTIER.


    Tim Volk wrote on July 14, 2007 02:08 PM: The cafe at the New Frontier always got my recommendation when visiting friends wanted a good meal for a good price. The service was sometimes a bit grouchy, but always professional.

    The allure of old Vegas though has faded. The relics have passed beyond even camp status. I feel fortunate to have experienced both the old and new generations.


    cheryl wrote on July 14, 2007 01:09 PM: WOW Vegas just keeps tearing down the oldies but goodie hotles.I tell my friends come see me I will take you there now it wont be here.My first time here i stay at the westward ho loved that place


    Darlene Taylor wrote on July 14, 2007 10:41 AM: We have been coming to Vegas for over 25 years and in the beginning it was so much fun and you could have a great time,eat well, see a great show for very little and have memories for a lifetime for such a reasonable price. But now all the older, reasonable places are gone and everything is about the money and it's no longer a friendly, fun place to visit. It's a shame. Hope there are enough "whales" to keep you going as you have priced us "average joes" right out. Still have the memories of days gone by though. Our favorite places were Westward Ho, Stardust, Frontier, Sands---all gone!! Las Vegas--goodbye, Indian casinos-----Hello!


    Doug Webster wrote on July 14, 2007 10:19 AM: Used to go to the Buffet at lunch often around 1978 while working at a strip car rental agency. So much has changed since even before the days of watching filming of Dan Tanna in Vega$
    and $1.49 buffets. Miss all that.


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