The City Lights Reporter - The New Black Face Of Vegas

When most people think of Las Vegas, Nevada, two images quickly come to mind, casinos and deserts. Seldom are images of African-Americans or black culture associated with this gaming mecca located in one of the fastest growing states in the nation. In fact, when it comes to African-Americans, the first thing you hear is about the long history of segregation and racism that kept black tourists out of the casinos and treated many residents as second class citizens. Well, things have long since changed and the evidence of that change is now personified in Don H. Barden.

Don Barden of Barden Companies, Inc. and Majestic Star Casinos, the first and only African-American to own a national chain of casinos has purchased the Fitzgerald’s Hotel and Casino here in Downtown Las Vegas. Mr. Barden, a 56-year-old Detroit native has a long history as an innovative and astute businessman. With a series of entrepreneurial successes under his belt in radio broadcasting and real estate development, he achieved national recognition in 1981 with the creation of Barden Cablevision. Not only did he own the largest single cable franchise in the nation at that time, but it was the first one wholly owned by an African-American. The United Negro College Fund, National Association of Minorities in Cable, the NAACP and former President Jimmy Carter have all given awards to Don H. Barden. He is truly a national leader and role model for all Americans.

Many influential black businessmen have seen the growth here in Las Vegas and recognized the business potentials of owning a casino. BET founder Robert Johnson, a member of the Hilton Hotels board of directors, has spoken of building a casino on the Vegas Strip. Even John Thompson, retired basketball coach of Georgetown University, has secured a state gaming license. Two years ago, Mr. Barden considered purchasing the world famous Desert Inn on the Vegas Strip with entertainer Michael Jackson, but the property was eventually sold to Steve Wynn, formally of the Mirage Resorts, and credited as the creator of the theme casino concept.

Most gaming industry insiders have pointed out the challenges of operating a hotel-casino in the troubled downtown market. But to demonstrate Mr. Barden’s business acumen, he agreed to acquire Fitzgerald’s for its Memphis-area, and Denver-area properties, to which, along with his Chicago-area Majestic Star Casino, he could now send customers to downtown's Fitzgerald’s. "The Tunica and Black Hawk properties are doing fairly well, and downtown gives us an entry into Las Vegas that we can build on," said Barden. With the addition of these three casinos, Majestic Star will operate in three of the top five gaming markets in the country,” It is rumored that Mayor Goodman of the City of Las Vegas and State Assemblymen Morris Arburry Jr., Chairman of the State Budget Committee have worked in the background silently to make the Fitzgerald’s deal come to fruition. Both have been active in attempting to bring diversity to the gaming industry and insisting on more minority participation in Las Vegas casinos.

With the growth of Las Vegas came a large influx of African-Americans. In the year 2000 over 40 million visitors gambled, shopped, dined, bought show tickets and funneled $30.1 billion dollars into the local economy. Each month approximately 6,000 people move to Las Vegas. There are several unique spending characteristics and economic indicators among African-Americans, that casinos and businesses along the strip have long ignored. According to Terrance Johnson, founder of BlackVegas.com and author of a new Las Vegas, multi-cultural, economic, gaming, and tourism report.

Don Barden’s Fitzgerald’s is in a unique position to take advantage of these statistics. Anchoring one end of the world famous Fremont Street Experience in downtown Las Vegas, this property features 638 hotel rooms, three bars, four restaurants, 953 slots, 23 table games, a sports book and a keno lounge. When interviewed, Mr. Barden said, “It’s exciting to be making history with this endeavor," he went on to say, "Our success in Gary has made this acquisition possible. Fitzgerald’s is a perfect match for our company and I look forward to growing this new Company beyond what it is today."

I don't know that ethnicity plays a role in the operation of the casino," Barden said. "To sell hamburgers or anything based on ethnicity, I don't know if that's a good concept." Majestic Star plans to retain the Fitzgerald’s brand name and will continue to market to its core customer by offering great service, the most popular slots and table games, as well as top-notch food and accommodations…all at an affordable price. But true to his character, you can believe Mr. Barden will add his personal touch to the ambiance of the Fitzgerald’s Hotel and Casino. Already, there is talk of R&B shows, professional fights, and black conventions and trade shows.

We welcome you to our community Mr. Barden, for we know you will create new opportunities, jobs and entertainment here in our valley for the African-American community. Putting a new Black Face to the City Of Lights that will change stereotypes and draw more of us, both tourists and locals, into the resort and gamming experience.

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This web site contains "Trademarks" and "Copyrighted" material licensed to other entities and cannot be reproduced, altered, or used in any form without prior written permission. Please read our Terms Of Use for compliance information.