Neon Nevada

Nevada’s iconic art form comes to life. Sheila Swan and Peter Laufer take readers on a journey, not only along the Las Vegas Strip, but down quiet, two-lane rural roads punctuated by neon signs—those glistening beacons that represent commerce in the vast Great Basin. The photographers’ stunning work captures the argon violets, krypton purples, helium golds, and xenon blues that glow amid the nighttime desert sky. Readers will discover that neon is not just a medium for casino advertising. The colorful images of cowboys and cowgirls, animals, desert landscapes, and a myriad of other creative designs all illuminate Americana. The neon sign helps define Nevada and its businesses, from bars and casinos to the stores, restaurants, motels, and theaters that line the streets of the Silver State’s cities and towns, and those rural areas that are barely a blip on the map. With a compelling blend of striking full-color photographs and fascinating historical commentary, this book celebrates an art form that wholly embraces the state’s unique personality. First published in 1994, this newly updated and expanded edition of Neon Nevada explores the resurgence of this art form during the last decade, which has resulted in an appreciation of Nevada neon that will never fade. This survey of neon casts the new edition as a defining source for neon scholars and attracts neon aficionados to what can only be defined as a medium as distinctive and interesting as Nevada itself.

Praise for the Previous Edition (0 415 92612 2): ...lively and provocative...this book will teach you something startling on nearly every page... --The New York Times Book Review Like the Emerald City, Las Vegas glitters brightly in the vast Nevada desert, a haven for refugees from ordinary America. A hip, iconic, playground that exports nothing, it nonetheless earns billions from consumer services alone -- gambling, hotels, gaming, and entertainment. It is, historian Hal Rothman argues, the quintessential city of the future. As other cities try to mirror its success and huge, respectable corporations like Coca-Cola invest in a piece of the pie, the very traits that have ostracized Las Vegas in the past -- hedonism, money worship, and permissiveness -- have today made it America's fastest growing urban center. From the gambling-driven, mob-run Sin City of the 1940s to the corporatization of the Strip as a respectable family entertainment center after the 1970s, Las Vegas has shown incredible economic resilience and adaptability. The first full account of America's new dream capital, Neon Metropolis brilliantly shows how Las Vegas gambled on the post-industrial service economy well before the rest of the country knew it was coming, and won.

Neon Nevada takes readers and viewers on a literal and pictorial journey not only along the old Las Vegas Strip, but also down quiet two-lane rural roads punctuated occasionally with neon signs, those glistening beacons of civilization against the desert night sky. Because the neon resurgence has resulted in an institutionalization and appreciation of Nevada neon unlikely to fade, it is time for this updated statewide neon survey to complete the four-decade project - first published by the Press in 1994.

Roads are rarely given a second thought yet are indispensable to life. Admittedly, a book dedicated to roadways sounds a bit dry. But behind every double-diamond interchange, every pork chop island, and every type of asphalt is a fascinating history of the traveling public. This book reveals the hidden history of building the Silver State's highways since 1917. The next time you take a road trip across Nevada on the Lincoln Highway (US 50) or the Victory Highway (US 40) or follow a rutted road to a once-booming ghost town think of the ingenious and industrious men and women, surveyors, engineers, chemists, and yes, even the teams of mules that built the roads we still travel today.

Each night, as twilight descends on cities and towns across Nevada, the desert night sky is lit with the glow of hundreds of neon signs. Whether the signs are a part of the shimmering onslaught of Las Vegas's Glitter Gulch, a lone cowboy beckoning travelers on Interstate 80, or a simple martini glass on a tavern sign, they are an element of Nevada's cultural heritage. After all, in the words of one veteran sign maker, "Neon and flashing lights mean Nevada. Without neon and flashing lights, you might as well be anywhere." In the early 1970s, Swan and Laufer set out to chronicle this cultural heritage in photographs as a means of preserving an art form that was at the time fast dying out. Neon Nevada combines these photographs, many of signs no longer in existence, with newer photos of signs installed during the recent renaissance in neon. It is a lighthearted, charming record of images from the generic to the unforgettable.

Without neon, Las Vegas might still be a sleepy desert town in Nevada and Times Square merely another busy intersection in New York City. Transformed by the installation of these brightly colored signs, these destinations are now world-famous, representing the vibrant heart of popular culture. But for some, neon lighting represents the worst of commercialism. Energized by the conflicting love and hatred people have for neon, Flickering Light explores its technological and intellectual history, from the discovery of the noble gas in late nineteenth-century London to its fading popularity today. Christoph Ribbat follows writers, artists, and musicians—from cultural critic Theodor Adorno, British rock band the Verve, and artist Tracey Emin to Vladimir Nabokov, Langston Hughes, and American country singers—through the neon cities in Europe, America, and Asia, demonstrating how they turned these blinking lights and letters into metaphors of the modern era. He examines how gifted craftsmen carefully sculpted neon advertisements, introducing elegance to modern metropolises during neon’s heyday between the wars followed by its subsequent popularity in Las Vegas during the 1950s and '60s. Ribbat ends with a melancholy discussion of neon’s decline, describing how these glowing signs and installations came to be seen as dated and characteristic of run-down neighborhoods. From elaborate neon lighting displays to neglected diner signs with unlit letters, Flickering Light tells the engrossing story of how a glowing tube of gas took over the world—and faded almost as quickly as it arrived.