Tuesday, June 10, 1997 | 11:03 a.m.
IF you hang it, they will come.
That's the marketing philosophy employed today by various Las Vegas businesses.
The All-Star Cafe lures patrons with big-name player appearances, authentic memorabilia displays and sports highlights projected on giant video screens. The valley's two Saturn auto dealerships are decorated with replica banners and retired jerseys from UNLV's 1990 basketball title team and are staffed by former pro and college athletes.
But Las Vegas isn't known for restaurants or auto showrooms. It's known for casinos, and the Las Vegas Club fills that sports-themed niche.
"The way hotels market, they're using athletes," Las Vegas Club vice president Brady Exber said. "We obviously don't have the budget to compete with The Mirage and the people they bring in to, say, entertain clients at a golf outing. But what we can do is create a sports environment, something to educate people or jog their memories."
Open since October, the Las Vegas Club's $35 million building expansion includes an 18,000-square-foot casino, designed with the feel of an old-time ballpark. Casino games are on the field and the walls are comprised of decks -- painted fans cheer on the patrons -- and nostalgic outfield billboards. A blank wall soon will display a video scoreboard for live telecasts and sports updates.
Away from the action, an area of shops and eateries gives visitors the impression of walking along a stadium concourse, past the souvenir shops and concessions.
Throughout the casino, sports fans can view vintage memorabilia: a game-used Jackie Robinson bat, a Roy Campanella jersey, Maury Wills' spikes and hundreds of autographed items for starters.
"I've stayed at a lot of hotels, but I will make this place my home base when I come to Las Vegas," said former Los Angeles Dodger catcher Steve Yeager.
The 1981 World Series MVP, along with Hall of Fame pitcher Fergie Jenkins and noted baseball prankster Jay Johnstone, joined the Las Vegas Club's new "Wall of Fame" last weekend. The exhibit features the hand prints and autographs of former stars embedded in concrete. Legendary pitcher Bob Feller, basketball great Connie Hawkins and four-time Super Bowl champion Rocky Bleier also have left impressions.
"This is the only place I've ever been where it feels like you're walking through the concession area in an old ballpark," Yeager said. "Nostalgic signs, old-style brick, it's all there.
"Older people get on the bus in Southern California or someplace, they come here and see stuff from Babe Ruth, Warren Spahn, Bill Dickey and Lou Gehrig. Not only does it bring back fond memories and childhood stories, it makes their stay more enjoyable."
The Las Vegas Club's older casino, opened in 1961, is undergoing a similar facelift. The sports book also will be upgraded, but don't expect it to resemble the glitzy, electronic style of the megaresorts. Exber plans to keep his sliding, erasable boards.
"I'm a nostalgia buff like that," he said.
Exber's favorite piece of memorabilia comes from an All-America team Babe Ruth once sponsored. The Las Vegas Club has the certificate Ruth autographed and presented to fellow future Hall of Famer Rogers Hornsby.
"It takes a lot of research to find all these items on display," Jenkins said. "Jackie Robinson, Muhammad Ali, Pele. With these things hanging up, we'll never forget these people."
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