Wednesday, July 8, 2026

Robert St. John: The Least Valuable Customer in Nevada

 I was married by an Elvis impersonator in Las Vegas.


His name was Norm.

Both of those sentences are true. We’ll get back to them shortly.

For years, I had Las Vegas all wrong. I thought it was tacky showgirls, mobster-run casinos, bad buffets, cheesy lounge acts, and acres of flashing lights designed to separate a man from his money before he realized the free drink wasn't really free.

And for a long time, that's what it was.

The wedding story starts in 1988, when I met my future wife. Neither of us wanted to get married. My first marriage had lasted eleven months and left me with a sour impression of the institution. On an early date, I told her that if I ever got married again—which I wouldn't—it would be by an Elvis impersonator in Las Vegas. She said that was fine, because she never wanted to get married anyway.

Five years later, we were married by Norm the Elvis impersonator in Las Vegas. My wife would want me to clarify that we were really married the day before by my uncle, an Episcopal priest, at our church in Hattiesburg. The Vegas ceremony was a matter of honor. Keeping my word cost extra, too — the chapel charged me for a witness. I paid it. A man keeps his word.

We spent one night at the Excalibur—nearly new then, and cheaper than the wedding—then flew to Aspen for a proper honeymoon.

In the 1990s, Vegas started importing celebrity chefs, to the degree celebrity chefs existed then. Wolfgang Puck was early. Spago in the Forum Shops at Caesars felt like a big deal. Then came a wave of famous restaurants from New York, Chicago, and Los Angeles that had the name on the door and the look of the original but didn't execute on food or service. They were tribute acts. Norm in a jumpsuit.

That has changed. Completely.

The restaurants in Las Vegas today—at least the ones whose originals I've eaten in back in New York or Chicago—are, almost every one of them, as good as the mothership. The cooking and the service in that town right now are as good as anywhere in America.

Here's the funny part: the casinos couldn't care less that I'm in the building. I don't drink, and I don't gamble. Somewhere in a sub-basement on the Strip, a computer has probably reviewed my file — no slots, no blackjack, no cocktails, eleven restaurants in three days — and flagged me as the least valuable customer in Nevada. No comps are coming my way. The pit bosses will never learn my name. The computer wouldn’t be wrong. But I've spent 45 years in the restaurant business, and I'm a student of it. Give me a free afternoon and I'll spend it walking through concepts, studying the menus, the systems, the way a server moves through a dining room. To have that many restaurants inside such a small footprint—the Venetian, Caesars, the MGM concepts—is a gift for someone wired the way I am. Vegas is the greatest field trip in American food.

The Cosmopolitan has been my Las Vegas home away from home for the past decade. That started when David Chang brought Momofuku to the property. My thinking was simple: any hotel that could land the hottest name in New York at the time was serious about restaurants. I was right. The Cosmopolitan has the kind of restaurant collection that keeps a non-gambling, non-drinking customer like me coming back.

This particular trip had a purpose. My wife's father passed away last week, and getting her out of town for a few days seemed like the right medicine. Not to avoid grief. That never works. Grief packs its own suitcase and travels with you. But a change of scenery can help. Laughter can help. A good meal can help. A little wonder can help.

So I booked 72 hours wall to wall—lunch and dinner every day, an afternoon show, an evening show. Some nights we walked into a theater as the lights went down, walked out straight to a dinner reservation, and walked from the table to another show with minutes to spare. It was busy. That was the point.

For three days, we laughed. We ate well. We watched people who had spent their entire lives perfecting their craft. And for a little while, the heaviness back home didn't feel quite as heavy.

That's hospitality at its best.

It doesn't erase pain. It gives people a place to set it down for a few hours. I've spent my whole career on the giving end of that trade. It took a hard week, in a town I once wrote off, to remind me what it feels like to be on the receiving end.

The shows: Mac King's comedy magic at the Excalibur got us started—my first time back in that building since the honeymoon. Thirty-three years later, I walked back through those doors holding the same hand, in a heavier week, and the joke we started there felt like the most serious promise I ever made. Day two: Frederic Da Silva's "Paranormal" mind-reading show, which I've now seen five times, and he impresses me every time. Piff the Magic Dragon at the Flamingo was my wife's favorite show of the trip—with July 4th fireworks as the encore. Somewhere in the middle of that show I heard my wife laugh — really laugh — for the first time in two weeks, and that was worth more than anything else on the itinerary. Day three: Marc Savard's comedy hypnosis. Hypnotists have had my number since one played my freshman dorm in college.

The food: Amaya at the Cosmopolitan is one of my favorite modern Mexican restaurants in the country, running maybe a half-step behind Frontera Grill in Chicago. Red Plate, also in the Cosmopolitan, might be the finest Chinese restaurant I've ever eaten in. Dinner at CUT, Wolfgang Puck's steakhouse at the Venetian, was excellent—full circle, back to the man who started this whole migration. The last dinner was Zuma, back home at the Cosmopolitan, a Japanese concept that's as good to look at as it is to eat in.

Which brings me to the lesson of the weekend. Las Vegas was built on gaming. It runs on entertainment now—the kind on a stage and the kind on a plate. By the Gaming Control Board's own count, Nevada casinos took in $30.8 billion last fiscal year, and only about a third of it came from gaming — which means the least valuable customer in Nevada, and everyone like him, is covering most of the bill. The showgirls gave way to magicians and hypnotists. The buffets gave way to some of the best kitchens in the country. The tribute-act restaurants became headliners.

Thirty-three years ago, a man in a rhinestone jumpsuit stood in a Las Vegas wedding chapel and pronounced us husband and wife. I figured the ceremony was a joke, the city was a gimmick, and neither one would ever be taken too seriously.

I was wrong.

The marriage endured.

The city evolved.

And both turned out to be far more meaningful than I ever expected.

Thank you.

Thank you very much.

Onward.


Amalfi Lemon Cake

1 ¼ cup + ½ cup         Sugar
½ lb.                            Unsalted butter
4 each                          Whole large eggs
½ tsp                           Kosher salt
1 1/3 cup                     Cake flour
1 ½ TB                        Baking powder
½ cup                          Whole milk
½ cup                          Hazelnuts, toasted and chopped fine
1 cup                           Warm water
Zest and juice of 3 lemons

Preheat oven to 300.

Combine the butter and 1 1/4 cup sugar in the bowl of a stand mixer fitted with the paddle attachment. Beat on high speed until a soft cream is formed, about 4-5 minutes.

Reduce to medium speed and add eggs one at a time just long enough to incorporate each. Be careful not to over mix the eggs

Separately, combine the flour, salt, baking powder, lemon zest and hazelnuts. Return the mixer to medium speed and alternate adding the flour mixture and the milk. Continue mixing until the batter is light and airy, about 3-4 minutes.

Grease the surface of a fluted cake pan (Bundt pan) and lightly dust with flour. Shake off any excess flour before adding the cake batter. Cook for 25-30 minutes.

While the cake is baking, combine the fresh lemon juice, warm water and 1/2 cup sugar in a mixing bowl and whisk until sugar is dissolved. When the cake is finished baking, allow it to rest at room temperature for 2 hours. After 2 hours, pour a quarter of the lemonade mixture over the cake every 10 minutes. After the third time, remove the cake from the pan and pour the remaining lemonade mixture over the top of the cake.



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Trollfest '09

Trollfest '07 was such a success that Jackson Jambalaya will once again host Trollfest '09. Catch this great event which will leave NE Jackson & Fondren in flames. Othor Cain and his band, The Black Power Structure headline the night while Sonjay Poontang returns for an encore performance. Former Frank Melton bodyguard Marcus Wright makes his premier appearance at Trollfest singing "I'm a Sweet Transvestite" from "The Rocky Horror Picture Show." Kamikaze will sing his new hit, “How I sold out to da Man.” Robbie Bell again performs: “Mamas, don't let your babies grow up to be Bells” and “Any friend of Ed Peters is a friend of mine”. After the show, Ms. Bell will autograph copies of her mug shot photos. In a salute to “Dancing with the Stars”, Ms. Bell and Hinds County District Attorney Robert Smith will dance the Wango Tango.

Wrestling returns, except this time it will be a Battle Royal with Othor Cain, Ben Allen, Kim Wade, Haley Fisackerly, Alan Lange, and “Big Cat” Donna Ladd all in the ring at the same time. The Battle Royal will be in a steel cage, no time limit, no referee, and the losers must leave town. Marshand Crisler will be the honorary referee (as it gives him a title without actually having to do anything).


Meet KIM Waaaaaade at the Entergy Tent. For five pesos, Kim will sell you a chance to win a deed to a crack house on Ridgeway Street stuffed in the Howard Industries pinata. Don't worry if the pinata is beaten to shreds, as Mr. Wade has Jose, Emmanuel, and Carlos, all illegal immigrants, available as replacements for the it. Upon leaving the Entergy tent, fig leaves will be available in case Entergy literally takes everything you have as part of its Trollfest ticket price adjustment charge.

Donna Ladd of The Jackson Free Press will give several classes on learning how to write. Smearing, writing without factchecking, and reporting only one side of a story will be covered. A donation to pay their taxes will be accepted and she will be signing copies of their former federal tax liens. Ms. Ladd will give a dramatic reading of her two award-winning essays (They received The Jackson Free Press "Best Of" awards.) "Why everything is always about me" and "Why I cover murders better than anyone else in Jackson".

In the spirit of helping those who are less fortunate, Trollfest '09 adopts a cause for which a portion of the proceeds and donations will be donated: Keeping Frank Melton in his home. The “Keep Frank Melton From Being Homeless” booth will sell chances for five dollars to pin the tail on the jackass. John Reeves has graciously volunteered to be the jackass for this honorable excursion into saving Frank's ass. What's an ass between two friends after all? If Mr. Reeves is unable to um, perform, Speaker Billy McCoy has also volunteered as when the word “jackass” was mentioned he immediately ran as fast as he could to sign up.


In order to help clean up the legal profession, Adam Kilgore of the Mississippi Bar will be giving away free, round-trip plane tickets to the North Pole where they keep their bar complaint forms (which are NOT available online). If you don't want to go to the North Pole, you can enjoy Brant Brantley's (of the Mississippi Commission on Judicial Performance) free guided tours of the quicksand field over by High Street where all complaints against judges disappear. If for some reason you are unable to control yourself, never fear; Judge Houston Patton will operate his jail where no lawyers are needed or allowed as you just sit there for minutes... hours.... months...years until he decides he is tired of you sitting in his jail. Do not think Judge Patton is a bad judge however as he plans to serve free Mad Dog 20/20 to all inmates.

Trollfest '09 is a pet-friendly event as well. Feel free to bring your dog with you and do not worry if your pet gets hungry, as employees of the Jackson Zoo will be on hand to provide some of their animals as food when it gets to be feeding time for your little loved one.

Relax at the Fox News Tent. Since there are only three blonde reporters in Jackson (being blonde is a requirement for working at Fox News), Megan and Kathryn from WAPT and Wendy from WLBT will be on loan to Fox. To gain admittance to the VIP section, bring either your Republican Party ID card or a Rebel Flag. Bringing both and a torn-up Obama yard sign will entitle you to free drinks served by Megan, Wendy, and Kathryn. Get your tickets now. Since this is an event for trolls, no ID is required. Just bring the hate. Bring the family, Trollfest '09 is for EVERYONE!!!

This is definitely a Beaver production.


Note: Security provided by INS.

Trollfest '07

Jackson Jambalaya is the home of Trollfest '07. Catch this great event which promises to leave NE Jackson & Fondren in flames. Sonjay Poontang and his band headline the night with a special steel cage, no time limit "loser must leave town" bout between Alan Lange and "Big Cat"Donna Ladd following afterwards. Kamikaze will perform his new song F*** Bush, he's still a _____. Did I mention there was no referee? Dr. Heddy Matthias and Lori Gregory will face off in the undercard dueling with dangling participles and other um, devices. Robbie Bell will perform Her two latest songs: My Best Friends are in the Media and Mama's, Don't Let Your Babies Grow up to be George Bell. Sid Salter of The Clarion-Ledger will host "Pin the Tail on the Trial Lawyer", sponsored by State Farm.

There will be a hugging booth where in exchange for your young son, Frank Melton will give you a loooong hug. Trollfest will have a dunking booth where Muhammed the terrorist will curse you to Allah as you try to hit a target that will drop him into a vat of pig grease. However, in the true spirit of Separate But Equal, Don Imus and someone from NE Jackson will also sit in the dunking booth for an equal amount of time. Tom Head will give a reading for two hours on why he can't figure out who the hell he is. Cliff Cargill will give lessons with his .80 caliber desert eagle, using Frank Melton photos as targets. Tackleberry will be on hand for an autograph session. KIM Waaaaaade will be passing out free titles and deeds to crackhouses formerly owned by The Wood Street Players.

If you get tired come relax at the Fox News Tent. To gain admittance to the VIP section, bring either your Republican Party ID card or a Rebel Flag. Bringing both will entitle you to free drinks.Get your tickets now. Since this is an event for trolls, no ID is required, just bring the hate. Bring the family, Trollfest '07 is for EVERYONE!!!

This is definitely a Beaver production.

Note: Security provided by INS
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