The background to the booking of this leg of the tour has been provided by John Romero:
When I asked Sahara Director of Entertainment Stan Irwin how he won the Beatles, he gave me one of those professional looks and said, “Simple.” And it was—if you had his straight ahead gut instinct. Here’s Stan the Man to tell you the whole story:
“There was a guy named Roy Gerber, a theatrical agent based in New York. He was also my agent when I did standup comedy. Roy represented the General Artists Corporation, which no longer exists, and he was always scrambling around looking for clients.
“So GAC got word to Roy that the Beatles wanted to see Las Vegas and play a date there, and he and his partner, Norman Weis, grabbed the next plane. Roy once had a Las Vegas office and knew all the right people in the entertainment business.
“When booking agents came to Las Vegas in those days (1964) they’d start with the closest hotel to the airport and work north down the Strip. So from the Tropicana on, Roy and Norm worked the major casinos. Later they told me they got the same answer everywhere—only a handful of talent bookers had ever heard of the Beatles. Crazy, isn’t it? The Beatles played the Ed Sullivan TV show in February, just four months earlier, and 73 million people watched them. Or maybe it was 73 million kids. Anyway, Roy and Norm talked to Desert Inn publicist Gene Murphy, who told them there was a new young guy at the Sahara who might be interested. I was that ‘new young guy.’
“I’d been a standup comic at the old Club Bingo in 1949. Then they put me in charge of entertainment, publicity, promotion and advertising. So when the Bingo was rebuilt and named the Sahara in l952, they asked me to come back as the entertainment director—and I accepted.
“When Roy came in and mentioned the Beatles, I said ‘British guys, pretty good,’ and I thought he’d fall over. After a few seconds I said okay, I’ll take them, but I want them for two shows. And since the boys seldom worked two shows in a night, Roy had to do some convincing. Finally the Beatles agreed.
“I’d been thinking of putting them in our main showroom, the Congo Room, but it held just 600 and there was no way to get any more seats in the place. I said, Hold it, these guys belong in the Convention Center, and I rushed over there to check the seating. They told me they could put 7,000 a show in the rotunda. I said that was still too small, and asked for the balcony, too. They agreed, and that pushed the total seating for each show to 8,408."
Romero, John. Las Vegas, the Untold Stories: ...That Made Sin City the Entertainment Capital of the World (Kindle Locations 1583-1603). Abbott Press. Kindle Edition.
Did this perhaps make the venue unsafe? According to Mitch McGeary's website:8,408 people were put in an Arena designed to hold 7,500 people per show. Patrons were put behind the stage to make this possible, and the fire laws were taken to the Nth degree as far as spacing between aisles and seating.
One of the inducements for the Beatles to come to Las Vegas was that they wanted to see Las Vegas. What they saw was the airport, a limousine, a hotel, the Convention Center, the hotel, a limousine, and the airport. Because the Beatles wouldn't be seeing any of Las Vegas, slot machines were brought up to their suite for them. It wasn't a manner of win or lose, they just wanted to see what it was like.
Newspaper reports give details of The Beatles' arrival (1):
Unknown to The Beatles, the authorities received a bomb threat (2)
On payment, Romero says: “We paid them $25,000, priced the top ticket at $25 and the lowest price at $12.50. The Sahara netted $52,000 on ticket sales. Not bad for booking a group even our regular clientele had never heard of.” (Kindle Locations 1621-1623).
(1) Boston Globe, 20.08.64, p.27.
(2) Hanford Sentinel, 21.08.64, p.2.