‘Twas in the year of 1955 that the battleship gray and black-and-green high-reach crane trucks – Sierra Pacific Power and Nevada Bell’s respectively – set a spindly 60-foot pole on the north side of B Street in Sparks just across the street from the Sparks Nugget’s brand-new building, set guy wires to keep it vertical, and then lifted a replica of a shiny gold nugget as big as a Chevy Suburban to the top of the pole. On that nugget they set a platform, and finally a canvas tent on the platform, then aimed floodlights up to illuminate it.
The Nugget casino south of B Street was tiny compared to the Nugget of today; no I-80 freeway over the building, just B Street out in front doubling as transcontinental Highway 40. No elephants; this was pre-Bertha. Last Chance Joe had just arrived to keep an eye on the happenings out in front. And pilgrim, did he get an eyeful as Happy Joe Howard, the last of the great pre-war flagpole sitters arrived to begin his ascent to the platform atop the tower on August 4, 1955, where he would stay longer than any flagpole sitter would ever sit. Flagpole-sitting was a rage that died out somewhere in the 1930s, probably for good reason, but the Nugget’s then-owner Dick Graves, already well-along in the process of selling the Nugget to John Ascuaga, was a showman, attuned to every PR stunt in the book.
Howard soon became accustomed to life on top of the highest building in Sparks. He became the darling of the local media and the West Coast scribes when his time on top of the gold nugget started to look like a serious attempt. A month, two months, dragged by, the number on the base of the “flagpole” being changed daily to indicate the number of days he had stayed there. The summer of 1955 arrived and the world was in turmoil, but local notice was paid first to Happy Bill Howard, so high above B Street, drawing crowds of people who would stop on the highway to look in wonder at how he could possibly keep doing it.
Casual visitors could speak to Happy Bill on a phone provided by Nevada Bell, from the base of the tower to his lofty perch. Several times daily a truck from the Nugget arrived to lift a basket of grub – the best fare of the Roundhouse Room or an Awful-Awful burger from the Coffee Shop, maybe an iced pitcher of piçons from the Nugget’s long-gone Basque Bar, the day’s edition of the Reno Evening Gazette, and letters from his fans. He had a radio, no TV. For reasons unknown to anyone, a band of local idiots tried to incinerate Happy Bill by burning down his tower, forgetting that the Sparks Fire Department and Police Department were housed nearby on C Street then. The fire laddies doused the fire and Sparks’ Finest threw the perpetrators into the hoosegow for a few nights.
Time marched on into the dog days of August. The West Coast press still loved it, and afforded the Nugget the ongoing publicity in the Bay Area that Dick Graves had hoped for. Happy Bill’s birthday arrived, with accompanying hoopla and a cake from the Nugget’s bakery, songs from the local media and fans.
And the unexpected occurred – Happy Bill woke up with a hell of a toothache one morning, and the Nugget summoned respected Reno dentist Arnold Johannes to his aid. In a display of humanitarian emergency not one bit concealed from the adoring press, Dr. Johannes was lifted in a Jacob’s Chair-harness with his black bag of drills, pliers, wrenches, laughing gas and an Blue Cross form to Happy Bill’s side, to administer on-the-pole medical aid. I suspect that the rest of the late Dr. Johannes’ career, excitement-wise, was downhill after that procedure…
As the leaves turned to gold on the trees lining the Reserve in Sparks, the evening winds turned wintry. Happy Bill’s reign over the little town was coming to a close, although not for lack of interest – the town and the media continued to embrace his effort, but the simple fact was that his flagpole had no heat, and the night was rapidly approaching during which he’d freeze his celebrated buns off. Leaving on a high note started to become realistic.
In a round of PR embraced by Reno and Sparks and the San Francisco press, by then including Herb Caen and Terrence O’Flaherty, Happy Bill Howard was returned on February 12, 1956 to Mother Earth by the same Nevada Bell snorkel truck that had set him atop the flagpole, 204 days – almost seven months – before.
Bill’s work on earth, or in this case above it, was done – his effort was vastly successful in putting the little burg of Sparks, known before by very few in the Bay Area as being a little east of Reno, wherever that was, permanently onto the map. For his efforts he was awarded $6,800 and a sterling silver belt buckle as big as a penny postcard engraved with Thanks from the Sparks Nugget in a very public ceremony. To our knowledge, he never sat flagpoles again. And Sparks, whatever it been before that, was defined as a destination town; Dick Graves departing, a legend named John Ascuaga soon to arrive. .
I thank several readers for inquiring about Happy Bill Howard and inspiring this story, [the late] Fred Davis – the Nugget’s longtime (1958-1972) publicity director, Sparks native Don Stockwell – he of the ironclad memory, the Nevada Historical Society, John Ascuaga, Nugget executive secretary Nancy Trabert for their help with this yarn.
teext © RGJ, a long time ago
photo Bill Howard © JA Nugget/Custom Publishing Group