Columnist Jerry Fink: Prima Jr. passionately protects the Prima legacy

By Jerry Fink

Friday, July 22, 2005 | 8:25 a.m.

For many years Las Vegas and Louis Prima were synonymous.

The late jazz singer and trumpeter was an icon of the Entertainment Capital of the World in the '50s and '60s, a tireless performer who became a lounge legend.

Even today, 27 years after Prima died in New Orleans from a brain tumor, the name is remembered fondly -- not only by older generations, but also by younger ones who have been exposed to Prima's music through films, commercials and tribute performances by such acts as the Brian Setzer Orchestra.

Could the name "Louis Prima" again grace a marquee somewhere on the Strip, as it did at the Sahara, where he, vocalist Keely Smith and saxophonist Sam Butera opened in 1954?

The entertainer's 39-year-old son, Louis Prima Jr., hopes so.

Prima Jr., who manages a number of restaurants at McCarran International Airport, once was a rocker.

"For seven years, back in the '80s and '90s," said Prima, who was born and raised in Vegas.

Then he and his sister, Lena Prima (who does a tribute to her father at the Sahara's Casbar Lounge) put together an act and for a couple of years performed their father's music.

"This was prior to the Brian Setzer Orchestra doing, 'Jump, Jive and Wail,' " Prima said.

Faced with the responsibility of raising a family, Prima put his passion for entertaining on hold for a more stable life.

"My wife and my kids are my life," he said. "As the music business goes, you have to make a lot of sacrifices sometimes, and I'm not in a position right now to do that."

But you can't take the Prima out of Prima.

"I love music. I love being onstage. I love performing. I love the crowds," he said. "I'm an entertainter."

And he is going to try to grab a piece of the spotlight, but on his own terms.

He won't sacrifice his family, but if he can find a deal that will satisfy everyone concerned he will grab for the marquee.

Tuesday night he performed a tribute to his father for an appreciative room filled with fans at the Hilton's 300-seat Shimmer Cabaret.

The lounge was packed with a friendly audience of mostly invited guests for a showcase that Prima hopes will generate some interest in his performance.

It was a rousing performance.

The son has a lot of the energy of his father, bounding around stage, wound up like a tight coil as he sang many of the Prima standards, among them "Jump, Jive and Wail," "Angelina/Zooma Zooma" and "Just a Gigolo/I Ain't Got Nobody."

He was backed up by the talented Tommy Alvarado Band and vocalist Emarald, who provided one of the highlights of the evening with her rendition of "That Old Black Magic," -- a major hit for the elder Prima and Smith.

The sliding walls of the nightclub were opened for the performance, which drew a lot of attention from many of the gamblers in the casino and diners in nearby restaurants.

There were a number of rough spots in the show, but then it has been eight years since Prima last performed in a concert.

Inevitably, he will be compared to his father, which may be unfair. Louis Prima was unique, a one-of-a-kind performer oozing charisma.

No one will ever live up to his high standard of performance, but the son has his own style and given time to polish his routine he could make his own mark on the Strip, especially with Alavarado at his side.

"The similarities between me and my father sometimes frighten me," Prima said. "Sometimes when I see footage of myself onstage, I think, 'Oh my God, I did a move my father did or I say something my father said.'

"His attitude was about life -- loving life and living it to the fullest. My greatest joy, like his, is in making people around me happy."

For Prima, it brought back memories of seeing his father perform, and of his own experiences.

"When you have a room full of fans jumping and screaming, it motivates you," he said. "My father's music still moves people -- it makes you want to dance."

Prima said he hopes his Tuesday night performance will plant some seeds among entertainment buyers. He thought earlier this year he was going to have a gig at Wynn Las Vegas, in one of its lounges.

"But they scrapped the lounge and created a techno-bar instead," Prima said. "(Steve) Wynn loved our music, but he couldn't figure out a place to put us."

And so now he is seeing what else is available.

"I'm testing the waters," Prima said. "But my stipulation is that I need to make a living."

He says it has to be practical for him and his musicians.

"I don't want to have to do seven or eight different gigs a week to make a living," he said.

He says there is work in other cities and he could stay busy doing one-night stands around the country, but there aren't enough guarantees and the family would suffer.

"I'm just trying to get it together -- to get some work together that goes back to the old Vegas vibes," he said. "I would like to get enough work to do it permanently."

But it's risky business. There was a time when the name Louis Prima opened doors.

Not anymore.

"It's tough getting started, no matter who you are."

Lounging around

The Larry Wild Rice Trio performs for a jazz brunch from 11 a.m. until 3 p.m. Sundays at the Artisan, 1501 W. Sahara Ave.

Frank Sinatra tribute artist Gary Anthony, backed by keyboardist Dennis Mellen, is a popular draw at Sonny's, a new casino/restaurant at 4145 S. Grand Canyon Dr. (at Interstate 215 and West Flamingo Road).

Performances begin at 9 p.m. Fridays.

Blues Storm performs from 5 p.m. until 9 p.m. Sundays at Mr. D's, 1810 S. Rainbow Blvd.

Cool music will be played during the hot days of August during the concert series at The District at Green Valley Ranch.

Different artists perform outdoors for free from 6 p.m. until 10 p.m. Fridays and Saturdays.

Among the upcoming performers are the Fab -- Beatles tribute band (Aug. 5); David "The Sax Man" Brown (Aug. 6); Fields of Gold -- Sting tribute band (Aug. 12) and the Michael Soli Trio (Aug. 13).

Also, Darrin Michaels (smooth jazz, easy listening, Aug. 19), Island Tyme (reggae, calypso, Aug. 20), David Van Such (contemporary and jazz, Aug. 26) and Chuy and Company, Latin/top 40, Aug. 27).