Vegas royalty

Local nobleman keeps traditions alive

Guido Robert Deiro may live in the United States but he is guided by the European ideal called Noblesse Oblige. That's because he is a direct descendent of a count, the only modern-day one, to his knowledge, to live in Las Vegas. He can trace his ancestry back to the 1600s and Antonio Deiro, his grandfather nine times removed.

He represents the Deiro line at European social events and charitable fund-raisers. When visiting nobility comes to Nevada, Deiro is often consulted on the protocol, the proper way to announce, greet and shake -- sometimes kiss -- hands. He said it is his obligation as a member of nobility to pay homage to such decorum.

"To trash my family and tradition is unthinkable," he said. "I have 500 years of history behind me. We're very much Americans but we live this casual life because I'm an average guy."

Deiro lives with his wife, Joan, in a 6,000-square-foot home with a 50-foot pool and a nearly 2,000-square-foot guest house in back. The compound is representative of an Italian villa and guarded by two Doberman pinschers. When they first met, she thought he was "domineering and possessive and very much Italian." But something clicked. The couple will celebrate 36 years of marriage in October.

Deiro's father was in show business back in the time of silent pictures. He penned the Broadway play "Kismet" and composed its songs. His father has one other distinction of note: he was once married to Mae West, back when she was a struggling brunette actress in burlesque.

Deiro grew up with no idea he was a count.

After his parents' divorce, his mother married Sam "Baby Shoes" Prezant, a bookmaker associated with the mob in Las Vegas. Housing was limited in Las Vegas in the war years so they lived at one of the classiest hotels in town, the El Cortez. Later, they built a house on the outskirts of town.

"Bugsy Siegel had dinner at my house twice a week," he said.

Other mob cronies, dressed in their $300 suits, would come by to see his stepfather at various times. Each one would flip a silver dollar to the young Deiro, who only got a 25-cent weekly allowance.

His was a childhood of privilege. He attended private schools and a military academy. He learned to speak five foreign languages, became known for his finesse in fencing and had a high IQ (he is a 30-year member of Mensa).

He went on to have a number of careers including working as a dealer who could spot cheaters, opening a private investigation agency, working in the airline industry and investing in real estate.

Early in his life, Deiro became a licensed pilot and managed the North Las Vegas Airport. That brought Howard Hughes into his life.

The billionaire hired Deiro as director of aviation facilities and flew him around the world to pick up airplanes and ferry them to his U.S. facilities.

He also acted as Hughes' host when movie stars and industry executives like William Randolph Hearst came to Las Vegas.

"One time Hughes had me go buy a million dollars worth of cars from Don Ackerman's Ford dealership," Deiro said. "I had to call him (Ackerman) at home and get him to open the dealership at 11 o'clock at night. I walked in there with nothing but my word (that Hughes was behind the deal)."

But Deiro didn't have to carry money. He wore a "FOH" -- Friends of Hughes -- tie tack. It was like being in a secret club and opened doors without question.

When he worked in a casino he met plenty of entertainers. Dean Martin, he said, was a class guy and dedicated family man. Deiro remembers seeing future president John F. Kennedy with Judith Eisner on his arm. And Frank Sinatra -- who Deiro said had a short-man's Napoleon complex -- walked around with a gorilla of a body guard named "Jilly" to protect him.

A chance meeting led to Deiro learning his lineage of nobility. But he vowed to made his mark as a businessman before announcing himself. In 1979, a casino investment made him a wealthy man. Then he flew to Italy to meet family.

"It was an emotional reunion," he said. "I was 'it' -- I was the live connection."

His life has been filled with philanthropic work ever since. He and Joan travel the world about two times a year and help raise million of dollars for the International Red Cross and other causes.

Deiro has also established fencing programs at various schools in the valley.

Las Vegas recognized his charity work by naming a street after him. Count Deiro Drive runs east and west near Sahara Avenue and Hualapai Way.


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