The Best Gamble in Southern CaliforniaHow one family changed an industry -- and launched a city. |
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There are a few things in life that naturally go together: love and marriage, peanut butter and jelly — the Miller Family and the City of Gardena. While I can’t necessarily speak to the prior two, I am certain of the latter. Normandie Casino is Gardena’s premiere card club and the Miller Family’s pride and joy, resulting from years of tireless investment made by its founder Russ Miller dating back to 1947. Since its inception, Normandie remains in the hands of the Miller legacy, still owned and operated by Russ’ four sons, Lee, Larry, Greg, and Steven, with Russ’ granddaughter Michelle acting as the current President. Much of Gardena’s recognition can be attributed to Normanide, being the only remaining original card club in Southern California — and with good reason. Without its multimillion dollar poker biz, Gardena, California might never have made the map.
Now, the ways in which all of this came about is quite the tale; and it starts with two men whose names still echo from the annals of Gardena gambling lore. One of which you already know, Russ Miller; the other, a gentleman by the name of Ernie Primm.
Primm’s club opened in Gardena in 1936 and Russ Miller, then a doorman, having proved himself in prowess and smarts, was soon promoted to supervisory floorman and eventually partner. Once the Western Club opened in 1940, it was renamed to The Normandie in ‘47 with Miller in ownership. Gardena quickly became dependent upon its burgeoning gambling industry, with Normandie spearheading everything from breaking ground for the first community centre to funding its debut bus line. The current ownership and management continue the tradition of contributing to charitable organizations and making donations to provide for the needy during the holiday season. Russ’ wife, Mary Miller, even created her own foundation –- The ‘B or Better’ Foundation — as a means of recognizing academic achievement in the education of Normandie employees and their families. A matching scholarship fund then goes to support exceptional high school students in encouragement of their continuing education.
While the ‘80s would bring an end to Gardena’s monopoly over the Los Angeles poker industry when the Bell Club opened in the city of Bell Gardens, Normandie was still booming; especially after having relocated in 1980 to where it stands today at Rosecrans and Vermont near the 110 freeway. The ‘million-dollar showroom’ as it was billed had boasted all sorts of A-list entertainers, and the Miller family’s diligence in court would result in the sorts of victories its patrons still enjoy today; 7-Stud, and Hold’em could now be offered along with the already-popular Lowball and 5-Card Draw. The decade would also introduce its California games before it was through, with Blackjack, Pai Gow Poker, Pai Gow Tiles, and Super 9 being presented in its elegant Red Dragon Room — a touch of Asia in lovely contrast with the French motif throughout the rest of the property.
Just shy of the new millennium, after a lifetime of countless contributions made cementing Gardena’s status as a poker mecca, Russ and Mary would at last leave their numerous accomplishments in the hands of their sons as the community to which they’d devoted themselves all their lives would celebrate their achievement and mourn their passing.
Like any industry, the poker craze waxes and wanes, but to Southern California, the influence of its card clubs — especially Normandie — will always have a special place in the history of the community in which it was built; the many contributions the Millers made to the game with which so many Californians had begun an enthusiastic love affair, ensuring it should never lose its ardor completely — even in the roughest of times. Their gratitude that a whole new poker culture should emerge unlike any other in the world — promising that Los Angeles would remain Poker’s ‘capital’.
Normandie continues to be a part of Gardena’s living history, intrinsic to its very nature. Normandie’s contributions to their patrons, whether at the table or in the community through which it operates, are crucial to the community’s success. Gardena’s bread-and-butter was its gaming niche throughout so much of its humble beginning, and continues to be so today
Now, through the Miller legacy and other businesses who have joined the city, Gardena continues to thrive — thanks to the dedication and ingenuity of its entrepreneurship, encouraging that — so long as you keep on playing — you’re that much closer to hitting the jackpot. In these uncertain times, it’s such a hope which helps us all stay in the game.
So come show your appreciation for 64 years of success at Normandie; it’s not easy being the heart and soul of a community — but when you go about it as the Millers have, it’s not hard to see why they are. In fact, you’re bound to run into at least one Miller on the floor throughout the month-long celebration all August — especially on the 28th, when they’ll be hosting a special tournament honoring its dedicated players and their continued patronage.
Grab a drink, order (anything!) off the menu, play a hand — oh, and say hello to Michelle — if you should see her. They’re always happy to see old friends and make new ones. That’s how Russ did it — and that won’t change anytime soon — no matter how the cards may fall. 
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