In addition to the graphics printed across the sticks, this matchbook has a "pop-up" feature. Before the cardboard got limp with age, the cowboy would pop up out of the background when you opened the cover. I think I've mentioned before that this casino is the only one I've found in Nevada that has the "Pop-Up" feature on its matches.

This one from the same place had the building as a pop-up instead of the cowboy!