Anyone have any history on the Rose Bowl Race and Sports Book?

I came across this matchbook and tried to find out more information on the location of the place. Not a lot of information of the place comes up in Google.

One article said it was the first Sport/Race Book to open up on the Strip while another article said that Frank 'Lefty' Rosenthal ran the place in 1968.

It sounds like a interesting place.....too bad I don't think they had chips.