Joseph and Emanuel Rosenwald were born in Bavaria, Germany in the 1830's. After their immigration to the United States they involved themselves in trading with Native-Americans, coming to Las Vegas via the Santa Fe Trail in 1862. They established their mercantile business on the south side of the Plaza, and later Emanuel, above, built this wood frame home in the rear of the Rosenwald store on South Gonzales Avenue, which became a favored neighborhood for Plaza merchants to reside in. Emanuel lived here with his wife Elsie, and his sons David Emanuel, Cecilio, and Gilbert.

Much later in 1919, Cecilio Rosenwald, who was active in sheep and real estate deals, founded the Las Vegas Amusement Co., which established theaters for the silent movies. He bought the Duncan Opera House for this purpose. He then built the Mutual Theater, which today is the Kiva, and the Coronado Theater, with its flamboyant Neo-Classical facade. Grace Roseberry played the organ accompaniment for the silent films, until the "talkies" started in 1929. Cecilio and Gilbert are standing in the front in this photo. The Coronado Theater later was completely stuccoed over. It is now the site of a land and title company.