Max, Baer, Jr. was born on December 4, 1937 and grew up in
Sacramento, California. His father, Max Baer, Sr., was a world
heavyweight boxing champion. Baer received his bachelor's degree
from the University of Santa Clara in business administration with a
minor in philosophy. Shortly afterwards, he was signed by Warner
Brothers as a Contract Player.   He landed the plum role of Jethro
and from 1962 until 1971, he starred in The Beverly Hillbillies.

In his book The Beverly Hillbillies, Stephen Cox included an
interview with Max Baer in which he shared some of his feelings
regarding his experiences working with the writers and cast of the
Beverly Hillbillies. Baer admitted that he made little money from
the series; even when the show was the number one rated series, he
was only making $800 per show (unlike Filmways and Paul Henning
, the writer and creator of the show). Apparently, things were not
always easy going on and off the set.

After the show ended, Baer  wrote and produced the motion picture
MACON COUNTY LINE, which was the largest grossing movie per
dollar invested of all time. Made for $110,000 cash, it grossed
almost $25 million at the box office.   Ever innovative, Baer also
initiated the idea of using a popular song title as a way to produce a
low-cost, high-profit motion picture.  His movie,  ODE TO BILLY
JOE was produced at a cost of  $1.1 million. Box office earnings
were $27 million, plus earnings in excess of $2.65 million (foreign),
$4.75 million (televison) and $2.5 million (video cassette). Since
ODE TO BILLY JOE, the motion picture industry has capitalized on
the trend, with over 100 song title movies.

Baer retired to his home at Lake Tahoe, Nevada in 1980. Since
1985 he has been using his business background by studying the
gaming business from a new marketing approach: i.e. how to deliver
people into the hotel/casino and keep them for longer periods of
time with the lowest cost in advertising and marketing.  At Lake
Tahoe, Baer witnessed tourists paying $5 to $6 to enter the
"Ponderosa Ranch", a location used for just a couple of episodes of
the TV series BONANZA. Once inside the grounds, there was not
much to see, but the tourists nevertheless enjoyed it. Baer had the
beginnings of an idea. If people would pay to see next to nothing
merely because of a well known television series, then surely those
same tourists would be happy to pay "nothing" to see something:
namely THE BEVERLY HILLBILLIES, whose TV audience was
much larger.

For the last three decades, Max Baer has been known to the world
as "Jethro Bodine" from THE BEVERLY HILLBILLIES. It is an
unshakable identity, regardless of his other successes and projects.
Through the years, Baer has become more objective about his
identity, and is now seeing it as a marvelous marketing opportunity
with clear application to the resort and gaming industry.

With this in mind he started — and after two years acquired — all
the contracts necessary in obtaining the rights for marketing
JETHRO’S BEVERLY HILLBILLIES MANSION AND
CASINO.