Duke Fergus, a naive Montana cowboy, arrives in San Francisco and visits the infamous Barbary Coast, a place where risk and romance mingle with high-stakes gambling. He quickly falls for Flaxen Tarry, the radiant star of the fanciest gambling hall, known as the Flame of the Barbary Coast. Fergus is drawn into a gamble against the hall’s owner and Flaxen’s lover, Tito Morell, and, as expected, he is cheated and loses all his money.
Determined to win both Flaxen’s heart and a fresh stake, Fergus enlists the help of his friend Wolf Wylie to learn the tricks of the trade and to spot deceit. With new confidence, he sells everything he owns and returns to the city to challenge Morell’s grip on the Barbary Coast. He travels from casino to casino, issuing a personal challenge to each poker champion in a heads-up duel, starting with Morell. He wins every confrontation, turning his losses into leverage and his resolve into power.
Armed with wealth and prestige, Fergus sets out to create an opulent new gambling house that caters to the city’s upper crust. He believes the best way to solidify his position is to win Flaxen over, and he extends an invitation for her to come work for him. At first she resists, but when Morell offended her, she finds herself drawn to Fergus’ vision and agrees to join him. The plan seems to be taking shape as a gleaming landmark rises on the Barbary Coast.
On opening night, Morell rides in to reclaim Flaxen and test Fergus’s new empire, but fate intervenes in the form of a devastating earthquake. The catastrophe leaves both businesses in ruins and leaves Flaxen wounded. In the aftermath, the town begins to rebuild, and Fergus stands by Flaxen’s side as she recovers, reinforcing a bond that goes beyond wealth and risk.
In the weeks that follow, both Fergus and Morell pursue political power as they vie to become mayor. The conflict intensifies when Fergus catches Morell’s men in the act of trying to rig the election. Rather than accept manipulation, Fergus exposes the fraud and places the control of the outcome back in the hands of the people. The decision pits the rough, turbulent world of the Barbary Coast against a softer, enduring future, and the people choose to return to Montana to marry Flaxen, leaving Morell’s influence behind.
