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(years later, just wanted to close the loop in case this is ever made useful to anyone else).
Tim is basically correct in general, tho it didn't help. The gas company came by to light it. There is a large (1-2" diameter) horizontal tube that leads towards the back and bends upwards. About 3" from the bend, it flares open. Inside that is where the pilot is. You need a long wire at least 2' to reach it. You will have to put a match on the end and stick it in.
The flame for this unit comes out in one big torch from that flared tube when it is on.