The former Sands Regency Casino in downtown Reno is getting a facelift.
Jacobs Entertainment announced Tuesday that the property is now the J Resort, and they're opening half of the casino floor, along with 500 newly remodeled rooms effective immediately.
Phase one of the project will be fully built out in June. It's a $300 million investment that includes 750 rooms, but CEO Jeff Jacobs says that's just the beginning. He has space for up to 2,000 rooms on the property if he sees continued demand.
“I think Virginia is not quite the destination that it used to be," he said at the grand opening. "I think Fourth Street, with what we’re doing, will become the new Virginia, if you will.”
He and Vice President Jonathan Boulware said that the J Resort will be the anchor for the whole Jacobs Entertainment Neon Line District, spanning half a mile on Fourth Street.
But the project isn't free of controversy. Boulware said during the grand opening that he wanted to address criticisms that the development has displaced residents who were living in motels demolished for the growth of the Neon Line.
“Nobody was put on the street when we went through that process," Boulware said. "And that’s what makes us feel good about what we did for our community.”
He says that Jacobs footed the bill to pay for deposits on apartments and help motel residents move. The company says over 90 percent of the residents were successfully relocated.
"Of all the things that we’re doing right now, of all the money that we’ve spent, that is the thing we’re most proud of - taking care of our community," Boulware said.
Jeff Jacobs said that the J resort will also make investments to benefit the whole community.
"When we fully build this out, which will be over the next few years, I think we’ll probably have about $100 million worth of art throughout the property," he said.
And on top of the physical art, the Jacobs Entertainmetn Glow Plaza Festival Grounds around the block from the J resort has already started booking for its first full summer season. Jacobs says it already has 50 events on its calendar, including a Cinco de Mayo festival, Beadles celebration, and a Pride party.
Jacobs says the events could attract up to 100,000 visitors - and they'll have beds for those heads.
“If the people of Northern Nevada appreciate it as much as we do, we’re going to keep building," he said.
Later this summer, Jacobs Entertainment will begin a $100 million Phase Two of the property. Phase Two of J Resort will include:
- A 400-position high ceiling extension of the gaming area
- Rooftop indoor/outdoor swimming pool and spa
- Asian food and gaming venue
- Sports themed lounge
- Additional art — including a sculpture currently being shaped for J Resort in Italy by world-renowned sculptor Richard Erdman.
After phase two is completed, Jacobs Entertainment will focus on some of the other components envisioned in the multi-year J Resort master plan.
These components include a 6,500-seat Mountain View outdoor amphitheater, a large outdoor day pool, a 3,500-seat Vegas-style indoor showroom, a 400 seat dinner theater, a zip line 150 feet over Reno's Neon Line, over 100,000 square feet of state-of-the-art conference space, additional enclosed parking, and over 1,200 additional resort guest rooms.
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March 3, 2023 Update:
Jeff Jacobs, CEO of Jacobs Entertainment will be providing updates and timelines on his most recent development project in Reno’s Neon Line District.
This event will include a special announcement and a property tour through the renovations already underway at the Sands Regency Casino Hotel
On Friday, we saw some notable work at the Sands which included construction crews installing a sign at the top of the property.
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Original Story from 2020:
Jacobs Entertainment has announced an additional $150 million investment in the next phase of Reno’s Neon Line District. The project includes the purchase of several 1970s style motels as well as a major expansion and remodel of The Sands Regency Hotel Casino.
This new investment is coupled with the initial $135 million that was previously used in the acquisition and development of property on West Fourth Street. In the next phase, Jacobs Entertainment will renovate four motels including Townhouse, 7-Eleven, Castaway and Sarrazin Arms.
“As part of our proposed development agreement with the City of Reno, Jacobs Entertainment is committed to preserving 100 affordable housing units for the next decade,” said Jeffrey Jacobs, Chairman and CEO of Jacobs Entertainment. “These will be both senior and workforce affordable housing units, and will represent 30 percent of our apartment units along Reno's Neon Line. In addition to the $1.5 million that we previously donated to the Reno Housing Authority (RHA), we continue to explore affordable housing opportunities in public/private partnerships with the RHA and the City of Reno.”
In addition to upgrading these four motels, Jacobs Entertainment will be completing the final phase of public art along Reno's Neon Line, as well as expanding and remodeling The Sands Regency Hotel Casino.
"Not only will we be completely remodeling our 725 hotel rooms, but we are also adding a spa, new restaurants, a rooftop pool, a second parking garage and an exciting new casino,” Jacobs said. “When we have completed our remodel, the property will have a bold, contemporary look and feel that will definitely not be your grandmother's Sands Regency.”
The first of the new Sands Regency improvements is scheduled to be completed in the spring of 2022.
ORIGINAL STORY:
Jacobs Entertainment says a new gathering space called 'Sands Connect' will be constructed on West Fourth Street located between Gold Dust West and Sands Regency as part of Reno’s Neon Line District.
The area will include a festival tent and an open promenade. Additionally, the perimeter of the Sands Connect will feature phase two of Reno’s Neon Line, including historic Reno neon signs as well as Burning Man art installations.
Construction will begin March 1, 2020.
“As we look to build a new city district, we realize the undeniable need for a central event space that will allow the community as well as out of town visitors to gather,” said Jeffrey Jacobs, CEO of Jacobs Entertainment. “Reno’s Neon Line is about celebrating Reno’s future, while also embracing its past. The Sands Connect does that — the perfect combination of Reno’s historic past and what is still to come.”
Sands Connect will be completed in the spring of 2020.
Additionally, the project will include a beer garden located near Polar Bear, selfie areas and a picnic area and outdoor stage. The east side of the property will be transformed into an exhibit space for RV shows, outdoor shows, farmers’ markets, overflow parking for events and more.
The historic Nystrom House will be placed on the west side of the property. The nearly 150-year-old home once served as a divorce boarding house, but now it will become the property’s food and beverage hub, complete with an open bar concept.
Sands Connect will host nine confirmed multi-day events in 2020, and more than double to around 20 events in the following year. This year’s Sands Connect events include:
* June 5 - 7: Reno Art Fest• at Sands Connect
* July 3 - 5: Red, White &• Brew at Sands Connect
* August 6 - 9: Sierra Nevada• European Car Festival at Sands Connect
* August 28 - 29: Camp Tiny• Houses at Sands Connect
* September 4 - 6: Labor Day• Weekend Party at Sands Connect
* September 7 - 9: Playa Transition• at Sands Connect
* September 11 - 12: Little• Hero’s at Sands Connect
* September 19 - 20: Taco Fest• at Sands Connect
* September 25 - 27: Street• Vibrations at Sands Connect
For more information on Reno's Neon Line District, click here.
(Jacobs Entertainment contributed to this report.)
