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Jacobs Entertainment has completed the first phase of its $400 million redevelopment of J Resort in downtown Reno, adding new entertainment, wellness, housing and sports spaces to the Neon Line District.
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The first phase gives J Resort a wider role in downtown Reno beyond casino gaming. The property now includes J Resort Festival Grounds, which will continue hosting concerts and events during its second season, along with programming at J Resort Glow Plaza.
Elera Spa has also opened, while preliminary soccer fields for the Downtown Reno Amateur Sports Association are now in place. A new housing development and the redesigned 4th Street entrance add to the project, which Jacobs Entertainment has framed as part of a longer plan for the area.
Jonathan Boulware, President of J Resort, said:
“Today marks an important milestone for J Resort and the continued evolution of downtown Reno.”
“Over the past five years, we’ve transformed this property into a destination that brings together entertainment, hospitality, arts, wellness, and community experiences.”
Jacobs Entertainment bought the property nearly 10 years ago and has since invested across West 4th Street and the surrounding district. Work has included public art, housing at 245 N. Arlington, and updates to the historic Gibson Building and Renova Flats.
The company wants the Neon Line District to work as a mixed-use area for visitors and locals, with gaming, dining, live entertainment, wellness services, public art and community programming all tied into the same downtown corridor.
Jeff Jacobs, CEO of Jacobs Entertainment, said:
“When we acquired this property nearly a decade ago, we saw an opportunity to help reimagine this part of downtown Reno.
“Today, with the festival grounds, Elera Spa, public art, new housing developments, and the DRASA’s initial soccer fields now in place, we’ve completed an important first phase in bringing that vision to life.”
The entrance work also changed how guests arrive at the property. In a KOLOTV report, Richard Jacobs, Assistant Director of Sales and Special Events at J Resort, said:
“As of right now, it seems like we have multiple senses of arrival on the property.”
Reno Mayor Hillary Schieve pointed to the scale of downtown development, especially housing and business activity.
“We’ve never seen this type of investment in housing, ever,” she said. “We have more doors in downtown Reno than we’ve ever seen before. We have more businesses that have opened here in the last decade.”
More projects remain on the table. Jacobs Entertainment has outlined plans for the Rolling Art Banquet Hall, a conference center, a 4th Street pedestrian bridge with an arch inspired by the historic Reno Arch, a 4,000-seat entertainment venue and a proposed 55-story, 600-room hotel tower.