J Resort, previously known as the Sands Regency, is setting the stage for a substantial enhancement of its downtown Reno, Nevada, property with an ambitious $130 million investment plan. This initiative is aimed at further developing the hotel-casino’s infrastructure and entertainment offerings.

Strategic expansion and entertainment ventures:

A significant portion of the investment, $5 million, is allocated towards the creation of the J Resort’s Festival Grounds. This new development aims to expand on the existing Glow Plaza concept by providing a venue for concerts and large-scale events. Jonathan Boulware, regional vice president for Jacobs Entertainment, highlighted the expansion plans. “The improvements will include our new front entrance off West 4th Street, as well as a 20-foot-tall sculpture, which was recently commissioned in Italy from … sculptor Richard Erdman,” he stated, as reported by Reno Gazette Journal.

The north expansion of the resort is scheduled to commence construction in January. This phase will introduce additional parking, expand gaming facilities, and include a new dining venue, enhancing the overall guest experience.

Further enhancements include the introduction of Rolling Art, a 400-seat banquet hall that will double as a display area for a collection of European sports cars worth over $50 million, including the illustrious “Big Five” of Ferrari’s supercars. Additionally, the west expansion plans to add an 800-seat banquet and meeting space complemented by a spa and an innovative indoor-outdoor rooftop pool.

Economic impact and commitment:

Jeff Jacobs, CEO of Jacobs Entertainment, confirmed that the total investment in the property now exceeds half a billion dollars. Boulware shared insights on the broader economic implications, stating, “With the additional $130 million to be spent, we will have invested close to $550 million in downtown Reno.”

The resort’s development strategy also includes addressing community concerns, particularly the need for more housing units downtown. Jacobs Entertainment provided updates on its 245 North Arlington project, which is set to welcome tenants starting March 1, following a leasing phase beginning January 1. This development will offer 60 new residential units, albeit fewer than the number lost due to motel demolitions in recent years.

In a strategic move to enhance its entertainment offerings, Jacobs Entertainment has partnered with JMF Presents, a renowned concert and live entertainment production company. This collaboration is expected to expand the resort’s event lineup to more than 40 summer events annually, attracting between 150,000 and 200,000 attendees. Chris Sewell, president of JMF Presents, expressed enthusiasm about the partnership, emphasizing the potential to significantly boost local and visitor engagement through a diverse array of events. He commented: “With the creation of J Resort’s Festival Grounds combined with the opportunity to place acts in J Resort’s Glow Plaza, we anticipate growing our J Resort summer concert and festival schedule to over 40 events every summer, attracting 150,000 to 200,000 local and visiting music fans to downtown Reno.”

The extensive enhancements at J Resort are set to redefine downtown Reno’s landscape, promising a vibrant blend of luxury, entertainment, and community-focused developments. With these plans, the resort is not only poised to become a premier destination in Nevada but also a catalyst for economic and cultural revitalization in the area.