Jacobs Entertainment has announced a significant $128 million investment to expand its J Resort property and the surrounding area in downtown Reno, Nevada, pushing forward with what CEO Jeff Jacobs described as the midpoint in a two-decade redevelopment initiative.

Major enhancements to J Resort and downtown Reno:

The newly revealed phase of redevelopment will include several large-scale additions: a redesigned grand front entrance for the resort, a 400-seat banquet hall housing a rotating collection of up to 50 European sports cars—among them five Ferraris—and an expansive outdoor venue known as the J Resort festival grounds. The latter is expected to accommodate up to 15,000 guests and will debut with the Drifters Music Festival on May 10–11, headlined by Easton Corbin, Walker Hayes, Randy Houser, and other country acts.

“We are in about year 10 of a 20-year overnight success story. We are about halfway complete,” Jacobs said. “Including this $128 million that we will spend, we will be at over a half-billion dollars invested.”

Alongside these entertainment-focused upgrades, the company also plans to transform the now-closed Bonanza Inn into a 57-unit affordable workforce housing complex called The Breeze. A 300-seat event venue named Glow Gardens is also in the works, blending restored historical buildings such as the Nystrom House and the Chapel of the Bells with a newly constructed atrium and wedding chapel.

Jacobs, who likens the resort’s vision to that of Steve Wynn’s philosophy of building high-end attractions to draw broad interest, stated: “Our whole approach is the same as Steve Wynn’s – if you build something really nice, the people at the top end of the market will want to see it, and if they want to see it, everyone else will too.”

Art will play a central role in the resort’s expansion. Sculptures by renowned New York artist Alice Aycock will be placed inside the new north-facing entrance, which is currently being built by Plenium Builders. A sports-themed lounge and expanded gaming areas will also be introduced.

Beyond the immediate resort, Jacobs has steadily grown his downtown Reno presence since acquiring the former Sands Regency hotel-casino in 2017. Over the past seven years, Jacobs Entertainment has accumulated more than 100 acres spread across over 80 parcels in the West Fourth and West Second Street areas. Many aging motels have been demolished, their memory preserved through neon signage at Glow Plaza.

Future development hinges on demand:

Future developments include the construction of a Las Vegas-style showroom, which will have a 4,000-person capacity. This space will be designed with a retractable wall that opens to the festival grounds, enabling outdoor concerts in warmer months. The layout resembles Jacobs Pavilion, an open-air amphitheater along the Cuyahoga River in Cleveland.

Housing remains a key part of the long-term plan. The company recently finished a 60-unit market-rate apartment building at Arlington Avenue and West Second Street and intends to develop another 65-unit affordable complex to replace the Sarrazin Arms apartments. Both projects await finalization of Tax Incremental Financing (TIF), which Jacobs says will help fund $25 million of the estimated $40–50 million total cost.

“We will direct real estate taxes for the next 10 years to create those two affordable housing projects,” Jacobs explained.

Looking even further ahead, Jacobs revealed that the J Resort could eventually expand to accommodate up to 2,000 hotel rooms—roughly triple its current size—if future demand, especially from California, supports it.

“We have shared the next four years of our master plan,” he added, according to the Nevada Appeal. “After these projects, we have talked about a new rooftop pool and indoor-outdoor spa… and if the demand from California in particular is there to see the bright shiny new attraction in downtown Reno… we will start looking at adding some towers.”