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Reno’s J Resort Announces Additional $130M Investment, Total Project Now Over $550M

Colorado's Jacobs Entertainment, the firm responsible for transforming and rebranding the Sands Regency into the J Resort in Reno, Nev., remains committed to its pre-project commitments. 

Jacobs Entertainment invested $300 million to renovate the old Sands Regency. The newly launched property appeared as J Resort last spring, featuring an investment that updated all 750 hotel rooms, revamped the casino area, and included more than 1,000 surface parking spots. 

The resort also introduced new dining options, such as Hannah’s Table and J Paul’s Italian Steakhouse, along with a nightclub named Afterglow. A 65-foot digital exterior wall showcases artwork sourced from across the globe. 

This week, Jacobs Entertainment, led by founder and CEO Jeff Jacobs, informed the Reno Gazette-Journal that it will allocate an additional $130 million to enhance the J Resort further. 

Reno Revamp 

In 2017, Jacobs Entertainment purchased the Sands Regency for $30 million. Two years later, the company revealed an ambitious initiative to invest $1 billion in Reno and introduce "The Biggest Little City in the World" to an innovative attraction known as the Reno Neon Line. 

Situated on W. 4th Street from N. Arlington Ave. to Vine St. westward, Jacobs’s master plan encompasses a mixed-use area for hospitality, entertainment, art, and residences. Naturally, casino betting is included as well. 

In addition to the J Resort casino, which has 400 slot machines, numerous table games, and a sportsbook, Jacobs manages Gold Dust West located on 4th and Vine. Gold Dust features 450 slot machines, video poker, and keno games. 

Jacobs invested over $100 million acquiring deteriorating motels and empty structures in and around his proposed Reno Neon Line. He is additionally allocating another $130 million to further enhance and modernize the J Resort.

"We have over $400 million currently invested in downtown Reno. With the additional $130 million to be spent, we will have invested close to $550 million,” Jacobs told the Reno Gazette-Journal.

The $130 million investment will be utilized to build two new event venues and an exhibition hall for Jacobs to showcase his renowned Ferrari collection. A full-service spa and an indoor-outdoor pool located on the west tower of the J Resort are also featured. 

Outside, $5 million from the budget is allocated for constructing a concert and festival grounds area. The Glow Plaza, as it is being promoted, will be situated across W. 3rd St. on what is presently a paved parking area between Arlington and Ralston Streets. The music venue can accommodate 15,000 people simultaneously. 

Reno Income 

Reno's gambling sector has been thriving since the COVID-19 pandemic. 

In 2018, the gross gaming revenue (GGR) in Washoe County, where Reno is located, reached $865.7 million. GGR decreased to $857.2 million in 2019 and dropped to $676 million in 2020. 

Accumulated demand resulted in a surge in 2021, as casino revenue exceeded $1 billion for the first time since 2007. County casino earnings remained above the $1 billion threshold in both 2022 and 2023. 

Jacobs isn't the sole optimist about Reno and Northwest Nevada. The Meruelo Group, owner of the Grand Sierra Resort, aims to construct a $400 million, 10,500-seat indoor arena in Reno's downtown.