Jacobs Entertainment has successfully finished the first phase of its ambitious $400 million redevelopment project for J Resort, located in downtown Reno. This initial stage has introduced several significant enhancements, including the J Resort Festival Grounds, a revamped entrance on 4th Street, the launch of the Elera Spa, and early development of soccer fields for the Downtown Reno Amateur Sports Association (DRASA), along with new housing options.
Jonathan Boulware, President of J Resort, remarked, “Today signifies a pivotal moment for J Resort and the ongoing transformation of downtown Reno. Over the last five years, we have turned this property into a vibrant hub that integrates entertainment, hospitality, arts, wellness, and community engagement.”
The redevelopment project is designed to offer a wide array of amenities for both locals and tourists, encompassing gaming, live shows, dining options, wellness services, and public art displays, thereby enhancing the area’s status as a mixed-use destination in northern Nevada.
Since acquiring the property nearly ten years ago, Jacobs Entertainment has spearheaded extensive redevelopment efforts in the western part of downtown Reno. These initiatives have included public art installations along West 4th Street, new housing at 245 N. Arlington, and renovations of the historic Gibson Building and Renova Flats.
The J Resort Festival Grounds is poised to continue its tradition of hosting concerts and events as it enters its second season, alongside activities at J Resort Glow Plaza, as part of ongoing efforts to energize the area.
Jeff Jacobs, CEO of Jacobs Entertainment, stated, “When we took ownership of this property nearly a decade ago, we recognized the opportunity to reimagine this section of downtown Reno. With the festival grounds, Elera Spa, public art, new housing, and the initial soccer fields for DRASA now established, we have reached a crucial first milestone in realizing that vision.”
Jacobs emphasized that the completion of Phase One is a significant step in the broader vision for the district. “We believe that Reno’s Neon Line District can evolve into one of the most distinctive entertainment and cultural hubs in the West, and we are committed to investing in projects and experiences that will shape downtown Reno’s future for years to come,” he added.
In a report by KOLOTV, Richard Jacobs, Assistant Director of Sales and Special Events at J Resort, highlighted the importance of the redesigned entrance in enhancing the visitor experience. “Currently, it feels like we have multiple points of arrival on the property,” he noted.
Mayor Hillary Schieve also underscored the scale of recent development, particularly in housing and business growth. “We’ve never witnessed this level of investment in housing before,” she stated. “There are more doors in downtown Reno than ever, and we have seen a surge in new businesses over the last decade.”
Looking forward, Jacobs Entertainment has outlined further developments planned for the Neon Line District, including the Rolling Art Banquet Hall, a conference center, a pedestrian bridge on 4th Street inspired by the historic Reno Arch, a 4,000-seat entertainment venue, and a proposed 55-story hotel tower with 600 rooms.