On hoopla, housing, and how to make Reno's downtown a place for everyone
Frank thoughts on the status of Reno's troubled downtown core and how to fix it
It’s Thanksgiving week, and that means all is (mostly) quiet on the local government front. But enjoy the lull while you can, my friends, as we’ll be jumping right back in next week with back-to-back meetings of the Reno City Council, Planning Commission, Ward 3 NAB, and more. Check out the City Calendar if you’d like to plan ahead, and look for those agendas to pop up on the Meetings page later this week.
For the financially inclined, I’ve noticed that the Financial Advisory Board agenda and packet for December 5 was just posted, and the Staff Report includes some troubling news about the City budget due in part to labor negotiations that resulted in an increase of approximately 9% in salaries and benefits vs. the 4.2% increase that was anticipated when the FY25 budget was initially developed. Any financial wonks who want to examine that further should check it out, as apparently “the slow revenue growth and increased labor costs will create challenges in building the FY26 budget.”
The only scheduled City of Reno meeting this week is that of the Access Advisory Committee, which meets virtually only tonight (Tuesday, November 26) at 5:30pm. In addition to its regular business, the meeting will include presentations on two ongoing projects that might be of broader interest: the RTC’s “Biggest Little Bike Network” and the Paradise Park Master Plan. You can access that agenda on the city’s Meetings page and register for it here.
And now on to the updates from last week’s items.
Update: The November 20, 2024 City Council meeting including the annual review of Jacobs Entertainment’s Glow Plaza
The City of Reno published highlights of the November 20 City Council meeting here. As usual, This is Reno offered the most comprehensive coverage, in three parts:
“Gunshot detection system, surveillance cameras headed to downtown Reno” (Kelsey Penrose, This is Reno, 11/21/24)
“Quilici Ranch special assessment district approved” (Kelsey Penrose, This is Reno, 11/22/24)
“Council praises Jacobs Entertainment despite slow progress on downtown development” (Kelsey Penrose, This is Reno, 11/21/24)
For more on those gunfire detection and surveillance systems, see “Reno to deploy gunfire detection tech, surveillance across downtown in 2025” (News4Reno, 11/22/24).
You can watch the annual review of Jacobs Entertainment’s Glow Plaza beginning here (it’s about 35 minutes long). The presentation was split between a report of the Glow Plaza’s past year of operations and a description of Jacobs’ expansion plans.
Following their usual pattern of scheduling PR blitzes the same day as their City Council appearances, the company issued a press release that garnered substantial media coverage last week, with Jason Hidalgo of the Reno Gazette-Journal offering more context than most (including Jacobs’ many unfulfilled promises):
“J Resort confirms $130 million in new development plus deal with JMF Presents” (Jason Hidalgo, Reno Gazette-Journal, 11/20/24)
“Reno's J Resort unveils $130 million expansion with new festival grounds and more” (News4Reno, 11/21/24)
Despite the hype, there were few surprises here. The company has been talking about its planned expansion of the J Resort hotel casino, including new restaurants, a spa, and rooftop pool, since March of 2020, although the current design differs slightly in appearance from those earlier renderings. And thanks largely to Downtown Makeover’s constant vigilance regarding new permit applications, we already knew about the new auto display (now clarified as featuring $50 million worth of Jeff Jacobs’ luxury cars), and a second outdoor festival grounds, this one on Arlington Avenue, intended to host even larger events than the Glow Plaza, with a capacity of 10,000-15,000 people.
Jacobs previously mulled constructing an “amphitheater,” which this does not appear to be (this could host more people in a flat area with one or more stages). The rendering shows a packed expanse filled with thousands of people, basking in the sapphire glow of the J Resort’s hotel towers. What it does not show is anything around it. It stands devoid of its urban context, disconnected and alone.
The only talk of the company’s ever-elusive “master plan” was from Jacobs VP Jonathan Boulware, who brought it up only to argue that it doesn’t actually matter, and that those who keep clamoring for a master plan are focusing on the wrong things. Here’s what he had to say:
“A lot of times we talk about the master plan, and the changes….I was part of the company when we first took over our first motel in 2017, and I remind people when I go out and I speak about the company and I get the questions of “you know, hey, the master plan” and “building” and “what are you guys doing?” and I remind people that this was an area, as we all know, that people avoided for decades. For decades! That people would not come to this area for all the reasons that we know.
And so to be able to take an area where now we have families and kids and seniors and all sorts of people coming down to an area that they haven’t been down in years, that they hadn’t seen in years, that’s a part of the revitalization, too. That is part of the master plan that doesn’t get talked about, is re-branding an area that people would not step foot on for decades and decades. And I think that’s important for Reno. I think that’s an important accomplishment of all the things that we’ve done as a company. One of the greatest things that I’m most proud of is our rebranding of this area, and I’ve talked to people and they’ve said, “I would never come down here without this,” “I would never go out there with my family, I didn’t feel safe.”
That rhetoric of rebranding and renewal has been popular since the 1950s and 1960s, which brought waves of highly-touted urban renewal to cities across America, with largely devastating results for lower-income and marginalized communities including our own (it’s partially the subject of one of my current historical projects).
Of course, thousands of people actually did use this part of downtown every single day in the decades before Jacobs’ arrival. If you don’t recall, thanks to the wonders of Google Maps (the Street View function), you can travel back in time and view a corridor filled with motels, gas stations, quick marts, and auto repair shops, the Sands, Gold Dust West, Chapel of the Bells, the Gold ‘N Silver, and more. Was it long-neglected and in need of some serious attention, code enforcement, and rehabilitation, like many other parts of town? Absolutely, yes, without question, no argument there. But it was also filled with people living their lives—just not the same people Boulware is talking about.
When you listen to the presentation, what you hear over and over again is that these events are “bringing people back” to a part of downtown where they haven’t gone for decades. It’s a narrative of cleaning up substandard housing to create a new, clean, inviting environment set against the backdrop of the downtown Reno landscape.
And that’s really what to me is the crux of the issue here: what’s coming into focus is not something that itself helps to rebuild a dense urban landscape, but something quite different, dropped right into the center of it. And that might be great for those who want to come down on one of the days or nights when events are taking place on the Glow Plaza or this future new festival grounds, or visit the J Resort rather than some other casino. But on a daily basis, this corridor has become a place largely devoid of people, life, eyes on the street. It is a place to pass through to the other side.
The fact that Jacobs has no public master plan means there’s endless opportunity to hint of something even more exciting yet to come, and allows some to claim that anyone raising concerns is simply being negative or impatient, that a vision so big and transformative takes time to execute, that the outcome described (albeit vaguely and with no strings) in the Development Agreement is still out there on the horizon:
The vagueness of that description of course allows for the ultimate amount of flexibility, with no obligation. What would that “array of commercial, retail, plaza, green space” and more look like? Some might picture something like the Gaslamp Quarter or Fremont East, a dense array of independent bars, eateries, shops, galleries, and other options filling the sidewalks with a constant flood of foot traffic. I don’t know that the average person would have envisioned an expanding hotel-casino, acres of parking, and event space surrounded—if we’re fortunate—on its perimeter by residential developments, but that’s what we appear to be looking at.
As Jacobs’ vision comes more into focus, it becomes clearer that the “2,000-3,000 residential units,” if they ever arrive, are not likely to arise along West 4th Street at all but on West 2nd Street and West 5th Street—the adjacent corridors where Reno’s traditional urban fabric still holds fast, with stores, apartments, houses, clinics, restaurants, laundromats, and services that long predated Jacobs’ arrival. And the continued development of those corridors may progress even more slowly now, since those parcels were purchased by an entity that has other, more pressing priorities.
As we’re all aware, the only major projects currently being constructed from the ground up in the downtown core are multi-family residences—which is, of course, what is most needed there. And because the City doesn’t demand otherwise, those projects are primarily being constructed with no or minimal ground floor commercial space (think the Ballpark Apartments or the Mod 2). There’s a reason for that—commercial space is a risky venture that leaves less room for revenue-producing rental units—but it means that their ability to generate foot traffic is severely limited, especially if their tenants just jump in their cars and drive to other parts of town, finding their daily needs unmet by what’s in their immediate vicinity—whether that’s services, entertainment, pharmacies, food, what have you.
Will Jacobs change that pattern? It’s time to start looking at where they possibly could, at what’s left to be developed. There’s that parcel on Keystone Avenue that the City could legally re-acquire since Jacobs has not yet filed a building permit for it). There’s the Chapel of the Bells and the historic houses behind it. There’s the Gold ‘N Silver, the Bonanza Inn, and the entire block surrounding the historic Benham-Belz House, which the company was so eager to unload. Maybe after Jacobs finalizes its land swap with the Reno Housing Authority, they’ll develop the Sarrazin Arms parcel into a massive parking garage, and offer all those parking lots for others to develop.
Is development of any of that destined to create a dense and diverse walkable urban environment with daily, ongoing activity? No one on Council asked (you can view their brief comments here), perhaps because what’s more important to them is not what Jacobs is building, but what they eliminated. But also because this isn’t a two-way discussion; purchasing all the property around their resort’s perimeter ensured that. Jacobs is not asking the community what they want to see on this property because they don’t have to. That’s the power of property acquisition, baby.
So maybe Jonathan Boulware is right: the master plan (if it exists, which is doubtful) doesn’t actually matter. There’s no point in holding out hope for the elusive and ever-dangling carrot of a grand master plan, because at the end of the day, while we may not know what this area will eventually become, we know what it will not: a dense, diverse, walkable, cityscape like MidTown, Wells Avenue, and to a lesser extent, East 4th Street—what this area might otherwise have become if its parcels and properties had remained independently owned and were available for the kind of infill, adaptive reuse, and incremental development that the City has been telling us it wants to encourage on the original Reno townsite and the blocks surrounding it. Or not.
This is Reno issued an editorial a few days after the meeting titled “Downtown desperation” that raises some questions that I think the City needs to face. Namely, why are we treating the parcels purchased by Jacobs Entertainment differently than those a few blocks to its east? Why is dead, inactive space on Virginia Street considered (rightfully) a problem, while acres of surface parking lots along West 4th Street are lauded as successful revitalization? We’ve seen this movie before—because we’re still living in it, like Bill Murray trapped in the endless time loop of Groundhog Day. The City never adopted different goals for West 4th Street than it did for Virginia Street—and yet here we are, replicating all the same problems represented by The ROW, with another self-contained, insular casino resort surrounded by massive amounts of parking, and special event venues that sit vacant most of the time.
If you just showed images of the Italian festival, the Wing Fest, BBQ, Brews & Brews and the other special events that infuse Virginia Street with a temporary buzz, the entire area around The ROW would look bustling and successful, too. But our downtown core is in crisis, desperate not just for special events to bring the “right” people back for concerts and festivals, but for the restoration of a normal, walkable, affordable, welcoming urban environment that all residents can call their own.
So maybe this Thanksgiving weekend, while spending time with friends and family, we can all devote some time to pondering what the rest of that most beleaguered portion of our downtown core still has the potential to become, since the J Resort has become yet another urban anomaly like The ROW that we now have to try to build a functioning urban environment around. Let’s start putting together a vision that doesn’t rely on selective imagery, PR narratives, and the endless touting of a future transformation that’s just around the corner, and focus on what we can realistically build together, in the spirit of conversation and collaboration, today.
Sign Ordinance Update
In related news, the City held three virtual Downtown Business Stakeholder meetings related to the sign ordinance last week. You can access those recordings on the Zoning Code Clean-Up page (under Signs Ordinance).
I’ve cued up the video below to the point in the meeting where Development Services Assistant Director Angela Fuss explains that any property in the area zoned as “Entertainment District” can currently install signs without any restrictions on height, size, or digital/animation, and have had that right for decades, even though very few businesses are actually taking advantage of it (other than casinos, which already get unlimited signage no matter where they are located).
City staff is not currently proposing any changes to these downtown regulations, but they have been asked to seek input from downtown businesses owners about them.
Of course, the “Entertainment District,” as you can see from the above boundaries, includes much more than businesses (entertainment-oriented or otherwise). Its composition has in fact changed dramatically over the past few decades, with the closure of Harrah’s and the increasing numbers of residents living in former hotel towers and new multi-family buildings. I shared some thoughts on this topic back in my October 14th Brief, so feel free to check that out.
The only people commenting or asking questions were Lori Wray of Scenic Nevada, someone named Donald who said that the Eldorado, Silver Legacy, and Circus Circus would be opposed to any changes to their sign allowances, and downtown resident Art Rangel, who stated that downtown residents should be considered stakeholders in this discussion, since most of the downtown high rises are now residential. Good point.
A draft of the staff’s proposed changes will be presented to City Council in December for their feedback. After that, a final draft of the ordinance “will be written and presented to stakeholders, Planning Commission and City Council in early 2025 for a formal recommendation and ordinance adoption.” In the meantime, anyone can send their comments and concerns to City planner Lauren Knox at KnoxL@reno.gov.
The effort to successfully revitalize Reno’s downtown core is going to require all of us to take a long, hard look at everything that governs its development, function, and appearance—that means the City code (including signage), the Redevelopment Plan (which needs a serious update that puts community needs and desires first), City policies, and budget priorities. And for all you downtown residents: this is the moment to reach out to each other and help lead the way. What gets decided now will shape the city, the place we love, for decades to come.
News Digest: The Latest in Local Urban Development
Local media coverage of development-related items this past week included details on the status of the Lear Theater and the Lakemill Lodge, the proposed new apartment complex on the former site of the Lakeridge Tennis Club, and more.
“More setbacks for beleaguered Lear Theater” (Kristen Hackbarth, This is Reno, 11/19/2024)
“There are solutions to the affordable housing crisis, and Reno has one unique example” (Richard Bednarksi, Sierra Nevada Ally, 11/21/24)
“City of Reno suspends Lakemill Lodge’s business license” (This is Reno, 11/21/2024)
“Reno's Lakemill Lodge faces business license suspension over health and safety violations” (Kenneth Dunn, News4Reno, 11/22/24)
“City of Reno Discussing Possible New Lakeridge Apartment Complex” (Makayla Hardy, 2 News Nevada, 11/19/24)
“Washoe County lands bill passes crucial Senate vote: What we know” (Mark Robison, Reno Gazette-Journal, 11/21/24).
“Organizers of Balloon Race Say Event Under Threat Due to Park's New Master Plan” (Our Town Reno, 11/26/24)
That’s it for this week. Have an enjoyable and relaxing Thanksgiving, and please do what you can to ensure that others have something for which to give thanks, too. I’m personally grateful for so much, including your readership and support. Thank you.
Be sure to check out my Citizen Guide for helpful resources and links for anyone hoping to become more informed and engaged in issues related to urban development (& more) in Reno.
As always, you can view this and prior newsletters on my Substack site, subscribe to receive each new edition in your email inbox, and follow the Brief (and contribute to the ongoing conversation) on X, Facebook & Instagram. If you feel inspired to support my writing and research with a financial contribution, you can sign up for a paid subscription through my Substack site or contribute to my Venmo account at @Dr-Alicia-Barber or via check to Alicia Barber at P.O. Box 11955, Reno, NV 89510. Thanks so much for reading, and have a great week.
There is so much I could suggest, but I'll start with housing and landlords. How can Reno accurately determine how much new housing should be allowed if they don't tally how many vacant units exist?
A vacancy tax that requires quarterly tallies of vacancies, and that includes Airbnb, then we can accurately see what remedies are required.
The pedestrian problem could be solved if the City (bureaucrats, council members, the mayor) asked the right questions. First, what works? Riverwalk, parks, green spaces, even Midtown has foot traffic. What doesn't work? Vacant store fronts, giant casinos with nothing facing Virginia or Sierra streets except concrete and garage entrances, and the city run albatross superfecta of the underused events center, ballroom, bowling stadium, and former bus station on University Ave.
What brings a vibrant downtown and pedestrians? Local stores besides smoke shops, pawn shops, and liquor stores. Restaurants, bars, cafés, grocery stores, interesting shops. These attract tourists and locals.
What doesn't work? Infill (vacant lots), empty store fronts, useless shops, vagrants, no parking, and closing a major thoroughfare for some festival or another. People drive there, park in a casino garage, hang out for an hour, then leave.
Downtown, to have a vibrant street life, needs affordable housing, a supermarket, and necessities. We don't need another RPM. Downtown needs people, residents, locals, and tourists.
The events center needs a new roof. There's no money to repair it. Turn the bowling stadium into a giant grocery superstore. Think outside the box and stop wasting money on study after study that either fails or is ignored.
Peace.
I cannot wait until we have a mayor who is more detail oriented. Schieve is all over the place and its become worse with Bryant as ICM. Duerr has a hard couple of years ahead.