Jacobs Entertainment in $300m rebrand of Reno’s Sands Regency


Jacobs Entertainment has pulled back the curtain on what is labelled as a multi-year master plan that will deliver a $300m redevelopment of the former Sands Regency.

The Reno, Nevada, based property, which will adopt the J Resort name, will be developed across a number of phases in what the group hails as “another chapter of the revitalisation of downtown Reno”.

John East, Jacobs Entertainment’s Chief Operating Officer, will serve as interim President of J Resort in a bid to ensure a strong initial chapter for the property.

“After five years of land assemblage, design, and construction we are pleased today to announce J Resort, Jacobs Entertainment’s flagship property and Nevada’s first art and entertainment-themed resort property,” said Jeff Jacobs, CEO of Jacobs Entertainment. 

“J Resort is raising the bar for all northern Nevada resort properties. In addition to the sculptures that we display along Reno’s Neon Line, we will also highlight over $100m of paintings and sculptures throughout the entire J Resort property.”

Despite phase one not being slated for completion until June, the company has opted to open half of the property’s casino floor and more than 500 newly remodelled rooms immediately.

Among the amenities to be rolled-out in three months time are a completely remodelled casino, including over 600 new gaming positions; more than 1,000 parking spaces, additional artwork and a trifecta and food and/or beverage outlets.

Following this, a $100m second stage will commence that will add a 400-position high ceiling extension of the gaming area, indoor/outdoor pool and spa, sports lounge and additional eateries.

The final phase of the venues growth, which it is detailed will ultimately employ over 2,000 people in the region, will include a 6,500-seat Mountain View outdoor amphitheatre, outdoor day pool, 3,500-seat Vegas-style indoor showroom, 400 seat dinner theatre, zip line 150 feet over Reno, over 100,000 square feet of conference space, additional enclosed parking, and over 1,200 additional resort guest rooms. 

“We are confident that J Resort and The Glow Plaza Festival Grounds will continue to grow and evolve as the Reno/Sparks and Lake Tahoe region continues to grow in the years ahead,” Jacobs added. “We doubled down on Reno, and we are pleased that we did.”