Reno: Former Sands Regency rebranded to J Resort amid $300M facelift plan

The former Sands Regency in downtown Reno is being rebranded as J Resort under management of Jacobs Entertainment. The property, which sits at the corner of Arlington Ave. and W. 4th St. and anchors Reno’s art and entertainment Neon Line District, is getting a facelift that includes a $300 million redevelopment to be carried out in phases.

Jacobs Entertainment has also decided to open half of the casino floor along with 500 newly remodeled rooms ahead of schedule due to popular demand, effective immediately. “I think Virginia is not quite the destination that it used to be," CEO Jeff Jacobs said at the grand opening, as reported by 2 News. "I think Fourth Street, with what we’re doing, will become the new Virginia, if you will.” 

"As we now open half of the newly created casino and over 500 newly remodeled rooms, we prepare for our June ribbon-cutting celebration highlighting the completion of phase one of the J Resort, as well as our first season of The Glow Plaza Festival Grounds,” added Jonathan Boulware, Regional Vice President of Jacobs Entertainment.

Work continues on the updated venue

Phase one of the project is expected to be complete in June and will include a remodeled casino with 600 new gaming positions, more than 1,000 surface parking spaces and Hanna’s Table, a three-meal restaurant. The investment is set to include 750 rooms, but Jacobs said there is space for up to 2,000 if he sees continued demand.

The first phase will also include J Paul’s Italian Steakhouse, additional artwork, the Afterglow Lounge, and “America’s first 24/7 outdoor digital art wall.” And just outside of the resort, guests will find the Glow Plaza Festival Grounds, “where more than 50 event days, festivals and outdoor special events are on the docket for the summer.”

"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. 

“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 $100 million of paintings and sculptures throughout the entire J Resort property,” he added.

As for phase two, which will cost roughly $100 million, it will include a 400-position high ceiling extension of the gaming area, rooftop indoor/outdoor swimming pool and spa, Asian food and gaming venue, a sports-themed lounge, and additional art including a sculpture currently being shaped for J Resort in Italy by famous sculptor Richard Erdman.

Rendering of one of the property's proposed amenities

After the second phase is completed, Jacobs Entertainment will focus on additional components envisioned in the multi-year master plan. These include a 6,500-seat Mountain View outdoor amphitheater, a large outdoor day pool, a 3,500-seat Vegas-style indoor showroom, a 400-seat dinner theater, a zip line 160 feet over Reno’s Neon Line, over 100,000 square feet of conference space, additional enclosed parking, and over 1,200 additional resort guest rooms.

This growth will ultimately employ over 2,000 people in the region, according to management. Additionally, events at the Glow Plaza Festival Grounds could attract up to 100,000 visitors to the area. “If the people of Northern Nevada appreciate it as much as we do, we’re going to keep building," Jacobs added.