Jacobs Entertainment completes $400 million phase one of downtown Reno redevelopment

Jacobs Entertainment has completed phase one of its $400 million, five-year redevelopment of J Resort in downtown Reno.

The initial phase of the project delivered several major additions, including the J Resort Festival Grounds, a redesigned 4th Street entrance, the opening of the Elera Spa, early development work for the Downtown Reno Amateur Sports Association (DRASA) with preliminary soccer fields, and a new housing development.

“Today marks an important milestone for J Resort and the continued evolution of downtown Reno,” said Jonathan Boulware, President of J Resort. “Over the past five years, we’ve transformed this property into a destination that brings together entertainment, hospitality, arts, wellness, and community experiences.”

The redevelopment aims to provide a broad range of amenities for both residents and visitors, including gaming, live entertainment, dining, wellness services, and public art installations, reinforcing the area’s identity as a mixed-use destination in northern Nevada.

Since Jacobs Entertainment acquired the property nearly a decade ago, the company has overseen extensive redevelopment across the western portion of downtown Reno. Efforts have included public art installations along West 4th Street, the development of housing at 245 N. Arlington, and renovations to the historic Gibson Building and Renova Flats.

J Resort’s Festival Grounds is set to continue hosting concerts and events into its second season, alongside programming at J Resort Glow Plaza, as part of ongoing efforts to activate the area.

“When we acquired this property nearly a decade ago, we saw an opportunity to help reimagine this part of downtown Reno,” said Jeff Jacobs, CEO of Jacobs Entertainment. “Today, with the festival grounds, Elera Spa, public art, new housing developments, and the DRASA’s initial soccer fields now in place, we’ve completed an important first phase in bringing that vision to life.”

He said Phase One completion represents a key milestone in the broader vision for the district. “We believe Reno’s Neon Line District has the potential to become one of the most unique entertainment and cultural destinations in the West, and we’re continuing to invest in projects and experiences that will shape the future of downtown Reno for years to come,” Jacobs added.

In a report by KOLOTV, Richard Jacobs, Assistant Director of Sales and Special Events at the J Resort, said the redesigned entrance was important to reshaping the visitor experience. “As of right now, it seems like we have multiple senses of arrival on the property.”

Mayor Hillary Schieve also highlighted the scale of recent development activity, particularly in housing and business growth. “We’ve never seen this type of investment in housing, ever,” she said. “We have more doors in downtown Reno than we’ve ever seen before. We have more businesses that have opened here in the last decade.”

Looking ahead, the company outlined additional planned developments for the Neon Line District, including the Rolling Art Banquet Hall, a conference center, a 4th Street pedestrian bridge designed with an arch inspired by the historic Reno Arch, a 4,000-seat entertainment venue, and a proposed 55-story, 600-room hotel tower.