Jacobs Entertainment invests $128M into J Resort expansion
Jacobs Entertainment has announced a further $128 million investment into the J Resort and surrounding development in downtown Reno. This marks the next phase of a 20-year redevelopment project, which CEO Jeff Jacobs says is now halfway complete.
“We are in about year 10 of a 20-year overnight success story. We are about halfway complete,” said Jacobs. “Including this $128 million that we will spend, we will be at over half a billion dollars invested.”
The expansion will include a grand new entrance for the hotel-casino, a 400-seat banquet hall featuring around 50 European sports cars—including five Ferraris—and outdoor festival grounds with space for up to 15,000 people. The first event at the venue will be the Drifters Music Festival, scheduled for 10–11 May and featuring performances by Walker Hayes and Randy Houser.
Other plans include Glow Gardens, a 300-seat event venue incorporating restored historic sites such as the Nystrom House and Chapel of the Bells, alongside a new atrium and wedding chapel.
Building a downtown legacy
entered the downtown Reno market in 2017 by buying the former Sands Regency, now known as J Resort. Since then, the company has acquired more than 100 acres and over 80 parcels in the West Fourth and West Second Street corridors.
Reflecting on the early stages of his Reno investment, Jacobs said: “I was watching that bottom out and I thought perhaps that was the time to come in and make my investment and make my bet on downtown Reno.” He added, “I was familiar with the area and I ended up buying one or two parcels and then a couple more and then 10 more then 20 more and now here we are 80 parcels later and now it’s just time to build it out.”
Future additions may include a Las Vegas-style showroom for up to 4,000 people that opens onto the festival grounds, a rooftop pool, an indoor-outdoor spa, and possibly new hotel towers—depending on market demand.
“It’s not what it was and it’s not what it will be — we are sort of at the 50-yard line. Our whole approach is the same as Steve Wynn’s – if you build something really nice, the people at the top end of the market will want to see it, and if they want to see it, everyone else will too,” Jacobs told local media.
Jacobs said the company has shared plans for the next four years of its master plan. “We will be the nicest casino in the market,” he added.
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