Colorado-based gaming and hospitality operator Jacobs Entertainment, Inc. announced this week that the Sands Regency in Reno, Nevada has been rebranded to J Resort.
Raising the bar
Jacobs Entertainment began the next phase of property development, rebranding the company almost six years after Jacobs Entertainment acquired Sand Regency Casino Hotel in an acquisition valued at around $10 million.
Jeff Jacobs was the chairman and chief executive of Jacobs Entertainment. He announced J Resort as Jacobs Entertainment’s flagship property, and Nevada’s first entertainment-themed resort, during Tuesday’s unveiling.
Jacobs stated that J Resort will set a new standard for northern Nevada resort properties by featuring paintings and sculptures valued at over $100 million throughout the property. He also highlighted the sculptures along Reno’s Neon Line.
Jacobs Entertainment purchased a resort with one or two stars. It spent five years designing, building, and assembling the land. Now, it is ready to invest $300,000,000 in two phases to make the property a tourist destination.
Jonathan Boulware was vice president of Nevada operations for Jacobs Entertainment. He also spoke at the unveiling to announce the new name of the property, insisting that “people won’t believe this was once The Sands.”
Boulware referred to criticisms that the company had sold land and forced people from their homes. He explained that the residents of the motels lived in “the most horrible living conditions” and that their relocation to apartments “warms his heart.” This makes him and the company feel proud of their contribution to the community.
There are two phases to remodeling
Jacobs Entertainment opened the property with half the casino floor and 500 newly renovated hotel rooms. They will renovate 500 more rooms over the next three months and add new amenities such as a steakhouse and three-meal restaurant.
The first phase will be completed in June. It will include a renovated casino with over 600 gaming positions, more than 1,000 parking spaces, new artwork, and food and beverage outlets.
The second phase will see an expansion of the gaming floor to include 400 more positions, an outdoor amphitheater for Mountain View, a 6,500-seat outdoor amphitheater, an outdoor swimming pool, a 400-seat dinner theatre, over 100,000 square feet in conference space, additional parking, and 1,200 newly renovated hotel rooms.
Jacobs was happy to see that the company “doubled down” on Reno, and confident that J Resort as well as The Glow Plaza Festival Grounds would help to grow and evolve Reno/Spark/Lake Tahoe.
