Operator News

US – Jacobs Entertainment to redevelop Sands Regency into J Resort in Northern Nevada

By Phil - 8 March 2023

Officials of Jacobs Entertainment have announced plans for a $300m redevelopment of the former Sands Regency into the 750-room J Resort development to the Northern Nevada market.

Phase One will include a completely remodeled casino, including over 600 new gaming positions.

The property anchors Reno’s Neon Line, a half-mile-long art and entertainment district featuring a collection of monumental sculptures, as well as festival grounds capable of hosting up to 6,000 patrons.

Phase One of the J Resort development will be completed in June, however given the strong interest in the project, Jacobs Entertainment officials have decided to open half of the casino floor, along with 500 newly remodeled rooms effective immediately.

“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.”

Jacobs Entertainment Chief Operating Officer, John East will serve as interim President of J Resort ensuring a strong initial chapter for this very special property.

“As the owners of several Gold Dust West properties in Northern Nevada for over 20 years, we understand the importance of providing great service to our loyal local customers,” said John East, Chief Operating Officer of Jacobs Entertainment and interim President of J Resort. “Our reputation for high-quality food and customer service as well as strong gaming value will continue at our newest property, J Resort. Speaking on behalf of our 500 plus associates, I can say we look forward to providing great service and an enjoyable time to our local customers as well as our out-of-town visitors.”

Phase One J Resort amenities will be completed and open in June, and will include America’s first 24/7 outdoor digital art wall. This 65 x 65 foot viewing screen will display cutting-edge digital art videos. For over a year, Jacobs Entertainment officials have been working with digital artists from around the world, creating visual content that can only be described as a “Must-See.”

“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,” said Jonathan Boulware, Regional Vice President of Jacobs Entertainment.

This summer, the district is also celebrating its first full season of The Glow Plaza Festival Grounds, where J Resort will activate an important downtown Reno entertainment district with over 50 event days of festivals and outdoor special events. Festivals and special events featured at The Glow Plaza Festival Grounds this year include the annual Reno Cinco De Mayo festival — projected to attract 20,000+ patrons over 3 days; Abbey Road — a two-day celebration of the Beatles; Pride Pre Parade Party — expected to attract an attendance of over 1,000; and Reno Latinfest. Additionally, the site will host a country and western-themed festival, a Reno Jazz Orchestra event, several festivals promoted by regional promoter BASS Camp, and many fundraising events including A Night Under the Stars, benefiting the Reno Rodeo Foundation Rhythm and Rawhide. The Glow Plaza Festival Grounds will host over 50 event days this year, with a vision to create over 100 event days and attract over 100,000 new visitors annually to downtown Reno’s premier outdoor entertainment facility.

“Completing phase one of J Resort and the opening of the adjoining Glow Plaza Festival Grounds mark another chapter of the revitalization of downtown Reno,” Boulware continued. “It is a chapter of transition from the remnants of the last growth period downtown in the 1960s to a complete makeover currently underway.”

Phase One of J Resort is just the beginning for the property. Later this summer, Jacobs Entertainment will begin a $100m Phase Two of the property. Phase Two of J Resort will include a 400-position high ceiling extension of the gaming area, an Asian-themed gaming venue and a sports themed lounge

After phase two is completed, Jacobs Entertainment will focus on some of the other components envisioned in the multi-year J Resort master plan. These components 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 150 feet over Reno’s Neon Line, over 100,000 square feet of state-of-the-art 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.

“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 concluded. “We doubled down on Reno, and we are pleased that we did.”