Jacobs Entertainment, owners of the former Sands Regency in Reno, have announced that the property will be rebranded as J Resort, as part of an ongoing multi-phase renovation.
The company’s CEO, Jeff Jacobs, told the Las Vegas Review-Journal that the rebranding is an effort to create a new, luxury offering in a market that has historically been dominated by smaller, more locals-focused casinos.
Jacobs said he’d like to “let this property evolve to be the Bellagio of Reno, as a high-end property.”
The renovations, which are expected to cost around $400 million when fully completed, will encompass just about every aspect of the property, from the gaming floor to the guest rooms and dining options.
Guest rooms are the main focus of the $300 million first phase, which is expected to be completed by the summer. Per Jacobs, the company is investing some $150,000 per room, and has an additional $100 million tucked away for various art projects as well.
Two new dining options—Hanna’s Table and J Paul’s Italian Steakhouse—will also soon be available.
The resort’s gaming floor will also undergo major renovations, including expansions and substantially raised ceilings. The company estimated that the expanded floor will have an additional capacity of about 600 additional machines.
Jacobs told the Review-Journal that once everything is complete, “there’s going to be a lot of people that haven’t been here in quite a few years (that are) gonna be quite surprised when they walk in.”
Beyond the current plans, Jacobs also hinted at the possibility of adding a new outdoor amphitheater, a showroom and even additional hotel towers, should the market respond positively. Those additions would likely cost an additional $400-plus million.
The longstanding casino was first purchased by Jacobs back in 2017, and is expected to serve as the focal point of a larger, mixed-use district called the Neon Line.
Per filings with the City of Reno, the new district will also include residential units, a festival ground known as the Glow Plaza, retail shopping and other developments.
Jacobs is heavily invested in the district, and told the Review-Journal that he currently owns more than 80 properties in and around the district vicinity.
