Reno Neon Line District and Workforce Housing

For years, West 4th Street has been falling to the wayside and begging to be fixed up. However, developer, owner, and operator of Jacobs Entertainment, Jeff Jacobs, has a bigger vision than just a renovation or two. Jeff Jacobs’ proposal of The Neon Line District in Downtown Reno is a dynamic, mixed-use entertainment district. This area will include the expansion, renovation, and rebranding of the Sands Regency Casino Hotel, world-class art – including sculptures formerly at the Burning Man festival, and an array of commercial, retail, plaza, green space, convention, and entertainment venues. The development has been in the works since 2019 and is likely the most extensive project Downtown Reno has seen in decades.

 

The newest buzz around this development is the offer Jeff Jacobs made to City Council to help address the city’s housing affordability crisis. He proposes building 1,000 new affordable workforce housing units but has asked the city to contribute to the deal. Jacobs said his company would contribute land valued at $15 million to the Reno Housing Authority for workforce housing to start about 850 units. He is asking the city to offer additional land for 1,000 affordable housing units. “The idea is teachers, clerks, employees in the casinos who want to live downtown, who work downtown,” said Jacobs. “This gives them an opportunity.” If this proposal works, it would be the most significant housing initiative this region has ever seen from the Reno Housing Authority.

 

Jeff hopes that when the Neon Line District is complete, it will have as many as 3,000 total housing units, but the City Council has either not made a decision or is not yet ready to announce what the decision may be. The Mayor is quoted as being “definitely interested in an affordable housing partnership.” The idea of having over 2,000 units of affordable housing for Reno’s downtown workforce is exciting and puts a whole new spin on the Mayor’s 1,000 Homes initiative!. 

 

The Reno retail market was hard hit overall by the pandemic, with lower-income workers at the top of the list. While retail demand has rebounded this year, the city could use a win. The Neon Line District might be exactly what Reno needs to revitalize downtown and turn this area back into a walkable destination with bustling businesses and busy sidewalks.

 

 

Photo of Neon Line District map (Courtesy: Jacobs Entertainment)