Sands Regency Rebrand: J Casino to Add New Gaming Floors, Attractions

Sands Regency Rebrand: J Casino to Add New Gaming Floors, Attractions

J Resort Casino

The former Sands Regency in Reno, Nevada, has been rebranded as J Resort by casino and hospitality operator Jacobs Entertainment, Inc. of Colorado.

J Resort Casino will feature expanded casino floors, new rooms, and amenities as part of its two-phase remodeling of Sands Regency Casino.

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The Rebrand to J Resort Casino

Jacobs Entertainment started the next phase of the property’s development with its rebranding almost six years after purchasing the Sand Regency Casino Hotel and some extra Fourth Street land in a deal valued at about $10 million.

During the resort’s renaming ceremony on Tuesday, Jeff Jacobs, chairman and chief executive officer of Jacobs Entertainment, was happy to proclaim J Resort as the organization’s flagship property and Nevada’s first resort with an art and entertainment concept.

In addition to the sculptures along Reno’s Neon Line, Jacobs claimed that “J Resort is lifting the bar for other northern Nevada resort properties” by including artwork worth over $100 million in its interior design.

After purchasing a one- or two-star resort and spending five years on-site acquisition, design, and construction, Jacobs Entertainment is now prepared to invest $300 million in the property over the course of two phases to turn it into a popular tourist destination.

Speaking at the announcement of the property’s new moniker, Jonathan Boulware, vice president of Nevada operations for Jacobs Entertainment, firmly asserted that “people aren’t going to believe this was formerly the Sands.”

Boulware responded to criticism that the company’s acquisition of the land resulted in evictions and a decrease in the supply of affordable housing by saying that those residing in the motels “had the most horrific living conditions” and that their transition into apartments “warms” his heart and makes him and everyone else at the company feel good about their support of the neighborhood.

Remodeled Casino to Feature New Amenities

More than 500 renovated hotel rooms and half of the casino floor were available when the property first opened. In what is being billed as the first phase, Jacobs Entertainment will remodel 500 more rooms over the course of the next three months and add new amenities like a steakhouse, a three-meal restaurant, and a new front desk.

In addition to a newly redesigned casino with over 600 more gaming positions, more than 1,000 parking spaces, additional artwork, and food and beverage outlets, the first phase is anticipated to be finished in June. A 6,500-seat Mountain View outdoor amphitheater, an outdoor pool, a 3,500-seat showroom, a 400-seat dinner theater, more than 100,000 square feet of conference space, additional parking spaces, and more than 1,200 renovated hotel rooms are all part of the second phase. The gaming floor will also be extended to include an additional 400 positions.

Jacobs was happy to see that the business had “doubled down on Reno,” and he was convinced that J Resort & Casino and The Glow Plaza Festival Grounds will help the Reno/Spark and Lake Tahoe region in Nevada continue to thrive and evolve.

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About Lou De Aguila

Lou Aguila is a news and feature writer for Golden Casino News. For over a decade, Lou has published news and featured articles for some of the most reputable sports betting and online casino sites in the world, including BetNow.UK, VegasOdds, and BWin. Apart from being a hardcore live casino punter, he also covers sports stories in North American leagues from time to time.