The J Resort is doubling down on planned investments for the downtown Reno hotel-casino property, with an additional $130 million on tap for further improvements to the property.

The plans include a new J Resort’s Festival Grounds for concerts and events. The rest is earmarked for development work and construction for the hotel-casino’s north expansion.

“The improvements will include our new front entrance off West 4th Street, as well as a 20-foot-tall sculpture, which was recently commissioned in Italy from … sculptor Richard Erdman,” said Jonathan Boulware, regional vice president for Jacobs Entertainment.

Construction for the north expansion is planned to start in January 2025. The expansion will include parking, more gaming, and a new food and beverage option.

Other planned projects include:

 A new 400-seat banquet hall called Rolling Art. The hall will also include a display area featuring $50 million worth of European sports cars from Jacob’s own collection. The exhibit will include the “Big Five” of Ferrari’s supercars.

A new west expansion that includes an 800-seat banquet and meeting space. It will also have a spa and an indoor-outdoor rooftop pool.

The J Resort, formerly known as the Sands Regency, wrapped up the first phase of its redevelopment last year, which cost $300 million, according to Jacobs.

Since then, Jacobs Entertainment has continued to make acquisitions around the West Fourth Street corridor as part of the J Resort’s Reno Neon Line district project.

“We have over $400 million currently invested in downtown Reno,” Jacobs said in a text message. “With the additional $130 million to be spent, we will have invested close to $550 million.”

In addition to the north expansion and new festival grounds, Jacobs Entertainment inked a deal with concert and live entertainment production company JMF Presents.

The new J Resort’s Festival Grounds, which encompasses 10 acres between North Arlington Street and Ralston Street, will allow the hotel-casino to grow its events to more than 40 each summer and attract 150,000 to 200,000 people, according to Chris Sewell, president of JMF Presents. The festival grounds will be able to accommodate up to 15,000 people at a time once completed.

Jacobs Entertainment decided to partner with JMF Presents due to the company’s experience, Boulware said.

“As producers of … concerts and festivals on the West Coast, JMF Presents has a pulse on the entertainment scene of our audience — both those in the Reno market and as well as those in the wider northern Nevada and California markets,” Boulware said.

Reno’s casino industry has been soaring since the COVID-19 pandemic.

Gross gaming revenue (GGR) in Washoe County, home to Reno, totaled $865.7 million in 2018. GGR fell to $857.2 million in 2019 and to $676 million in 2020.

Pent-up demand led to a rally in 2021, as casino win topped $1 billion for the first time since 2007. County casino revenue stayed upwards of the $1 billion mark in both 2022 and 2023.

Jacobs isn’t the only one bullish on Reno and Northwest Nevada. The Meruelo Group, which owns the Grand Sierra Resort, is seeking to build a $400 million, 10,500-seat indoor arena in Reno.