Vol. 4, No. 8, August 2008
RSS Feeds
Renovating Reno
‘Biggest Little City In the World’ plays catch-up to its southern neighbor, Sin City
The increased amount of competition of gaming in the U.S. makes you have to offer modernism and excellence from your facilities,” said Bill Hughes, director of marketing operations for the Peppermill Resort Spa & Casino. “Downtown Reno is safer with more security, and the resorts are working to provide the same quality that can be found in Las Vegas for a greater value.”
Adding to the value of Reno and making the attraction noticeably different from its southern counterpart are the natural outdoor attractions luring visitors to the indoor renovated resort palaces.
Golf, skiing, water sports and hiking are all popular pastimes and draw a consistent crowd to the city, regardless of the economic landscape.
Peppermill’s Prestigious Expansion
The landscape at the Peppermill has changed dramatically in the last year, as the resort has been at the forefront of the evolving face of Reno. The Peppermill is completing the final phases of a multi-year expansion that costs $400 million, equivalent to the GDP of a small country.
As with Las Vegas, drawing clientele for conventions is a necessity, and their new Tuscany Events Center covers 62,000 square feet, making it the largest free-span convention center in northern Nevada. Aside from hosting one of the largest conventions in the country, Safari Club International in January, the center has also hosted receptions, concerts and meetings.
The Tuscan theme of the expansions at Peppermill makes one think they have vanished into the countryside of Italy, especially with the addition of the new Tuscany Tower. The 600 all-suite luxury tower offers something for any type of guest, with eight distinct designs ranging from 550 to 2,200 square feet.
The Peppermill’s emphasis on modern luxury is apparent with plush pillow-top king-size beds, two high-definition televisions, custom-made furniture, hand-painted art, marble bathrooms with a European-style soaking tub, enclosed shower with dual showerheads and wireless Internet access.
“We wanted to attract new business by creating a real upscale experience and establish a resort comparable to the Las Vegas market,” Hughes said. “We want to keep our presence fresh as a new destination.”
Part of the Peppermill’s new destination feel is its most recent opening, a world-class three-story spa and salon. A European cold-plunge with a pool and a caldarium with an indoor pool highlight the facility, along with Deluge and Vichy showers. Marble steam and sauna rooms accompany 24 treatment rooms, many with individual showers.
Adding to the intimate environment are couples suites with soaking tubs and Deluge showers, along with separate relaxation and rejuvenation spaces for men and women. Female clientele are further catered to with an oversized makeup area, a full menu of massage and body treatments, as well as a salon with nail and aesthetic services.
“The spa is a destination by itself,” Hughes said. “Our ownership was extremely committed to develop one of the country’s best spa venues.”
The resort pools with Tuscan gardens just completed its inaugural summer with three pools, a Jacuzzi and several comfortable gardens, along with an outdoor facility for private parties and events.
“It is very convenient for a group to come in and stay at the hotel, away from the casino,” Hughes said. “We have four segments of business to create distinct experiences for our clientele.”
Reno has also been playing catch-up in the nightlife department, an area also addressed by the Peppermill with a nightclub that has indoor and outdoor areas, dramatic fire pits, a dance floor, infinity pools and scene waterfalls to create an ultra-modern clubbing experience.
“With 10 restaurants, 14 lounges and live entertainment, we now have everything you want as a gaming resort property," Hughes said.
Atlantis’ Final Frontier
One of the Peppermill’s rival resorts, Atlantis Casino Resort Spa, is completing the final stages of its $50 million expansion, including a completely new ballroom, a renovated ballroom and redesigned luxury rooms, as well as a new poker room, new race and sports book and a new spa and restaurant.
“Obviously the regional and national economies are going through significant change, and the competition becomes more intense,” said Atlantis CEO John Farahi. “We want guests to experience a full-service resort in every aspect of the world by improving every product we have, from doubling the size of the spa to adding to the food and beverage product line with the new Manhattan Deli to our new upscale poker room.”
All of Atlantis’ renovations will be completed by the end of the year. Led by a brand new 14,000-square-foot Grand Ballroom and a completely renovated Paradise Ballroom, Atlantis now offers more than 47,000 square feet of meeting, ballroom and convention space.
“As our size grows, we have been able to reach further into developing our business markets,” Farahi said. “With our expansion, we have begun more aggressive outreach to destinations further away.”
The Atlantis can afford to be more proactive with their outreach, as they offer Reno’s only Concierge Guest Rooms, which feature imported marble, pillow-top mattresses and brand new 42-inch LG flat-screen televisions for each room. The Atlantis Luxury Tower rooms also received a makeover with new carpeting, custom furniture and the same LG flat-screen televisions.
To accompany the renovations, the corridors in all Atlantis Guest Towers were also remodeled, along with all hotel and elevator lobbies, ballrooms, high-limit slots, the VIP Lounge and the Sky Terrace.
Capitalizing on the popularity of poker, and a major part of their 20,000-square-foot casino expansion, is Atlantis’ brand new private Poker Room, which joins Reno’s only four-star smoke-free poker room.
“I am so happy to bring the poker room back to the people who built it, our guests,” said Kelley Bailey, poker manager at Atlantis.
Another new addition is a brand new race and sports book that spans 4,000 square feet, has a series of 13-foot by 7-foot wall-mounted high-definition flat-screen televisions and multiple 51-inch high definition flat-screen televisions. Along with the latest wagering technology, an all-new sports bar makes guests feel even more at home.
For a more complete dining experience, and to add to their seven award-winning restaurants, Atlantis opened its brand new Manhattan Deli & Restaurant in July, offering full-service dining and seating for 160. Not surprisingly, authentic New York City items highlight the menu, including pastrami Reuben sandwiches, beef brisket, chicken in a pot and fresh deli cuts and cheeses.
“Reaction by guests have been very positive since we have taken the property to the next level,” Farahi said.
Rounding out the renovations is The Spa at Atlantis, which opened in August. Expanded and completely remodeled, the new Spa offers exclusive treatments, a brand new Aqua-lounge, indoor whirlpool and cold plunge, and sauna and steam rooms with unique equipment. Wood and chrome fixtures and furnishings compliment the spa, along with a private tea lounge in spacious new locker rooms and a brand new fitness center with state-of-the-art cardio equipment and built-in television monitors.
“You can never stop improving your product or service,”Farahi said. “Whether the national economy is strong or weak, we will continue to expand, and when the economy finally turns around, we will be ready to take advantage of that.”
The Trend Continues
The expansion trend has filtered throughout the Reno market, not just at Peppermill and Atlantis, and not just for on-site resort improvements during the past year.
Grand Sierra Resort and Casino has enjoyed success during the inaugural year of ALLCITY Live, a nightclub that doubles as a concert venue. ALLCITY Live was inspired by the rock-and-roll clubs of New York City, and the club plays host to popular national acts as well as Reno’s best local talent. Bringing the Big Apple flavor a step closer to Nevada’s entertainment influence, energy dancers groove on top of the bar, along with fire performers and stilt walkers. The venue also hosts fashion shows and promotional events.
John Ascuaga’s Nugget has spent more than $3 million in the past year on renovations to their property’s new warehouse facility and west parking lot.
The new off-site, state-of-the-art warehouse facility is located in adjacent Sparks, Nevada, and the more than 20,000-square-foot facility houses much of the carpeting, hotel fixtures, banquet equipment and building materials.
The comprehensive renovation of the west parking lot was completed in March, and its $2 million price tag covered the reconfiguration of the lot, as well as new pavement, walkways, lighting, music, surveillance and landscaping.
“We continue to identify and invest in projects throughout our property that will deliver enhanced positive experiences to our guests,” said John Ascuaga’s Nugget CEO Michonne Ascuaga.
No matter where the destination is in Reno’s gaming resort industry, visitors should expect more positive experiences as the resorts up the ante in offering luxurious rooms and amenities, and continue to provide maximum comfort for those choosing to travel during these slow economic times.
“By adding to our appeal, visitors are discovering Reno for the valued treasure that it is,” Hughes said. “We have a great destination and the environment to match.”
