By: Amanda Wash
Reno has an image problem. Most people unfamiliar with this northern Nevada town think it has nothing more than casinos, quickie weddings and even quicker divorces. Worse, they think of it as a “little Las Vegas.” While this may lower outsiders’ opinions of the biggest little city in the world, there are some serious economic issues that plague the city as well.
The housing crisis of 2008 hit the town hard. Large numbers of houses were either foreclosed upon or underwater. Reno, like the rest of the United States, shows signs of life after the economic downturn. Even though this is promising news, it does little to help sell a positive image of Reno to those who don’t spend much time here.
Tourist reactions to Reno are mixed. Sylmar, Calif. resident Ted Onufryk says, “[Reno is a] dirty old city. There are some nice places, but overall, we don’t care for it.” While he comes regularly for the Hot August Nights car show, he rarely comes to Reno other times.
Lindsey Huff of Maryville, Tenn. thinks that Reno is “a pretty nice town. I enjoy visiting the casinos and seeing the sights. It’s my first time here, but I’ve had a good time while I’ve been here.” When asked if she would come back and visit again, she says, “Yes. It easy to get around and not as chaotic as Las Vegas.”
Reno residents are aware of the bad rap the city gets in the media. As recently as June 24, the website Escape Here named Reno as the third worst city to visit in the United States. Though the author inaccurately claims that Reno has a lot of violent crime, this type of publicity does nothing to help the city’s image problem.
Reno residents are quick to point out the positives of the town. Phil Rauscher, 18-year resident of Reno, says, “Reno is great for adventure. We have all four seasons, and we are close to Lake Tahoe. Some people think Reno is a trashy place, but there is a real movement to use local products and to revitalize the river walk area. For a small town, it feels like a real city.”
Local government and media are working hard to reverse the negative image. The Reno Gazette Journal started a blog called “Reno Rebirth,” which focuses on “issues related to jobs, education and quality of life as Reno’s economy recovers.” This is a way to let the public know that Reno suffers from many of the same problems as most American cities, but locals are looking to rebrand Reno in a more positive way.
The city of Reno and local businesses also partner with Artown, an annual non-profit arts festival that runs the entire month of July. Its mission is “to strengthen Reno’s art industry, foster civic identity and enhance its national image, thereby creating a climate for the cultural and economic rebirth of the region.”
It is unclear as to whether public perception of Reno will change for the better in the near future. However, residents continue to sell all the positives that Reno has to offer.