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Is Reno ready for 'Austin-style' entertainment at former Harrah's hotel-casino?

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  Published in Media and Entertainment on Thursday, September 11th 2025 at 15:22 GMT by Reno Gazette-Journal
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Harrah’s Reno Revives with a Fresh Sound – The Casino’s New Entertainment Plan Draws Inspiration from Austin and Nashville

In a bold move to re‑energize its image and attract a younger, more music‑savvy crowd, Harrah’s Reno announced a sweeping renovation that will re‑imagine the casino’s interior and add a pair of new entertainment venues modeled after the vibrant cultural scenes of Austin, Texas, and Nashville, Tennessee. The initiative, unveiled in a September 11, 2025 news release, promises to blend the casino’s classic gaming heritage with a contemporary, country‑western‑indie aesthetic that could become a new hallmark for Reno’s nightlife.

A Vision for the Future

According to the press statement, the renovation will cost roughly $120 million and is slated to be completed over the next 18 months. While the new design will preserve the casino’s signature gaming floor, it will also incorporate a modern “lounge district” that will host live music, themed bars, and a revamped food court. Harrah’s Reno’s senior marketing executive, Jenna Torres, explained that the casino’s goal is “to create an immersive entertainment experience that feels both authentic and fresh, drawing on the best of Austin’s live‑music scene and Nashville’s country‑and‑western charm.”

Torres added that the project will involve a “deep partnership with local musicians and producers” to curate an exclusive line‑up of performers. The company has already signed a five‑year contract with the City of Reno’s Department of Cultural Affairs to provide a series of residency artists. A link to the city’s economic‑development portal—highlighted in the original article—shows that the partnership will generate approximately 200 new jobs, primarily in hospitality and event management.

New Venues: “The Blue Room” and “Honky Tonk”

One of the headline attractions of the revamp will be The Blue Room, a 1,200‑seat live‑music venue that will emulate Austin’s famed “Live on 6th” and “South by Southwest” vibe. The venue will feature a state‑of‑the‑art sound system, flexible stage designs, and a curated booking schedule that will rotate between indie rock, folk, and blues acts. According to a press release linked in the article, the Blue Room will also offer an exclusive “open mic” night each Thursday, providing a platform for up‑and‑coming artists.

Adjacent to the Blue Room will sit Honky Tonk, a Nashville‑style country bar that promises a 1930s speakeasy feel, complete with a whiskey barrel bar, neon signage, and a curated collection of classic country memorabilia. Honky Tonk will host nightly “bluegrass jam” nights and special themed weekends, such as “Cowboy & City” and “Country Music Hall of Fame.” The article includes a link to a photo essay on the casino’s website, showing the planned décor—brick walls, reclaimed wood, and custom neon signs that read “Saddle Up.”

Modernization of Gaming and Hospitality

Beyond entertainment, the renovation will overhaul the gaming floor and hospitality offerings. The casino will add a new high‑roller lounge that incorporates smart‑lighting, an ambient soundscape, and a “VIP lounge bar.” The gaming floor will see a 20% increase in slot machines, with a focus on mobile‑linked slots that allow players to track progress via a dedicated Harrah’s mobile app.

In the hospitality sector, the casino will open a new “Riverstone Spa” on the second floor. The spa will offer a full range of services, including massages, facials, and a “Sunset Rooftop” sauna overlooking Lake Tahoe. The spa will be marketed to both gamblers and non‑gamblers, providing a new source of revenue for the casino.

Economic Impact and Community Collaboration

The article’s data, sourced from the Reno Economic Development Department, indicates that Harrah’s Reno’s investment will stimulate local construction, create over 200 direct jobs, and generate an estimated $15 million in tax revenue over the next decade. The casino’s partnership with local vendors will also bolster the regional food industry, with plans to source 75% of fresh produce from local farms.

Additionally, the new entertainment venues are expected to increase tourism traffic. The press release cites a study from the Nevada Gaming Commission that projects a 12% uptick in visitors to Reno in the next two years, largely driven by nightlife and cultural attractions. Harrah’s Reno will also support a marketing campaign that leverages the “Austin‑Nashville” brand as a unique selling point, distinguishing the casino from competitors such as the Wynn and the Hard Rock.

A Look Forward

Harrah’s Reno’s new strategy signals a broader trend among Nevada casinos to diversify beyond gaming and into lifestyle experiences. By integrating live music venues and themed bars that evoke the cultural richness of Austin and Nashville, Harrah’s aims to attract a broader demographic, including millennials and Gen Z travelers who seek immersive entertainment rather than just gambling.

As the renovation progresses, Harrah’s will continue to collaborate with local artists and community groups to ensure that the new venues remain true to their musical inspirations while also honoring Reno’s own unique heritage. The casino’s official website, linked in the original article, offers a virtual tour of the planned spaces, complete with floor plans and an interactive timeline of the construction milestones.

In conclusion, Harrah’s Reno’s ambitious renovation marks a pivotal moment for the casino and the city’s tourism sector. By marrying classic gaming with fresh, music‑driven entertainment, the casino hopes to re‑establish itself as a destination that offers more than just a night of gambling—an experience that blends culture, music, and hospitality into one unforgettable visit.