Sands Regency
Sands Regency was a Reno casino hotel that operated under that name before a major redevelopment and 2023 rebranding as J Resort.
Last updated August 31, 2026
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Overview
Sands Regency was the long-standing operating name of a casino hotel in downtown Reno, Nevada, now known as J Resort. The property began in February 1965 as the Sands Motor Inn, an 80-room motel developed by Pete Cladianos and his family. Its original location was not regarded as one of Reno's strongest commercial areas, but the business expanded over time through additional hotel capacity, casino space, food and beverage venues, and locally oriented amenities. A major expansion in 1970 added a five-story hotel building with 24 rooms and a casino containing 40 slot machines. In 1979, the property added the 15-story Regency Tower, bringing approximately 300 more hotel rooms and additional gaming space. Naming disputes subsequently shaped the brand. In 1985, the property changed its name from Sands Regent after a trademark complaint involving the Sands Hotel and Casino in Las Vegas. A further complaint from the Regent Hotels chain led to the adoption of Sands Regency. By 1988, a third tower and a parking garage had been completed, bringing the resort to approximately 800 rooms. The third tower was physically separate from the original structures but connected by a passageway. The property developed a reputation for serving Reno residents as well as visitors. Its customer base included local casino patrons, bowlers, and cribbage players, and its operating mix combined gaming with lodging, restaurants, entertainment, and casual gathering spaces. Tony Roma's opened at the resort in 1995, while a comedy club and an original Mel's Diner were added in 2000. The restaurant lineup later changed as ownership and renovation programs evolved: Tony Roma's closed in 2006, Fuzio Pasta and Steaks opened in 2007, The Copa replaced Fuzio in 2011, and Tacos Tijuana was added in 2017. Mel's Diner closed at the end of 2022. By 2006, the Sands Regent organization operated several Northern Nevada properties, including the flagship Sands Regency, Rail City Casino in Sparks, and Gold Ranch Casino and RV Park in Verdi. Herbst Gaming acquired the company's assets in a transaction completed in October 2006, with chief executive Ferenc Szony remaining involved. The property was marketed as Sands Regency, A Terrible's Property, and a renovation program begun in 2005 was completed under Herbst in 2007. Affinity Gaming, the successor associated with Herbst Gaming, sold the Sands Regency and related assets in February 2013 to Truckee Gaming, a company led by Szony. Jacobs Entertainment acquired the property from Truckee Gaming in July 2017. Under Jacobs Entertainment, the site entered a much larger redevelopment program. Renovation work was under way by 2019, and the company described a planned multi-phase investment totaling approximately $400 million. The first phase, associated with a new identity as J Resort, began opening on March 7, 2023. The reported $300 million phase included 500 remodeled rooms, a partially renovated casino, new restaurants, additional parking, a large digital display on the north side of a hotel tower, and an extensive art program. A proposed second phase was expected to include additional casino space, a rooftop pool and spa, a sports-oriented lounge, and an Asian food and gaming venue. The Sands Regency name therefore remains important as the property's historical and legacy brand, while J Resort is its current public identity.
History
The property now known as J Resort originated as the Sands Motor Inn, which opened in Reno in February 1965. Pete Cladianos and his family developed the original 80-room motel. The business grew despite operating outside what was then considered one of Reno's most promising areas. In 1970, a five-story addition supplied 24 rooms and a casino with 40 slot machines. The next major stage came in 1979, when a 15-story Regency Tower was added. It contributed roughly 300 rooms and more gaming capacity. The property's naming history was influenced by trademark concerns. The name Sands Regent was adopted in 1985 but was soon changed after complaints associated with the Sands name in Las Vegas and the Regent Hotels chain. Sands Regency became the lasting pre-redevelopment identity. A third tower, completed by 1988, and a parking structure raised total hotel capacity to about 800 rooms. Although the newest tower was detached from the first two, a connecting link integrated the complex. Over subsequent decades, Sands Regency cultivated a distinctly local Reno profile. The property attracted casino customers, bowlers, cribbage players, and tourists, while restaurants and entertainment venues broadened its appeal. Tony Roma's opened in 1995. A comedy club and an original Mel's Diner were introduced in 2000. The property also became known for conspicuous exterior color schemes: a long period of red with white accents was followed by a bright yellow-and-blue design in 2003, and later by a softer gold and red design after the Herbst acquisition. The Sands Regent organization expanded beyond its flagship site. By 2006 it operated the Sands Regency, Rail City Casino in Sparks, and Gold Ranch Casino and RV Park in Verdi. Herbst Gaming, a Las Vegas-based casino operator, acquired the assets in a transaction finalized in October 2006. Ferenc Szony remained as chief executive, and the Sands Regency was promoted as a Terrible's property. A renovation that began in 2005 was completed in 2007. During this period, Tony Roma's closed and Fuzio Pasta and Steaks opened in 2007. Fuzio was replaced by The Copa in 2011, and Tacos Tijuana was added in 2017. Mel's Diner eventually closed at the end of 2022. Affinity Gaming later sold the Sands Regency, Gold Ranch, and another Nevada casino to Truckee Gaming on February 1, 2013. The buyer was led by Szony. Jacobs Entertainment purchased the property from Truckee Gaming in July 2017. The new ownership pursued a substantial physical and strategic transformation. Renovation work was in progress by 2019, and company chief executive Jeff Jacobs discussed changing the property's name once improvements were complete. The redevelopment was described as a multi-phase project with an overall investment of approximately $400 million. The first phase, reported at approximately $300 million, began opening on March 7, 2023, with the formal adoption of the J Resort identity. It included 500 renovated rooms, a partly renovated casino, new restaurants, more parking, and a 65-by-65-foot digital video display mounted on the north side of a hotel tower. The new resort concept also included an art collection described as worth approximately $100 million. A second phase, estimated at $100 million, was planned to add casino space, a rooftop pool and spa, a sports-themed lounge, and an Asian food and gaming venue. Sands Regency consequently represents the site's historic brand era, while J Resort represents its current redevelopment-era identity.
- 2023
J Resort rebrand launches
[1]The first portion of the redevelopment opens on March 7 alongside the property's transition to the J Resort name.
- 2022
Mel's Diner closes
[1]The Mel's Diner venue closes at the end of the year.
- 2019
Large-scale redevelopment announced
[1]Renovation work is under way, with Jacobs Entertainment describing a broader multi-phase redevelopment and a future name change.
- 2017
Jacobs Entertainment acquisition
[1]Jacobs Entertainment purchases the property from Truckee Gaming.
- 2017
Tacos Tijuana added
[1]The resort adds Tacos Tijuana to its food and beverage lineup.
- 2013
Truckee Gaming acquisition
[1]Affinity sells the Sands Regency and related Nevada properties to Truckee Gaming.
- 2011
The Copa replaces Fuzio
[1]Fuzio closes and is replaced by the casual-upscale bistro The Copa.
- 2007
Herbst renovation completed
[1]A renovation program begun in 2005 is completed under Herbst Gaming, and Fuzio Pasta and Steaks replaces Tony Roma's.
- 2006
Herbst Gaming acquisition
[1]Herbst Gaming completes its purchase of Sands Regent company assets and markets the flagship as a Terrible's property.
- 2003
Exterior color redesign
[1]The resort changes its long-standing red-and-white exterior to a bright yellow-and-blue scheme, receiving mixed local reactions.
Products and positioning
A locally oriented Reno casino hotel combining gaming, accommodation, dining, entertainment, and community-oriented recreation. Following its acquisition by Jacobs Entertainment and large-scale redevelopment, the property has been repositioned as the more contemporary J Resort, with expanded hospitality, entertainment, parking, digital media, and art features.
Gaming · 1970
Casino gaming
Gaming has been central to the property since the 1970 addition of a casino with 40 slot machines. The casino expanded alongside the hotel's towers and remained a core part of the Sands Regency operating model. The J Resort redevelopment included a partially renovated casino in its first phase, with further casino expansion planned for the subsequent phase.
Hospitality · 1965
Hotel accommodation
The property developed from an 80-room motel into a multi-tower hotel complex. The 1979 Regency Tower and the third tower completed by 1988 brought total capacity to approximately 800 rooms. The first phase of the J Resort redevelopment included 500 remodeled rooms, continuing the property's role as a full-service casino hotel.
Food and beverage · 1995
Restaurants and dining venues
Dining has been an important complement to the gaming business. Historical and later venues included Tony Roma's, Fuzio Pasta and Steaks, The Copa, Mel's Diner, a buffet, a coffee shop, and Tacos Tijuana. The redevelopment under the J Resort identity introduced new restaurant concepts and planned additional food offerings.
Entertainment · 2000
Entertainment and recreation
The resort has served local recreation and entertainment demand through a comedy club, bowling-related appeal, cribbage activity, and social gathering spaces. Planned J Resort improvements included a sports-themed lounge, rooftop swimming pool and spa, and an Asian food and gaming venue.
Integrated casino resort · 2023
J Resort redevelopment
J Resort is the current identity and redevelopment platform for the former Sands Regency. Its first phase combined remodeled rooms, casino renovation, new restaurants, additional parking, a large digital video display, and a substantial art collection. The concept is intended to move the property toward a more contemporary integrated-resort model while retaining its Reno gaming base.
Marketing campaigns
- 2023J Resort rebranding and redevelopment
Reno · Northern Nevada · Visitors to the Reno market
Jacobs Entertainment introduced J Resort as the new identity for the extensively renovated former Sands Regency. The launch was tied to the opening of the first redevelopment phase, including remodeled rooms, casino improvements, restaurants, parking, digital media, and art installations.
Outcome. The Sands Regency name became a legacy identity while J Resort became the property's current public-facing brand.
- 2006A Terrible's Property
Reno · Northern Nevada
Following Herbst Gaming's acquisition, the Sands Regency was promoted with the Terrible's property branding, connecting the Reno resort to Herbst's broader casino identity.
Outcome. The property retained the Sands Regency name while receiving a new ownership-linked marketing association.
Brand decisions
2023
Rebrand Sands Regency as J ResortStrategyBackground
Jacobs Entertainment pursued a multi-phase redevelopment intended to modernize the property and broaden its integrated-resort offer.
Action taken
The first redevelopment phase opened on March 7, 2023, accompanied by the adoption of the J Resort name.
Aftermath
The current property identity shifted from Sands Regency to J Resort, with additional casino, wellness, sports, and Asian dining features planned for a later phase.
Reported first-phase and total redevelopment investment. $300 million first phase; approximately $400 million total project (2023 and planned subsequent phases)
2017
Jacobs Entertainment purchases the propertyM&ABackground
Truckee Gaming owned the property before Jacobs Entertainment's acquisition.
Action taken
Jacobs Entertainment bought the Sands Regency from Truckee Gaming.
Aftermath
The new owner began pursuing a major renovation and eventual rebranding as J Resort.
Reported purchase price. $30 million (July 2017)
2013
Sell the property to Truckee GamingM&ABackground
Affinity Gaming disposed of the Sands Regency and related Nevada assets.
Action taken
The properties were sold to Truckee Gaming, a company led by Ferenc Szony.
Aftermath
The Sands Regency returned to ownership associated with its earlier management leadership.
Reported transaction price. $19.2 million (February 1, 2013)
2006
Sell the Sands Regent organization to Herbst GamingM&ABackground
Herbst Gaming wanted a rapid entry into the Reno market and pursued the Sands Regent organization, which operated multiple Northern Nevada properties.
Action taken
Herbst Gaming acquired the company assets in a transaction completed in October 2006.
Aftermath
The Sands Regency was marketed as a Terrible's property, and Herbst completed a renovation begun in 2005.
1985
Resolve naming and trademark conflictsStrategyBackground
The property faced complaints associated with the Sands name and later with the Regent Hotels name.
Action taken
Management changed the name first to Sands Regent and then to Sands Regency.
Aftermath
Sands Regency became the stable operating name used for the property for decades.
Recent events
- 2023
Property begins public transition to J Resort[1]
Product launch
The first phase of the redevelopment opened in March 2023 alongside the property's rebranding from Sands Regency to J Resort.
- 2017
Jacobs Entertainment acquires Sands Regency[1]
M&A
Jacobs Entertainment purchased the property from Truckee Gaming and subsequently pursued a major renovation and repositioning program.
- 2013
Affinity sells Sands Regency-related assets to Truckee Gaming[1]
M&A
Affinity sold the Sands Regency, Gold Ranch, and another Nevada casino to Truckee Gaming, a new company led by former Sands executive Ferenc Szony.
- 2006
Herbst Gaming completes acquisition of Sands Regent assets[1]
M&A
Herbst Gaming acquired the Sands Regent company assets, including the Sands Regency and related Northern Nevada properties. The property continued operating under its established name with the addition of the Terrible's branding.
Sources2 sources
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