For decades, Las Vegas was considered the undisputed entertainment capital of the United States. A city of sparkling lights, dizzying gambling and non-stop life. But today, the city that is most associated with sin and pleasure, faces a series of challenges: skyrocketing prices, a decrease in tourism, a change in the preferences of travelers and, above all, a growing sense of disgust. At the same time, north of Vegas, another city in Nevada, Reno, is gaining popularity. It is smaller and less flashy, but for more and more visitors it offers everything needed for an enjoyable vacation, and at half the price.
It is important to clarify: Las Vegas is not going to disappear, but it is definitely undergoing a shake-up. What was once a cheap and affordable destination has become a luxury site that speaks mainly to those willing to pay. A simple bottle of beer might cost $9, a standard hotel room might go up to $300 a night (before taxes and “resort fees”), and a ticket to a show? Hundreds of dollars, even before the hamburger that follows.
According to the tourism website Budget Your Trip, the average cost for a week in Vegas for a single traveler is currently about $2,583 (NIS 8,500), not including special expenses. Even transportation within the city, drinking in bars and visits to simple attractions have become an expensive business. According to data from the Vegas Tourism Authority, the number of visitors to the city decreased by about 11 percent compared to the previous year, a figure that worries local tourism officials, especially in light of a sharp drop of 18 percent in the number of visitors from Canada, who constitute the city’s largest international target audience.
Vegas is changing direction. In recent years, it has put emphasis not only on gambling and entertainment, but also on sports. It has become home to professional sports teams, including the NFL’s Raiders, the Golden Knights hockey team, the WNBA’s Aces, and soon the MLB baseball team. Next to it, the Sphere opened, a futuristic concert hall that became one of the most expensive attractions in the city. All this created high demand and prices, as expected, rose accordingly. Shows by artists such as U2, Bruno Mars or the Backstreet Boys have become a heavy expense.
“We may have gone too far,” admits Sean McBurney, VP of Commercial at the hotel group of the iconic Caesars Palace hotel, referring to the aggressive pricing policy after the Corona virus. According to him, the upgrades in the level of service and food, for example in the buffets, contributed to the sharp increase in prices. But with the new vision, Vegas seems to be leaving behind the simpler crowd of travelers, the ones who are used to discounted packages, buffets for $30, And these relatively cheap bets, it seems, are now looking for alternatives.
Reno on the map
And this is where Reno comes into the picture. It doesn’t pretend to be Vegas, but it has everything you need: a casino, entertainment, good food, spectacular nature and all for less money. Despite its modest size, Reno offers a full casino experience and hence its nickname “The Biggest Little City in the World”. Well-known brands such as Caesars and Circus Circus operate in the city, and games and hotels have much more affordable prices. For example, The Row complex, a three-hotel complex with more than 2,500 slot machines and 84 gaming tables, offers both free shuttles from the airport and in-room coffee machines at no extra charge.
You can already start playing at the airport in Reno, it is one of the only two airports in the USA where slot machines are installed (the other, of course, in Vegas). But Reno has long been more than just a casino town: the Truckee River runs through its center, and the atmosphere is less commercialized, more boutique, artistic and authentic. The city hosts festivals throughout the year and in July Artown is held, a major cultural event that attracts international artists.
In the heart of the city is the Space Whale, a colorful glass sculpture that is a tribute to the Burning Man festival. The National Automobile Museum has a rare collection of 225 cars, including vehicles owned by celebrities. If you are an art lover, the Nevada Museum of Art offers impressive changing exhibitions.
In the food sector, Reno excels in all-you-can-eat sushi: between 25 and 45 dollars (83 and 150 NIS) per diner. Big names in the culinary field are also here: Gordon Ramsay operates two restaurants in the city, and Charlie Palmer also offers high quality fresh meats and squid.
Reno’s big advantage over Vegas is the geographic location. The city is located in a high desert valley, at the foot of the Sierra Nevada mountains. Within a 45-minute drive you reach Lake Tahoe, a popular destination in both summer and winter, thanks to a variety of activities such as skiing, sailing, and hiking trails. Reno is also close to historic towns such as Virginia City, a gold mining town from previous centuries, where you can stroll among wooden sidewalks, old saloons, museums and steam trains.
However, even those who openly support Reno admit: it is still not a direct competitor to Vegas. It does not have the size and power of the huge hotels, the concentration of international shows, or the sense of non-stop energy that characterizes the Strip, and for those looking for constant stimulation and an almost unlimited budget, the city continues to deliver the goods. On the other hand, Reno offers a simple but effective formula: a varied, accessible vacation, with a better sense of value for money. It may not completely replace Las Vegas, but it puts a mirror to the mythical gambling city, and offers a growing alternative.