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COMMROW
BUILDING A NEW BRAND
 IN A GAMING MARKET
"People who know what
they’re talking about
don’t need PowerPoint.”
               - Steve Jobs
Who's crazy enough to open a non-smoking,
    pet-friendly hotel with no gaming
            in downtown Reno?




              Fernando Leal
          Developer – L3 Development

    Funding: DRW Trading Group, Chicago
Who's crazy enough to GO a non-smoking, pet-
         friendly hotel with no gaming
              in downtown Reno?

• LOHAS: Lifestyles of Health and Sustainability.
• Climbing is the second fastest growing sport in the
  nation (behind snowboarding).
• 16,000+ UNR Students less than a mile away.
• Loyal visitors seeking new attractions – (the changing
  demographics of Reno visitors).
• Locals: (hardest target “SoMos”) – South of Moana
  residents.
• Residents who remember downtown as an accessible
  place for families and businesses.
WHY

• Property owned in a declining gaming market.

• Available/popular points-of-entry (no smoking, no
  gaming, pet-friendly).

• Location (location, location). UNR, 6,000 Hotel Rooms
  in hood, Northern California (active lifestyles).

• Helping rebrand Reno (“No Whining”). America’s
  Adventure Place + Far From Expected.

• Reintroducing CommUnity (OurRealReno.com).

• Phased master plan. (A work in progress).
INSANITY

  • Early concepts developed December, 2010.

  • Focus groups, product design + permits: January-
    February, 2011.

  • Brand development (15 total): March – April, 2011.

  • City Permit Approval: May 15, 2011.

  • Construction: June – September, 2011.

  • Grand Opening: October 1, 2011.

EARLY CONCEPT TO OPENING IN TEN MONTHS.
FEATURES
 • 164’ exterior climbing wall (the world’s tallest).
 • 7,000 sq. ft. of indoor bouldering (built to competition
   standards).
 • 11 eateries + bars (9 on 1st floor).
 • 750 person capacity concert venue (3rd floor).
 • 200 person capacity cabaret (1st floor).
 • 60,000 square feet of mixed use space at opening.
 • Hotel component (Phase 2 – April, 2012).
 • Adventure Deck (Phase 3?).

Reno’s First Urban Adventure Destination.
CREATIVE REUSE
• Fitzgerald’s had “great bones” structurally. (Built to withstand a
  nuclear winter in Nevada.)
• 60,000 square feet of smoked carpeting removed.
• Over 100 dumpsters of abandoned electrical and plumbing
  removed from false ceiling spaces.
• Electrical use dramatically reduced by installation of LED lighting.
• Touchless, low or no flow restrooms on first floor added (check
  out those hand dryers!).
• Signage, furnishings, equipment all reused, refinished, and
  repurposed.
• Innovative property-wide recycling program in trials.
HOW



                     +                          +
That Guy (me)             Natasha Bourlin              Karl Fendelander
Marketing + Design        PR/Communications +          Digital Media/Climber +




                     +
                         Many Others: Dax Victorino (Video),
                         Sabrina Robertson (Entertainment) +
                         Creative Concepts (Media),
                         JM Studio (web), ZapLabs (tv),
                         etc., etc., etc.!
READY (OR NOT)



Click here see CommRow video on YouTube
READY… SET….
GO
NEXT?
                                       ADVENTURE
                                       DECK
                                       • 1 square acre on garage
                                         roof

                                       • Seasonal restaurant

                                       • BMX /Skate parks

                                       • Outdoor bouldering

                                       • Zip lines to ReTrac
                                       Formerly “Hang”
   NO FRILLS, PET
  FRIENDLY HOTEL
• 136 of 347 rooms open Spring, 2012
    • Pet friendly accommodations
CHANGES

"You can’t just ask customers
what they want and then try
to give that to them.
By the time you get it built,
they’ll want something new.”
                    - Steve Jobs
YOUR TURN



Q+A
THANKS
  Larry DeVincenzi
  larry@smartbrand.biz
    775.771-7004

PowerYourBrand.com
     Connect with us on:

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CommRow Presentation for Reno-Tahoe AMA

  • 1. COMMROW BUILDING A NEW BRAND IN A GAMING MARKET
  • 2. "People who know what they’re talking about don’t need PowerPoint.” - Steve Jobs
  • 3. Who's crazy enough to open a non-smoking, pet-friendly hotel with no gaming in downtown Reno? Fernando Leal Developer – L3 Development Funding: DRW Trading Group, Chicago
  • 4. Who's crazy enough to GO a non-smoking, pet- friendly hotel with no gaming in downtown Reno? • LOHAS: Lifestyles of Health and Sustainability. • Climbing is the second fastest growing sport in the nation (behind snowboarding). • 16,000+ UNR Students less than a mile away. • Loyal visitors seeking new attractions – (the changing demographics of Reno visitors). • Locals: (hardest target “SoMos”) – South of Moana residents. • Residents who remember downtown as an accessible place for families and businesses.
  • 5. WHY • Property owned in a declining gaming market. • Available/popular points-of-entry (no smoking, no gaming, pet-friendly). • Location (location, location). UNR, 6,000 Hotel Rooms in hood, Northern California (active lifestyles). • Helping rebrand Reno (“No Whining”). America’s Adventure Place + Far From Expected. • Reintroducing CommUnity (OurRealReno.com). • Phased master plan. (A work in progress).
  • 6. INSANITY • Early concepts developed December, 2010. • Focus groups, product design + permits: January- February, 2011. • Brand development (15 total): March – April, 2011. • City Permit Approval: May 15, 2011. • Construction: June – September, 2011. • Grand Opening: October 1, 2011. EARLY CONCEPT TO OPENING IN TEN MONTHS.
  • 7. FEATURES • 164’ exterior climbing wall (the world’s tallest). • 7,000 sq. ft. of indoor bouldering (built to competition standards). • 11 eateries + bars (9 on 1st floor). • 750 person capacity concert venue (3rd floor). • 200 person capacity cabaret (1st floor). • 60,000 square feet of mixed use space at opening. • Hotel component (Phase 2 – April, 2012). • Adventure Deck (Phase 3?). Reno’s First Urban Adventure Destination.
  • 8. CREATIVE REUSE • Fitzgerald’s had “great bones” structurally. (Built to withstand a nuclear winter in Nevada.) • 60,000 square feet of smoked carpeting removed. • Over 100 dumpsters of abandoned electrical and plumbing removed from false ceiling spaces. • Electrical use dramatically reduced by installation of LED lighting. • Touchless, low or no flow restrooms on first floor added (check out those hand dryers!). • Signage, furnishings, equipment all reused, refinished, and repurposed. • Innovative property-wide recycling program in trials.
  • 9. HOW + + That Guy (me) Natasha Bourlin Karl Fendelander Marketing + Design PR/Communications + Digital Media/Climber + + Many Others: Dax Victorino (Video), Sabrina Robertson (Entertainment) + Creative Concepts (Media), JM Studio (web), ZapLabs (tv), etc., etc., etc.!
  • 10. READY (OR NOT) Click here see CommRow video on YouTube
  • 12. GO
  • 13. NEXT? ADVENTURE DECK • 1 square acre on garage roof • Seasonal restaurant • BMX /Skate parks • Outdoor bouldering • Zip lines to ReTrac Formerly “Hang” NO FRILLS, PET FRIENDLY HOTEL • 136 of 347 rooms open Spring, 2012 • Pet friendly accommodations
  • 14. CHANGES "You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” - Steve Jobs
  • 16. THANKS Larry DeVincenzi larry@smartbrand.biz 775.771-7004 PowerYourBrand.com Connect with us on: