The Reno Arch

Originally erected on Virginia Street at Commercial Row in 1926 to promote an exposition celebrating the completion of the Lincoln and Victory highways, the Reno Arch first displayed electric bulbs spelling out “Reno” and “Nevada’s Transcontinental Highways Exposition, June 25 - Aug 1 1927.” After the event, the City Council held a contest to find a slogan, and in 1929 a Sacramento man won $100 for “Reno, the biggest little city in the world.” In 1934 the slogan was removed and replaced with “Reno” in green neon because some citizens considered it passé, but the change was unpopular, and in 1935 the slogan returned in redesigned neon lettering. The arch remained unaltered until 1963, when a new one replaced it. The original arch was then moved first to Idlewild Park, the original exposition site, and later to Paradise Park. In 1988 officials placed it in storage because its base had badly deteriorated. In 1994 filmmakers paid to restore and install the arch on East Fourth Street for its supporting role in the movie Cobb. After filming, the Reno City Council began a campaign to find it a permanent home, and reconstructed there in 1995, it once again welcomed visitors to downtown Reno.

Reno, Nevada · United States