The Boulevard Reno

What it is

The Boulevard Reno is a proposed sports and entertainment district on about 28 acres on the east side of Kietzke Lane, just north of Peckham Lane, from Reno Pro Soccer. The plan pairs a 6,000-seat soccer stadium with a 301-room hotel-casino and a 55,000 SF open-air retail village of bars, restaurants, and shops built around a 37,000 SF public plaza called Electric Avenue, per Nevada Sports Net and News 4. Nevada Sports Net and News 4 report the district at roughly $350 million.

Per Reno Pro Soccer's April announcement, reported by 2News, the first phase includes the stadium with suites and club seating, the hotel, a casino operated by Dean DiLullo of the Carson Nugget, the walkable dining and retail district, and more than 1,200 parking spaces, with more than 1,100 jobs projected. The stadium would be home to the team's United Soccer League Championship franchise.

The site combines the former Jones West Ford dealership with a neighboring strip center whose tenants include Grocery Outlet, Savers, and Dollar Tree, along with a vacant former Joann space, per Nevada Sports Net and News 4. Tracked on our What's Coming to Reno hub.

Status as of October 2026

Proposed. Reno Pro Soccer filed its entitlement applications with the City of Reno in April 2026, per KOLO 8. The requests include a rezoning, a conditional use permit for the stadium, hotel, and outdoor recreation uses, and an expansion of Reno's gaming overlay district across Kietzke Lane. The project also qualifies as a Project of Regional Significance, which brings a review by the Truckee Meadows Regional Planning Agency.

Site work has started ahead of those approvals. Crews began demolishing three buildings at the former dealership on April 23, 2026, per KOLO 8. Team CEO Wendy Damonte said the club hoped to break ground in October or November, per KOLO 8, which reported a 12 to 14 month build and a first season targeted for March 2028.

On financing, the developers have discussed tax-increment financing for the district, which would need Reno City Council approval, per NVBEX in August. Approval of the rezoning and permits was not reported in the sources we track as of October 7, 2026. We will move the status to Entitled when it is.

Timeline

• October 2025: Reno Pro Soccer announces plans for a 6,000-seat stadium, per KOLO 8.
• April 14, 2026: Entitlement applications submitted to the City of Reno for the stadium, hotel, retail district, and gaming overlay, per KOLO 8 and the team's announcement.
• April 23, 2026: Demolition of the former Jones West Ford buildings begins, per KOLO 8.
• August 2026: Developers weigh funding options, including tax-increment financing, per NVBEX.
• Fall 2026 (target): Groundbreaking, per Wendy Damonte via KOLO 8.
• 2028 (target): First USL Championship season in the new stadium.
• Retail village leasing and openings: TBD.

Who is in

No retail, restaurant, or bar tenants have been announced for the retail village in the sources we track. The casino operator is the only named operator: Dean DiLullo of the Carson Nugget, per the team's announcement via 2News. We will add a tenant table when names are public.

What it means for tenants, owners, and investors

Tenants. Ian Cochran's view: a 55,000 SF village around a plaza, with event crowds, hotel guests, and a sportsbook on site, is built for restaurants, bars, and entertainment concepts that need nights and weekends. Districts like this usually start pre-leasing well before vertical construction, so operators who want first pick should be in the conversation during entitlement, not after the groundbreaking. New construction in this market already needs $4.00 to $5.00 per square foot per month, per brokers cited by the Nevada Appeal. Start with our restaurant space guide.

Owners. Ian Cochran's view: owners along Kietzke between Moana and Peckham gain an evening and event-day traffic story they have not had before, and the corridor already has Firecreek Crossing's repositioning and In-N-Out's permit application at Plumb. Retail vacancy is near 3.4% metro-wide, per our Q2 2026 report. If you own nearby, know your number before the approvals land. Our Firecreek Crossing and In-N-Out pages cover the rest of the corridor.

Investors. Ian Cochran's view: in a proposed district, the approvals are the milestone that moves land values, so track the planning hearings. Stabilized multi-tenant Reno retail has traded near a 6.0% to 6.5% cap rate, per our Q2 2026 report. The best opportunities near a project like this tend to trade before it is fully approved; start off-market.

Sources

• KOLO 8, April 14 and April 17, 2026: entitlement applications and Project of Regional Significance review
• Reno Pro Soccer announcement, April 14, 2026, via 2News: phase-one program, parking, jobs, and casino operator
• Nevada Sports Net and News 4, April 2026: $350 million district, retail village and plaza, and the strip-center tenants
• KOLO 8, April 24, 2026: demolition start, groundbreaking target, and season target
• NVBEX, August 19, 2026: financing and tax-increment financing discussion
• Retail Reno Q2 2026 report, August 14, 2026
• Nevada Appeal, new-construction rents cited by brokers, via our fall 2026 tracker update