Innovation @ RenoWorkshop Summary

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Reno’s Design Challenge

How might the Reno Gazette Journal / GoToRenoTahoe.com help tourists plan and

book vacation stays in the area?

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Observations

1. Mark and his wife, 59 year-old retirees. Travel to Reno regularly flying in from Oregon, although recent visits have been less frequent. They usually stay at John Ascuaga’s Nugget and play the slots exclusively, and usually spend $500 - $600 on gaming. While they have an HHI of $100k, they watch their money and like the buffet and the coffee shop. On occasion they will rent a car to visit local attractions like Lake Tahoe and Virginia City

2. Chris and Jezebel, convention attendees in their 20s, will drive from CA to the Grand Sierra. Chris works in small, family owned computer product company. They have visited Northern NV infrequently. And activities planned after the convention include nightlife and craps. In season, Chris enjoys snowboarding, although he has never been to a Lake Tahoe resort

3. Hans and Petra are RV travelers with their daughters, age 7 and 9 on a 6 week visit to the US from Sweden. They are traveling in a rental RV, headed to San Francisco from Reno.

4. Steve and Sue visit Nevada from Cleveland annually. Sue has MS and needs wheelchair accessibility. Their daughter Rachel is 14. They really enjoy Las Vegas!

5. Peter and his wife are treating their grandchildren to a visit to Reno as a high school graduation gift. The Grandchildren are looking forward to spa treatments and the family plans a trip on the Tahoe Queen during their trip. The Kallas also have timeshares they use for vacations

6. Mary Beth is the Grand Sierra Resort’s VP of Marketing. Mary Beth has been with the property for a number years and survived the transformation from the Reno Hilton to the GSR business model. Closest to the airport, the GSR is trying to reposition itself as young and hitp with a new redesign, all new restaurants, and nightlife venues

7. El Dorado Casino Operators – The El Dorado is in the heart of Reno’s downtown and is locally owned and operated. Known for their casino shows and high-end dining, the El Dorado offers an upscale environment with a relaxed vibe.

8. John Ascuaga’s Nugget Operations – The Ascuaga family owns and operates the Nugget which is located in Sparks in the heart of Victoria Square where many community events are held. The Nugget also hosts one of the area’s largest events, the Best in the West Rib Cookoff.

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Synthesis

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How Might We?

› …help Reno/Tahoe tell their story?› …define what Reno stands for?› …help Reno and the casinos rebrand as value rather

than cheap?› …differentiate Reno from other gambling

destinations?› …help visitors find where locals go?› …identify and communicate “only in Reno” places

and things to do?› …re-establish Reno as the first name in gaming in the

N.W.?

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Brainstorming

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Prototype: Reno Party Bus

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Prototype: Reno Envy Viral Video

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Prototype: Reno’s Wild West Revue

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Prototype: Real Reno

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Prototype: Donner Feast

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Prototype: Experience Reno

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Experiments

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Experiments

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Artifacts

› Photos: http://picasaweb.google.com/gannett11g/RenoWorkshopJuly2008

› Videos: http://www.youtube.com/view_play_list?p=1E14BD781E6DD327