Hearing some classic rock tunes in the bustling city of Reno with Main Street as the backdrop
Reno, once a bustling casino destination, has found a way to keep its spirit alive even as the casino industry takes a downturn. The annual event, Hot August Nights (HAN), continues to be a beacon for the surviving casinos, attracting thousands of visitors every year.
In the 1980s, Reno was a popular spot, with six million visitors annually, making August a peak season for the gaming industry in northern Nevada. However, summer was a slow period, with business peaking in May and September. To counter this, the city and individual casinos sought events to attract visitors during the off-seasons.
Enter Hot August Nights, which made its debut in 1986. The event, originally a 1950s and '60s music festival, was the brainchild of marketing genius Willie Davidson. He believed that an event based on nostalgia for the 1950s would be a success, and he was right. The first HAN featured performances from The Righteous Brothers, Wolfman Jack, and Jan & Dean, and the name was inspired by a song by Neil Diamond.
Cars became a natural part of HAN, reflecting the post-war American car culture. Over the years, HAN has had a significant impact on the local economy and the gaming industry, with approximately 6,000 participants with their cars expected for this year's event. In 2025, HAN is expected to have a $150 million impact on the local economy.
However, Reno is not resting on its laurels. Recognising the need to attract a younger demographic to replace the aging Boomers who are losing interest in HAN, the city has introduced a variety of new events and ideas. These initiatives aim to offer free or low-cost, participatory, and educational activities alongside entertainment and social events.
One such event is the Youth Summer Series at Our Center, a creative and colourful lineup of free events specifically for youth ages 18 and under, featuring arts, crafts, and culturally inclusive programming. Reno Public Market Summer Edition 2025 is another weekly Saturday event with live bands, DJs, dance, yoga, food trucks, and a kids’ arts and crafts class.
University of Nevada, Reno Campus Events also play a significant role in attracting young adults and university students with diverse and inclusive programming such as student welcome receptions, podcast bootcamps, mindfulness sessions, and gender-affirming care series.
Community-focused events like Be My Neighbor Day, promoting volunteerism and community support, and the Boys & Girls Club Annual Golf Tournament & Pre-party Events, which support STEM education programs, are also part of this new direction.
These initiatives mark a pivot from solely car culture-based events like HAN to more inclusive, creative, wellness-oriented, educational, and community-driven events. They target not just classic car enthusiasts but also families, students, young creatives, and activists, reflecting Reno’s evolving demographic and cultural landscape.
In addition to HAN, the Peppermill, Atlantis, Nugget, J Resort, and Grand Sierra will also be hosting car and music events in 2025. As Reno continues to innovate and adapt, it's clear that the city is not just surviving but thriving.
[1] https://www.reno.gov/government/departments-a-h/community-services-department/youth-summer-series [2] https://www.renopublicmarket.com/ [3] https://www.unr.edu/ [4] https://www.bgcncc.org/ [5] https://www.renogov.org/Home/Components/News/News/1349/1584
Cars and entertainment have become integral parts of Reno's lifestyle during Hot August Nights (HAN), an annual event that attracts thousands of visitors and generates significant economic impact. Recognizing the need to attract a younger demographic, Reno has introduced a variety of new events, including community-focused initiatives, university campus events, and creative, culturally inclusive programming designed for families, students, and young creatives. Such events have diversified Reno's offerings beyond HAN, establishing cars and music as core elements of the city's ongoing entertainment landscape.
