Northern Nevada has gone through some major changes in recent years, and construction now seems unabated, with apartments being built and opening in many different corners of the Washoe valley.
Many apartment complexes, “districts,” housing “villages” and condo units are putting the label luxury on themselves, while more and more gated communities are popping up as well.
Two years ago, an advertisement for the Club at Rancharrah, next to the Villas at Rancharrah, in the area nestled between Kietzke, Del Monte and McCarran Blvd, showing a wealthy white couple having white wine with the words “when you finally find your people, it’s a big deal,” met some pushback on local social media such as liberojoe saying on Reddit “When you finally find that perfect neighborhood in Reno that has none of those people from Reno in it.”
There was also this exchange: “This needs to have some sullen poor looking people gazing through a fence or something in the background,” If_I_remember wrote. To which Albie_Tross responded: “That’s what they’re laughing at, but it’s off the page.”
A current look at its Instagram (screenshot above) doesn’t look much more diverse, neither does the villageatrancharrah’s account which has as its bio “Shopping. Dining. Wellness.”
“The Villas at Rancharrah meet the expectations of those with exceptionally high standards! ✨ We're blown away by their contemporary architecture and if you strive for elegance and sophistication, these homes are meant for you,” theclubatrancharrah wrote on its Instagram.
“I ended up moving my business from California to Reno and bought a home in Rancharrah about a year ago,” said a Rancharrah resident who wished to remain anonymous. “It’s one of the best decisions I’ve made and I guarantee you a lot more people will do the same. There is a growing demand for homes like this in Reno and luxury home builders will capitalize on it.”
The Villas at Rancharrah doesn’t have its own pastel, luxurious feeling Instagram page but it does have a website where you can join an interest list for homes “selling from the $1MS.”
“Introducing a collection of two- and three-bedroom homes designed to meet the expectations of those with exceptionally high standards. Contemporary architecture provides the backdrop for a lifestyle of elegance and sophistication. Whether you choose to lock and leave, or stay through the changing seasons, The Villas at Rancharrah is your Reno retreat,” it indicates.
There are also “quick move-in penthouses.”
The Latigo at Rancharrah also on Rancharrah Pkwy right by Kietzke Lane has its own web page (above) with single homes starting at $1.24 million.
Part of what is being sold is easy access and residential membership to The Club at Rancharrah, which bills itself as “Northern Nevada’s premier private social club.”
A news article in 2020 indicated it cost non-resident families a one-time fee of $5,500 plus $350 in monthly dues.
“The Club has a rich history as the former estate of famed casino magnate, Bill Harrah. Today, The Club at Rancharrah is the place to connect with family, friends and associates. Its amenities include the Nineteen 57 Restaurant and Bar, Pool, Spa and Nail Salon, Fitness Center, Pickleball and Bocce Courts, special member events, and off-site access to three nearby Duncan world-class, 18-hole, championship golf courses,” the website indicates.
Another entity making a splash and occasional headlines is RED (Reno Experience District) with its three apartment buildings Basecamp, Emory and Atwood.
“Atwood, RED’s newest apartment community, features upgraded interior finishes, and a rooftop amenity deck that boasts a heated resort-style pool and spa, indoor/outdoor fitness center and a resident-only beer garden,” the redreno website indicates.
Overall, it says it “embodies the fusion of luxury pet-friendly apartment homes, high-end retail, a public park, and events that inspire community-building.”
Rents are in the $1,500 to $3,500 range from small studios to two bedrooms with two bathrooms, with the highest priced units at the Atwood on Experience Ave.
Reviews are generally positive if asked in person.
“I live in Emory at RED and I’ve loved my experience so far, said Jenny, a current resident. “It’s very clean, updated, and has lots of common spaces that the complex uses to host community events.”
Change is inevitable and in a place growing fast such as Reno, it will arrive faster than some may think. This city already looks different since the pandemic in 2020 and with the rapid expansion of housing communities, all claiming the mantle of luxury and new experiences, we can expect more change to come.
The current cost of living was nowhere near this high even five years ago and with more out-of-state residents flocking to Nevada, we can expect more changes to the look and overall feel of the Biggest Little City.
Many advocates fear locals are being pushed out and priced out, while the city is getting a kitschy makeover in the spirit of profit seeking and money making, to the detriment of organic, grassroots, local culture.