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RDA adopts 'REUP' rebrand; staff touts Western Lights turnout and downtown action plan progress
Summary
The Reno Redevelopment Agency voted to adopt a new doing‑business‑as name (Reno Redevelopment and Placemaking Agency — REUP), selected a green 'ponderosa pine' palette and icon option A, and received an update showing 19 of 52 Downtown Action Plan recommendations completed and 17 in progress; staff also highlighted the Western Lights festival (preliminary attendance ~60,000).
The city’s Redevelopment Agency board unanimously approved a rebrand Feb. 25, authorizing a DBA name — Reno Redevelopment and Placemaking Agency, abbreviated REUP — and selecting a 'ponderosa pine' green color palette and icon option A as the agency’s visual identity. Staff said the legal name remains the Reno Redevelopment Agency; the DBA is intended to modernize outreach and better market redevelopment efforts.
Brian McCarter (revitalization manager) and Rachel McIntyre (placemaking manager) presented a progress update on the 2016 Downtown Action Plan and a recap of the Western Lights festival. McCarter reported that of the 52 implementation items from the 2016 plan, 19 are complete, 17 are in progress (some supported by ARPA funding) and the remainder remain to be addressed. He highlighted outcomes including more than 1,000 new housing units delivered in downtown and several façade and TIF projects underway.
McIntyre summarized Western Lights festival preliminary metrics: roughly 60,000 attendees (final numbers pending), more than 50 art installations with 65% local artists and 82 live performances; staff said an organizing nonprofit has formed to operate the event going forward. RDA staff described other programs launched or planned: a restore façade/tenant improvement grant (28 storefronts / 11 new businesses) and a planned 'small walls' mural grant program (match up to $10,000; $50,000 in RDA 1 and $50,000 in RDA 2 proposed).
The board’s adoption of the color palette and icon will precede a public launch and a new website later this spring. RDA staff will bring small‑walls and retail‑attraction proposals to the board in coming weeks and include rebrand funding and PR items in the FY27 RDA budget coming to council for review.
