Entertainment focus of center renovation

Owners of Sierra Marketplace Shopping Center at Moana Lane and South Virginia Street say they want their complete overhaul of the center to create an entertainment and dining destination.

The center will be renamed "The Village," said Ben Farahi, managing partner of Sierra Marketplace Shopping Center and co-chairman and chief financial officer of the neighboring Atlantis Casino Resort.

Renovation of the 230,000-square-foot center will include removal of the 17,000- square-foot building that most recently housed a Winan's Furniture store, creation of a new Caribbean-themed exterior, and construction of a 90-foot clock tower and new restaurant and boutique space.

A new traffic signal on Virginia Street between Moana and Peckham lanes will improve access to the center, Farahi said.

Kelly Bland, a retail leasing specialist with Colliers International, said interest already is strong from retailers and restaurant owners.

"This is an exciting project for Reno and one that ensures the vitality of a key point in the city," Bland said.

Farahi said the center's owners want the project to become one of the cornerstones in a south-Reno entertainment district.

Already, he noted, more than 20 restaurants eight in The Atlantis, a dozen nearby and other entertainment venues attract visitors to the neighborhood.

"Most great cities have districts with clusters of interesting restaurants, cafes, art galleries, nightclubs and stores all within walking distance of each other," Farahi said.

"We want this to be something that truly enhances Reno and demonstrates the great potential this area has."

He said the center will provide another entertainment option for people attending events at the nearby Reno-Sparks Convention Center as well as guests at The Atlantis.

Project designer Larry Henry of Led Design said the center is intended to evoke memories of visitors' favorite places around the world.

"We pulled elements from some of the best vacation destinations in the world to create a fun atmosphere," he said, noting that the design is eclectic with lots of color and interesting signage.

Even though the center is relatively new, Henry said the design seeks to replicate the feeling of old district of a big city.