Billboards on I-80 urging Fernley residents to find jobs in town now are joined by billboards reminding them that there's no need to commute to Reno for casino gambling, either.
"Have a great day see you when you get home," is the soft message on a billboard aimed at the locals, the target demographic of Pioneer Crossing Casino Restaurant and Saloon.
So far, that's the extent of the advertising because,"this is a locals place," says Gordon Drendel, one of four partners at privatelyowned Fernley Pioneers LLC.
The other partners are Rick Heaney, president,Mike Benjamin, a Las Vegas marketing consultant, and Reno attorney Mike Melarkey.
"We saw the potential,we studied the demographics," says Drendel.Advertising may run in Fernley and Fallon newspapers, but will not be aimed at California, he says.
The greatest challenge in opening a new casino, says Drendel,was getting through the permitting process, which delayed the target open date by three months.
The reason for the delay, he says, is the rapid residential growth of Fernley, which has overwhelmed city departments.
Several other casinos are established in Fernley, but they are combination truck stops or travel centers.
"We have the complete package," says Drendel.
A Fernley resident since 1978, Drendel worked in the gaming industry for 31 years, some of that time at the Reno Nugget owned by Heaney.
Pioneer Crossing broke ground in July for the 18,000-square-foot casino, set on a lot just under four acres.
Designed with a Western theme, the exterior of stone facia and tan lap siding is topped by a hunter green corrugated roof.
The architect is Ganther-Melby, the contractor is Oso Construction, both of Reno, and the designer is Fernley Pioneers.
Inside are 170 slots, the ChuckWagon restaurant and Roarin' Camp bar with live entertainment on weekends.
It will employ 90 on opening date April 15.
