Software firm moves sales office to Reno

A high-tech company that makes visually interactive products for the dental market may be employing only a handful as it establishes its sales staff in downtown Reno.

Economic development officials have their fingers crossed, however, that the decision by Reality Engineering Enterprises may help draw more technology companies into northern Nevada.

Reality Engineering said last week it's leased 5,450 square feet at 50 W. Liberty St. in the Bank of American Building owned by Basin Street Properties of Reno.

The company is moving three salespeople to Reno one from Utah, two from Washington and has hired two more staff members in northern Nevada. It expects to add seven to 10 more employees within the next year.

Reality Engineering's signature product these days is Guru, a dental-education video software that allows professionals to stop the animations and draw directly on them or send marked-up images to patients via email.

The product has been distributed for four years in North America by Henry Schein Inc., which operates a dental-supply unit in Sparks. Reality Engineering wants its sales staff to be close to the Henry Schein offices to help develop demand for the product.

Along with the sales office in Reno, Reality Engineering has a design center in Las Vegas.

Stan Thomas, vice president of business development for the Economic Development Authority of Western Nevada, says the economic development agency thinks the Reality Engineering announcement will draw attention from other tech firms that are looking to relocate.

"It really raises the profile of our region when we can place a technology company such as this in our market," Thomas says.

He notes that software companies, which typically create good-paying jobs, are among the most important targets of EDAWN's efforts to build new employment in the region.

Jeff Peterson, a northern Nevada native who's now the vice president of operations for Reality Engineering, says EDAWN helped the company's executives learn about the benefits of locating in northern Nevada.

"It just felt right to bring it, and keep it, all home," Peterson said.

Rick Henriksen, the president of the company, also is from northern Nevada. He said the company is committed to creating partnerships with companies in the region when it needs to outsource.

The lease was put together by Dominic Brunetti, vice president in the office properties group of NAI Alliance.

Scott Stranzl, vice president of leasing for Basin Street Properties, noted that the building at 50 W. Liberty St. is beginning to attract a growing number of creative firms and media-related companies.

Peterson said the downtown location was a key element in the company's decision.

"When it came to hiring, being downtown played a major part in attracting the right type of employee," he said. "It simply has the professional swagger that people want to be a part of."