The ROW Reno (Eldorado Resort Casino, Silver Legacy, Circus Circus Reno)

History

The ROW Reno originated from a collaboration in the early 1990s between Don Carano, CEO of the Eldorado Hotel Casino, and Clyde Turner, CEO of Circus Circus Enterprises, to build a joint venture property that would physically link their existing resorts. That venture became the Silver Legacy, which opened in 1995 and became the tallest building in Reno. In 2015, Eldorado Resorts, led by the Carano family, acquired MGM Resorts’ 50% interest in Silver Legacy and the entirety of Circus Circus Reno for $72.5 million, gaining full ownership of all three properties. In 2018, the company rebranded the integrated complex as “THE ROW” with a unified marketing strategy, aligning the three resorts under a single brand and the Caesars Rewards loyalty program. Following the 2020 merger of Eldorado Resorts and Caesars Entertainment, the complex is now operated under the Caesars umbrella.

Business Model

The ROW generates revenue through a combination of hotel accommodations, gaming operations, dining, entertainment, and retail. The three properties share operational synergies, such as a centralized loyalty program and joint marketing, while each maintains a distinct identity: Eldorado targets an upscale audience with a spa and fine dining; Silver Legacy offers a Victorian-themed casino with a signature 120-foot mining rig and laser light show; Circus Circus Reno provides family-friendly entertainment with a midway arcade, live circus acts, and an RV park. The interconnected design encourages cross-property visitation, maximizing guest spending across the complex.

Products and Amenities

Eldorado Resort Casino features 814 rooms, a full-service spa, pool, and award-winning Italian restaurant. Silver Legacy Resort Casino has 1,720 rooms, 89,200 sq ft of casino space, Victorian decor, and a laser light show, plus dining options like Canter’s Delicatessen and Ruth’s Chris Steak House. Circus Circus Reno offers 1,620 rooms, a midway arcade, free daily circus performances, an RV park, and casual dining. The integrated complex provides over 100,000 sq ft of combined gaming, including slots, table games, a poker room, and a sportsbook. Shared entertainment venues host concerts, comedy shows, and special events.

Market Position

The ROW is a key player in downtown Reno’s casino market, competing with other downtown properties (e.g., Harrah’s Reno, Peppermill Reno) and regional tribal casinos. Its scale—over 4,000 rooms and extensive amenities—gives it a competitive advantage for large groups and conventions. The affiliation with Caesars Entertainment provides access to the Caesars Rewards program with millions of members. The complex has been central to Reno’s downtown revitalization, attracting visitors for events like the Reno Air Races and Artown. Expansion of legal sports betting in Nevada and neighboring states has increased competition, but The ROW has maintained its position through continuous renovations and investments.

Leadership

Mark Huse serves as Senior Vice President & General Manager, overseeing all three properties of The ROW Reno. He is a veteran executive with the company, leading day-to-day operations. Corporate oversight comes from Caesars Entertainment, based in Las Vegas, with company-wide C-suite roles held at that level.