CommRow and Reno’s (self) image
Note: found this old draft, tentatively scheduled for publication in mid-October, 2011. Might still make for an interesting read. -KM
CommRow opened recently in Reno amidst much fanfare. Sporting the world’s tallest climbing wall, an ethnic food court, several small bars, two live music venues, an indoor bouldering park, and balconies overlooking the trench park in Reno as well as the Reno Arch, CommRow has got a lot happening.
The opening appears to have been something of a soft opening to get the athletic aspects of the facility, and its lounge, open and hosting events and activities on a regular basis, with different opening hours for other parts of the venue based on the day of the week and the time of the day. A bit unusual for a downtown Reno establishment.
Reaction has been mixed. Most people are happy to see something open on that corner again, some people get and really like the place and some just don’t. On Downtown Makeover there has been a lot of discussion, with some people who have been coming to Reno for years weighing in. CommRow’s slogan: “No Smoking, No Gambling, No Whining.” seems to have put people at odds with what they think Reno is supposed to be. It really is Reno’s image struggle playing itself out in broad daylight. People are worried that Reno is going to pivot right off a good business for it and historically a main part of its identity onto something that seems as yet, unproven, and in many ways, unarticulated.
Reno’s identity is in flux. The direction things are heading seems to be to allow Reno’s primary advantages from an urban design standpoint to take a greater role in influencing the kind of things that are going on there.
What this means is that Reno, as a compact, old city, with a water feature running through it, needs to, and is currently in the process of, making itself over into a charming old city, with a culture and a heritage and a forward- looking direction.
These three things – culture, heritage, and forward-looking direction are important viewpoints. Culture is a combination of the regular traditions and daily living habits of the people, and a particularly rich culture includes many layers involved with its entire economy, from basic provisions through to arts, music and cuisine. Culture allows us to look around us today and recognize what we see.
Heritage is the combination of things that brought us today. It is the history of a people’s rise and fall and rise back up again. It allows us to look backward. A forward-looking-direction is not exactly a dream or a vision or a mission. It is merely a general ethos that guides decision making in the future, a set of ideals which will influence development, to in time be incorporated into the heritage, and either part of the culture, or not.
The heritage elements that dominated the culture for so very long, many of them long ago amputated from the body of the culture and thus incorporated into the heritage, those heritage elements are still causing pain, like ghastly phantom limbs: here a cramp, there a muscle spasm, causing the body of Reno’s culture to writhe around on the floor. At least it’s fun to watch.
The question now is, does Reno have what it takes to create new institutions on its forward-looking direction side, which are compatible enough with its daily and seasonal habits, as to become a part of the culture, rather than part of the heritage. When the gyrations stop for an extended period of time, which history shows us they are likely to, for at least a while, what will we see?
Several months following the writing of this post, CommRow has undergone one closure, remodel and reopening. The food court didn’t seem to work out so well, and the doggie lounge went nowhere. Can empty spaces in old casinos be filled with anything other than casino?





