The iconic landmark of Reno Nevada, the Reno Sign seen here is actually the 3rd iteration of the sign. The first sign was built in 1926 for the Nevada Transcontinental Highway Exposition, to celebrate the completion of the Lincoln and Victory Highways. The sign was retained after the Exposition to be used as a gateway welcome sign. G. A. Burns (Sacramento, California) won $100 for his slogan, "Reno, The Biggest Little City in the World" which replaced the exposition lettering. The entire sign was then lit with torches. When local residents complained, in 1938 the torches and slogan were replaced by a big green neon "Reno" sign. However other residents complained, and the slogan was restored to the neon sign (the torches were not). The 1926 arch was replaced in 1963 by a larger sign with plastic panels, and an rotating star. This in turn was replaced by the current sign in 1993.
The two older signs remain; the first sign is nearby, welcoming other districts of Reno to the Downtown, while the second sign is now evidently the same one in
Willits, California.
Downtown, Reno, Nevada
