Another round of one upmanship is underway in the "Biggest Little City."
The ultra lounge craze is hot enough now that casino resorts are diving in with both feet...and in the process they are changing the face of nightlife in the Truckee Meadows.
Bright lights, colorful drinks and fancy furniture are all features you will find at any trendy bar or club, but Reno's newest groundbreaking venues like "Aura" at the Silver Legacy are reaching for more.
"The Silver Legacy is trying to update its property...by targeting the downtown market...and all the condos that are popping up here," says resort publicist Ashley Case.
That's one of many reasons why the resort unveiled a circus act, otherwise known as an all-flare bartender club. The spectacle features bartenders juggling bottles of booze and pouring drinks like Tom Cruise in the movie "Cocktail."
The Silver Legacy is hoping to steal some of the crowd from their rivals to the east at the Grand Sierra Resort...where a $90 million renovation project culminated with the opening of "2500 East."
Grand Sierra's staff says the elaborate project and others are a response to the public demand.
"People are looking for more of an all around experience," says Richard Langois, the Executive Vice President of Marketing. "They want entertainment and this goes with the bar concept that we've introduced."
Representatives from both clubs say they understand not everyone is crazy about paying ten dollars for a martini, but they maintain these prices are relatively modest when compared with other top of the line clubs in major cities.