Trying to lure visitors to the Reno-Sparks area in the wintertime when the weather is cold, gray and often snow-covered has always been a challenge for casino and tourism officials.
But during a brainstorming session last week, one idea surfaced to embrace the elements Reno has to offer by marketing a "Culture of Ice" to attract visitors from across the nation, Canada, and the lucrative Asian market.
Tourism officials say hardcore fans of speed skating, curling, hockey, figure skating and other winter activities are not deterred by poor weather or temporary road closures.
Experts say creating an ice culture in Reno-Sparks will take a long time and considerable investment.
But they also say it could pay off.