They say the open-air shopping center is actually a lifestyle people are craving across the country.
More people want to be outdoors and have easy access to their favorite stores, and David Silverstein, with Bayer Properties, believes the snow won't keep you from the outdoor center.
"If you live in Reno, you love the beautiful outdoors, obviously. You have beautiful weather and even during the colder months, people enjoy putting on coats and sweaters and shopping."
This is the first west coast venture for Alabama based Bayer Properties. They say Reno was an obvious choice for a growing city that lacked upscale shopping.
"So we began to introduce the city to these retailers that weren't here and began to explain to them what the opportunity truly represented. We became a marketing person for the city of Reno."
But marketing the city was easy because shoppers were leaving the area to find the stores they wanted.
"We soon discovered your consumer is leaving the city and taking sales tax money to Sacramento and the Bay area because there is not a lot of alternative shopping venues here."
They expect 70 shops and restaurants just in the phase one of the project.
Century Theater and Dillard’s will anchor the center in addition to new shops just announced: Abercrombie, Ann Taylor Loft, Banana Republic, Hollister, Jos. A Bank, New York and Company, and White House Black Market.