Another Transformation for CommRow

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RENO, Nev. - On Thursday workers painted over the sign and took down the Marquee at CommRow on South Virginia Street. Located in the former Fitzgeralds Hotel Casino, CommRow opened its door in October 2011. The climbing gym known as Base Camp will stay open; the rest of the operation is under renovation. It's getting a new look and a new brand for the new year.

“We knew right away that the original model wasn't driving the revenue it needed to make this place succeed,” General Manager Dean Hanson said. “But we didn't have a great plan in place so we kind of moved along. Now we're at a point where we have a great plan in place and it's just a matter of implementing it.”

The plan is to move the concert venue to the first floor, streamline the food and beverage operation and open up more than 300 rooms in the coming months.

“It's going to have a focus, an identity,” Hanson said. “The first floor will be simplified with one concert venue, one food outlet and one bar. The second floor will have the climbing wall and some workout areas. The third floor will be a banquet facility; it's very simple.”

The hope is to attract more of a crowd by promoting an active, clean lifestyle and offering a wide array of amenities in one place. It's something that's been in the works for months.

“We've know this was coming so through attrition people went on to bigger and better things and we didn't replace those positions, we all just took on an extra load so there are only a few people that have been displaced,” Hanson said. “Now we have a whole construction crew coming back and we're ready to revamp and we'll increase the staff five or six times over once we reopen.”

The hope is that will happen by this summer. They're shooting for a Grand Opening in June or July and this time, a hundred percent of the project will be finished.