Business owners aim to change stigma of 4th Street

RENO, NV KOLO) - Several businesses located along the 4th Street Corridor have banded together to change the stigma of the area. The owners are hosting "Art on 4th" as part of its effort to bring more people into their businesses.

"Yeah we're looking forward to it, it's been a long time coming," Wade Johnston, of Basin & Range Cellars, says.

Basin & Range has been at this location for more than a year. Johnston says he saw its potential all along.

"You had to squint your eyes and look a little bit harder to see it but yeah it was there so yeah it had that appearance to me from the get go," he says.

Black Rabbit Mead Company recently opened its doors. The owner, Will Truce, says this location was exactly what he and his partner were looking for.

"We saw a lot of potential here and a lot of people that really wanted to help make it grow more," Truce says.

Both recognize the challenge that comes with revitalizing this part of Reno but say they are up for it.

"When it comes to the homeless population down here we are wanting to work with them and help them and find a better place within themselves and it's going to help them and the community too," Truce says.

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