The Incredible Comeback Of The American Love Affair With Real Estate
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RENO, Nev. — A street newly nicknamed Startup Row intersects this city’s old strip of casinos touting Money Maker Jackpots and Crazy Cash Slot Tournaments.
While old-fashioned slot machines are whirring nearby, this stretch of road has become a home for smartphone app makers, cloud computing developers and companies like one that set up shop here recently to build tiny sensors that allow devices to connect to the Internet.
For most of America, Reno stirs images of worn-out casinos, strip clubs and quick divorces. But it is trying to change that reputation and reduce its reliance on gambling by taking advantage of its location and low taxes to gain a solid footing in the new economy. Instead of poker payouts, Reno now boasts of e-commerce ventures, an Apple data center and a testing ground for drones. It also hopes to attract a large factory to build batteries for Tesla’s electric vehicles.
“People believe in this town, and they’re tired of being presented as this joke,” said Abbi Whitaker, a local business owner who helped create a marketing campaign to reshape Reno’s image. “When you’re at rock bottom there’s a good chance to reinvent how you go up.”
Reno, Nev., which is heavily dependent on the gambling industry, had a more severe downturn than other parts of the country. But as the area attracts new employers with its convenient location and low taxes, the economy is starting to recover.
Reno exemplifies how cities not far from California, including Boise, Idaho, and Tucson, are trying to poach the state’s technology culture to help diversify their economies, marketing themselves as places where taxes are lower and environmental regulations are less onerous. They hope that when the next recession strikes, they will not sink to the same depths as they did in the last one.
Reno is among the best situated, less than a four-hour drive from San Francisco and in a state with no corporate or inventory taxes. It gained appeal as an outpost of Silicon Valley nearly adecade ago after a Microsoft licensing unit and an Amazon distribution warehouse moved in. California refugees were buying homes, lured by the relatively low cost of living and the 30-minute drive to Lake Tahoe.
Then came the Great Recession, walloping Reno’s gambling industry, and its housing and job markets. At the end of the recession in 2009, homes had lost nearly half the value they had in the beginning of 2006, and median prices continued to fall. At its depths in September 2010, Reno’s unemployment rate was 13.4 percent compared with the national average, 9.5 percent, according to Moody’s Analytics.
But now, after several years scraping along the bottom in almost every measure of economic health, Reno appears poised to turn the corner, according to economists who study the region. Housing prices are slowly starting to rise. The unemployment rate has declined to 7.1 percent. New technology companies are arriving, and older ones are expanding, including Zulily, an e-commerce company for women and children’s clothing and home décor, which announced plans in May to double its warehouse and hire 600 people.
Most of all, civic boosters are on edge waiting for Tesla, Elon Musk’s electric vehicle company, to announce the location of its new battery factory that is expected to employ more than 6,000 people. Tesla has said it is considering Nevada, Texas, California, Arizona and New Mexico.
Reno is not far from one of the few lithium deposits in the country, it is relatively close to Fremont, Calif., where the vehicles will be assembled, and its industrial park has tens of thousands of acres of land for the auto company’s new expansive factory. Tesla officials did not respond to requests for comment.
“There are solid reasons to be optimistic about Reno,” said Greg Bird, an economist at Moody’s Analytics. “We’re starting to really see the data turn for them.”
Reno competes for new businesses with Salt Lake City and major cities in Arizona, all of which are convenient for online retailers to set up shipping locations for customers in California and the rest of the West. In Tucson, Duralar Technologies, a global nanotechnology company, announced in March that it planned to set up its United States headquarters there.
Boise has increased its marketing to lure new technology companies and has drawn several start-ups in recent years, said Clark Krause, executive director of the Boise Valley Economic Partnership. The organization emphasizes its outdoor lifestyle on its website.
It is not a simple climb back from the depths of the recession for these cities. Nearly all are constrained by a shortage of skilled workers to fill the jobs created by companies their economic development offices are trying to attract.
“We have the same challenges everyone else does when it comes to finding enough talent to grow as much as we could,” Mr. Krause said.
In Reno, where many workers traditionally have been employed in some aspect of the gambling industry, the work force is less educated than in more populous cities, economists said. Tesla, for instance, might have to recruit from elsewhere to find enough trained workers for its battery plant, should it decide to build here.
“We’re not going to wait for the gaming industry to come back,” said Mike Kazmierski, president of the Economic Development Authority of Western Nevada. “It’s not going to. So what are our strengths, and how do we capitalize on them?”
Mr. Kazmierski is encouraging Reno to prepare for the new kinds of companies his team is wooing. A major part of his strategy is just up the hill from Reno’s casino strip: the University of Nevada, Reno. The campus of 18,000 students has traditionally not played a major role in the city’s economy and is physically separated from the rest of town by Interstate 80. Students often earn their degrees and leave.
But now, the university is starting to work with Mr. Kazmierski’s team to make sure students are trained in specific skills or even the languages needed by companies looking to settle in Reno. The university created an on-campus office space this spring for an Australian drone company that decided to open a research outlet in Reno, one of a handful of locations the federal government has selected for testing unoccupied aerial vehicles.
Mr. Kazmierski outlined his vision on a recent morning driving down Reno’s casino strip, past the Showboat Inn, the pay-by-the-week motels and signs advertising $5.99 prime rib and fries. Towering old casino buildings could be turned into student dormitories or condos. Storefronts could house technology companies. The new drone research building could host an incubator space for businesses.
For companies, the region’s chief draw is its lack of taxes. But the location has other advantages. Reno is less than a two-day drive to anywhere in the West, an advantage for shipping companies.
And there is no shortage of land ready for development. Outside town, along miles of scrubby desert, large manufacturing centers, distribution centers and office parks already have moved in, and more are on the way. The area is so expansive that wild horses roam among the warehouses. Surveyor stakes mark new developments, and fire hydrants sprout seemingly in the middle of nowhere.
Three years ago Reno and the neighboring town Sparks averaged four tours a month for prospective companies. Mr. Kazmierski said that had increased to 10, with scouts from 14 companies visiting in May.
“The most challenging obstacle to get over is our image,” he said. “That image of a second-tier kind of Vegas is embedded in their heads.”
Visiting executives are surprised to learn that the Truckee River cuts through downtown, where a restaurant scene is emerging. Bike paths wind through the city and beyond, and urban gardeners raise chickens in their backyards. A new downtown boutique hotel has no casino. Instead, its main feature is its 164-foot climbing wall.
The Reno Collective, along Startup Row, offers a shared work space to foster entrepreneurialism. On a recent day the office was filled by young people tapping on laptops, some sitting on exercise balls, and one with a dog curled around her feet.
In the same building, Eric Jennings set up his company, Pinoccio, two years ago, making tiny radio sensors for enabling Internet connectivity.
“There’s such a low barrier to entry here,” Mr. Jennings said. “If you’re passionate about something you can just take it on.”
Home sellers are quick to pass the blame when their home is lingering on the market without any offers. The agent is the one who takes the hardest hit, but many sellers will also blame the house….stating location, or floor plan, or age as the reason potential buyers are not flocking to their door.
Yes, there are homes with “issues” that make them more of a challenge to market…however, the majority of the time it’s the sellers’ lack of preparation that is behind the shortage of buyer interest. Most home sellers have little to no experience in the art of presentation or the psychology of marketing.
If you want your home to sell….you must PREPARE it to sell!
Here are some Home Staging tips to get your house sold using strategic marketing….
1. Determine who your target buyer is. Whether they are a single professional, retired couple, or a young family….what features are most appealing to them?
2. Make improvements. Dated light fixtures, busy wallpaper, and worn carpet are not appealing to buyers. The age of your home becomes less of an issue if it appears well maintained.
3. Define space and function in each room. Arrange furniture for a smooth flow and spacious feel. It’s important to remember that what is convenient and comfortable for you, may not represent the most appealing floor plan to potential buyers.
4. Highlight the positive features. Most sellers have too much stuff…clutter that makes it impossible for buyers to see and appreciate the hardwood floors, built-in cabinetry, custom trim, stone fireplace, and beautiful view.
Homes don’t kill real estate deals….
BAD IMPRESSIONS due to sellers’ lack of preparation
kill real estate deals!
Much like apartments that advertise free utilities, development officials are holding out discounted electricity in hopes of landing the highly touted Tesla Motors Inc. battery factory that has five states competing.
Nevada recently passed a state law that could discount electricity 30 percent for the project. Meanwhile, the San Antonio utility has a rarely used “economic development” rate that discounts power as much as 50 percent, which has helped that region land Toyota Motor Corp.
Arizona electric companies can discount electricity to attract new development, but the new Nevada law offers a more streamlined process, giving their governor the ability to cut deals on electricity directly with companies looking to build in the state. As competition for the Tesla plant heats up, Nevada’s new law gives that state a powerful tool in its negotiations with the electric car maker.
Palo Alto, California-based Tesla said in February it is shopping in Nevada, Arizona, New Mexico and Texas for a site to build a factory the size of about 100 Walmart stores that would employ 6,500 people.
The announcement touched off a high-stakes bidding war among Southwestern states for what could be one of the largest manufacturing projects in the nation in recent memory. Tesla later said it would take a second look at its home state of California as well.
The states all have a variety of tax benefits and other incentives, including cash grants, to land major economic developments like the battery plant. But the price of the electricity Tesla will need to power its monstrous new facility promises to be a key factor in the company’s site selection.(Tucson Electric Power worked with Tucson and Pima County on the Tucson area’s formal proposal to Tesla to build the plant here, the Arizona Daily Star has reported, but officials won’t reveal details of the local incentive package.)
Industrial power rates average within a fraction of a cent for all the states, except pricey California. But the discounts available through special utility programs vary widely.
The Nevada Legislature passed Assembly Bill 239 last year. It allows the state Office of Economic Development to grant new projects a 30-percent discount on electricity rates in their first year of operations.
Steve Hill, executive director of the Nevada Governor’s Office of Economic Development, declined to discuss Tesla specifically. States competing for the battery factory have all signed nondisclosure agreements regarding the project. Site selection experts have suggested the Reno, Nevada, area is a frontrunner for the factory, and media reports in that state have suggested the Tahoe Reno Industrial Center is preparing land for the factory.
Tesla CEO Elon Musk has said he wants the so-called “gigafactory” to be powered by wind, solar or other renewable energy. But the factory would no doubt be tied into the larger electricity grid to supply steady power around the clock and back up whatever renewable power is used.
The Nevada electricity discount falls to 20 percent for the second and third years of operation, and 10 percent in the fourth. Companies must meet certain size and power demand qualifications for the program.
Hill said the incentive could be the factor that tips the scales in favor of Nevada for certain manufacturing projects.Arizona discounts rare
Arizona Public Service Co., the biggest utility in the state, can offer economic development discounts on electricity, but hasn’t done so since the 1990s, said Jeff Guldner, APS senior vice president of customers and regulation.
While it has the ability to offer the rates, the process is not defined by law the way Nevada’s is, nor is it likely to be as generous as Nevada’s or San Antonio’s.
APS can evaluate new developments looking to build in its territory, and evaluate whether discounting the electricity to the project would benefit other customers. Having a large new customer on the system and paying bills would spread the utility’s expenses — such as power-line maintenance — over more customers, holding down rates.
But APS could not, and would not, discount electricity prices below the cost of providing the service, because that would put other customers in the position of subsidizing the development, Guldner said.
Other states that offer economic development rates also take into consideration things such as the jobs that the company will create or the supplies it will purchase from local vendors. Those economic considerations are beyond the scope of what Arizona’s utility regulators usually take into consideration.
While Arizona and Nevada have a variety of tax incentives, they pencil out fairly closely as potential factory sites before the electricity discounts are considered. For example, Nevada has no corporate income tax, but Arizona’s corporate income tax could reduce liability for a company like Tesla to close to the $50 annual minimum. But once the electricity discounts are factored in, Nevada could come out on top.
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Have you been curious of what Northern Nevada has been doing in the Housing Industry? Here is your guide to understand what has happened and how the Housing market is responding to our growing economy.