On March 14, 1929, Reno officially adopted the slogan “Biggest Little City in the World.”
Reno’s original arch was built in 1926 to celebrate the completion of the transcontinental highways. However, “Reno – Nevada’s Transcontinental Highways Exposition – June 25-Aug 1 1927” did not really roll off the tongue.
Reno liked the arch and wanted to keep it but needed a long term slogan. Despite the mayor soliciting catchphrase ideas for anything but “Biggest Little City in the World,” in the end, that is exactly where they ended up. No other phrase captured the city better.