Reno, known as "The Biggest Little City in the World", is located just east of the Sierra Nevada on the western edge of the Great Basin. It has a population of about 220,500 and is the fourth most populous city in Nevada, after Las Vegas, Henderson and North Las Vegas. Reno borders Sparks, a city with a population of approximately 100,000. Most call the metropolitan area, consisting of Reno and Sparks, "Truckee Meadows".

Although being famous mostly for its casinos, Reno also offers year-round recreational opportunities, exciting community events and entertainment for the whole family. Because of this, Reno is one of the major tourist destinations within the United States bringing in over 5 million visitors each year. It has also been nationally recognized as one of the best places to live and raise a family in the United States and holds the honor of being voted "The Friendliest Town in Nevada" seven years running. All these facts have contributed to Reno's population increasing 35% in the last 10 years.

The average age of Reno residents, commonly called "Reno-ites", is 36 years and their average income is $45,847. 65% of the work force is employed in the trade and service sector. Reno’s local university, the University of Nevada, Reno, has over 17,000 students from all over the world. Reno’s largest industry sectors include wholesale trade, transportation & utilities as well as leisure and hospitality. Reno-Sparks also ranks in the top 10 small cities for High-Tech Manufacturing. 65% of the work force is employed in the trade and service sector. Nevada as a whole ranks as the 5th best state to do business.