20 E Commercial Row – Reno, Nevada

Attorney Isreal B Marshall arrived in Reno on a train from Sacramento around 1868. He set up an office on Commercial Row across from the passenger depot and built a house near the Depot Hotel.

A fire in November of 1873 destroyed more than 100 buildings covering several blocks of Downtown Reno. Marshall’s place was one of them and he carried no insurance. He also invested in commercial real estate and again lost structures to fire in 1876.

Lot 6 on the south side of Commercial Row between Virginia and Center Streets was filled with a one-story brick building in late 1877. Marshall hosted dance parties in the stone basement in the Spring of 1878. In December of that year, Elia Chielovich rented the ground floor for a card room toward the back of the building and made an opening into the Wine House, which was next door to the west. The front storeroom was sublet to S. N. Davidson for his jewelry store. The drug store of John F Myers joined Davidson in the Marshall Building in the Spring of 1879.

Marshall leased the building to a variety of tenants before a new financial institution called The Bank of Nevada signed a three-year agreement in April of 1887.

The bank constructed their own quarters and vacated the Marshall Building at the end of their lease. Charles Coleman and Mark Morris moved their barbershop into the former bank in May of 1896.

Well-known saloon operator Alex Dromiack opened the Reception in the Marshall Building in August of 1898. It was referred to as a “resort,” meaning a place for “gentlemen” to meet and be merry. The Reception became known as a bit of a political hangout as well.

Judge Marshall died in June of 1899, leaving his widow Phebe to manage their commercial properties. Charles Dreyer of Napa purchased the Reception in January of 1902 but Phebe Marshall initially retained ownership of the property.

Dreyer immediately began remodeling the newly renamed Oberon inside and out. The front of the building was removed and replaced with plate glass. An elaborate back bar made of English quartered oak and mahogany was installed in the front. “Sporting rooms” were located in the rear. A grand opening event was held on March 1, 1902.

Later that month, an electric sign with flashing lights was installed outside the Oberon. It was reportedly the first of its kind in Nevada. Wine rooms were built at the rear of the building in April and a mineral cabinet was installed that August. Another brick addition was constructed in October. Dreyer bought the building from Phebe Marshall in November of 1902.

In the Spring of 1903, a second story was added to the Oberon connecting to the Louvre Lacey building to the east, which Dreyer also purchased. This space was dedicated to electric keno and assorted table games. Although the Victorian Era was essentially over, the light-colored exterior of the building was adorned with decorative moldings, gingerbread trim, and a decorative ironclad parapet. The ceiling on the first floor was also described as being ironclad but it’s possible based on the year of installation that this was actually pressed tin. The Oberon had a cigar stand and lunch counter in addition to the drinking and gambling operations.

Dreyer sold the Oberon to William Wacker and P. J. Campbell in July of 1905 but retained ownership of the property. The partnership reportedly paid $16,000 for the business and $300 per month in rent.

Crowds are shown here outside the Oberon on July 4, 1910, the day of the Johnson-Jeffries fight.

The anti-gambling law of 1909 put a damper on his income stream so Dreyer leased the full upstairs area to the Danish Society in November of 1911. This space became known as Dania Hall, which hosted meetings of Modern Woodmen of America and Women of Woodcraft in addition to various social functions.

Charles Meyer obtained Dreyer’s liquor license in June of 1913 and he transferred it to the partnership of Nels Bloch Christensen and Tobias Boel in July of 1914. Frank Mitchell, who was still running percentage poker games in the Oberon, was arrested during a police raid in September of 1915.

Mitchell testified someone named Curley paid him to run the games but it doesn’t appear prosecutors were able to discover Curley’s identity. The ordeal cost him about $1,500 and he got on with his life.

Prohibition caused the Oberon to lean further into food service.

However, the establishment wasn’t fully compliant and bartender Charles V Schmidt was shot while working at the Oberon in March of 1921. The shooting apparently stemmed from a disagreement over the poker operation and W. K. Johnson received a 10 to 20-year sentence for second degree murder.

The Oberon was raided again for selling liquor in July of 1922. Bartender Frank Smith was fined $1,500.

The bar and back bar were advertised for sale that September and that was the end of the Oberon.

Ernest and Silvio Sessa then leased the main floor for their tailoring and men’s furnishing goods business.

The new Dania Hall at Seventh and Sierra was completed in 1926, making the second floor available for lease in August of that year. Merryland Dance Hall and Danceland later occupied that space.

Sessa and Co. held a close-out sale in November of 1927 and the building became occupied by Emil Weichert, who operated an eatery alternatively known as the Peerless Bakery and Cafe or Peerless Coffee Shop.

The end of Prohibition in 1933 signaled the return of drinking and gambling in the former Oberon Saloon.

Nels Fisher and Martin Jensen operated the Tivoli Bar until around 1940 and shared space with Star Taxi Co.

The upstairs dance hall became vacant around 1938 but the taxi company operated until around 1946. The second floor was remodeled into apartments. John Lawrence was issued a cabaret license and a permit to operate a craps game at the newly remodeled Cherokee Club in June of 1947. The club’s grand opening was on July 2.

The building also housed the Cherokee Cafe, which was operated by H. M. Messervy. Both were heavily damaged in a fire on December 11, 1948. Steve Brown, a janitor at The Den bar next door, died of asphyxiation in a stairway near his basement living quarters. Residents in the upstairs rooms were unharmed.

Building owners Jack and Barbara Jo Douglass were issued a permit for reconstruction in January of 1949 and they reopened for business that April.

The building was damaged again in January of 1950 when The Den was destroyed by a fire ruled to be caused by arson.

Repairs were made and the establishments continued operations until it became known to police that people were using firearms to play pinball at the Cherokee Club in November of 1951. That incident, combined with a series of assaults and other bouts of general unruliness, precipitated a name change to the Montana Club under the management of Joseph La Rango.

The Montana Club was shut down by the IRS due to unpaid taxes and the contents were sold in November of 1955. Palmist Madame Rosetta began solving customers’ problems in the Oberon Building around that time.

Palace Jewelry and Loan moved to 20 1/2 E Commercial Row around the middle of 1958. Those two tenants rode it out until the very end.

1977 brought plans for Harolds Club to expand along Commercial Row with a four-story red brick building housing gaming, restaurants and bars, and office space. Demolition of the old buildings, including the Oberon, began that September.

A museum on the second floor housed an extensive gun and music machine collection. The third floor was mostly dedicated to the restaurant and bar area. Some materials from the old buildings were salvaged for the new structure including the pressed tin ceiling in the Nickelodeon Bar. The general motif was described as “1905 Teddy Roosevelt.” Business offices and the employee credit union were located on the fourth floor.

The grand opening was celebrated from February 15 through March 11, 1979.

Fitzgeralds Group had an agreement in place to sell Harolds in December of 1994 but the sale took months to finalize. Buyers Emerald/American Gaming announced a massive remodeling project in March of 1995, which would connect the two Harolds structures at the west end of Douglas Alley to create a more unified appearance. The building was designed to resemble Melbourne’s Flinders Street Station, apparently since it was across from the railroad tracks.

Harolds club closed for remodeling on March 31, 1995 with plans to reopen by February of 1996. At that point, the only business operating on the property was Dick Clark’s American Bandstand nightclub on the second floor.

Plans kept changing, however, and suddenly Reno was asked to approve a huge skyway which would take up nearly an entire block, creating a tunnel over Commercial Row. Meanwhile, the financing was in shambles. Not only was there a bankruptcy but it turned out the lots where the 1970s expansion was constructed were never sold to Harolds!

Property owners weren’t paying all of the utilities with the case still stuck in bankruptcy court and that’s kind of a problem during severe weather. The Bandstand was temporarily closed by the City in January of 1998 due to malfunctioning sprinkler and heating equipment. The City had received an anonymous tip that the sprinkler system was frozen. The club had also been operating without air conditioning in the summers.

The owners were also required to provide 24-hour security because the building had been accessed by people trying to escape the cold. City officials were concerned about unhoused individuals starting fires to cook and stay warm in a huge building without any kind of fire protection in place.

Harrah’s was rumored to be interested in buying the property throughout all of this but refused to comment. However, they did hire engineers to evaluate the site in 1998. City officials confirmed the deal was in progress at the beginning of October but Harrah’s people still acted like nothing was happening.

American Bandstand finally left the building after a broken water line flooded the building on Christmas Day in 1998. They had intended to stay open for a big New Years Eve party but that had to be cancelled.

Harrah’s formally acknowledged the purchase of Harolds Club in June of 1999. They had been able to negotiate purchases of the old Commercial Row lots, including the former Oberon property, which was still owned by Jack and Barbara Jo Douglass.

The following month, Harrah’s announced the Harolds site would be demolished with asbestos removal set to begin in August. The famous Harolds mural was removed in September and donated to the City as demolition began.

The old seven-story portion of Harold’s was imploded in the early morning of December 15, 1999 for a “temporary plaza.” A gas line was ruptured, causing Harrah’s to be evacuated. Rather than falling in on itself as intended, the building broke apart and actually fell on its side. At least some of the beams had been welded rather than bolted together, making the structure much stronger than anticipated.

In February of 2000, a model was unveiled for a plaza leading to the new Harrah’s entrance at the northwest end of the complex. This provided space for live entertainment as well as food and beverage areas.

A grand opening event was held at The Plaza at Harrah’s Memorial Day Weekend in 2000. Entertainment included a free concert featuring Little Richard and a performance by The Flying Wallendas.

In January of 2020, it was announced that Harrah’s Reno was being sold to Reno City Center, LLC. The facility was ordered closed by the governor that March due to COVID and the deed was officially recorded in September of 2020. In February of 2023, Reno City Center was supposed to start construction at what they were calling the Reno City Center Courtyard. Reno City Center filed for Chapter 11 bankruptcy on February 16, 2024 with the case being dismissed on February 26, 2025. Many signs have been printed. Websites have been created and gone dark.

This is how the former site of the Oberon Saloon looks today:

After playing the developer hokey pokey in 2025, there’s supposedly a new mystery buyer for the decaying Harrah’s property…which allegedly is also not really for sale. Interior work is said to be ongoing. We shall see.

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