DMA Rank	107th
DMA Population (Adults 18+)	559,640
% Change 1990-2010	23%

Market Demographics

Race Distribution & Ethnicity
White	79%	African American	2%
Hispanic (Ethnicity)	21%	Asian	4%
Other	8%

Median Age	38.5
Average Household Income	$74,793
Median Household Income	$52, 921
Average Vehicles per Household	2

Market in Motion

Traveled 200+ Total Miles (wk)	40%
Drive To Work Alone	95.2%
30+ Minute Commute	13.0%
Avg Travel Time To Work One Way (mins)	19.9

Business & Economy

• Named among 2010 "Best Towns" by Outside Magazine
• 4th Best Tax Climate in US
• 5th Best State To Do Business
• Top 10 City for Small Manufacturing

Tourism

• 5.1 Million Visitors Annually
• Year Round Events and Festivals
• 15 World Class Ski Resorts
• 13 Major Casinos
• Year-Round 24-Hour Lifestyle

Education

• University of Nevada
• 7 Higher Education Institutions
• 45% of adults have attended some college or more

Market Areas of Interest

• Gateway To The West Coast
• Lake Tahoe
• Virginia City
• Downtown Reno
• Riverwalk
• Hot August Nights
• Reno Rodeo

^{2011 Census Based Estimates; Scarborough 2011}