Our Vision and Mission
Our mission is to serve as an anchor for downtown regeneration and a source of renewed civic pride. By showcasing a mind-blowing collection of iconic neon signs, we aim to be a catalytic force for revitalizing Reno, both economically, culturally, and socially. We believe in a bold, creative future for Reno that is grounded in its unique and storied past.
Our History and Collection
The heart of our museum already exists, rooted in one of the largest private collections of neon signs in the world. This incredible treasure belongs to Reno native Will Durham, who has dedicated his adult life and personal resources to developing the collection.
Reno and Nevada’s history is unique, and much of it has been expressed through the bold, beautiful glow of neon. The Light Circus will preserve the city’s past, celebrating the craftsmanship, design, and visual identity that shaped the postwar boom era. By transforming this private collection into a cultural institution, we are turning these artifacts into living symbols of our city’s past, present, and future.
Community and Education
Beyond being a destination, The Light Circus will be a vibrant hub for the community. We plan to offer a range of educational and social benefits, including interactive exhibits, workshops, and school tours to help locals reconnect with the city’s history and feel a sense of pride and ownership. Partnerships with schools could also create STEAM-based learning experiences focused on design, history, and engineering.
Neon is our state’s element, and it was elementary students who brought this bill to the Legislature. With its atmospheric lighting and vintage charm, the museum could also host corporate parties, proms, weddings, and community fundraisers, generating revenue while creating memorable experiences tied to the identity of Reno itself.
The Visitor Experience
The project’s executive director, Will Durham, is the primary voice for neon preservation in the region. The project has worked to make neon a state symbol, a goal achieved when the governor signed the bill into law. The organization’s efforts were joined by Durham’s daughter, Eleanor, and his elementary students, who helped lobby for the bill.
The project has also proposed several initiatives for cities to embrace neon culture, including cataloging existing signs, documenting their histories, and incentivizing businesses to incorporate neon into their signage.
