In 1929, a local newspaper held a slogan contest for the city of Reno. The winner's slogan would be emblazoned in lights over Virginia Street - replacing the Lincoln Highway completion arch. The winning slogan? "The Biggest Little City In The World"
Alicia Barber on the nickname "Biggest Little City": "First, it embraces the city’s long standing nickname, the Biggest Little City in the World–one of its most recognizable and enduring assets. Second, it echoes the very origins of the nickname itself which was originally introduced to the world by the town’s own business community, nearly twenty years before G.A. Burns won a contest."