The North American-based trade association, the American Bus Association (ABA), brought 2,800 attendees from the motorcoach, charter bus, group travel and tourism industries to the Reno-Sparks Convention Center for its Marketplace 2026 event.
“After hosting Marketplace in major cities such as Philadelphia and Detroit,” says Mike Larragueta, president and CEO of Visit Reno Tahoe. “ABA’s decision to bring its milestone event to Reno is a testament to our city’s premier capabilities, from our convention center and resort properties to the outstanding teams who brought the event to life.” This was the event’s 100th year, and the first time in 30 years it was brought this far west. The event’s title, “The Road to Reno,” held significant weight.
“Our team had the unique advantage of partnering with the leadership and staff of ABA to elevate the 100th anniversary celebration while showcasing the destination to over 2,800 attendees as a first-time host city,” says Larragueta. In addition to activating memorable moments during the event, our team invited attendees to participate in pre- and post-FAMs and sightseeing tours to experience the destination, including Lake Tahoe, Carson City, Carson Valley and Virginia City, in partnership with our region’s DMOs.”
To help celebrate the event’s centennial year, the Visit Reno Tahoe team had the chance to partner with ABA’s staff and leadership to make it the best possible celebration. The region’s DMOs collaborated as one team and invited attendees to participate in pre- and post-FAMs and sightseeing tours to further explore the destination.
Read More: Reno/Tahoe: Where Adventure Meets Opportunity
“We wanted ABA’s centennial celebration to feel unique to Reno Tahoe from the moment attendees arrived,” Larragueta says. “From locally inspired activations like a live mural by Terrence Hammond and a historic 1926 Chevy display from the National Automobile Museum to a ribbon cutting with ABA leadership and state and local partners, every detail was designed to create a warm welcome.”
He says the team carried that energy into opening night at the National Bowling Stadium. “Guests enjoyed bowling across all 78 championship lanes, live local music and performances from the University of Nevada, Reno’s marching band and cheer team.”
It only makes sense that such an event would take place in Reno, as it plays such a vital role in the region.
“The motorcoach and group travel sector plays a vital role in Nevada’s tourism economy, connecting visitors across the state while supporting jobs, tax revenue and year-round travel demand,” Larragueta says. “Hosting ABA Marketplace’s centennial celebration in Reno Tahoe helped amplify that momentum and spotlight the impact this sector has across the region.”
Event Credits:
- AV: INSPIRE Event Solutions
- Transportation: TMS (Transportation Management Services)
- DMO: Visit Reno Tahoe
- Caterer: Aramark
- Event Tech Platforms: Maritz and Team Event Management
- Entertainment: New Wave Crave and Glitter Bomb (BEYER Entertainment)
- Entertainment: National Automobile Museum featured a 1926 Chevy Vehicle Rental as a booth feature
- Entertainment: Terrence Hammond, a.k.a. “Doomed Movement,” created the artist mural as a booth feature
- Other: Airport Support for Arrivals and Departures – Reno-Tahoe Airport Authority
- Other: Host Hotels – Peppermill Resort Spa Casino, Nugget Casino Resort, Atlantis Casino Resort Spa
- Other: Sponsorship for the Opening Reception – Travel Nevada
- Other: Sponsorship for regional sightseeing tours – Reno-Tahoe Territory
- Other Vendor who printed signage order – Signs By Tomorrow
