12 The famous arch in downtown Reno was erected on Virginia Street in 1926 to promote the Transcontinental Highways Exposition of 1927. After the expo, the Reno City Council kept the arch as a permanent downtown gateway, and Mayor E.E. Roberts asked the citizens of Reno to suggest a slogan for it. No acceptable slogan appeared until a $100 prize was offered, and G.A. Burns of Sacramento came up with the clever phrasing.