Casinos and exotic neon nightlife have called many a person to the high-desert land of Nevada, but it's something quite different that's calling businesses there.

The word favorable is an understatement when it comes to the state's liberal tax climate, and a scenic quality of life - set against rugged mountains and placid lakes - is a given.

But logistical advantages, proximity to West Coast markets, and a full house of tech-savvy talent are just a few of the other justifications businesses give when asked why they call Nevada home.

Solecon Is High-Tech Success Story

A whole subculture of business exists below the flashy persona of cities like Reno. And it's not unusual at all to find exciting business success stories like that of Solecon Laboratories.

The high-tech company began operations in 1974 in Costa Mesa, Calif., but moved its headquarters to Reno in December 2001.

The semiconductor tester specializes in analyzing the resistance of the silicon in computer parts.

"We test the chips that are eventually going to be in computers, televisions, phones, radios," said Sheila Loftis, senior member of technical staff. "Every electronic equipment you can think of."

It's not surprising that companies such as Solecon Laboratories are thriving in the area, considering that the American Electronics Association has ranked Reno No. 2 in high-tech job growth during the past five years.

Northern Nevada feeds off of Silicon Valley transplants and is rapidly becoming a tech/entrepreneurial hot spot. Industry icons such as Cisco Systems, Oracle, Microsoft, Dell and Intuit have all opened offices in Reno, a testament to the region's attractiveness to high-tech tenants.

"We chose Reno because of its close proximity to the Bay Area, the strong work ethic of local employees and its desire to embrace the high-tech culture," said Judi Gardener, global operations manager of Cisco Systems.

Nevada's quality of life - shorter commute times, year-round recreation, scenic vistas and a four-season climate - translate into advantages that are prime inducements, especially when it comes to attracting high-tech talent.

West Coast Market Convenience

While high-tech is certainly a big story in Nevada, the manufacturing industry is alive and well there, too.

Western Nevada is home to nearly 800 manufacturers that conduct operations in Washoe, Carson City and Douglas counties, as well as in the cities of Fernley, Dayton and Mound House.

The region is a favorite for companies that are striving to serve West Coast markets in particular. It is served by more than 60 freight carriers and more than 50 motor carriers, and offers Union Pacific and Burlington Northern rail service with next-day shipment available to 80 percent of the 11 western states.

A.R.E. Inc. already has solidified its presence on the East Coast, and is working to do the same on the West Coast from its plant in Fernley.

The truck top and truck lid manufacturing company said in late August that it would double its work force when it added a third shift that month.

The company opened in April 2002 with 70 workers and is now up to 105 people, and still growing.

"We chose Fernley because of its location from a logistical position," Ralph Gatti, president, told the Reno Gazette Journal. "It's more central to our customer base than Salt Lake City."

A.R.E. also considered locations in California and Salt Lake City since the new plant would handle marketing areas west of the Rockies.

In the end, Fernley won the bid for the 187,000 square foot facility, which now churns out about 35 to 40 camper tops per day.

Positioned For Growth

Las Vegas is also heralded as a great place to do business. The city was ranked No. 3 in the Forbes/Milken Institute Best Places for Business and Careers Study. Additionally, Inc. magazine recently named the city as the best place in the United States to establish a new business.

For Shelby American, producer of the legendary Cobra roadster, Las Vegas has a proven track record of advantages for the company. In 1998, the company opened its newest manufacturing firm there and has been speeding down a path to success ever since.

"There just wasn't any place that can come close to what we got in Southern Nevada," said Don Rager, president of Shelby American. "This is the perfect spot to take our company into the 21st century."

WHO'S WHO IN NEVADA BUSINESS ACTIVITY

Some Companies Involved in Relocations/Expansions Aug. 2001 to Aug. 2002

• General Motors

• Fosdick Fulfillment Corp.

• Potlatch Corp.

• Barnes & Noble

• Interstate Brands

• Beltway Business Park

• Genuity Inc.

• Redundant Networks

• MJ Research

• CERAC.com

• Tessco Technologies

• Solid State Stamping

• A.R.E.