Why don't you guys just get it over with and change the city name (Reno) to something you can be proud of. http://thingsrated.com/2015/05/15/discover-the-top-10-cities-in-the-u-s-to-avoid-like-the-plague/5/
This topic has become so huge and insurmountable it now needs it's own...
Logo
A PR Truck
And a Campaign headquarters
Yellow Evans and Rebels18, you two need to get working on this now.