If Reno wants young adults from the San Francisco Bay Area to visit, the city will have to break out of a cheap and dirty image.

The Reno Gazette-Journal reports that researchers told Reno tourism officials that millennials struggle with putting an identity on Reno and think of the city as affordable but “geared toward a different generation.”

Oakland-based EMC Research says online focus group surveys it conducted found that tourists between 21 and 35 years old are drawn by images of available activities.

The firm says millennials still don’t think of Reno as a place for a unique vacation.

City officials are broadening their marketing efforts.

The Nevada Legislature approved a room tax revenue that could bring as much as $4 million a year to the Reno-Tahoe area.

Photo Credit: Welcome sign to Reno, Nevada. Ken Lund / Flickr