Once the exposition ended, the Reno City Council voted to keep the arch as a permanent fixture and a contest was held for a new slogan. A Sacramento man won $100 for his slogan, Reno, Biggest Little City in the World. The slogan was briefly removed in 1934 following the switch to neon lighting. At the time, the arch simply spelled out RENO in bright green lighting, but locals objected and the original slogan was restored.
In 1963, bigger cars meant that the arch needed to be reconfigured. The original was moved to Idlewild Park, the site of the 1927 exposition. In the 1980s, it was placed in storage because of its deteriorated condition.
In 1994, during the filming of Cobb, filmmakers wanted the arch to be shown in the movie and paid for its restoration. When filming was complete, the newly restored arch was placed at Lake Street. Young Electric Sign Company built a new arch, complete with a spinning star at its top, which now resides at North Virginia Street.