PRESS RELEASE

DATE OF RELEASE: 12-04-25

FOR IMMEDIATE RELEASE

José Yero Secures RenoPoliceDepartment.com and RenoPoliceDept.com to Protect the Digital Integrity of Reno’s Law Enforcement Identity.

Reno, NV — In a landmark digital security move for the City of Reno, José Yero has acquired the exact-match domains RenoPoliceDepartment.com and RenoPoliceDept.com, securing the city’s online identity and protecting public trust in law enforcement.

These domains are the most recognizable, intuitive, and authoritative digital addresses for Reno’s police services, making them foundational assets for emergency communication, public safety, civic engagement, and municipal infrastructure.

Why This Acquisition Matters

1. Mitigating Digital Impersonation & Misinformation
Across the U.S., government-aligned domains controlled by third parties have led to:

  • Impersonation scams, including fraudulent traffic citations and phishing (FBI Public Safety Warnings)

  • Misinformation campaigns during emergencies or natural disasters

  • Loss of public trust when citizens cannot verify official sources

Owning these domains ensures Reno’s police department maintains authoritative control over all official online interactions.

2. Civic & Economic Impact of Exact-Match Domains

Exact-match municipal and law-enforcement domains have measurable value:

  • Search engine dominance: Exact-match domains capture 80–95% of organic traffic for their search terms (Moz: Domain Authority Study)

  • Emergency communications: High-trust digital channels reduce response times and improve public safety outcomes (Journal of Urban Health, 2021)

  • Economic valuation: Similar municipal/public-safety domains have sold or appraised between $2.5 million–$12 million, depending on population, tourism, and web traffic (Domain Name Journal 2022)

With Reno’s population exceeding 140,000 residents, plus millions of annual interactions involving police services, these domains carry real civic and economic value.

3. Protecting Reno’s Reputation in a Rapidly Growing City

Reno has been identified as one of the fastest-growing mid-sized cities in the U.S., with population growth of +15% over the last decade (U.S. Census Bureau, Reno QuickFacts) and a burgeoning tourism and events corridor.

Without securing these domains:

  • Private or unrelated entities could control official-sounding addresses

  • Citizens could be misled or exploited online

  • Emergency alerts, recruitment, and public engagement would be fragmented and unreliable

By acquiring RenoPoliceDepartment.com and RenoPoliceDept.com, The Black Rock Company prevents this vulnerability, providing a direct path for municipal ownership or licensing.

4. Opportunities for Reno Police Department

With these domains, the city can:

  • Create a verified, centralized online hub for public safety information

  • Streamline emergency alerts, crime updates, and community notifications

  • Develop recruitment, volunteer, and public-education initiatives

  • Maintain digital continuity, transparency, and trust for residents and visitors

“This acquisition is about protecting the city’s identity before someone else capitalizes on it,” said José Yero. “A domain like RenoPoliceDepartment.com is the digital front door to public safety. It should belong to and can only be purchased by Reno or Authorized Reno Officials, not be vulnerable to misuse or misrepresentation.”

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