Pitch Perfect

How Zappos is building up Las Vegas and its own brand awareness through unique initiatives.

Zappos is building up the Las Vegas community through a number of initiatives.

“Vegas is like a small town in a big city,” said Loren Becker, Zappos experience and community team manager. The longtime executive is just one of the 1,500 employees who do their part in supporting Las Vegas. “You can make an impact here — not just at Zappos but as a community member.” ➵ While the company has made giving back a priority since its inception, becoming more integrated within the town came with the high-profile move of its headquarters from Henderson, Nev., to downtown Las Vegas in 2013, led by CEO Tony Hsieh. ➵ As part of the Zappos leader’s ambitious Downtown Project, the area has continued to be revitalized ever since.

Through dozens of sponsorship events and its Zappos for Good banner, the online retailer has championed charitable initiatives that have impacted the city and helped build morale within the company.

“If anything, it helps connect employees with like-minded individuals within [the city],” Becker

said. “For us, it’s [about integration], especially with the loyal downtown community. Now there’s so much growth. It’s making people proud.”

One example is through the continued support of those affected by last October’s mass shooting at Mandalay Bay Resort & Casino. The company recently held a shoe drive

at four local hospitals. (The company has raised approximately $2.7 million for Las Vegas victims and helped pay for some of the funeral costs last year.)

Though the city is still recovering from the horrific event, tourism has begun to bounce back. And as the downtown area continues to blossom,

Las Vegas as a whole is seeing resurgence with help from the influx of professional sports.

Now home to the NHL Golden Knights, the WNBA Aces and the United Soccer League’s Las Vegas Lights FC, the city is brewing with opportunity, and Zappos is taking advantage.