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LAS VEGAS CITY HALL 
It all started with the plan to move Zappos Headquarters to the former City 
Hall building in Downtown Las Vegas. What could that campus look like? 
How could it influence the city around it? How could it help to revitalize 
Downtown?
APPLE 
The Google, Nike, and Apple campuses are all amazing. And Zappos considered 
creating a similar HQ and polled their employees about what kinds of amenities they 
would like at their workplace.
ENTREPRENEURS 
“What would you be 
passionate about doing for 10 
years even if you never made 
a dime?”
NIKE 
Or what about Nike’s World Headquarters? They have a swimming pool, 
soccer fields, volley ball courts, workout facilities, and more.
GOOGLE 
There are some corporate campuses that you never have to leave—with 
dining options, outdoor recreation, gardens, even your dog. But how do the 
people there interact with the community around them?
DOGGY DAY CARE 
When Zappos employees were surveyed about the amenities they would prefer 
to have in their new campus, doggy day care was the number one request—not 
human day care..
NYU CAMPUS 
Rather than build a campus that’s insular, that doesn’t create reasons for people to 
leave, Zappos decided that it would be more interesting to create a campus that 
interacts with the community around it, that encourages people to interact 
serendipitously with people they might not otherwise meet. A campus that functions 
not only as a workplace, but also as a community gathering space.
DOWNTOWN VEGAS 
FREMONT EAST
FREMONT EAST 
Surrounding the future Zappos HQ is an amazing neighborhood called Fremont 
East. It’s filled with bars, restaurants, and shops run by local business owners. It’s 
the kind of neighborhood where people run into friends on the street, where any bar 
or restaurant you visit, you’ll see someone you know.
FREMONT EAST 
It’s actually one of the most community-focused neighborhoods you can 
imagine—in the place you would least expect it. Downtown Las Vegas. 
Downtown Project was created as its own entity with a mission to help to 
revitalize the neighborhood and catalyze the growth of the community.
ENTREPRENEURS 
“What would you be 
passionate about doing for 10 
years even if you never made 
a dime?”
DOWNTOWN PROJECT 
$350M 
$50M – Small businesses 
$50M – Tech Startups 
$50M – Education, Arts, Culture 
$200M – Real Estate
THE BIG BET 
Accelerating 
Collisions, Co-Learning, and Connectedness
THE BIG BET 
Accelerating 
Collisions, Co-Learning, and Connectedness 
…will lead to… 
Happiness, Luckiness, Innovation, and 
Productivity
ROI 
VS 
ROC 
Instead of maximizing short-term ROI 
(Return On Investment)…
ROI 
VS 
ROC 
Instead of maximizing short-term ROI 
(Return On Investment)… 
We focus on maximizing long-term ROC
ROI 
VS 
ROC 
Instead of maximizing short-term ROI 
(Return On Investment)… 
We focus on maximizing long-term ROC 
(Return On Collisions)
ROI 
VS 
ROC & ROL 
Instead of maximizing short-term ROI 
(Return On Investment)… 
We focus on maximizing long-term ROC 
(Return On Collisions) 
and institutionalizing ROL
ROI 
VS 
ROC & ROL 
Instead of maximizing short-term ROI 
(Return On Investment)… 
We focus on maximizing long-term ROC 
(Return On Collisions) 
and institutionalizing ROL 
(Return On Luck) – Accelerating Serendipity
DOWNTOWN PROJECT 
$350M 
$50M – Small businesses 
$50M – Tech Startups 
$50M – Education, Arts, Culture 
$200M – Real Estate
$50M SMALL BUSINESS
$50M SMALL BUSINESS 
Criteria
$50M SMALL BUSINESS 
Criteria 
Owner Operated - Passionate
$50M SMALL BUSINESS 
Criteria 
Owner Operated - Passionate 
Helps Promote Collisions
$50M SMALL BUSINESS 
Criteria 
Owner Operated - Passionate 
Helps Promote Collisions 
Execution Ability
$50M SMALL BUSINESS 
Criteria 
Owner Operated - Passionate 
Helps Promote Collisions 
Execution Ability 
Sustainable
$50M SMALL BUSINESS 
Criteria 
Owner Operated - Passionate 
Helps Promote Collisions 
Execution Ability 
Sustainable 
Unique or First or Best at Something
$50M SMALL BUSINESS 
Criteria 
Owner Operated - Passionate 
Helps Promote Collisions 
Execution Ability 
Sustainable 
Unique or First or Best at Something 
Story-worthy
NATALIE 
This is Chef Natalie Young. Her restaurant EAT is our first small business 
investment to open. Formerly, she worked as a Chef on The Strip. And she was 
about to leave Las Vegas for good until she was able to follow her passion and 
fulfill her dream to open her own restaurant.
NATALIE
NATALIE
NATALIE
NATALIE
NATALIE 
EAT officially opened for business in September, 2012..
CHECKS CASHED
CHECK CASHING
SARAH 
This is Sarah Nisperos, a 
lifelong fashionista who was 
able to follow her passion 
after a small business 
investment from Downtown 
Project.
SARAH 
This is her boutique, Coterie, 
which is the first fashion 
retail operation in the 
Fremont East area of 
Downtown.
SARAH
SHIPPING CONTAINERS
SHIPPING CONTAINERS
CONTAINER PARK
CONTAINER PARK
CONTAINER PARK
CONTAINER PARK
MEDICAL CLINIC
$50M TECH STARTUPS 
We’re investing $50 million dollars in tech that are located here or are 
willing to move their operations to Downtown Las Vegas. Tech 
startups can grow rapidly and create jobs quickly. We believe you can 
change the world with a laptop.
$50M TECH STARTUPS
COWORKING 
https://foursquare.com/v/work-in-progress/4c77e2499f51a0935f6cb627/photos?openPhotoId=523b8f7211d2d802c3ba1d40
COWORKING
COWORKING
LEARNING VILLAGE
LEARNING VILLAGE
GOLD SPIKE COWORKING 
LOUNGE
GOLD SPIKE COWORKING 
LOUNGE
CITY AS A STARTUP 
http://bostinno.com/wp-content/uploads/2011/10/startup-sign.png
CITY AS A STARTUP 
We’re working with Venture for America and have brought 14 of their Fellows 
to work in Downtown Las Vegas. They are working with us at Downtown 
Project and related entities. VFA is a program that sends young, talented 
college graduates to work in startups to hone their entrepreneurial skills.
$50M EDUCATION, ARTS, 
CULTURE 
9th Bridge School
$50M EDUCATION, ARTS, 
CULTURE
$50M EDUCATION, ARTS, 
CULTURE 
We’re 
investing 
in 
organizatio 
ns like 
First 
Friday, to 
support 
gathering 
of the 
community 
and the 
celebration 
of the local 
arts scene.
$50M EDUCATION, ARTS, 
CULTURE 
http://mikerossart.net/images/mikeross_enter.jpg
$50M EDUCATION, ARTS, 
CULTURE 
http://www.vegasnews.com/wp-content/uploads/3_2_12_burn_vegas_kabik-131-9-588.jpg
LIFE IS BEAUTIFUL
LIFE IS BEAUTIFUL
LIFE IS BEAUTIFUL
LIFE IS BEAUTIFUL
$200M REAL ESTATE 
We’re inspired by the book 
Triumph of the City and the 
idea that knowledge is more 
powerful than space. 
When people live closely 
together, they interact more 
frequently which creates 
more opportunities for them 
to learn from each other. 
Accelerate serendipity -> 
Accelerate learning -> 
Accelerate productivity 
and innovation
WHEN CITIES DOUBLE IN 
SIZE 
Productivity and innovation per resident 
increases by 15% 
(But not true for companies) 
Accelerate serendipity > Accelerate learning 
> 
Accelerate productivity and innovation
3 INGREDIENTS FOR 
SERENDIPITY 
1. Residential density of 100 residents/acre 
2. Street-level activity for residents to collide 
3. Culture of openness, collaboration, 
creativity, and optimism
HOW TO ACCELERATE 
LEARNING & INNOVATION 
Maximize serendipitous interactions 
Density in the office 
Density in the city 
Collisions vs. convenience
OUR SECRET WEAPON 
When people come to visit us in Downtown Las Vegas, they find 
exactly what we found. A place that is vibrant, interesting, and 
community-focused. And they want to stay, to move their companies 
here. They get it
LEARNINGS FROM TED, 
SUMMIT SERIES, SXSW, 
BIF… 
Curated Content 
Serendipity 
Learning 
Connections 
Community
DOWNTOWN VEGAS 
EVERY DAY 
Curated Content 
Serendipity 
Learning 
Connections 
Community
Fremont St. & Las Vegas 
Blvd.
Fremont St. & Las Vegas 
Blvd.
INSPIRE THEATER 
Opened December 2013
INSPIRE THEATER
INSPIRE THEATER
INSPIRE THEATER
INSPIRE THEATER
INSPIRE THEATER
INSPIRE THEATER
INSPIRE THEATER
DOWNTOWN VEGAS 
MONTHLY CADENCE
DOWNTOWN VEGAS 
MONTHLY CADENCE 
Week 1 – First Friday Week
DOWNTOWN VEGAS 
MONTHLY CADENCE 
Week 1 – First Friday Week 
Week 2 – Tech Week
DOWNTOWN VEGAS 
MONTHLY CADENCE 
Week 1 – First Friday Week 
Week 2 – Tech Week 
Week 3 – Fashion Week
DOWNTOWN VEGAS 
MONTHLY CADENCE 
Week 1 – First Friday Week 
Week 2 – Tech Week 
Week 3 – Fashion Week 
Week 4 – Catalyst Week
FASHION INCUBATOR 
STITCH FACTORY
FASHION INCUBATOR 
STITCH FACTORY
RETURN ON 
COLLISIONS ROC 
What is the value of a resident that is out 
and about in the neighborhood?
RETURN ON 
COLLISIONS ROC 
What is the value of a resident that is out 
and about in the neighborhood? 
3-4 hours/day
RETURN ON 
COLLISIONS ROC 
What is the value of a resident that is out 
and about in the neighborhood? 
3-4 hours/day 
x 7 days/week
RETURN ON 
COLLISIONS ROC 
What is the value of a resident that is out 
and about in the neighborhood? 
3-4 hours/day 
x 7 days/week 
x 40 weeks/year
RETURN ON 
COLLISIONS ROC 
What is the value of a resident that is out 
and about in the neighborhood? 
3-4 hours/day 
x 7 days/week 
x 40 weeks/year 
= 1000 “collisionable” hours/year
RETURN ON 
COLLISIONS ROC 
What is the value of a purposeful visitor that 
contributes to community?
RETURN ON 
COLLISIONS ROC 
What is the value of a purposeful visitor that 
contributes to community? 
12 hours/day
RETURN ON 
COLLISIONS ROC 
What is the value of a purposeful visitor that 
contributes to community? 
12 hours/day 
x 7 days/week
RETURN ON 
COLLISIONS ROC 
What is the value of a purposeful visitor that 
contributes to community? 
12 hours/day 
x 7 days/week 
x 12 weeks/year
RETURN ON 
COLLISIONS ROC 
What is the value of a purposeful visitor that 
contributes to community? 
12 hours/day 
x 7 days/week 
x 12 weeks/year 
= 1000 “collisionable” hours/year
RETURN ON 
COLLISIONS ROC 
“SUBSCRIBE” 
TO 
DOWNTOWN
RETURN ON 
COLLISIONS ROC 
1. 100 residents per acre 
2. Street-level activity for residents to 
collide 
3. Culture of openness, collaboration, 
creativity, and optimism
RETURN ON 
COLLISIONS ROC 
1. 100 residents per acre 
2. Street-level activity for residents to 
collide 
3. Culture of openness, collaboration, 
creativity, and optimism
100,000 
RETURN ON 
COLLISIONS ROC
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable”
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community hours
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community hours 
per
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community hours 
per acre
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community hours 
per acre per
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community hours 
per acre per year
RETURN ON 
COLLISIONS ROC 
100,000 “collisionable” community hours 
per acre per year 
2.3 COLLISIONABLE 
HOURS 
PER SQUARE FOOT 
PER YEAR
THE BIG BET 
3 GUIDING PRINCIPLES 
Accelerate: 
1. Collisions 
2. Co-Learning 
3. Connectedness 
And everything else will fall into place… 
(productivity, innovation, growth, happiness) 
What will people say about downtown?
50% OF HUMANS LIVE IN 
CITIES
75% WILL LIVE IN CITIES IN 
OUR LIFETIME
A GREAT 
BRAND 
is a story that never 
stops unfolding.
A GREAT 
BRAND, COMPANY 
is a story that never 
stops unfolding.
A GREAT 
BRAND, COMPANY, CITY 
is a story that never 
stops unfolding.
A GREAT 
BRAND, COMPANY, CITY 
is a story that never 
stops unfolding.

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Downtown Project

  • 1.
  • 2. LAS VEGAS CITY HALL It all started with the plan to move Zappos Headquarters to the former City Hall building in Downtown Las Vegas. What could that campus look like? How could it influence the city around it? How could it help to revitalize Downtown?
  • 3. APPLE The Google, Nike, and Apple campuses are all amazing. And Zappos considered creating a similar HQ and polled their employees about what kinds of amenities they would like at their workplace.
  • 4. ENTREPRENEURS “What would you be passionate about doing for 10 years even if you never made a dime?”
  • 5. NIKE Or what about Nike’s World Headquarters? They have a swimming pool, soccer fields, volley ball courts, workout facilities, and more.
  • 6. GOOGLE There are some corporate campuses that you never have to leave—with dining options, outdoor recreation, gardens, even your dog. But how do the people there interact with the community around them?
  • 7. DOGGY DAY CARE When Zappos employees were surveyed about the amenities they would prefer to have in their new campus, doggy day care was the number one request—not human day care..
  • 8. NYU CAMPUS Rather than build a campus that’s insular, that doesn’t create reasons for people to leave, Zappos decided that it would be more interesting to create a campus that interacts with the community around it, that encourages people to interact serendipitously with people they might not otherwise meet. A campus that functions not only as a workplace, but also as a community gathering space.
  • 10. FREMONT EAST Surrounding the future Zappos HQ is an amazing neighborhood called Fremont East. It’s filled with bars, restaurants, and shops run by local business owners. It’s the kind of neighborhood where people run into friends on the street, where any bar or restaurant you visit, you’ll see someone you know.
  • 11. FREMONT EAST It’s actually one of the most community-focused neighborhoods you can imagine—in the place you would least expect it. Downtown Las Vegas. Downtown Project was created as its own entity with a mission to help to revitalize the neighborhood and catalyze the growth of the community.
  • 12. ENTREPRENEURS “What would you be passionate about doing for 10 years even if you never made a dime?”
  • 13. DOWNTOWN PROJECT $350M $50M – Small businesses $50M – Tech Startups $50M – Education, Arts, Culture $200M – Real Estate
  • 14. THE BIG BET Accelerating Collisions, Co-Learning, and Connectedness
  • 15. THE BIG BET Accelerating Collisions, Co-Learning, and Connectedness …will lead to… Happiness, Luckiness, Innovation, and Productivity
  • 16. ROI VS ROC Instead of maximizing short-term ROI (Return On Investment)…
  • 17. ROI VS ROC Instead of maximizing short-term ROI (Return On Investment)… We focus on maximizing long-term ROC
  • 18. ROI VS ROC Instead of maximizing short-term ROI (Return On Investment)… We focus on maximizing long-term ROC (Return On Collisions)
  • 19. ROI VS ROC & ROL Instead of maximizing short-term ROI (Return On Investment)… We focus on maximizing long-term ROC (Return On Collisions) and institutionalizing ROL
  • 20. ROI VS ROC & ROL Instead of maximizing short-term ROI (Return On Investment)… We focus on maximizing long-term ROC (Return On Collisions) and institutionalizing ROL (Return On Luck) – Accelerating Serendipity
  • 21. DOWNTOWN PROJECT $350M $50M – Small businesses $50M – Tech Startups $50M – Education, Arts, Culture $200M – Real Estate
  • 24. $50M SMALL BUSINESS Criteria Owner Operated - Passionate
  • 25. $50M SMALL BUSINESS Criteria Owner Operated - Passionate Helps Promote Collisions
  • 26. $50M SMALL BUSINESS Criteria Owner Operated - Passionate Helps Promote Collisions Execution Ability
  • 27. $50M SMALL BUSINESS Criteria Owner Operated - Passionate Helps Promote Collisions Execution Ability Sustainable
  • 28. $50M SMALL BUSINESS Criteria Owner Operated - Passionate Helps Promote Collisions Execution Ability Sustainable Unique or First or Best at Something
  • 29. $50M SMALL BUSINESS Criteria Owner Operated - Passionate Helps Promote Collisions Execution Ability Sustainable Unique or First or Best at Something Story-worthy
  • 30. NATALIE This is Chef Natalie Young. Her restaurant EAT is our first small business investment to open. Formerly, she worked as a Chef on The Strip. And she was about to leave Las Vegas for good until she was able to follow her passion and fulfill her dream to open her own restaurant.
  • 35. NATALIE EAT officially opened for business in September, 2012..
  • 38. SARAH This is Sarah Nisperos, a lifelong fashionista who was able to follow her passion after a small business investment from Downtown Project.
  • 39. SARAH This is her boutique, Coterie, which is the first fashion retail operation in the Fremont East area of Downtown.
  • 40. SARAH
  • 48. $50M TECH STARTUPS We’re investing $50 million dollars in tech that are located here or are willing to move their operations to Downtown Las Vegas. Tech startups can grow rapidly and create jobs quickly. We believe you can change the world with a laptop.
  • 57. CITY AS A STARTUP http://bostinno.com/wp-content/uploads/2011/10/startup-sign.png
  • 58. CITY AS A STARTUP We’re working with Venture for America and have brought 14 of their Fellows to work in Downtown Las Vegas. They are working with us at Downtown Project and related entities. VFA is a program that sends young, talented college graduates to work in startups to hone their entrepreneurial skills.
  • 59. $50M EDUCATION, ARTS, CULTURE 9th Bridge School
  • 61. $50M EDUCATION, ARTS, CULTURE We’re investing in organizatio ns like First Friday, to support gathering of the community and the celebration of the local arts scene.
  • 62. $50M EDUCATION, ARTS, CULTURE http://mikerossart.net/images/mikeross_enter.jpg
  • 63. $50M EDUCATION, ARTS, CULTURE http://www.vegasnews.com/wp-content/uploads/3_2_12_burn_vegas_kabik-131-9-588.jpg
  • 68. $200M REAL ESTATE We’re inspired by the book Triumph of the City and the idea that knowledge is more powerful than space. When people live closely together, they interact more frequently which creates more opportunities for them to learn from each other. Accelerate serendipity -> Accelerate learning -> Accelerate productivity and innovation
  • 69. WHEN CITIES DOUBLE IN SIZE Productivity and innovation per resident increases by 15% (But not true for companies) Accelerate serendipity > Accelerate learning > Accelerate productivity and innovation
  • 70. 3 INGREDIENTS FOR SERENDIPITY 1. Residential density of 100 residents/acre 2. Street-level activity for residents to collide 3. Culture of openness, collaboration, creativity, and optimism
  • 71. HOW TO ACCELERATE LEARNING & INNOVATION Maximize serendipitous interactions Density in the office Density in the city Collisions vs. convenience
  • 72. OUR SECRET WEAPON When people come to visit us in Downtown Las Vegas, they find exactly what we found. A place that is vibrant, interesting, and community-focused. And they want to stay, to move their companies here. They get it
  • 73. LEARNINGS FROM TED, SUMMIT SERIES, SXSW, BIF… Curated Content Serendipity Learning Connections Community
  • 74. DOWNTOWN VEGAS EVERY DAY Curated Content Serendipity Learning Connections Community
  • 75. Fremont St. & Las Vegas Blvd.
  • 76. Fremont St. & Las Vegas Blvd.
  • 77. INSPIRE THEATER Opened December 2013
  • 86. DOWNTOWN VEGAS MONTHLY CADENCE Week 1 – First Friday Week
  • 87. DOWNTOWN VEGAS MONTHLY CADENCE Week 1 – First Friday Week Week 2 – Tech Week
  • 88. DOWNTOWN VEGAS MONTHLY CADENCE Week 1 – First Friday Week Week 2 – Tech Week Week 3 – Fashion Week
  • 89. DOWNTOWN VEGAS MONTHLY CADENCE Week 1 – First Friday Week Week 2 – Tech Week Week 3 – Fashion Week Week 4 – Catalyst Week
  • 92. RETURN ON COLLISIONS ROC What is the value of a resident that is out and about in the neighborhood?
  • 93. RETURN ON COLLISIONS ROC What is the value of a resident that is out and about in the neighborhood? 3-4 hours/day
  • 94. RETURN ON COLLISIONS ROC What is the value of a resident that is out and about in the neighborhood? 3-4 hours/day x 7 days/week
  • 95. RETURN ON COLLISIONS ROC What is the value of a resident that is out and about in the neighborhood? 3-4 hours/day x 7 days/week x 40 weeks/year
  • 96. RETURN ON COLLISIONS ROC What is the value of a resident that is out and about in the neighborhood? 3-4 hours/day x 7 days/week x 40 weeks/year = 1000 “collisionable” hours/year
  • 97. RETURN ON COLLISIONS ROC What is the value of a purposeful visitor that contributes to community?
  • 98. RETURN ON COLLISIONS ROC What is the value of a purposeful visitor that contributes to community? 12 hours/day
  • 99. RETURN ON COLLISIONS ROC What is the value of a purposeful visitor that contributes to community? 12 hours/day x 7 days/week
  • 100. RETURN ON COLLISIONS ROC What is the value of a purposeful visitor that contributes to community? 12 hours/day x 7 days/week x 12 weeks/year
  • 101. RETURN ON COLLISIONS ROC What is the value of a purposeful visitor that contributes to community? 12 hours/day x 7 days/week x 12 weeks/year = 1000 “collisionable” hours/year
  • 102. RETURN ON COLLISIONS ROC “SUBSCRIBE” TO DOWNTOWN
  • 103. RETURN ON COLLISIONS ROC 1. 100 residents per acre 2. Street-level activity for residents to collide 3. Culture of openness, collaboration, creativity, and optimism
  • 104. RETURN ON COLLISIONS ROC 1. 100 residents per acre 2. Street-level activity for residents to collide 3. Culture of openness, collaboration, creativity, and optimism
  • 105. 100,000 RETURN ON COLLISIONS ROC
  • 106. RETURN ON COLLISIONS ROC 100,000 “collisionable”
  • 107. RETURN ON COLLISIONS ROC 100,000 “collisionable” community
  • 108. RETURN ON COLLISIONS ROC 100,000 “collisionable” community hours
  • 109. RETURN ON COLLISIONS ROC 100,000 “collisionable” community hours per
  • 110. RETURN ON COLLISIONS ROC 100,000 “collisionable” community hours per acre
  • 111. RETURN ON COLLISIONS ROC 100,000 “collisionable” community hours per acre per
  • 112. RETURN ON COLLISIONS ROC 100,000 “collisionable” community hours per acre per year
  • 113. RETURN ON COLLISIONS ROC 100,000 “collisionable” community hours per acre per year 2.3 COLLISIONABLE HOURS PER SQUARE FOOT PER YEAR
  • 114. THE BIG BET 3 GUIDING PRINCIPLES Accelerate: 1. Collisions 2. Co-Learning 3. Connectedness And everything else will fall into place… (productivity, innovation, growth, happiness) What will people say about downtown?
  • 115.
  • 116. 50% OF HUMANS LIVE IN CITIES
  • 117. 75% WILL LIVE IN CITIES IN OUR LIFETIME
  • 118. A GREAT BRAND is a story that never stops unfolding.
  • 119. A GREAT BRAND, COMPANY is a story that never stops unfolding.
  • 120. A GREAT BRAND, COMPANY, CITY is a story that never stops unfolding.
  • 121. A GREAT BRAND, COMPANY, CITY is a story that never stops unfolding.