Las Vegas Sun

January 28, 2015

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Zappos school planning builds ‘excitement around education’


Joe Schoenmann

Rich Demato leads a group of parents and children Wednesday night at the site of an old Baptist church that in August will become a school funded by Downtown Project. The tuition-based school will be open to everyone.

Tony Hsieh, CEO of, poses in the Ogden in downtown Las Vegas Thursday, June 7, 2012.

Tony Hsieh, CEO of, poses in the Ogden in downtown Las Vegas Thursday, June 7, 2012.

This is how you make a school. At least, it’s how you make a school when Zappos CEO Tony Hsieh and the Downtown Project are involved.

At the site of a former First Baptist Church at Ninth Street and Bridger Avenue in downtown Las Vegas, kids began the night by sitting dutifully with their parents at tables adorned with Legos, markers, Play-Doh and sticky notes.

By the end of the session a few hours later, the handful of kids were coming up with ideas that hadn’t dawned on many of the adults. And they were scolding the parents for taking so long to brainstorm.

Rich Demato is co-founder of the workshop and was hired by the Downtown Project to push forward and shape the ideas of dozens of people who have spent many months creating what an innovative downtown school would look like. At the session this week, Demato said the kids were “racing up and writing down these great ideas.”

One was for the school to create themed rooms; so one room, for instance, might be watery in some fashion and teach all about water; maybe there’d be a Legos room for, what? Maybe math? Art? There’d be a plant room, and on and on.

“Adults overcomplicate things,” Demato said, paraphrasing what the kids were saying. “They should be more simple.”

Creating a school, however, is no simple prospect.

In March 2011, Hsieh invited Zappos employees who wanted to be part of creating a downtown school to his home to brainstorm. They spent three hours coming up with mission statements and ideals, ways they would like a school to function if they were in charge. One person said it should operate like an online university; creativity and community were dominant themes.

Over time, the realization came that community involvement was crucial, but so were experts in education, in how the brain works and how it learns, in curriculum and creative thought.

Connie Yeh, who left her corporate job in New York City a year ago to work for Downtown Project as head of Project’s Education Initiative, and Meg Murray, who has a Ph.D. in education and is the lead researcher and school designer, helped create two think tanks connecting experts in education from around the world.

One of those experts, Trish Martin, president of Literacy Brain Connection LLC, started the night with a quick YouTube video that explored the exponential growth in the use of technology and the need for tech experts around the world.

“We have to change the way education looks,” she said after the video. “Our world is going to be different for your children.”

Yeh and Murray are in charge of making sure this new school, which has yet to be named, comes to life in August. They’ll start interviewing prospective teachers in January. The first year will be for students, from 6 weeks to kindergarten age. Then it will grow grade by grade.

“We want the students to be able to grow with the school,” Yeh said.

The school will undertake common core curriculum requirements, Martin said, but school creators also plied information researchers in neuroscience and neurolearning to understand how the brain learns.

Murray said they also pored over information from experts in the field of positive psychology, a key to creating a positive environment in the classroom.

With those elements, a curriculum is being devised, honed and finalized, Murray said. When the curriculum is finished, Martin said she believes this downtown school will be unique in the country for employing neuroscience and learning — teaching classes in ways that fit with how the brain learns — and paying special attention to positive psychology.

“We have the opportunity to start with a clean slate,” she said. “Las Vegas is dying for some kind of excitement around education.”

The next day, over coffee downtown, the excitement of the previous night was still palpable to Demato, who travels around the country with his creative agency helping companies catalyze ideas into actions with an eye toward social change.

“I haven’t seen anything else like it,” he said of what’s happening in Las Vegas, where the creation of “collisions” between so many different people in different fields is taking place, much of it with the help of the Downtown Project.

Demato beamed in recalling the children racing around and coming up with the most creative ideas the previous night.

“If this is going to be the most community-focused city in the world, you have to walk the walk, you have to involve the community,” he said. “I saw that happening last night. This school will connect with the community.”

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  1. Hummm, this charter school buzz must be in the air or water around Las Vegas. Oddly enough the other week, while at my regular doctor's appointment, he asked me about charter schools, and what I believed would fit the local needs. My response was that project based learning would serve many students, that schools that lean towards connecting a career and technology really interest and engage students, and great success is found in those type of schools.

    Of course the CCSD has been gradually putting into place Magnet School and Tech Schools towards that end, and those schools are in high demand to where the community would do well with more of them.

    Hopefully Zappos won't struggle in reinventing the wheel, there are plenty of great models for schools that could be used as a template. It is great that they are inviting community input and involvement. A school serves the neighborhood it is in, and should consider the needs of their people. One thing is for sure, schools are expensive to run, and it will be interesting to observe how private industry tackles that.

    Great story Las Vegas Sun, please keep us informed on their progress and any way readers can support them.

    Blessings and Peace,

  2. What a concept: teaching intuitions needing to learn.

  3. Designing a school in response to customer needs rather than bureaucratic regulation. Might just work. However, you fans of defunding public education and turning over everything to vouchers, charters and privates may wish to follow closely the budget for this proposal. My guess is that, like Agassi, this school could be quite successful at twice the per pupil cost of public schools. That remains the big issue for those of us in public education. We are not adverse to new teaching methods or new models....Star can tell you that successful teachers are like great baseball pitchers....a bag of change-up pitches for every eventuality. It's the money. You continually tell us to do far more with far less and throw the privates and the charters in our faces but neglect to mention that virtually all cost moer, in some cases far more, per pupil than is allocated for public education.

  4. One thing I'd like to see in education is grouping students by ability not by age. In my opinion a typical class has 1/3 above average, 1/3 average, and 1/3 below average, yet the curriculum teaches to the 'average' student. This creates undue stress on the teacher who has to teach to 3 different levels. This leaves the above average bored and the below average frustrated.

  5. If only children tried. Many students come to our public schools from a home culture that does not support them to do their best. Stop by a school sometime and have a conversation with a teacher about the students in their classroom. See for yourself with what children do and bring to the classroom.

    The stories you would likely hear is one about the successful students having the home support, the struggling students who have little to no home support, and those who are in-between, that have some home support, some self-motivation, and can go either way with their successes or failures. Students who put time and effort towards their learning will have better, more successful outcomes.

    Typically, struggling (primarily elementary)students who attend school daily, rarely practice skills at home by either doing their assigned homework or reviewing skills through educational games. Their responsible adults understand the compulsory education law requires attendance or they face the consequences of enforcement.

    The adults in the home who are forever asking: what time it is, what change should their child have on a purchase, or what is the story/article/book the child is reading is about, will produce better performing students, no matter the level. Also, if the child's adult helps out at the school will reap greater rewards with that child's academic and behavioral performance. This is based on research.

    It is not enough for a child's responsible adult to simply drop off and pick up that child each day at the school. Too many adults consider THAT being parent involvement. The educational plan Zappos is putting together will most likely require and enforce family participation, thereby assuring their success. Public schools, conversely, can only ASK, but have no way presently, to enforce effective family/adult participation. Our Lawmakers last Nevada State Legislative Session, failed to put enforcement teeth/consequences in the yearly PARENT/TEACHER/STUDENT INVOLVEMENT ACCORD required by the school district, paid by taxpayer dollars. Time to fix that problem this up-coming session!

    Blessings and Peace,