Penn Jillette’s support for Vegas charity Opportunity Village is no illusion

By Ron Sylvester

Wednesday, March 7, 2012 | 2 a.m.

The first tweet Linda Smith received after last Sunday’s episode of “Celebrity Apprentice” came from a niece in Canada saying she’d seen her on the show, talking about Las Vegas’ Opportunity Village.

“I thought, ‘It wasn’t only on national television but international television,’” Smith said.

Smith, the chief development officer for Opportunity Village, can thank Rio headliner and “Celebrity Apprentice” contestant Penn Jillette for putting her and the organization in the global spotlight.

Over the past three weeks, Opportunity Village has been hearing support from across the nation because of the Donald Trump reality program.

“We have had hundreds and hundreds of responses on Facebook and Twitter and have received many online donations,” Smith said. “Most of them have come from outside Las Vegas.”

Local residents rarely provide unsolicited donations, she said, perhaps due to a sometimes mistaken notion that the 58-year-old nonprofit group doesn’t need the help.

“We have to work for every penny we get,” Smith said.

That being the case, Smith hopes Jillette’s latest television appearances can spur the donations Opportunity Village needs to meet its goals.

Although rated third in its time slot, the program draws more than 6 million viewers, according to Nielsen’s network ratings. Jillette has emerged as an audience favorite on fan blogs, leading the men’s team to an impressive showing two weeks ago and earning $40,000 for Opportunity Village.

Jillette isn’t the first celebrity to support the charity, which pays $3.6 million in wages annually to people who were once considered unemployable. Over the years, Bob Hope, Frank Sinatra and Wayne Newton have supported the charity.

Then there was Elvis.

As Jillette highlighted during last week’s program, Opportunity Village artisans made the scarves Elvis used to wipe his brow, kiss then toss to adoring fans from the Vegas stage in the 1970s. At least two women served by Opportunity Village who made Elvis’ scarves still work there.

In marketing, celebrity connections and TV exposure help build what is known as “familiarity principal,” and it frequently benefits an organization.

“This is a really good example of how a celebrity can get involved and get things going in the right direction,” said Anjala Krishen, assistant professor of marketing at UNLV’s Lee Business School.

Emily Jillette actually turned her husband on to the wonders Opportunity Village has worked with the individuals it serves — an average of more than 900 people per day with IQs under 70, suffering from conditions that include Down syndrome, autism and disabilities from fetal alcohol syndrome.

“We met Emily at a social function five or six years ago, and she was intrigued with what Opportunity Village was doing,” Smith said.

Penn Jillette visited soon afterwards.

“It was a truly magical time when he came to visit,” Smith said. “And he really connected in an emotional, deep way. It’s so heartwarming to see him dissolve into tears when talking about us on television. He really is a big, lovable man.”

Las Vegas’ biggest “Celebrity Apprentice” fans could be those served by Opportunity Village’s three campuses.

“We are having to pry our clients off the ceiling,” Smith said. “For these ladies and gentlemen, often their best friend is a television set because these disabilities are so isolating. But they are as up to speed on news, politics and what’s happening in entertainment as anyone.”

Every Sunday, Smith said, the cheers for Jillette can be heard echoing down the halls of Opportunity Village.

“He’s gonna win, isn’t he?” Smith hears them ask. “He’s gonna go on, right? He has to win.”