Nevada’s 158th birthday is on the horizon, which offers a time for reflection about who we are as Nevadans and what our great state represents.
While people in every state think theirs is unique, we know it to be true—Nevada is like no place else.
Much of this exceptionality comes from the prescient decision to be the first to legalize gaming.
Virginia Valentine
This consequential action launched a statewide industry that has become the lifeblood of our economy—the largest employment sector, largest taxpayer and largest source of economic activity.
According to the Nevada Commission on Tourism, the state’s tourism industry generated $62.5 billion in total economic impact, supported more than 355,000 jobs and brought more than 43 million visitors to see us in 2021.
While impressive numbers, they remain well below our typical levels as the industry continues its recovery from the devastation caused by the global pandemic.
Since March 2020, we have acutely experienced the reality that the prosperity of Nevada’s economy is inextricably tied to the success of the tourism industry. Accordingly, Nevada’s leading industry understands its extraordinary responsibility and has an unwavering commitment to doing all it can to quickly return to our normal tourism levels and surpass them.
As we move toward full recovery, one of the ways the resort industry is safeguarding the long-term durability of Nevada’s economic engine is through deep investments in corporate social responsibility (CSR).
Frankly, this should receive more attention than it does.
The resort industry has taken a lead role in establishing policies, programs and initiatives that promote responsible gaming, protecting the planet, enhancing the well-being of employees and guests, fostering a culture of inclusivity and building a more resilient community.
On the philanthropic side, the industry has a longstanding history of community engagement, charitable giving and employee volunteerism.
The industry has donated hundreds of millions of dollars and countless volunteer hours to nonprofit organizations that serve as our community’s safety net. Attend nearly any nonprofit event and you’ll see resort representation along with legions of employees proudly there in support. Team members also give generously to help those most in need.
To ensure all feel welcome and valued, the resort industry is a champion of diversity, equity and inclusion practices.
The industry works closely with community leaders and diverse organizations to create an inclusive environment where everyone can thrive by embracing authenticity, removing barriers and providing fair access and opportunity.
To protect the planet, resort companies are committed to environmental sustainability and implementing sustainable practices throughout their properties. They are investing millions of dollars into responsible operations aimed at reducing greenhouse gases, carbon emissions, trash, single-use plastics, food waste, water consumption and more.
From achieving LEED and Green Globe certifications to utilizing renewable energy sources and installing complimentary electric vehicle charging stations, the industry is on the forefront of change. Perhaps most importantly, the resort community has long recognized the need to conserve water and has partnered with the Southern Nevada Water Authority for decades in pioneering water conservation measures.
In fact, only 7% of Southern Nevada’s water resources is used by hotels and casinos, and of that, more than half is recycled and returned to the water supply. Combating the ongoing drought is a priority for the industry.
The industry’s commitment to this community is so strong that these fierce competitors have come together as the Nevada Resort Association’s CSR Coalition, working collaboratively on shared priorities to make a lasting impact on our community’s toughest challenges. The coalition has prioritized ending human trafficking, addressing critical issues such as homelessness and food insecurity, and advancing effective environmental sustainability solutions.
For example, the coalition has been active in the fight against human trafficking, joining forces with one another, law enforcement and nongovernmental organizations to share information, hear from survivors, enhance trainings and procedures, and bring greater awareness to the issue. For the past two years, the coalition has partnered with Truckers Against Trafficking and law enforcement to host a statewide training for the resort industry.
This is merely a snapshot of the industry’s many CSR efforts.
Why dedicate significant resources into CSR? It’s the right thing to do. It’s an investment in Nevada’s future that provides dividends now and in the future. And it’s smart business. There is a continual stream of research showing that Gen Z and millennials make purchasing decisions based on a company’s values and CSR track record.
Further, these generations want to work for a company that shares their ideals. CSR helps with recruitment, and it’s instrumental in retaining top talent. Studies show a company’s commitment to societal impact, diversity, equity, inclusion and sustainability have a direct impact on job loyalty and employment engagement.
This boosts morale and produces a more creative, high-functioning workplace. Consequently, Wall Street and shareholders are also putting a finer focus on a company’s societal efforts, measuring and tracking progress as part of a company’s “environmental, social and governance” reporting.
Nevada’s resort industry is driven by a sense of service, and it’s proud to be a leader in CSR, knowing that these investments into our community and its people will make Nevada stronger for the next 158 years.
Virginia Valentine is president and CEO of the Nevada Resort Association.
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This story appeared in Las Vegas Weekly.