Non-profit Partners Activate “Charity Lane” at Life is Beautiful Festival

Life is Beautiful Festival

Non-profit Partners Activate “Charity Lane” at Life is Beautiful Festival 

Six charity partners to set up immersive goodwill experience, Oct. 26 & 27


On October 26 and 27, 2013, a portion of the Life is Beautiful Festival grounds will transform into a beacon of goodwill, with the launch of Charity Lane. Six worthy causes – charity: water, Three Square Food Bank, Communities In Schools of Nevada, To Write Love On Her Arms, Love Hope Strength and Mama Hope (Stop the Pity), – will execute creative and engaging activations for festival-goers who want to give back. Additionally, the festival will fundraise for said charities and make history as the first event of its kind to employ a location-based mobile donation site via Modern Giver.

As the festival’s exclusive donation medium, Modern Giver will offer fast, remote, and instant contributions to participating nonprofits (no cash, app or download needed).  To contribute, individuals can simply visit on their smartphone, choose one of the Life is Beautiful partner charities, and donate using their credit or debit card. Life is Beautiful is the first ever festival to leverage location-based mobile donations via Modern Giver to benefit partnering charities.

Within the festival itself, attendees can interact with the six chosen nonprofits in a portion of the grounds, called Charity Lane. Charity Lane will offer educational and interactive demonstrations from participating charities with far-reaching causes, benefitting local, national and international communities:

charity: water: charity: water is a non-profit organization bringing clean and safe drinking water to people in developing countries. Festival goers will be able to partake in the organization’s “water walk” which gives them a hands-on feel for what people without fresh, clean water go through.

Three Square Food Bank: Established in 2007, Three Square Food Bank helps offer wholesome, nutritious food to nearly 100,000 Southern Nevadans each month. Three Square will be hosting a “backpack packing” session where festival goers can fill a bag full of food. The bags will support Three Square’s “BackPack for Kids” program which assists more than 275 schools with up to 5,000 children receiving supplemental weekend meals each week.

Communities in Schools of Nevada: Communities In Schools of Nevada supports nearly 33,000 students at 43 schools throughout the state, surrounding low-income, high-risk students with a community of support and the resources they need to succeed. They will be showcasing thought provoking imagery and items, including worn and tattered shoes, shining a light on the struggles underprivileged Nevadan school children face every day.

To Write Love On Her Arms: To Write Love On Her Arms (TWLOHA) is a non-profit movement dedicated to presenting hope and help for those struggling with depression, addiction, self-injury and suicide. TWLOHA invite attendees to share their biggest fears and greatest dreams via provided cards. The cards are posted all over the booth for everyone to see.

Love Hope Strength:  Love Hope Strength turns concerts into lifesaving events, through their GET ON THE LIST campaign, in which they register marrow donors from concerts around the world. Love Hope Strength will be activating their now famous GET ON THE LIST “Marrow Drive” at Life is Beautiful.  Festival attendees can register to be marrow donors via a simple free cheek swab and registration form that may help save the life of someone around the globe with cancer.

Mama Hope (Stop The Pity): Stop The Pity is a movement that tells a new story about poverty, focusing on potential, not pity. Mama Hope will be giving life to their Stop The Pity campaign by setting up a video booth and asking people “How do you make life beautiful?”. The answers will be compiled and shared with the African villages the Stop The Pity movement supports.

For more information about Life is Beautiful Festival’s Charity Lane, please visit


Life is Beautiful Festival Sponsors

Wirtz Beverage Nevada, Heineken USA, Esquire MagazineLas Vegas Review Journal, Travel + Leisure, Sub-Zero Wolf, Westar Kitchen & Bath, Las Vegas Events, Cirque du, Red Bull, El Cortez Hotel & Casino, the D Las Vegas, Toyota, CBS, Ketel One Vodka, Bacardi, Murphy-Goode, Whole Foods Market, Ploom, Downtown Grand Hotel and Casino, Dolce Vita, Original Penguin, Le Creuset, Airstream 2 Go, Silicon Valley Bank, Chef Works, Planet Hollywood Resort & Casino and Flamingo Las Vegas, La Caja China, Silver State Productions.*Sponsors listed are current as of release date.

Life is Beautiful Festival is being developed by Aurelian Marketing Group in partnership with Another Planet Entertainment, MAKTUB Marketing and Downtown Project. Visit and sign up to receive information updates via email. Connect with the Life is Beautiful team socially at and


Aurelian Marketing Group is a brand experience company made up of a group highly experienced brand strategists, creative directors and expert producers with a deep track record in creating and implementing meaningful and impactful branded entertainment and events.  Its CEO, Rehan Choudhry is the former Director of Entertainment for The Cosmopolitan Las Vegas and was previously the Regional Director of Entertainment for Caesars Entertainment Atlantic City.  He was recognized by event trade publication, BizBash as an Event Innovator for his work at The Cosmopolitan in 2011.


Since its inception in 2003, Another Planet Entertainment has produced and promoted events with artists as diverse as Radiohead, Dave Matthews Band, Neil Young, Daft Punk, Tom Petty & The Heartbreakers, Metallica, Paul McCartney and Kanye West. In its first year of operation, Another Planet was selected by a vote of its concert industry peers as “Promoter of the Year” in the United States by Pollstar Magazine. Another Planet is the exclusive promoter of several venues in Northern California also produces two major yearly festivals in San Francisco  Outside Lands Music & Arts Festival (beginning in 2008) and Treasure Island Music Festival (beginning in 2007).


MAKTUB Marketing is directed by Joey Vanas.  Vanas is the managing partner of First Friday Las Vegas and the Executive Director of the First Friday Foundation, a non-profit organization dedicated to supporting local and civic art. Vanas has overseen the growth of the First Friday event to 20,000+ people while creating positive media attention and awareness for the Downtown Vegas Arts scene in markets across the country and around the world.


Downtown Project is a group of passionate people committed to helping to transform Downtown Las Vegas into the most community-focused large city in the world.  The organization has allocated $350 million to aid in the revitalization of Downtown Las Vegas through investments in real estate, residential development, education, small business, and tech startups.  With a goal of reaching residential density of 100 people per acre, coupled with ground level activities, Downtown Project aims to accelerate community and co-learning through the serendipitous interactions of the people of Downtown Las Vegas.


Leave a Reply