DOWNTOWN’S BOOST OF BEAUTY & MUSIC

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OK, sure, it’s about music, obviously — well, and food and art and learning — but more than that, it’s about reminding folks that life is, well, beautiful.

“I named it Life Is Beautiful because there are so many people who are struggling that need that perspective,” says Rehan Choudhry, who founded the festival in 2013. “I just thought that, like, if you can get people to say those words over and over and over again, people will believe it when they need to.”

When Choudhry left his position as entertainment director at The Cosmopolitan of Las Vegas, he knew he wanted to create something different. “I didn’t want to do just another tried-and-true music event,” he says. By then, he’d developed enough cachet to embark on such an enterprising endeavor, having earned his place with his progressive programming at the Cosmo. The clout he had gained there made it easier for him to approach Zappos CEO Tony Hsieh, whom he’d connected with through mutual friends, to present his initial vision.

“I knew I wanted to have a company that focused on these kinds of inspirational impact festivals and events,” Choudhry explains. “I just didn’t know what it looked like until I had some time at home putting pen to paper and designing it.” It took about a month to pull his pitch together, he remembers, and there were three requisites.

FULL LAS VEGAS REVIEW JOURNAL ARTICLE BY DAVE HERRERA:

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